The traditional after-work drink has long been a staple in workplace culture across the globe. However, evolving societal values, health consciousness, and changing work dynamics are reshaping this once-ubiquitous practice.
Today’s work environment demands a fresh approach that balances inclusivity, wellness, and engagement. This editorial delves into global shifts in drinking culture, emerging consumer preferences, and offers actionable tips for you to adapt your after-work offerings effectively.
Understanding the modern workforce
1. Changing preferences
The modern workforce increasingly values health and inclusivity. With more people opting to drink less or abstain altogether, venues must cater to this shift. In the U.S., alcohol consumption has been on the decline, with more individuals choosing non-alcoholic options and engaging in social activities that don't centre around drinking (Niznik Behavioral Health survey). Similarly, in Japan, younger workers are beginning to reject the traditional after-work drinking culture (DW).
2. Changing attitudes toward workplace drinking
As younger generations enter the workforce, there is a shift in how alcohol is perceived in professional settings. In the UK, 43% of respondents believe there is too much pressure to drink at work events, and 53% desire a reduction in this pressure (Drinkaware). Similarly, 45% of American workers think that drinking with colleagues improves relationships, yet a significant portion also experiences anxiety and regret associated with drinking at work (Niznik Behavioral Health survey).
3. Impact of health and safety awareness
Heightened awareness around mental health and well-being has led to a rethinking of alcohol’s role in workplace culture. With increased focus on wellness and the risks associated with excessive drinking, many companies are re-evaluating their approach to after-work social events (ALRA Recruitment).
Tips and tricks for hospitality venues to maximise after-work occasions
Hospitality venues perfectly positioned to take advantage of after-work occasions can significantly boost their appeal and customer base by implementing a few strategic tips and tricks. This isn’t exclusive to venues in bustling city centres; establishments in suburban or quieter areas can also become go-to spots for professionals looking to unwind after a long day.
1. Create the right ambience
Setting the right mood for socialising is crucial. Pay attention to music, lighting, and seating arrangements to create a welcoming atmosphere. Comfortable seating that encourages conversation, alongside lighting that is neither too bright nor too dim, can make your venue more inviting. Venues near major office blocks, such as those in the City of New York, can benefit from creating spaces that accommodate both quick after-work drinks and more relaxed, extended gatherings.
Top tip: Host engaging events and activities: Organise events that appeal to the modern workforce, such as trivia nights, live music, or wellness-focused activities. These events provide opportunities for social interaction beyond drinking and can attract a wider audience. For instance, you could host a weekly game night or wellness seminar to engage the local professional community.
2. Create the right offer
Speed and efficiency of service are essential for busy professionals. Build an offer that delivers quality at speed by pre-batching popular drinks and offering sharing serves. Ensuring that your staff can handle high volumes without compromising on service quality can attract workers looking for a quick yet enjoyable experience.
Top tip: Think about group promotions: Attract workplace groups with special discounts, sharing serves, and package offers. Incentivising group reservations and pre-orders can boost your venue’s appeal and engender loyalty among guests.
3. Create the right drink options (even if this is a limited-time menu!)
To appeal to a broader audience, ensure your venue features and effectively communicates a diverse selection of non-alcoholic beverages (of course with a great selection of alcoholic tipples too!). This could include high-quality non-alcoholic cocktails, non-alcoholic beers, and artisanal sodas. For example, venues like those around London’s Canary Wharf have successfully incorporated premium non-alcoholic options to cater to health-conscious professionals.
Explore our enticing Mathieu Teisseire serves, crafted to enhance the after-work ambience and draw in guests with creative flair!
4. Create convenience through technology
Utilise technology to enhance the customer experience. Offer solutions such as online reservations, mobile ordering, and loyalty programs. Venues that integrate tech solutions can streamline operations and provide a more convenient experience for busy professionals. For instance, a bar near a large office complex could use a mobile app to allow for easy ordering and reservations.
So, we want to raise a glass to the evolving culture of after-work socialising. Whether you're clinking glasses with a refreshing iced beverage, a zero-proof cocktail or enjoying a flavourful shandy, here’s to new traditions, healthier choices, and unforgettable evenings. May your next after-work gathering be your best one yet!
