Raising the Bar
Bold flavors, colors and brands fuel beverage trends and sales.
By Margaret Sheridan, Senior Editor -- Restaurants & Institutions, 7/1/2005
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It’s not always easy to order a cocktail. Patrons daily are bombarded by messages about beverage brands, styles and what’s “cool.” Chain operators who run successful beverage programs counter any confusion by steering guests to fresh takes on classics and to food-and-beverage pairings, and by sharing product knowledge that fosters confidence.
“What ultimately sells drinks are bartenders and servers,” says Lane Schmiesing, vice president of marketing for Famous Dave’s Legendary Pit Bar-B-Que, Eden Prairie, Minn. The employee who recommends the chain’s Dragon Spit Bloody Mary or pairs barbecue ribs with the right wine will likely win customers’ respect and loyalty.
Looks Count
Spiked iced teas are time-tested favorites at Damon’s Grill,
Columbus, Ohio. New twists include splashes of premium spiced
rum, aged tequila and melon liqueur. These offerings are promoted
in a new menu that includes splashy color pictures of beverages,
desserts and appetizers. Photos of Raspberry Breeze Tea or Golden
Margarita face images of crisp onion rings or chocolate-swirled
cheesecake. “Photos are powerful suggestions,” says
Susan Rutan, Damon’s brand manager.
Four-liter jars of lemon-, orange- and berry-infused vodkas are displayed on the bar at Shula’s 347 (one of the brands of Miami Lakes, Fla.-based Shula’s Steak House) at Sheraton Getaway Hotel at Los Angeles International Airport. With their prominent positioning, the vodkas have turned a décor element into a top seller, accounting for up to 15% of alcohol sales, says General Manager Don Schaefer.
At Dallas-based Fogo de Chão, once customers see servers carrying what looks like a glass of fruit salad to a table, the marketing for the Tropical Caipirinha has begun. Served in a 12-ounce glass, the cocktail’s multihued look brings in up to 200 orders an evening, says Scott Canada, assistant manager of the steakhouse chain’s Chicago unit.
Detail Twists
Asian flavors and style characterize food served at Scottsdale,
Ariz.-based P.F. Chang’s China Bistro, and its beverage
program follows suit. Manhattans get a mango garnish instead
of orange slice; popular mojitos use flavored rums and Asian
pears rather than fresh citrus and mint; lichee fruit and syrup
sweeten margaritas.
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“Customers expect something different, even in a classic cocktail,” says Mary Melton, beverage director. Kitchen staples serve as garnishes, such as Szechwan peppers for the house martini and Chinese long beans rather than traditional celery in Bloody Marys.
Variations on margaritas are the beverage bedrock at Abuelo’s Mexican Food Embassy, a 25-unit chain based in Lubbock, Texas. Ninety percent of cocktails spring from the base margarita recipe, with enhancements increasing revenue, says Eddie LaPuma, corporate beverage director.
The Meltdown Margarita, with premium tequila plus a shot (or “meltdown”) of almond, raspberry or melon liqueur as a floater, is priced $2 above the $5.95 basic drink. Customers also order The Dom, a 16-ounce margarita in a silver shaker, for an extra $2. Sangria, which accounts for half of wine sales, gets a lift with the new Sangria Swirl (frozen sangria mixed with frozen margarita). “Looks alone sell that drink,” says LaPuma.
Current favorites at O’Charley’s include drinks with citrus profiles made with vodka or rum, says Colleen Brennan, beverage manager of the 230-unit, Nashville, Tenn.-based casual-dining chain. Citrus and pineapple juice flavor the Mango Mai Tai and Bermuda Breeze; each accounts for 5,000 orders per week systemwide.
Repeat the Message
The success of Olive Garden’s wine education program is
measured by last year’s sales of 20,000 cases of pinot
grigio, says Michelle Kern, director of beverage strategies for
the 556-unit Orlando-based chain. A consistent message delivered
by servers, on table tents and through tastings and menu suggestions
guided chardonnay fans to the Italian wine. This summer Kern
repeats the exercise with a new Italian white that blends chardonnay
and sauvignon blanc.
Famous Dave’s does little to promote wine because its customers prefer beer and cocktails with its spicy food. But wine sales increased 10% when glasses were increased to 13 ounces from six, with a two-ounce increase in the pour size.
At Irvine, Calif.-based Claim Jumper, location dictates customer trends. West Coast guests go for craft beers and microbrews while customers in the Midwest remain loyal to mainstream domestics.
Paul Reardon stretches their tastes by offering value. The chain’s beverage director created a beer sampler of three craft beers and one domestic brew (six ounces each) for $4.95. “Once they taste the differences, you can influence choices by upgrading quality,” he says.
Sometimes, it’s not necessary to invent drinks to drive business. Red Hot & Blue, based in Arlington, Va., reorganized cocktails into “porch” and “parlor” categories, poking fun at male/female stereotypes. No one laughed when unit sales increased 3% and the chain doubled spirit sales. Women tended to order sweeter “parlor drinks,” while men went with “porch” drinks such as lagers and shots, says Diane Trepper, director of marketing. “There’s quite a bit of crossover. For every woman who wants scotch and soda, there’s a guy craving a hurricane.”
Cool Quaffs
What’s trendy? Here are some of the
cocktails guests are calling for at Top 400 chains.
- Sangria Swirl: frozen red-wine sangria
mixed with frozen margarita
Abuelo’s Mexican Food Embassy - Bahamarita: premium gold tequila
and kiwi slices mixed with mango and strawberry ices
Bahama Breeze - Santa Fe Sunset: layers of orange juice,
cranberry juice, coconut rum and blue Curaçao
Buffalo’s Southwest Cafe - Mean Green Tea: vodka, gin, rum, triple sec,
melon liqueur, sweet-and-sour mix and citrus soda
Damon’s Grill - Melonade:
bourbon mixed with melon liqueur served on the rocks
Famous Dave’s Legendary Pit Bar-B-Que - Tropical Caipirinha:
cachaca (sugar-cane liquor) and mashed fruit (passion fruit,
limes, pineapple, kiwi, mango, strawberries)
Fogo de Chão - Village Idiot: frozen margarita mixed with
wine and strawberry slush
Moe’s Southwest Grill - Bermuda Breeze: almond-flavored liqueur,
rum, cranberry juice, sweet-and-sour mix, pineapple juice and
splash of citrus-flavored soda
O’Charley’s - Lucky Cat
Martini: vanilla-flavored vodka, pineapple juice and raspberry-flavored
liqueur
P.F. Chang’s China Bistro - Pink Cadillac Margarita: tequila,
orange-flavored liqueur, sweet-and-sour mix and cranberry
juice (l.)
Red Hot & Blue - Berry Blend: house-infused vodka from three
types of berries, served up
Shula’s 347 - Warehouse Sangria: triple sec, brandy, sweet
red Italian wine, orange and lime juices
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