Young Americans are going wild for the ‘zebra-striping’ trend, and restaurants and bars are having to adapt their menus.
Popular among Gen Z, the trend involves alternating between alcoholic and non-alcoholic beverages – hence the name inspired by the black and white pattern of a zebra’s stripes.
Chains like Applebee’s and Buffalo Wild Wings are known for offering can’t-miss drink deals, and Chili’s has been dubbed by some as America’s margarita king.
However, an abundance of beer and cocktails has slowly become a thing of the past in the eyes of restaurant goers.
About 48 percent of alcohol drinkers are actively choosing to drink less, according to IWSR, a global leader in beverage alcohol data.
And a study conducted by Restaurant Business’ sister brand Technomic showed that among guests who had recently ordered a drink from a bar, 30 percent reported they’d also ordered a non-alcoholic alternative.
Restaurants are taking note. Mentions of mocktails on menus are up 37.4 percent since 2019, including a 9.6 percent jump last year alone, according to Technomic.
Various restaurant menus may be changing due to ‘zebra-striping,’ alternating between alcoholic and non-alcoholic drinks
Participants ages 18 to 34 were the ones who were most interested in drinks with zero alcohol, but older consumers were not far behind them.
Drinkers may occasionally enjoy Bloody Marys or Mimosas during brunch. Daytime hours are usually when people can find diners paring their alcohol with regular drinks.
‘Gen Z and younger millennials are most likely to engage in both alcohol and non-alcohol bar drinks during the same restaurant occasion — to a significant degree — and mocktails/alcohol-free cocktails are the top items paired with beverage alcohol,’ said Robert Byrne, senior director, consumer research at Technomic.
‘Everything is expensive in the current inflationary environment, but that is likely a small part of the reason behind the trend.’
‘I would suggest it is a combination of increased interest in moderation as an important component of an overall healthy lifestyle and experience-seeking behavior,’ Byrne added.
Barry Thomas, senior global thought leader for Kantar, believes cultural shifts leaning towards a ‘sober-curious mindset’ is the biggest reason for the change.
‘In my generation, Gen X, you’d often say you were going out for a night to forget. Well, not Gen Z. It’s about having a night to remember,’ Thomas told The Food Institute.
Places famous for drink deals like On The Border Mexican Grill & Cantina and Hooters filed for bankruptcy this year. However, significant menu shakeups could increase their chances of restaurants’ survival.
Multiple experts pointed out lifestyle changes as a reason behind the trend’s popularity
Gen Z restaurant goers may appreciate a new drinks menu that include various non-alcoholic beverages.
Mocktails, designed to mimic alcoholic drinks, can help provide a shakeup to a menu suitable for guests looking to enjoy their night.
Businesses can also offer different brunch, lunch, and happy hour deals at certain times during the day, with a twist.
A possible drink special restaurants can offer would require guests to purchase a mocktail or hand-pressed juice to get an alcoholic beverage for 50 percent off.
Both of those beverages could also be paired with food, making it easier for customers to be aware of their surroundings.
Diners can also skip the restaurant and mix alcohol and non-alcoholic beverages on flights.
According to Byrne, travelers who pair beer and non-alcoholic beer together can have a unique experience while capitalizing on the current trend.
