Savouring Wine Sales - Some Essentials
Each glass of wine creates a story and an invitation to be spellbound. The first sip may genuinely excite and reflect a life world, curiosities and interests. Moments of sensory bliss, whether inspired by a morsel of goodness from your menu or the last sip of wine from the glass, are meaningful. It's the savouring, the memory of the moment, the powerful connection between the sip and taste that undeniably brings people back and ultimately translates into profit margin gains.
RESPONSIVE TO TRENDS
During the recessional lag, licensed foodservice operators experienced an overall decline in alcohol sales in 2009. However, this pouring category continues to boast substantial profit margins and indeed, the times are ripe for wine sales. According to the LCBO Media Centre, Ontario VQA table wine sales have jumped 20% in the last year. That's a telling sign.
Trend watcher and Food & Wine consultant, Terry Gibson, suggests restaurant owners can make significant gains by responding to these trends. He suggests, transitioning to a wine list profiling LCBO ‘go local’ VQA wines may be the most simple & profitable move.
Blends are the trend. Simply, the blended whites are playful and blended reds, more refined. A solid selection of varietal blends, at the right price point, has been crafted specifically for the restaurant market, in the past two years. These blends tend to be well rounded and complex yet versatile and suitable to match a breadth of individual flavour centres. For the fast casual or bistro operator, this means greater value & selection for a quality house or table wine.
Pinot Grigio, a crisp, light and versatile wine, is another popular spring and summer patio choice.
Selling wine by the glass is also a trend to consider. Waitstaff need to be prepared for the value proposition. Although restaurant patrons are apt to order a glass or two, they want to know they are getting their dollar value. Offerings of variable volume pours, such as a 6oz and 9oz glass can also satisfy the wine exploring patron. Of course, selecting quality wines at the right price point will assure greater volume, less spoilage and an attractive 400-500% mark-up.
BUILDING KNOWLEDGE
As with any field of knowledge, there lie distinct philosophies and approaches to wine and food pairing. Ranging from the classic and strident to the anarchistic and ruleless, locating yourself and your individual flavour profile may be the best starting place. Forgo hard fast rules and simply engage a spirit of discovery with your staff, patrons and friends by hosting monthly wine tastings on slow nights.
Sharing your 'wine forward' process will engage all wine learners and lovers. Try hosting a different local winery each month. Make it a VIP event; demonstrating that your restaurant is a vital centre for the exploration of food and wine. A steadfast willingness to learn and share both classic and unconventional food and wine pairings (and collisions) will no doubt enhance all aspects of your business.
Survey everyone — create ‘u pick’ cards that allow patrons to identify their favourite pairings.
Create 'staff pick' lists alongside feature items on your menu. Highlight restaurant ‘patron picks’ on table tents, stand-ups or vertical surfaces. Surveying patrons’ preferences will not only engage your community of regulars but will boost volume sales.
CAREFUL CONSIDERATIONS
To make substantial durational gains through wine sales, Terry Gibson, suggests the restaurant owner must assure that serving staff establish their own aesthetic value and investment in your menu. Not only will it reduce staff turnover, wine sales depend on an informed and enthused waitstaff. The art of situational or suggested selling requires a thorough assessment of the patron/server interaction and might be worthy of seeking an outside consultant (Flanagan's can help you here) to review sales strategies. Potential gains from wine sales are worthwhile.
One of the first in-house research tasks is to commit to regularly studying the detail sales tape of your wine products to determine winner and losers. Don't hesitate; make monthly revisions. Follow LCBO trend reports – published each autumn ---and consult regularly with their in-house Product Consultants who can assist you in tailoring your wine list and offerings.
RICH AND LOCAL STORIES
Transitioning to a 'wine forward' menu is enhanced by the stories and legends about the wine you serve. Palatine Hills Estate Winery proprietor and producer John Neufeld, understands the inherent connection to story, place and history. In addition to producing an award winning white four varietal blend, Quattro, he recently launched a wine label '1812' that captures (literally and figuratively) the War of 1812. Peace pipes, along with artefacts from both the American and British military have been recovered from his land suggesting a significant turn in Canadian history that weaves its' way through the vines. In reference to the art of storytelling, famous Lebanese-American poet, Gibran suggests speaking from the truth; ‘the voice within your voice'. He says the truth is remembered as 'the wine is remembered when the colour is forgotten and the vessel is no more'.
Sources:
http://www.lcbo.com
http://www.tonyaspler.com
http://neethlingshof.wordpress.com
http://www.barbusinessowner.com
http://www.servicethatsells.com
