You’ve seated your guests, read their style
and mood, and delivered a warm greeting.
Now, it’s time to glide into the beverage
sequence. Your restaurant’s beverage focus
determines how and in what order drinks are offered.
Is the spotlight on wine, cocktails, beer, or
even nonalcoholic beverages? Your comfort level
with each category determines whether you’ll
enhance the guest’s experience or leave money
on the table.
1. Remember the ground rules.
- Avoid deadly yes/no questions such as, “May I
start you off with a beverage?” with its, “Sure,
I’ll have water with lemon, and bring plenty of
sugar packets,” response.
- Always offer a brand-name beverage. “In addition
to complete bar service, we offer an excellent
Grey Goose Martini.” This helps guests
visualize.
- Be prepared to offer alternatives, answer objections,
and confidently discuss what you’re
selling.
2. Water is first up.
The instant guests are seated, they want water.
Some restaurateurs pour water, discouraging
the sale of bottled water. Avoid the questions,
“Would you like bottled or tap?” and, “Would
you like still or sparkling?” These non-specific
yes/no questions guarantee the “No, I’ll just have
tap,” response. Instead, try, “If you enjoy bottled
water, we offer Acqua Panna still and S.Pellegrino
sparkling.” To reduce its carbon footprint, Joie de
Vivre’s Americano Restaurant and Bar in San Francisco’s
Hotel Vitale offers in-house filtered water
but sells bottled water to guests who prefer it.
3. Plant the wine seed.
Wine turns eaters into diners. It inspires guests
to order everything from appetizers to desserts.
Don’t treat the wine list like a piece of
dead wood. Pique the guest’s interest. “Ladies
and gentlemen, our wine list is composed of
40 wines. It is organized by varietal, such as
Chardonnay, Sauvignon Blanc, Cabernet, and
Merlot. On the left, you’ll find whites along
with sparkling wines and Champagnes. Reds are
on the right. For whites, try our Kim Crawford
Sauvignon Blanc: citrusy, crisp, herbaceous,
and dry. If you love reds, consider our Penfolds
Cab/Merlot blend, which is full, spicy, and dry.”
Often guests buy on the spot.
4. Add pizzazz to cocktails.
“May I start you off with something from the
bar?” won’t cut it. Talk about the bartender.
What’s her specialty? Begin with a cool opening.
Mention high-recognition brands. “In addition
to our full bar service, Phyllis from Philadelphia
makes a fabulous Belvedere Martini.”
5. Don’t be an auctioneer.
Too often servers robotically rattle off beers. Be
smooth. Modulate the volume and rhythm of
your voice so guests listen. “We offer a great selection
of beers, including Heineken, Beck’s, Sam
Adams, Corona, Foster’s, and Peroni.” Most will
stop you before you get to the bottom of the list.
6. Be classy with nonalcoholic beverages.
Don’t forget that a Funky Monkey Pińa Colada
mocktail is a lot better than tap water with ice
and lemon. Name your sodas: “We offer Coke,
Diet Coke, and Sprite,” not, “We offer Coke
products.” Don’t just say we offer juice. Be specific: “We offer fresh-squeezed orange, as well as
cranberry, pineapple, and apple juices.”
7. Be on the lookout for signs of celebration.
“A bottle of Veuve Cliquot Champagne by the
glass or bottle is a great way to kick off festivities,”
will add to your top line and lift up a
special occasion.
Finding the beverage sweet spot is the key to
creating a great guest experience. Be prepared
with interesting facts and strategies that don’t
push but inspire. That’s the big win for you and
your guests.
Bob Brown, president of Bob Brown Service Solutions,
www.bobbrownss.com, pioneered Marriott’s Service Excellence
Program and has worked with clients such as Disney,
Hilton, Morton’s of Chicago, Olive Garden, and Red Lobster. He
has appeared on the Food Network,
is author of The Little Brown Book of
Restaurant Success
and The Big Brown
Book of Managers’ Success,
and has
recently released The Seven Keys of
Beverage Sales Success
DVD Learning
System, www.bobbrownmedia.com.
Copyright Bob Brown 2010.
