How to Build Soft Drink Sales In Today's Market

Not too long ago, carbonated soft drinks were the easiest upsell imaginable. The choice of vendors was limited and most people were familiar with the brands. The profits were as sweet as the product; pennies of syrup and soda water for a $2 menu item.

Recently, however, soft drink sales have been falling flat in restaurants, with sales of regular and diet soda decreasing 1.7 and 5.7 percent, respectively, in the last couple of years, according to data from research marketing firm The NPD Group.

The Hartman Group, another data firm, described the drop as a "near-death experience" for soda, and part of a paradigm shift to "all things fresh, local or artisanal" that points to a "consumer redefinition of quality."

Soft drinks are profit centers for casual dining; however, the 'bubbles' seem to have burst in consumer demand. Here are the trends and how some independent operators are adapting, leveraging the craft and locavore movement, using handcrafted offerings and other innovations to get sales flowing again.

Carbonated soft drinks face mounting negative health perceptions from Americans, according to Mintel's new report, Carbonated Soft Drinks: Spotlight on Natural/ Craft US 2015. On the other hand, craft and natural options are showing promise among the most active soft drink consumers. The report reveals that nearly three in five American adults agree that carbonated soft drinks made with natural ingredients are healthier than those made with artificial ingredients.