10 Ways Restaurants Undermine Their Beverage Programs

June 3, 2014 § Leave a comment

The best planned and well-conceived beverage program can be derailed or at least minimized by common mistakes. Here are 10 of them and they are far more common than you would expect.

  1. Failing to post wine and drink menus on the restaurant website OR.
    • Leaving outdated information on the site
    • Posting ‘sample’ lists that don’t reflect the diversity and scope of the beverage program
    • Incomplete list e.g have wine BTG but no BTB list or fail to include craft beer and/or a complete cocktail list
  1. Failing to provide pricing on drink list (common problem for beer and cocktails). Would you order from a dinner menu that had no prices? So why the double standard for drinks?
  2. Failing to include drinks (wine BTG, beer, cocktails) on the food menu.
  3. Using the words “Ask your server about our (reserve wine list, craft beers, small-batch bourbon, etc) .” If it’s worth selling, it is worth placing on a menu that may have to be reprinted once and a while.  Server’s have a hard enough time memorizing the daily food specials – don’t expect them to recite and describe the 20 craft beers you pour.
  4. If there is a drinks menu: failing to place the wine list, drink list, beer list on the same menu. While a ‘complete’ beverage menu  is common in casual chains, many upscale-casual and fine-dining establishments force their patrons to juggle menus.
  5. Not having a craft beer list (or a cocktail list)
  6. Not training your bartenders to have a background on what they are serving.
  7. Treating beer taps as faucets (bartenders who let a beer tap ‘run’ prior to pouring a draft is one of greatest sources of lost beverage revenue)
  8. Excessive pricing of mass-market brands.  Consumer seeing over a 3 times retail price for a wine they frequently see on an end-aisle display at their local liquor store will assume the restaurant is overcharging for everything and will probably not return (FYI, I don’t)
  9. Not having tastings or flights of wine and beer (some enterprising chains offer cocktail flights by the way).
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