Resources
>
BLOG

Restaurant Branding for Startups

Feb 27, 2019

You’ve had a dream of owning your own restaurant for what seems like forever, and now things are finally coming into place. You have your funding, your location, and your menu. But how will you make your restaurant memorable? Will your brand be one that stands out from the crowd, or will it merely be one that blends in with “the sea of same?” Restaurant branding positioning against the competitive set is as important as the food you deliver to your guests. In the competitive restaurant landscape, great tasting food is just the first step towards success. As a restaurant startup, part of your business plan needs to include what your brand stands for. This brand identity needs to be conveyed through your restaurant design and restaurant marketing.

We recommend to our clients that they define their target market, their points of difference and the business they will be in as a first step to establish a cohesive brand strategy.  Think of all the different pizza brands, they all sell pizza, but each one has a different approach to winning business.

Brand development includes the strategic architecture of a brand in addition to the creative design of the logo and visual identity. This development is based on the market, customer, and business factors. The brand strategy is like the blueprints for your house. You must build the foundation, guidelines, and rules before you start construction. In its simplest terms you’re defining:

Who you are

What you do

Who else does what you do

Why you do it

Who you do it for

How you do it differently or better than the competition

Once you have established the brand strategy, you can develop a unique brand visual identity that expresses your ideas through the logo, color palette, fonts, and brand voice.

Brand consistency is key, as is raising awareness for your startup. Don’t forget to brand these facets of your restaurant to elevate brand awareness in your market:

  • Restaurant decor, restaurant menu (and takeout menus)
  •  Website and social media pages
  • Employee uniforms, if applicable (this depends on the type of restaurant you operate)
  • Packaging (bags, napkins, cups, containers, etc.)
  • Restaurant advertising
  • Music played in your location
  • Business cards

A successful brand strategy will ensure your new restaurant concept is cohesive and memorable.

If you need help developing your new concept or want someone to review your restaurant brand identity, contact Synergy today.

Resources
>
BLOG

Is your Restaurant Ready for a Rebrand?

Sep 21, 2017

You may have heard the term, “rebranding” used a lot in business, but the motives behind rebranding are not simple or straightforward. So what exactly is rebranding and why would anyone want to do it, especially after implementing a carefully thought-out business plan in the first place?

A company (or in our industry, a restaurant), may decide to rebrand itself to develop a new way customers perceive the restaurant. Think of it as a marketing strategy, or a makeover, to revitalize a brand and give it a new image. This “image” can take form as a redesigned logo, interior and exterior design changes, changed menu, a new philosophy or slogan.
There are plenty of reasons a business would look to rebrand.  Rebranding can come to light if a company is seeking to offer new items or services, appeal to a new audience, align their brand to the company’s original vision, combat an outdated image, reestablish relevancy, or even as a way to fight negative publicity.

Here’s a look at some recent restaurant rebranding examples—take note of changes when you visit these establishments. Do you think they’ve changed your perception?

  • Tender Greens: This is a brand is known for wholesome and healthy meals. See them now with a new logo that aims to show people that they’re not just a salad restaurant.
  • Subway: A major redesign is taking place at Subway restaurants. Simplicity, freshness and modernity is what you’ll notice when stepping into a newly redesigned Subway. Sleek furniture and brighter colors hope to be more inviting to customers. Tech is getting a huge upgrade here too—Subways are rolling out self-ordering kiosks and charging stations for the technically-inclined patrons.
  • Golden Corral: The buffet segment is certainly struggling in family casual restaurant sector. Golden Corral’s new redesign aims to boost customer patronage by presenting an, open, airy, sophisticated and homey feel.

It will be interesting to see how these rebranding efforts pan out. If you feel your restaurant needs a revival, please contact Synergy.

Photo: Mike Mozart CC by 2.0
Resources
>
BLOG

Don’t Underestimate the Power of Branding

Oct 11, 2014

Brands give consumers familiarity and comfort. They lend reassurance and a kind of guarantee that allows people to place faith in their purchases. When shopping around at the grocery store or even making dining choices at a restaurant, consumers like to look for brands they’ve come to love.

For example, guests at a restaurant might already expect to order a Coke or a Sprite beverage to go with their meal. Even further, many consumers opt to patronize certain restaurants they feel have a great reputation, either from their own personal experience or simply from the branding efforts put forth by the company.

Think about brands such as Starbucks, McDonald’s and KFC which spread their reach on a global, massive scale. Many consumers come to instantly recognize and place trust in these brands.

How can your restaurant increase your branding? Here are some conventional and unconventional ways:

• Offer great exceptional guest service. Train your staff to treat your customers right and give them an incredible experience each time they visit your restaurant.

