Published on December 11, 2007
Raising The BarEffective Food And Beverage Promotions: Raising The Bar Effective Food And Beverage Promotions PTLA & PRA Joint Food And Beverage Conference, 2007 February 8, 2007 Raising The BarEffective Food And Beverage Promotions: Raising The Bar Effective Food And Beverage Promotions A thriving beverage program that complements food and service is a necessity in today’s environment. Infuse new energy. Bring in new clientele. Create a buzz. Encourage loyalty and repeat business. Differentiate from the competition. Generate substantial profits. Raising The BarEffective Food And Beverage Promotions: Raising The Bar Effective Food And Beverage Promotions Keys to a successful beverage promotion. Careful planning. Choose wines and spirits that fit the style and concept of your operation. Be creative. Theme based, that tie in with the concept/brand. Inspire staff – enthusiasm and education. Involve brokers, distributors, suppliers. Get the word out – marketing materials. Make the most of all your resources. Raising The BarEffective Food And Beverage Promotions: Raising The Bar Effective Food And Beverage Promotions Creative beverage merchandising sparks great sales. Smart restaurateurs recognize the value of beverage lists which are: Streamlined: Smaller, focused, flexible. User Friendly: Demystify wine & encourage guest response. Educational: Styles, flavors, origins. Food: Cross-selling beverage list & menu. Affordable. Fun! Raising The BarEffective Food And Beverage Promotions: Raising The Bar Effective Food And Beverage Promotions Guest profiles, check averages, style of food, competitive environment all figure into which approaches will work. Lists that cross sell to the food menu. Lists that encourage sampling via flights, portions, carafes, etc. Lists that are creative and go “outside the box”. Slide6: BEVERAGE LISTS THAT CROSS-SELL TO THE MENU Slide7: Southside Café Asheville, NC Slide8: Shaw’s Crab House Chicago, IL Slide9: Ouzeri Toronto Ontario, Canada Slide10: Venetian Hotel & Casino Room Service Menu Las Vegas Raising The BarEffective Food And Beverage Promotions: Raising The Bar Effective Food And Beverage Promotions Lists that cross sell to the menu. No, it’s not a dating service – it’s a week’s worth of great-tasting cocktails hooked up with popular appetizers. Promotes trial of one or both of the offerings at a reduced package price. For example, the “Margarita Monday Hook Up” offers a Don Eduardo Margarita paired with the Skillet Queso. The “Tennessee Tuesday Hook Up” combines a Jack Daniel’s Tennessee Tea with the Awesome Blossom, and so on. HOOK-UP HAPPY HOURS Slide12: BEVERAGE LISTS THAT ENCOURAGE SAMPLING/FLIGHTS Slide13: Southpark Grill & Wine Bar Portland, OR Slide14: Bacar San Francisco Slide15: One Midtown Kitchen Atlanta, GA “Bottomless Wine Glass” Dickie Brennan’sBourbon HouseNew Orleans: Dickie Brennan’s Bourbon House New Orleans Bourbon Flights Inaugural Flight Buffalo Trace, Knob Creek, Van Winkle Family Reserve Rye & Woodford Reserve 15.00 The Small Batch Bourbon Collection Booker’s, Baker’s, Basil Hayden & Knob Creek 20.00 Feature Menu Item: Bourbon Glazed Venison Short Ribs BourbonsBistroLouisville, KY: Bourbons Bistro Louisville, KY Slide19: Flights of Liquor are served in an ice block, embedded with flower petals. Flights of Liquor can be requested for vodka, gin, rum, whisky, tequila and brandy. There are 20 wines that can be ordered by the glass. Three beers are on tap, and 20 are available by the bottle. Private Liquor Lockers can be reserved for $500. If you order by the bottle you can store your liquor. Mixes are free with a liquor locker. NYC Special Liquor Flights Tequila Styles 20 Corzo Silve/Corazon Reposado/Partido Anejo Grande Marnier Flight 32 23 Anniversary/100 Anniversary/150 Anniversary Rums From Around The World 20 Angostura/Appleton/Pyrat Boutique Vodka Flights 25 Roberto Cavalli/Jean-Marc XO/Stolichnaya Elit Premium Gin Flight 16 Hendricks/Beefeater Wet/Martin Miller Slide20: BEVERAGE LISTS THAT GO “OUTSIDE THE BOX” Barking FrogWoodinville, WA: Barking Frog Woodinville, WA Slide24: Café Spuntini Detroit, MI Spirit And Wine Dinners: Spirit And Wine Dinners Possible themes: The World of Whiskey Cooking with Spirits and Wine Sparkling Wine/Champagne Dinner Old World – New World Effective Beverage and Food Promotions: Effective Beverage and Food Promotions Close collaboration between producer, chef & operator. Timing of event. PR. Congenial atmosphere Bit of education. Food complements beverage. Flawless execution. Not necessarily money-maker, thus the term “promotion”. Martini Bob’s Chocolate Covered Cherry Bourbon Ball