HFBE: What is essential to your successful wine program?
Syed Abbas: We have a long-standing reputation in Wichita for quality. Our Legends restaurant has exemplified fine dining for many years, and we have been diligent in our attempts to preserve this legacy. When I began my career at the Hilton a decade ago, my biggest challenge was in appealing anew to this market. A major remodeling of the restaurant provided a separate exterior entrance and better integrated the bar with the dining area. Our local business now delivers 200–300 covers every Friday and Saturday night. We do not take this business for granted, and strive to keep the menu and wine list fresh and interesting to local guests.

Given Wichita’s mid-continental location, we are blessed with a good national meeting and convention business. Our wine sales are typically strong for that segment. A challenge was presented with government meetings, which prohibit the inclusion of wines and liquors with meals. To enhance this market, I took a creative approach. We now offer a cash bar with an offering of $20 bottles of wine for meeting attendees. The $20 price point is nice and round, with no additional taxes or services— and is market friendly. The first time we offered this to a small meeting, we sold 38 bottles of wine. We now suggest this for groups who don’t opt for banquet wine service, and have secured measurable incremental wine sales as a result. We normally offer four varieties of wine, and these are selected by the meeting planner.

HFBE: How do vendor relationships foster wine sales?
SA: I have relationships with several wine vendors who understand my clientele and their preferences. I speak with these representatives weekly, and they educate me as to best values and new offerings. They sponsor wine tastings for my staff, and we collaborate in developing the wine list. I include a number of managers, my bartender, and Executive Chef Larry Walker, Jr. in these sessions. We also have monthly wine seminars for relevant staffers, since I believe product education is vital to sales. Vendors also sponsor product incentives and contests and make wine sales fun and profitable for staff.

HFBE: What price points are offered on your wine list, and how extensive is that list?
SA: The wine list is kept fairly simple and everchanging, depending upon what product is available and well-priced. Some years back, I invested in a high-quality printer. This allows me great flexibility in revamping the menu and wine list, as need be. My philosophy is to keep product moving, and the ability to change the menu is a key marketing component. We feature young wines, so the push is always on to find innovative ways to turn over wines in stock. I make daily visual inspections of inventory and examine sales reports.

Currently, there are 32 wines listed. Low to moderately priced wines sell best, so the list is tailored to that price point. There are ten whites, two blush, fourteen reds, and five to six Champagnes. The majority of wines are priced at $23–25. A few more expensive selections are available and priced slightly over $30: the Jordan and Guenoc Cabernet Sauvignon, the Rosemont Shiraz, and the Sterling Merlot. Also, we offer premium Champagne, as this is something clients occasionally request. Our house wines are currently the Rex Goliath Chardonnay, Cabernet Sauvignon, and Merlot, which offer good value.

The wine is cellared near the entrance of the restaurant, which makes for an impressive display. They are kept at 68 degrees to ensure quality. Eighty percent of our wines are available by the glass and are poured at the table. Six ounce pours distinguish service, and standard ten ounce balloon glasses are used for all varieties of wine.

HFBE: Syed, with your emphasis on moving product, are there other clever ways you promote utilization of inventory?
SA: At month’s end, we tend to clear inventory with the offer of special pricing. On weekends, an attractive “Manager’s Wine Table” is created in Legends, and wines are offered at that magic $20 pricing. It seems to work beautifully. Also, wine sales by the glass have increased for room service, and we would like to maximize that segment by introducing the offer of half bottles on the menu.

HFBE: What are your personal wine favorites?
SA: I really enjoy the Flora Springs wines and am fond of the Jordan Cabernet and the Rosemont Shiraz. So, you see, the value wines are actually some of my favorites, and our wine list reflects my personal tastes!—Nancy Fox