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Milk Dines Out

• 80-90% of milk is purchased for in-home consumption, but milk only accounts for 3-5% of restaurant beverage sales.
• Restaurants and foodservice operators can capitalize on increasing consumer demand for healthy beverages, including milk, which is now available in exciting new flavors with updated packaging with attractive graphics.
• In-restaurant promotions can increase milk sales 52% with children, and 35% with adults, according to a MilkPEP study.
• Adding milk to a "combo meal" grew milk sales 57% in a business and industry outlet; 47% in a hamburger chain; and 19% in a combination with donuts.
• Suggestive selling, which involves servers asking customers if they'd like to order milk with their meal, and point-of-purchase materials also helped increase milk sales in test cases.
• The study shows consumers:
  • Are open to ordering milk in restaurants.
  • Need a reminder of milk's availability in restaurants.
  • View flavored milk as a "treat" beverage when eating out.
  • Ordered milk in addition to other beverages.
• Money spent on food at away-from-home locations has surpassed money spent on food consumed at home, and the gap continues to widen.

Milk Successful in QSRs

Food Ingredients First: Wendy's Expands Kids' Meal Choices

• Wendy’s has announced the expansion of its Kids’ Meal Choices Menu with two deli sandwiches and a low-fat yogurt and granola cup, and consumers can substitute 2% white milk or 1% chocolate milk for the soft drink.
• Wendy’s introduced milk in grab-and-go plastic containers in 2004 as a substitute for soft drinks and since that time, milk sales have averaged about 750,000 units per week.

McDonald's Successfully Introduces Single-Serve Plastic Milk Containers

• Eight-ounce "Milk Jugs," featuring Ronald McDonald surfing on a wave of milk, are offered in 13,500 McDonald's locations as part a Happy Meal; lowfat white and chocolate Milk Jugs are available.
• Since launching Milk Jugs, McDonald's increased its sales to more than 4 million units per week, compared to 625,000 previously.

Ideas for Promoting Milk in Foodservice

Here are some ideas for promoting milk in foodservice. Your local milk processor, or your local dairy council, may be able to assist you in these efforts:

• Display plastic milk bottles in a cooler where consumers can see the choices offered.
• Show milk packaging and flavor varieties on menus, menu-boards and drive-thru menus.
• Place decals on windows/doors to promote milk.
• Use table tents/displays to encourage customers to order milk.
• Show plastic milk bottles with kids' meals/combo meals.
• Offer milk tastings to promote flavor varieties.
• Have servers suggest milk before ordering, verbally and through apparel/buttons.
• Target children and parents by promoting milk with fun items and/or making milk available in kids' meals.
• Offer products that naturally fit (common use occasion) such as donuts or cookies and milk.
• Offer milk with breakfast, a natural fit with this day-part.
• Promoting milk during a family night in which kids eat free can increase milk orders.
• Promote milk to kids and adults simultaneously to build total milk sales. This may prompt parents to order milk to "set an example" for their children.