How many of your servers know their sales tool kit...the items they sell on their food or wine menu? How confident are they to be able to recommend an appetizer, entrée or wine? Do they understand the customer cues that will let them more easily understand what the customer may or may not like so their recommendations are credible? Do they understand why all these things are critically important?
Specifically regarding knowing about and how to better use a restaurant wine list...I did a new wine list presentation to a multi unit restaurant group with about 50 of their servers in attendance. At the presentation there were servers from the most knowledgeable about their menus to new hires that had just started. Their wine list was pretty intimidating, and we had been asked to put it in a progressive style so servers could more easily and confidently make recommendations. Before we went over how the progressive wine list worked, I asked a question to the group - 'Why do we sell wine here at the restaurant?' Hands shot up from a few of the more seasoned servers. Some said that because wine goes great with food. Some said that it made the restaurant look more prestigious. Some said it was important to be able to attract higher level customers. I nodded that that was part of the fabric, but wasn't really the reason. I asked the question again. I hesitant hand was raised from a new hire. She said ' We have wine on the menu so we can make more money'.
'Absolutely correct!' I told her. Every glass of wine she sold was like selling another appetizer. Every bottle she sold was like another seat at the table. And at the end of the day, this translates to tips. The more a server knows about their wine list or their food menu, the more they can sell and the more they can earn. And if you use that in tandem in recommending with confidence because of the knowledge of your products and the understanding of customer wants, you earn even more.
Is your establishment doing consistent tastings and programs to educate your staff? The change in current staff turnover that started in the pandemic has made education more important than ever. Building a Food and Wine menu isn't just about a theme or style of menu. It's a shared experience that a server should be able to confidently speak about to the customer and make good recommendations. That all starts with management engaging them on a regular basis.
Doing consistent presentations to servers and having them more in tune with your the menu and focus lets them make credible recommendations and results with two important things: 1) Higher average check average per customer (which translates to more tips for them), more revenue for the house and developing return customers that will grow the base of business.
How do you accomplish this? You can use in house experts if you have a person or persons in the company that can tell the story and gain enthusiastic response. You can partner with your distributor but they will generally speak to only their wines. A third party person may be the answer if you are looking for unbiased, focused and relatable information to help develop a rhythm of education and get the ball rolling for more revenue.
