Whether your patrons are aiming to satisfy hunger pangs or merely craving a tasty treat, consumers have elevated snacking to main course status. In fact, two-thirds say they snack at least once a day, according to Innova Market Insights.

These snack enthusiasts present a serendipitous market—considering restaurants commonly experience an afternoon lull, it’s the ideal time to promote snacks and small plates to drive traffic and profits.

Is your restaurant primed to capture your slice of the snacking revenue pie? Here are four top tips to help you develop more enticing snack options that will attract additional diners.

1. Energize slow periods with a dedicated “snack happy hour.”

Restaurants have long taken advantage of the post-work crowd for happy hour specials, and today that 4 to 6 p.m. slot might translate into more guests than ever, considering how current eating patterns are moving up the traditional dinner hour for all demographics. 

As restaurant operators aim to maximize profitability by balancing traffic, developing a special snack time menu from, say 1 to 4 p.m., could invigorate this traditionally sluggish stretch.

Offering a special price could be the cherry on top: The National Restaurant Association's 2024 State of the Restaurant Industry Report finds that 85% of consumers say they're more flexible about when they dine if it entails a deal, and 70% say they often look for a daily special or discount.

2. Sweeten your value proposition with premium ingredients

Taste remains the top criterion for a snack, and collaborating with a coveted brand amplifies your menu’s cachet. “Harnessing the brand power of Mars Wrigley can help operators increase menu appeal with products consumers know and love,” explains Chef Michael Buononato, Senior Vice President of Creative Food Solutions.

Half of consumers are willing to pay more for treats that include Mars Wrigley brands, and 80% of consumers agree that branded inclusions make for a higher-quality treat, he notes. Mars Foodservices simplifies the process of upgrading a menu with these favorites that consumers know and love. “Our solutions are developed specifically for the rigors of food service, and we’re invested in putting our customers’ needs first,” Buononato says.

3. Raise a glass to robust beverage options

Bundling snack-and-beverage into a combo is a recipe for an inviting afternoon pick-me-up—Datassential Snacking Keynote, 2023, found that 56% of consumers’ last snacks were had with a beverage other than water; edging even higher for younger generations, including 60% of Gen Z and 62% of millennials. Cold coffee is especially hot, with the cold brew market expected to grow at a compound annual growth rate (CAGR) of 22% from 2024 to 2032.

But drinks can be a snack all on their own, with the Datassential Snacking Keynote finding that 43% of Gen Z and 46% of millennials are interested in beverages as a snacking “mega trend,” and 43% of consumers cite interest in blended beverages as a snack item.

Milkshakes present a tempting opportunity to drink up some of that market, with consumers considering them an anytime item—Datassential’s 2022 Non-Alcoholic Beverages Keynote Report found that while 34% enjoy milkshakes as a snack, the same amount consider them a dessert item. Try branded candy inclusions as a fun and playful twist—one that instantly scores points with diners, given that 87% of consumers say M&M’S® and SNICKERS® make treats more tasty, according to Datassential FLAVOR, October 2023, and Datassential, AAU Research, 2019, respectively.

4. Encourage diners to treat themselves now…and later

Optimize the traffic you already have by making desserts and other treats irresistible to the lunchtime crowd. Position your decadent morsels to move by focusing on the portability of cookies, brownies, cupcakes and other bite-size treats. Desserts that are easy to transport increase lunchtime checks and can be little ambassadors for your brand throughout the day.

Strategic marketing is key to snackify desserts. Here are some simple suggestions to help move your treats:

• Bundle a dessert with a lunch entrée and encourage diners to add additional bites to take back to colleagues.

• Remind staff to upsell with phrases like “Our desserts make for great snacks later!” as they display a selection of enticing goodies. Consider offering bonuses or recognition for staff who meet a dessert target.

• Showcase desserts attractively at the entrance/exit and counter and feature them prominently on menus and menu boards.

• Use bright and bold designs on containers and bags for take-away desserts that are easy to carry and have striking visual appeal.

Upgrade taste and quality for maximum impact

“Our continued commitment to recipe development helps inspire customers, and given the nature of our chopped candy format, they’re easy to use as a topping for ice cream, an ingredient in a baked good, frozen in a blended treat or as a hero in a signature dessert,” says Buononato.

Could your restaurant’s snacking strategy use an upgrade? To find out more about opportunities to boost this daypart with tempting options, visit MarsFoodservices.com today.