A coffee in winter, a cocktail in summer: the weather also calls the shots

Amaury Marescaux
Jul 16
2 min read

INSIGHT OF THE WEEK - Beverage consumption in Belgian restaurants isn't just a matter of habit or taste. Gondola Foodservice has documented this intuitive consideration based on 153 million transaction lines. Analysis.

Beverage consumption in Belgian restaurants isn't just a matter of habit or taste. It also obeys a very real form of seasonality, as shown by a recent analysis by Gondola Foodservice, based on 153 million transaction lines. In summer, cocktails and spirits increase in popularity, while hot drinks decline, creating a consumption map that is dictated by the outside temperature.

This phenomenon is part of a broader trend: starting in May, restaurant traffic increases significantly. Between May and September, it increases by around 25%, driven by outdoor dining, school holidays, and a more intense social life. This increase has a direct impact on the types of drinks consumed.

Belgians' eating habits remain marked by a certain regularity. According to a previous study, 52% say they go to a restaurant at least once a month . In Brussels, this proportion rises to 67%, while only 10% of respondents say they never go to a restaurant.

Dynamics accentuated by seasonality

The average bill observed in restaurants is €25.90. A drink is included in just over one in two transactions, with a rate of 50.8%. However, this figure hides significant geographical disparities. In Aalst, for example, 85% of transactions include a drink, compared to only 20% in Braine-l'Alleud.

When it comes to the most popular drinks in restaurants , beer leads the way in terms of value across the entire hospitality sector. But in restaurants alone, wine dominates, with a market share of 19.5%. In terms of volume, soft drinks remain in first place, representing 29.3% of drinks served.

Seasonality accentuates certain dynamics. In summer, spirits, particularly cocktails, see their share increase sharply. From 9% in winter, they climb to 17.1% in midsummer. Conversely, hot drinks experience a significant decline, falling from 26.6% in winter to 18% during the warmer months. Coffee is the main driver of this category. Beer, meanwhile, displays surprising stability, with little variation from one season to the next.

These developments highlight the extent to which consumer preferences are influenced by the weather and the rhythm of the seasons. They also offer a clear insight into customer dining habits, whether on a patio or indoors, depending on the time of year.

This observation is part of a broader analysis to be discovered in the upcoming white paper Inside the restaurant receipt: deep-dive on beverage category produced by Gondola Foodservice, available exclusively for our members. ✉️ To receive it, contact Amaury Marescaux .