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Get with the program wine lists offer choices, but sales can sparkle with proper trainingBy Michael AlleruzzoI have heard too many restaurant managers lament the fact that they do not sell enough wine. Because, the wines currently on the list aren't selling, they are afraid to expand their lists and tie up even more money in inventory that may not move. Why is that the case? There are three culprits to the mystery. They are: (1) Management From poorly written wine lists to an inadequately trained service staff, management's lack of commitment to selling wine comes back to haunt them. (2) Service staff: Because management hasn't trained their servers extensively, servers often do not make the effort to learn about the wine list themselves. The service staff then does not know enough about the list to make suggestions to the guests. That causes them to be tentative and afraid to sell for fear the guest will ask a question for which the staff member does not know the answer. That would result in the staff member seeming less than competent, and their tips would suffer. (3) Guests: Many people are novices when it comes to matters of the vine and are afraid to sound foolish in the presence of a staff member whom they expect to be knowledgeable. That fear causes guests to skip what might be a perfect glass or bottle of wine to complement their meal and order another beverage or none at all. And so the chain of events is such: Management does not commit to selling wine and fails to train its staff. The staff lacks the knowledge, initiative and passion to sell confidently what is available to the public. Then the public, who lacks the assistance to make good decisions, does not purchase wine. With all those factors working against us, it's a wonder many restaurants sell any wine at all. So how do we break this vicious cycle? We throw out the notion that wine on a list sells itself, and we commit to the development of a wine program. Great! A wine program. Where can I get me one of those? The answer is surprisingly simple. Here are my 10 steps to creating a successful wine program: (1) Start slowly and plan. Don't just start with 10 wines on Monday and expand to 50 wines by Tuesday. Decide how the wines will tie in with the theme of the restaurant. Add selections slowly and get feedback from employees and guests as to what their preferences are. That process will aid in the continual development of the list. (2) Research. Talk to people friends, family, employees and guests and find out what they enjoy. Taste new and exciting wines as well as old standbys. Enjoy them with and without your menu items to get a feel for what you think your guests will enjoy. Read magazines and surf Web sites, such as www.winespectator.com. Be careful with sales people and their opinions; they may be naturally biased to the wines they sell. Remember, sales people get paid for what they sell; you get paid for what you sell. (3) Make it easy for the guest who is a wine novice. Write your wine list so it is easy for your guests to read and understand. The selections may be structured in various ways, but wines should be listed in order from least robust to most robust or vice versa. Write notes with each category highlighting important information and menu pairings when necessary and appropriate. (4) Appoint an employee to champion the cause. Have someone who is dedicated to the inventory, storage, rotation, sales and promotion of wine in your restaurant. Train the person on your expectations for the position and work with him or her throughout the process. This can be a great quasi promotion for someone interested and committed to learning about wine. (5) Train your people. Train the service staff on which wines and foods pair well together. Host sessions where the staff, management and perhaps a wine consultant or the sommelier get together to taste wines with and without food items from the menu. Get the opinion of the staff on what they like. Train them how to sell the wine to the guests that patronize the restaurant. Focus on verbiage and proper service techniques. It will build their confidence and enable them to sell more wine more often. Andrew Harwood, founder of NYC Wine Class, said: "When I started working in a restaurant they sent me to classes to learn about wine so I could better sell what was on the list. I had no knowledge at the time, but the classes sparked an interest that has become my lifelong passion." (6) List wine pairing suggestions with the food items on your menu. People are very susceptible to the power of suggestion. By noting specific pairings of wine and food, people will be more Rely to take a chance and order something with which they are less familiar. (7) Feature a different wine every day, week or month. Try new things or highlight something you are having trouble selling. Excite the service staff to offer the specific wine by having a contest and giving a prize to the member who sells the most glasses or bottles over a specified time period. Paul Bolles Beaven, managing partner of Union Square Cafe in New York, features a different wine on the menu each day "We feature a special red and white wine each day to offer our guests the chance to try something new and exciting with their meal," he said. "And while we don't discount the wine's price, we always strive to offer the guests a great wine for a great value." (8) Have a wine happy hour. Invite favorite guests and their friends to join you for a wine social. Pair the wines with smaller versions of your menu items. Don't just make it a situation where they come, eat, drink and leave. Let them know you want them to try the food and wine together and offer feedback. Talk to everyone and solicit his or her opinion. That will make them feel a part of the restaurant's success and might get them to order wine with their next entr6e. (9) Offer a special menu paired specifically with wine. Occasionally feature a menu that has wine pairings with each course. Advertise the menu in advance through table tents, staff word of mouth and direct contact with your regular guests. Describe how each wine pairs well with the food items in the advertising and during the selling of the meal. Make the items special and unique don't use the same items people can get everyday from your regular selection. You also can pair a specific menu item with a specific wine at a price that is less expensive than if the two items were ordered separately, for example New York Strip Steak with a glass of Rosemount Cabernet Sauvignon for $22.99. That also may influence guests to try something new with less trepidation. (10) Train your people. I've already said it once, and I'll say it again. Train the people who have direct contact with your guests in how to influence their decisions. If you spend a little to train, you will receive back more in revenues. You also will have professional employees and guests who are apostles of your establishment. Taking those steps will create a wine program that will energize your employees, excite your guests and drive your revenues. You also may use that information to sell more beer, distilled spirits or specialty cocktails. Yes, it may seem like a lot of work, but if executed property the rewards will be plentiful. Taking these steps will create a wine program that will energize your employees, excite your guests and drive your revenues, You also may use the information to sell more beer, distilled spirits or specialty cocktails, Yes, it may seem like a lot of work, but if executed properly the rewards will be plentiful. Michael Alleruzzo is an instructor of Hotel, Restaurant and Institutional Management at Mercyhurst College in Erie, Pa., and founder of DDS Hospitality Consulting. He conducts the Introduction to Wine and Beverage Management courses and consults for restaurants on beverage marketing, training and service. He may be contacted at malleruzzo@mercyhurst.edu. |