• Actively engage your target audiences on social media. Post photos, specials, and chat with your customers. Let them see the human face behind the business.

• Run or sponsor a charity drive in your community.

• Build a loyalty program that rewards guests with freebies and discounts for frequent visits and referrals.

• Get unique and creative with your packaging – make it a conversation piece!

 

Do you need assistance with your restaurant’s branding? Contact Synergy for more information.

Resources
>
BLOG

Nekter Juice Bar: An Example of Great Brand Messaging

Feb 15, 2014

We got more than we expected from our casual visit to a local Nekter Juice Bar the other day. When you walk into a typical smoothie bar, you’d likely come across a brightly lit space with colorful décor, upbeat music and fruit displayed on countertops.

But if you want to truly send a message – a message about your brand and what you stand for – this doesn’t cut it. At Nekter Juice Bar, they were able to incorporate their brand messaging with their interior design with these wonderful custom artwork pieces.

 

nekter smoothies

 

 

 


restaurant interior

 

What’s so neat about their art is that it helps the consumer understand what health benefits they can expect in their drinks with positive, uplifting messages throughout the store.

 

Not only does the customer feel good about their decision to visit, they are more informed and they get what Nekter is all about.

Resources
>
BLOG

November 2013 Newsletter

Nov 19, 2013

Greetings!

We’ve been busier than ever at Synergy, a sure sign that the economy is continuing its slow-but-steady recovery.

We recently did a dine-around and discovery trip to Manhattan to sample specialty sandwiches and coffee shops, researching ideas for a new client based in Rome—we’ll be sure to share more information with you as this project unfolds. Things are also heating up in the Test Kitchen with lots of delicious new menu items in development, including herbed lemon chicken with couscous and other tempting entrees. And we are so proud to have been part of the great new menu revamp that our client Toppers Pizza just rolled out.

Speaking of revamps, you’ll definitely want to read this month’s article by our colleague Joan Lang on the industry’s rebrands, revamps and refreshes, many of which are targeted at repositioning older concepts for the new generation of health- and value-conscious Millennials. We’ve also got some information on the retro-chic menu trend of Italian-American specialties—meatballs, eggplant Parm, red sauce. And our readers in HR may be interested in the article on Arbitration Agreements, which are so much quicker and less expensive than litigation for solving employee grievances.

To your success, Dean Small and Danny Bendas

Sign up for our Email Newsletter

Ahhhhh, That’s Refreshing

By Joan Lang

Photo Credit: License CC by 2.0 Copyright Flickr by Lauren Siegert
Photo Credit: License CC by 2.0 Copyright Flickr by Lauren Siegert

When it comes to foodservice brands, there’s been a lot of refreshment going on. In fact, we recently blogged about 7-Eleven’s new initiative, which covers everything from the logo to the store design and food offerings to the logo.

 

In fact, these days the idea of refreshing an older brand—or even rebranding altogether—covers a lot more than just a new logo and snappy trade dress. The competitive marketplace demands it.

 

Established brands may have name recognition and time-in-grade going for them, but they must also keep up with an explosion of newer concepts, changes in demographics and customer expectations, and other companies that are updating in various ways.

 

In 7-Eleven’s case, the c-store giant’s first major rebrand in 43 years is all about targeting health-conscious, on-the-go Millennials with hip, colorful servery graphics, and a more inviting foodservice display that touts healthier snacks and freshly made foods such as salads, rather than roller dogs and microwaved sandwiches.
And they’re not the only company that’s manipulating the concept to change their image:

 

– Staid and pricey Morton’s Steakhouse has introduced its more casual Morton’s Grille in the Houston marketplace, with a menu that features trendy (and less expensive) “Mix, Mingle & Share” selections like short rib tacos, deviled eggs and Veal & Mozz Meatballs, plus flatbreads, salads and non-steak “Food Envy” entrees including sliders, pot roast and Chicken Chop Diane

Silver Diner, a Maryland-based chainlet that has long presented an idealized version of the iconic diner, has also been pushing the envelope in the direction of the Millennial target market. Brand revisions include significant menu changes that center on more healthful dining habits, such as a “chef-driven fresh & local menu,” and more gluten-free, vegan and under-600-calorie options

– Wendy’s has debuted a sleek new store format that includes booths, a television set, free Wi-Fi, and even a faux fireplace, designed to encourage guests to linger and enjoy more of an experience along with their burgers—part a trend that the Orlando Sentinel dubbed “the lounge-ization of fast food”

– Other QSR participants in the movement include Del Taco (which capped a multi-phase rebranding effort with new menus and an ad campaign) and KFC (with a colonel- and fried-free new concept called “KFC Eleven’)

