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He cited drunk driving, violence, suicide and alcoholism and worried about the chains’ youngest customers.
“These are family-oriented restaurants. They’re really popular with kids. The idea of fast-food outlets serving alcohol is a message that alcohol is appropriate everywhere. We’re talking about a very special product here. We’re not talking about milk. We’re not talking about orange juice. We’re talking about 88,000 deaths in the U.S.”
But not everyone automatically says “cheers” to the move to booze. Franchisees have to be willing to navigate local liquor laws that determine everything from the time alcohol may be served to servers’ ages to food-sales minimums.
For chains with company-owned stores, like Chipotle, a team examines local regulations for each location to determine if it’s worth it. About 50% of its approximately 2,300 U.S. restaurants serve alcohol. None are in New Jersey, for example, because getting a license there is expensive.
If Chipotle’s frozen margarita test (it introduced a traditional margarita in 2013) is a success, it could be sold nationwide by the end of the year, according to chief marketing officer Mark Crumpacker.
While some chains are reaching for alcohol some are pulling back. Burger King once had six Whopper Bars in the United States. Now, there are only three beer-serving locations — two in Florida and one in Missouri. The company declined to say why it’s not adding Whopper Bars.
“It’s not a platform we’re growing,” said Alex Macedo, president of Burger King North America.
A new report shows the rate of adults in the U.S. with alcohol use disorder increased from 8.5 percent in 2001 to 12.7 percent 2013. Video provided by Newsy Newslook
And in January, Starbucks paused the roll-out of the Starbucks Evenings wine and craft beer menu at company-owned stores. Launched in 2010, the program peaked at 340 locations; today, it’s offered at only a few U.S. airport cafes, which are run by licensees. However, the chain said it will look to integrate beer, wine and spirits into new retail formats like its new high-end concept Reserve Roasteries.
Follow USA TODAY reporter Zlati Meyer on Twitter: @ZlatiMeyer
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