Restaurants Face Challenges as Drinking Habits Shift

As restaurants grapple with rising costs and declining sales, a new warning from the U. S. surgeon general could further strain their profits. The warning highlights the link between alcohol and cancer, coming at a time when many Americans are cutting back on dining out due to inflation. According to the National Restaurant Association, sales have dropped by 1. 7 percent between November 2023 and November 2024. Younger generations, particularly Gen Z, are leading a shift in drinking habits. Terms like “sober curious” and “California sober”—preferring cannabis over alcohol—are gaining popularity. A recent survey found that 32 percent of Americans are drinking less often in 2024 compared to pre-pandemic times. Renee Wege, a trend expert at Datassential, calls this a “new era of nonalcoholic drinking. ” Restaurants are feeling the pinch as consumers drink less. With food and labor costs on the rise, the importance of alcohol sales to overall profitability cannot be ignored. The surgeon general’s advice may exacerbate existing pressures, pushing restaurant owners to find innovative ways to stay afloat.

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