– In a bit of flip on that trend, Panera Bread—one of the original brands to blur the lines between fast food and a more upscale mode of quick service—has reversed its decades-long promise of eschewing drive-thrus with the addition of the convenience-oriented windows in select markets

– Family-oriented Mimi’s Café has moved to what it terms a French-inspired, chef-led positioning with a more sophisticated new menu (tournedos of beef, anyone?) that caps an ambitious turnaround effort since the chain was uncoupled from Bob Evans Farms

– Old Chicago has also used a menu overhaul to drive its brand updating efforts; the ‘70s-era chain partnered with Lettuce Entertain You to plot a made-from-scratch course that includes fresh-dough pizza, more salads, pastas and shareable appetizers, and a 36-tap craft-beer program. The “pizza and taproom” update necessitated revised kitchen layouts, as well as new back-of-house systems to help ensure faster service and more efficient turnaround

– Fondue and date-night brand The Melting Pot has been retooling its menu to encourage guests to stop in for casual dining occasions, not just birthdays and Valentine’s Day. The romance and the four-course Big Night Out cheese and chocolate fondue packages remain, but there are also individual entrees like Spinach & Artichoke Ravioli, Teriyaki-Marinated Sirloin, and various proteins with mix-and-match preps and sauces

Brand efforts like these continue to make news—and can only grow in importance, particularly among brands that came of age at the dawn of the theme chain back in the 1970s and 1980s. The recent success of Bennigan’s back-from-the-dead rebranding strategy demonstrates how savvy these ambitious efforts can be.

Need help with a brand refresh of any size and scope? Contact Synergy Restaurant Consultants.



Red Sauce Renaissance

By Joan Lang

 

Photo credit: CC by Flickr user Stacy Spensley
Photo credit: License CC by 2.0 Copyright Flickr user Stacy Spensley

Well, the world has come full circle—and proof that the food-trend pendulum is always swinging, the red sauce Italian joint has come roaring back after several decades’ worth of displacement by Tuscan, Roman, Sicilian, Calabrian….

 

Not that these wonderful and authentic regional Italian cuisines aren’t still popular, but there is also renewed pride in the Italian-American culinary lexicon. We’ve seen it in the surging popularity of menu items like meatballs and pizza (including news-making versions like this Chicken Parm Pizza), and in a return to casual, welcoming Italian restaurants serving comforting and uncomplicated food.

 

This is the cooking adapted by immigrants to a new land, where familiar ingredients were challenging to find but hunger for the traditional ways endured. Now in its third generation and proud of it, red sauce is born again in contemporary ways, with a taste for innovation and the kind of careful sourcing and housemade artisanship that has helped to transform so many restaurants in this country.

 

Chef and cookbook author Lidia Bastianich has certainly captured the Zeitgeist with her road trips into the heart of Italian-American cooking, but there’s a lot more going on. Rich Torrisi and Mario Carbone of New York City’s Major Food Group are setting the trend on fire with their restaurants. This is especially true of their newest, Carbone, which opened earlier this year on the site of the legendary Italian-American Rocco’s. Featuring upgrades of classic Italian-American specialties like veal parmesan and linguine with clam sauce, the restaurant has become one of the hottest new spots in town.

 

Sauce restaurant is another example of the trend, which chef-owner Frank Prisinzano describes as “heavily influenced by Italian history, tradition and my childhood spent in my grandmother’s kitchen.” Part restaurant and part butcher shop for his other neighborhood restaurants, Sauce proudly touts Italo-American comfort foods like tomato “gravy” with meatballs, steak pizzaiola, and handmade ricotta cavatelli.

 

The Red Hen, in Washington, DC, calls itself an “Italian-influenced American restaurant,” serving the likes of rigatoni with sausage, gnocchi, and cacio e pepe (a simple but newly popular pasta preparation made with nothing more than good cheese and a lot of black pepper), plus flights of fancy such as wood-roasted beets with pistachios and seared veal sweetbreads with pea shoots and soft polenta. The wine list is heavy on bottles from Italy, including unusual “orange wines,” which are made by very, very old fermentation methods.

Divieto, in Doral, FL, calls its food “Italian-American fusion,” with a menu than ranges from fried calamari with marinara sauce to salmon carpaccio, veal scallopini to grilled yellowfin tuna. It’s all served up in a tin-ceilinged room complete with booths, black-and-white tile floors, and an atmospheric back bar.

 

There’s also Little Nonna’s, a new red-sauce restaurant in Philadelphia. This popular, intimate little spot does indeed serve up “Nonna” cuisine. The bill of fare includes arancini (rice balls shaped like the namesake “little oranges”), spicy pork and broccoli rabe subs, eggplant Parm, and homemade cannoli, and the house-bottle cocktails include classics like the Negroni. Most noteworthy is the famous Sunday gravy, chock full of braciole, meatballs and hot sausage, served over pasta of the night with the meats on the side—recreating an experience that legions of Italians here in America grew up with, every Sunday after Mass.
Many of these dishes are ripe for migration on less thematic menus, tapping into a collective memory of simpler times that extends beyond Italian ancestry.


