Crafting the Perfect Senior Living Beverage Program

By Aaron Fish

In today's Senior Living marketplace, finding ways for your community to stand out from the crowd becomes critical. There is the need to look at your amenities and ancillary services not just as market differentiators, but also as potential revenue sources. One way that this can be accomplished is by evaluating the value of having and implementing a hospitalityforward beverage program.

Creating a successful beverage program in a senior living community is a multifaceted endeavor that requires careful consideration of several different factors. Things such as resident preferences, quality offerings, staff training, marketing strategies, and continuous engagement are critical for longterm success with any beverage program. We will explore these key elements to help senior living operators develop and implement a beverage program that not only enhances resident satisfaction but also generates revenue.

Understanding Resident Preferences

The foundation of any successful beverage program lies in understanding the preferences of the residents. Conducting surveys and engaging in direct conversations with residents can provide valuable insights into their tastes and dietary needs. For instance, some residents may prefer non-alcoholic beverages due to health reasons, while others might enjoy a glass of wine with dinner. Seasonal preferences also play a significant role; for example, during summer, residents might favor refreshing options like fruit-infused sodas or specialty iced teas. Another factor is understanding residents' ability and willingness to spend their disposable income on such a program. There is often a fear of “nickel and diming” our residents on ancillary charges that often causes us to avoid pricing services at fair market rates. With most Hospitality operations looking at a 300% markup over cost on their beverage menus, there is ample opportunity to understand what residents can't afford and still generate significant revenues while maintaining below-market pricing.

By gathering this information, operators can tailor their beverage offerings to meet the specific desires of their community, ensuring higher satisfaction and increased consumption.

Quality and Variety of Offerings

A diverse and high-quality beverage selection is crucial for keeping the menu both interesting and appealing. This includes offering a range of options such as specialty coffees, teas, fresh juices, and a selection of wines, beers, and spirits. For example, incorporating premium water options like sparkling or infused water stations can encourage better hydration among residents, which is particularly important for older adults who may struggle with adequate fluid intake. Additionally, modern trends such as cold brew coffee and antioxidant-rich juices can be included to cater to contemporary tastes and health-conscious residents. Offering a variety of beverages not only enhances the dining experience but also promotes better health and wellness.

Offering alcoholic beverages does come with some additional thought and planning, especially when considering variety. Trying to develop an extensive wine list, for example, can lead to significant costs and inventory expenses that may not be wanted or needed. It's better to be strategic with your wine and spirits menus- start small and then add and adjust based on resident demand. Monitoring and tracking your sales data will make this easier for your managers and will also help you better understand the value in revenue generated by your beverage offerings.

Staff Training and Education

Investing in comprehensive training for staff is essential for the success of the beverage program. Staff should be well-versed in beverage preparation, service, and knowledge. This includes understanding the different types of beverages offered, their health benefits, and how to make recommendations based on resident preferences. Effective training programs can significantly enhance the resident experience. For instance, staff who are knowledgeable about the benefits of certain beverages, such as the hydrating properties of infused water or the antioxidant benefits of certain juices, can make informed recommendations that align with residents' health goals.

It's also important to remember that managing alcoholic beverages requires an additional layer of safety training for staff to understand the effects of alcohol on residents and their guests. In addition to concerns about identifying intoxicated residents who have been over-served, there is also a need to understand how certain medications can interact with alcohol consumption. So, it is critical to not only include your culinary and dining team in the beverage training but also to include your care teams and other department heads, so that they can also support and help to keep the operations safe.

Marketing and Promotion

A well thought out marketing strategy is vital for promoting the beverage program and driving sales. Utilizing various marketing channels such as social media, newsletters, and in-house events can help highlight unique offerings and special promotions. For example, themed events like a summer iced tea party or a holiday-themed beverage night can create excitement and encourage participation. Marketing efforts should also focus on the health benefits of the beverages offered, appealing to residents' desire for wellness and healthy living. By effectively communicating the value and uniqueness of the beverage program, operators can attract more interest and increase overall satisfaction.

Resident Engagement and Feedback

Continuous engagement with residents is key to maintaining a successful beverage program. Regularly seeking feedback through surveys or informal conversations can provide insights into what is working well and what needs improvement. This feedback loop allows operators to make necessary adjustments to keep the program aligned with resident preferences.

Involving residents in the decisionmaking process can also foster a sense of ownership and satisfaction. For example, hosting tasting events where residents can sample new beverages and provide their opinions can be a fun and interactive way to gather feedback and make residents feel valued. These events will help you better understand inventories and menu opportunities as you are growing and developing your beverage program.

The Final Pour

Crafting the perfect beverage program for a senior living community involves a careful balance of these important factors. Senior living operators are encouraged to consider these key points when developing and implementing their beverage programs. By prioritizing resident preferences, quality offerings, staff education, and continuous engagement, operators can create a beverage program that stands out in the marketplace, creates an added benefit for residents, and can help meet the financial needs of the community.