What Ever Happened to After-Dinner Drinks

A Forgotten Restaurant Tradition and a Missed Profit Opportunity

By Philip Moricone | PDM Hospitality Solutions

I've been in the restaurant business for more than 50 years, and one thing I've noticed is how many restaurants have forgotten about the after-dinner drink.

Years ago, when guests finished their meals, the dining experience wasn't necessarily over. A good server would offer coffee, dessert, or perhaps an after-dinner cordial. It was a natural part of dining out.

Today, in many restaurants, the minute the plates are cleared, the server seems more interested in presenting the check than offering guests one final enjoyable experience.

What happened to the after-dinner drink?

And more importantly, why are restaurants overlooking one of the easiest opportunities to increase their check averages and profits?

The Forgotten Art of the Cordial

There was a time when after-dinner cordials were a common sight in restaurants.

Remember these favorites?

• Amaretto – A sweet almond-flavored liqueur, excellent served neat or over ice.
• Sambuca – An Italian anise-flavored cordial, sometimes served with coffee beans.
• Frangelico – A hazelnut liqueur, wonderful by itself or added to coffee.
• Baileys Irish Cream – A creamy favorite served over ice or in coffee.
• Grand Marnier – An orange-flavored cognac-based liqueur, often enjoyed as an after-dinner drink.
• B&B – A blend of Bénédictine and brandy, a traditional after-dinner favorite.

These drinks aren't complicated. Most require little preparation, very little labor, and no special equipment.

Yet how often does a server suggest one?

Whatever Happened to Hot Coffee Drinks?

Another overlooked category is specialty hot coffee drinks.

I remember when restaurants proudly offered several different versions. They were often prepared in attractive glass mugs, topped with whipped cream, and served as the perfect ending to a good meal.

Some classics include:

Irish Coffee

Fresh hot coffee, Irish whiskey, sugar, and a layer of lightly whipped cream. Simple, elegant, and still one of the best-known after-dinner coffee drinks.

Jamaican Coffee

A delicious combination of hot coffee, Jamaican rum, and coffee liqueur, often finished with whipped cream. Recipes vary, but the result is a rich, warming after-dinner beverage.

Italian Coffee

Hot coffee with amaretto or sambuca, depending on the house recipe.

Mexican Coffee

Coffee combined with tequila and coffee liqueur, frequently finished with whipped cream and cinnamon.

Baileys Coffee

Fresh hot coffee with Baileys Irish Cream. Easy to prepare and easy to sell.

These drinks provide something more than a beverage. They create an experience.

And isn't that what hospitality is supposed to be about?

Let's Talk About Profit

Here's where restaurant operators should pay attention.

After-dinner drinks can be among the more attractive beverage sales in terms of gross profit dollars, especially when portion sizes and pricing are controlled.

Consider this hypothetical example of a specialty coffee:

Item

Cost

Coffee

$0.30

Liquor and liqueur

$1.80

Whipped cream and garnish

$0.35

Total ingredient cost

$2.45

Selling price

$11.00

Gross profit before labor and overhead

$8.55

That's approximately a 22% beverage ingredient cost, leaving a 78% gross margin before labor and other operating expenses.

Now imagine a restaurant serving 150 dinner guests each evening.

If just 15% ordered an $11 after-dinner drink, that's approximately $248 in additional nightly revenue.

Over 300 operating nights, that represents approximately $74,250 in additional annual sales.

And that's without adding another entrée, expanding the kitchen, or requiring a major equipment investment.

Of course, these are illustrative figures. Actual costs, demand, and profitability will vary.

Your Servers Are Your Sales Force

I've always believed that a good server does more than take orders.

A good server sells the experience.

There's a tremendourence between asking:

"Would you like anything else?"

And saying:

"Can I interest you in one of our Irish Coffees or perhaps a nice Amaretto to finish your evening?"

The first question practically invites the guest to say no.

The second creates interest.

Servers don't need to be pushy. They need to be knowledgeable, confident, and properly trained.

Have them taste and understand the nonalcoholic components and, where legally permitted, the beverages themselves. Teach them the flavor profiles, proper presentation, and which drinks complement particular desserts.

A simple, genuine suggestion can make a difference.

Presentation Is Everything

A specialty coffee should look special.

Serve it in the proper glass, with an attractive garnish and a clean presentation.

A cordial should be poured into appropriate glassware, not simply thrown into whatever glass happens to be available.

Guests notice these details.

And when another table sees an attractive Irish Coffee being delivered, don't be surprised if someone asks, "What's that?"

That's selling without saying a word.

Don't Forget the Dessert Connection

After-dinner drinks also create opportunities to sell desserts.

Imagine offering a warm chocolate dessert alongside a Baileys Coffee, or a slice of cheesecake with a Frangelico.

The server can suggest a pairing instead of treating dessert and beverages as separate decisions.

This can increase the check average while giving the guest a more memorable finish to the meal.

Keep the Program Simple

You don't need a dozen different specialty drinks.

Start with three or four proven selections, a small assortment of popular cordials, attractive glassware, and a properly trained staff.

Make sure recipes are standardized, liquor portions are measured, prices reflect actual costs, and bartenders can prepare the drinks consistently.

Managers should monitor sales, waste, preparation time, and guest response.

Most importantly, make sure servers actually offer them.

And remember, responsible alcohol service always comes first. Guests should never be pressured to drink, and a good after-dinner program should also include appealing nonalcoholic choices.

My Final Thought

After more than five decades in foodservice, I sometimes wonder why our industry walks away from things that worked so well.

The after-dinner drink is one of them.

It's not just about selling another beverage. It's about hospitality, presentation, suggestive selling, and giving guests a reason to remember their evening.

A restaurant spends considerable money attracting customers, preparing their meals, and delivering good service.

Why rush them out the door without at least offering a memorable finish?

Sometimes the easiest way to increase restaurant sales isn't by adding something new. It's by bringing back something we should never have forgotten.

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