Data from tap, order and pay provider me&u confirms what most of us already know - Thursday is the new Friday for Australians as we treat ourselves to a mid-week tipple at record rates.
Me&u's data reveals that on-premise sales on Thursdays have peaked over the last 12 months and are now similar to weekend ordering patterns, rising by 6 per cent in 2023.
Katrina Barry, CEO at me&u, said the shift over the last 12 months can largely be attributed to a return to the office post-COVID, with Thursday now seen as the perfect time to connect with colleagues and friends at the tail end of the week.
"The data points to a shifting drinking culture in Australia, with Thursdays becoming an important part of the social calendar.
"With a recorded spike in afternoon sales and a notable preference for beer, it's clear that Australians are embracing the concept of Thursday afternoons as an opportunity to unwind and socialise," said Barry.
Increased lunchtime drinking on Thursday was noted with a two per cent lift compared to the weekend, with beer being a popular choice, especially between 2 pm and 4 pm.
New South Wales is the thirstiest state, with just over 13 per cent of all drinks on a Thursday ordered there, while Victoria has enjoyed the most significant year-on-year growth rate of 13.65 per cent.
"Thursdays are the new Fridays…our data at me&u confirms the growing trend of mid-week drinks across the country," said Barry, and with no indication that things are about to change, it looks like the trend will be long-term.
"Cheers to the rise of mid-week drinks," she said.
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