Low-calorie drinks have been rising in popularity since 2008 when Bethenny Frankel debuted her “Skinnygirl Margarita” on her reality show. Since then, restaurants, grocery stores, and coffee shops have adopted sugar-free, fat-free, and low-calorie items.
Know your market
These skinny items are targeted towards women and an older target market and the items are proving very popular among both demographic segments. Incorporating low-calorie options in a drink menu can encourage guests who wouldn’t normally order a cocktail to indulge, resulting in a higher tab and, if they drinks are priced correctly, higher profit.
When introducing skinny menu items it is important to expand on the target market that is present, and not try to market to a completely new audience. While skinny drinks are requested frequently at many popular chain restaurants like Kona Grill and Yardhouse, guests at the local sports bar may not be as eager to order skinny drinks. Remember, when you try hard to please everyone, you end up pleasing no one.
Coors learned this the hard way in 1993 with the addition of Zima. Coors spent 50 million dollars targeting a virtually nonexistent demographic – men of legal drinking age that did not like the taste of beer, and instead preferred a wine cooler-like beverage. Had Coors spent their time and money targeting the true consumer of Zima, women, the beverage could have been much more successful. 
Not everyone will like it
Starbucks was one of the first brands to incorporate “skinny” options in their drinks. When you order a skinny latte at Starbucks, it comes with non-fat milk and sugar-free syrup. Naming these drinks “skinny” caused some backlash because some found the term politically incorrect. Starbucks maintains that the drinks are “focused on the idea of taking better care of oneself.”
Be aware of pitfalls
When deciding to incorporate skinny options into a menu, it is important to keep in mind that there may be a higher cost for sugar alternatives, fresh fruit and fruit juices, and specific liquors. As with any addition to a product line, be sure that skinny options are aligned with the brand. Earlier this month, all Skinnygirl products were removed from Whole Food’s shelves because the ingredients were not up to the brand’s standards.
When ordering skinny cocktails keep in mind that the recipes were created with great care, and that the bartender may not be making them exactly as the recipe calls. Be aware of portion sizes. Bethenny Frankel’s Skinnygirl Margarita packs only 100 calories… per 4 ounces (most drinks are at least 8 ounces).
If you’re looking to add skinny or low-calorie items to your menu please contact us!