To 'remove stereotypes,' restaurant chain introduces gender-neutral cocktails

Burger & Lobster rolls out "gender-neutral" cocktails that are colorless and nameless. (Photo: Burger & Lobster)
Burger & Lobster rolls out "gender-neutral" cocktails that are colorless and nameless. (Photo: Burger & Lobster)

Five new cocktails offered in two locations of an international restaurant chain don't just pack an alcoholic punch—they're attempting to fight gender stereotypes as well.

Burger & Lobster announced on Monday that two London locations, Burger & Lobster Soho and Burger & Lobster Bread Street, had rolled out a new drink menu featuring five colorless cocktails "in a bid to remove stereotypes surrounding drinks and allowing our customers to focus on what really matters when choosing a delicious drink: taste."

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At the Bread Street location, the drinks were given the names “Mojito Twist,” “White Cosmopolitan,” “Margarita Twist,” “White Negroni,” and “Piña Colada Twist," whereas, at the Soho location, they are simply numbered one through five.

The restaurant's social experiment yielded interesting results. According to a press release from the company, at the Soho location, No. 1, the "Mojito Twist," was the most popular drink "across the board." However, at Bread Street, results showed that 31 percent of male customers would not choose the Cosmopolitan or Pina Colada because their names were too "feminine." Female customers were also affected by the names, with 11 percent feeling "too embarrassed" to order more "masculine" sounding drinks, like the Negroni.

External research, commissioned by Burger & Lobster showed that 21 percent of people in the UK do not feel comfortable drinking cocktails that may be "more suitable for the opposite gender."

While the new menu was meant to "encourage more people to feel comfortable in what they are drinking," Twitter users, naturally, had a lot to say about the "gender-neutral" drinks.

Of course, there were some vocal supporters of the new menu.

Burger & Lobster will roll out the new cocktail menu to all of its London restaurants next year.

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