WASHINGTONResults from a study released today by the Milk Processor Education Program (MilkPEP) illuminate a significant opportunity for increasing milk sales in restaurants. During the test, the overall average increase for each foodservice location was an impressive 42% in milk sales. This increase potentially translates into $300 million-$500 million of annual incremental milk sales across four foodservice channels nationwide.
The study found that increased milk sales at the restaurants were incremental and had very little cannibalization of other beverage sales.
The research was conducted in 37 restaurants, including quick-serve restaurants, midscale restaurants (e.g., Denny’s, Old Country Buffet); upscale casual restaurants, and cafeterias and delis in institutional settings. The test took place in the summer and fall of 2002.