My 3 truths to sell more wine in any restaurant or hotel
My 3 step process: set incremental targets, develop your service team, and execute strategy.
CONCEPTS
Michael Jenni
2/14/20232 min read
Introduction
When it comes to selling wine in a restaurant or hotel, it often feels like an uphill battle. However, there are certain truths that will increase your wine sales and have your guests happily sipping away. Let's dive into my 3 truths that can help you sell more wine at your restaurant or hotel.
1. Set Targets
Where are the opportunities in your service sequence and guest journey? Who are your customers and how do they use your venue? What do they order and when do they order it? Once you have a clear vision, think about implementation. Identify who your key employees are. Design your training around their development. A good training plan sets incremental expectations in a structured manner, training only objective outcomes that are measurable. For example, procedures, knowledge, and skills can be trained. Hospitality, body language, and timing should be coached.
2. Develop Your Team
Training and coaching are different. Training is conducted off the floor. Each training session has a single purpose and a measurable outcome. The purpose of coaching is to refine soft skills or apply learned training to the real world. It can be done during service, debriefs before or after, and by setting an example to follow. Do it all, share your passion and instill the confidence in your team to do the right thing, at the right time, and in the right way. The basics of wine service are glassware and serving temperatures. Wine knowledge training has nothing to do with theory. Learning the list is all about understanding where each wine makes the biggest impact. Set your team up to succeed and your guests will be happier for it. It is a noble cause to increase profit.
3. Strategy
Curate your selections according to the guest experience you envision. Your wine list sets a tone - make sure it's appropriate and eliminate all the red flags! There should be a direct correlation between price and quality. Menu engineering and volume lines are import buying considerations but turnover ratio and cash flow are more critical to success. Plan seasonally, stay true to your concept, and keep it dynamic. It's not a museum or a trophy cabinet. It's about maintaining excitement and providing your guests with what they want at a fair and reasonable price.
Conclusion
In conclusion, selling more wine in your restaurant or hotel isn’t just about having a great selection; it’s about creating an environment where your guests can relax, enjoy, and imbibe. Managing a successful wine program requires consistent, constant attention. But this should be fun! If it's not, probably better to find someone who loves doing it before you invest.