Martini Smoky’s Club - Madison, WI Effective Beverage and Food Promotions: Effective Beverage and Food Promotions Plan to include at least three but not more than six different products in your tasting. Use a white table covering or white place mats, allowing the best background for viewing the color of the samples. Try to limit competing aromas in the area. (kitchen aromas accepted) Set out a few bottles of non-carbonated bottled water. Rogers, AR Effective Beverage and Food Promotions: Effective Beverage and Food Promotions Plan with & utilize vendors. Connect with trade associations. Piggyback on area events. Tie event to other festive or seasonal happenings. Look at significant developments in food and beverage industries. Connect to wine groups and various clubs where members are collectors. Fairmont Hotel – Kansas City Don’t forget – points to consider. Slide29: Kiawah Island, Charleston, SC Dickie Brennan’s Bourbon HouseNew Orleans: Dickie Brennan’s Bourbon House New Orleans N. O. B. S. New Orleans Bourbon Society: A spirited society dedicated to the appreciation of fine bourbons Member Benefits: Invitations to Bourbon Events, including seminars with master distillers from the top Bourbon and American Whiskey producers, Bourbon Dinners and Cocktail Parties A personalized Bourbon tasting profile kept in-house for your convenience Opportunity to meet and sip with other Bourbon enthusiasts Bourbon E-Newsletter with tasting tips, drink recipes and insider news on the latest Bourbons entering the market Slide31: Each Thursday between the hours of 6 and 9 we will highlight a specific spirit (i.e. scotch, gin, rum) and offer a flight of selected producers. And if that weren’t enough, our talented bartenders will be mixing cocktails to match! It’s a great opportunity to taste and talk about what makes the many bottles behind the bar so unique. By regulating each tasting to three different producers of the same spirit we can stay focused on specifics about how these products are made, the history behind them and how they can work in cocktails. This casual “come and go” event will also be a great way to meet new people interested in spirits, cocktails, or just plain drinking. The flights and cocktails will be offered at special “happy hour” prices so tasting a nice line of single malt scotches won’t break the bank. So come one come all (over 21) and enjoy the delectable pleasures that we call SPIRITS. August 24 --- Italian Liqueur Night (la vita amara dolce) Liqueur flight --- Campari, Molanari Sambuca, Cynar Featured cocktails: Negroni Sbagliato (featuring Campari) Caffe Shakerato (featuring Sambuca) Intosato Noce (featuring Cynar) August 31 --- Tennessee Whiskey Night (volunteers needed) Tennessee flight --- Jack Daniels No. 8, George Dickel No. 12, Gentlemanan Jack Featured cocktails: Frat Boy (featuring Jack Daniels) Dry County Cocktail (featuring George Dickel) Nashville Skyline (featuring Gentleman Jack) September 7 --- Domestic Gin Night (yes, it's another gin night) Gin flight --- No. 209, Aviation, Junipero (Anchor Distiling) Featured cocktails: White Lady (featuring No. 209) Aviation (featuring Aviation) Potrero Hill Sling (featuring Junipero) September 14 --- Blended Scotch Night (yes, we put then in a blender) Blended Scotch flight --- J&B Rare, Dewar's 12 year, Johnnie Walker Black Label Featured cocktails: Perfect Rob Roy (featuring J&B Rare) Bobby Burns (featuring Dewar's 12 year) Brother in Arms (featuring Johnnie Black) September 21 --- Calvados Night (sweet home Normandie) Calvados Flight --- Adrien Camut 12 year, Lemorton Reserve, Domaine Dupont Hors d'Age Featured Cocktails: Apple Pie (featuring Camut 12 year) Laissez Faire Cooler (featuring Lemorton Reserve) Jonny's Seed (featuring Dupont Hors d'Age) Flight Night Slide32: [bounded only by your imagination] [infusion] What can you use? Citrus Pineapple Apricot Peach Strawberry Apples Berries Mango Papaya Melon Mint Cilantro Rosemary Thyme Parsley Lemon Verbena Lemon Grass Vanilla bean Cinnamon Cloves Ginger Coffee Hot Chocolate Dried fruits (raisins, craisins, currants) Peppermint Candy Canes Fruit Juices Syrups Liqueurs Raising The Bar: Raising The Bar More promotions that work. “Wednesday Wine Night” – Matt Prentice Group, Detroit, MI. Walk-around tasting. “Touching our regulars and reaching new clientele”. “Retail Pricing” – Shiraz, Detroit, MI. All wines priced at 50% over cost. BTG are marked up normally. Raise quality, excitement, turn inventory. Raising The Bar: Raising The Bar More promotions that work. BYO Dinners – Alison at Blue Bell, PA & Lolita, Philadelphia, PA. Great exposure. Will continue even with liquor license.