This is my first post - so bare with me. At the moment I'm half way through my diploma studies and preparing for the Case study. The subject at hand is "The Restaurant Wine List". What I'm reaching out for are tips and directions on material for research. I've looked around for books and find them being ot of date and not really a reliable in context with this study.
Thanks in advance!
I was referring to the questions Mark had on his test and the questions we will have in June, but thanks for reaffirming!
I just wanted to chime in that I am taking the same test and this thread is really helpful. Thank you Mark for asking this question and for everyone for the thoughts and leads. I have focused on the different digital wine list programs, Corkguru, Vinu, Tastevin, Uncorkd but Kim I will take your feedback into account. So the thoughts on the pros, cons of these packages is really helpful!
Phil, just a couple of things off the top of my head. You have to put yourself in your guests shoes and look at the choices they are being offered. Some of this can boil down to the price points you offer. You have to frame your guest's experience. If your most expensive bottle of Bordeaux is $400, you will sell it on very rare occasions. If your most expensive bottle of Bordeaux is $800, people will feel a lot better about ordering that $400 bottle. Thinking about the current buying decisions of your guests can help you make smarter choices in what you are offering. If you are selling a lot of, say, Barolo and you only have three offerings between $110 and $150, then you are probably missing out on sales by not offering higher price points. Things like how the wine list is organized are important. It needs to be easy to navigate, but it needs to show that wine is taken seriously and be error-free. Even how the wine list is handled within the guest's view can be important. I've seen people tuck it under their arms/armpits before handing it to a guest. (For that matter, do you hand it to the guest with a sincere offer of assistance, or do you plunk it down on the table and walk away?) Finally, there is a whole world of behind the scenes pricing decisions that can affect your revenue. For more on that, see this thread:
At the end of the day, your list should cater to both the chef's cuisine and your guest's tastes. The choices of wines and price points can lend personality and/or stature to the restaurant. Remember that you are creating the environment within which your guests are making decisions. Also, you don't have to have a case or even six bottles of these wines on hand. It's often times much more economical to reprint with some frequency than to have cases and cases of $800 wines on hand that you will probably not sell very fast.