ADR Agreements Make Even More Sense Now

The U.S. Supreme Court has ruled that courts “cannot invalidate arbitration agreements which waive class actions . . . .” While there is a fair amount of detail to this rule, the basic principle is that the only weakness to arbitration agreements was that if an employee filed as a class member, and the court approved it, the arbitration agreement was not applicable. Now that has all changed.
Arbitration Agreements, also defined as Alternate Dispute Resolution (ADR) Agreements, are designed (and approved by the courts) to mitigate challenges from employees. Under an Arbitration Agreement, the employees’ complaint is heard by a retired judge and is settled almost immediately, rather than going into litigation. Most all rules of court apply.

 

Benefits include a substantial reduction in time, as the time it takes to get in front of an Arbitrator is far less than is the situation with a normal court case. The decision is binding—for better or worse. All the facts are considered, and both parties go into this process understanding that what the Arbitrator says goes. The cost to defend the case is substantially less, because all the preparation and filings and legal wrangling are unnecessary. Finally, for operations that consider themselves compliant and who address their employees ‘concerns quickly and efficiently, this system is far more effective at solving issues, because you do have the opportunity to demonstrate what you have done in regards to a particular complaint.

 

There are certain regulations related to changing over to an ADR system. We recommend that you contact your labor law attorney to discuss. The benefits for you and for your employees could be substantial.


Tip of the Month

If you think offering healthy menu options is not an issue that affects your operation, think again. A new consumer survey by AlixPartners reveals that so many patrons are concerned about finding healthier choices that they are less likely to dine out in 2014—on top of decreases in restaurant traffic this year. For more details on this and other findings, take a look at this topline report from the firm’s new “2013 North America Restaurant & Foodservice Outlook: Fall Update.”

Resources
>
BLOG

Rebranding: 7-Eleven’s New Look

Nov 05, 2013

The world’s largest convenience store chain is changing its approach.  Commonly associated with hot dogs, Big Gulps, and Slurpees, 7-Eleven is looking to promote its healthy side.  This rebrand is in an effort to gain the attention of a new target market focusing on millenials and females.

The 50,000 unit chain’s new identity includes a new logo, sleeker store design, and a more nutritious and wholesome product offering. 7-Eleven hopes these changes will rejuvenate the brand and change the perception that it only offers unhealthy junk food, therefore attracting health-conscious millenials.  For photos of the rebrand, check out Fast Company’s article here.

Are you looking to rebrand your restaurant or food operation?  Synergy’s team of expert marketing and branding experts can help.  Visit Synergy Restaurant Consultants for more information.

Sources

http://www.fastcodesign.com/3020110/7-11-rebrands-to-target-health-conscious-millennials

Resources
>
BLOG

Create Success Through Restaurant Branding

Aug 04, 2013

A restaurant’s success is dependent on many factors. Although an accessible location, impeccable service, and delicious food are essential, today’s saturated market requires restaurateurs to work even harder to set their restaurants apart from the competition. One way to do this is by creating a brand for the restaurant. Restaurant branding allows consumers to connect with a concept and takes the restaurant from simply serving food to providing guests with an experience.  In a restaurant, the brand encompasses everything from the logo on a server’s shirt to the style of plate on which an entrée is served.  It’s crucial that all elements are aligned and clearly communicate the look, tone, feel, and personality of the concept’s brand.

 

The James Beard Awards (the Oscars of the food world) recognize the importance of branding and design and present two annual awards for ‘Best Restaurant Design and Graphics,’ one to a restaurant under 75 seats and one to a restaurant with 76+ seats.  This year’s winners were Isa in Brooklyn and Juvia in Miami.  Although these restaurants are very different in style and feel, the attention to detail and effort to connect with the consumer are apparent in both brands.

 

Isa, described by the New York Times as “urban woodsman meets country kitchen,” features quirky, unpredictable nouveau American cuisine. One look at their website and photos of the restaurant and you’ll see the ‘expect the unexpected’, playful experience that Isa strives to provide.

 

Juvia serves Asian fusion cuisine in a luxurious 10,000 square foot indoor/outdoor penthouse.  With 360-degree views of Miami Beach, the dining room’s vertical garden gives diners the feeling of being above the city in a lush rainforest, an escape from the everyday hustle and bustle. Along with the space and location, Juvia’s chic design evokes feelings of luxury, seduction, and exclusivity.

 

Other 2013 nominees included Farmshop (Santa Monica), minibar by José Andrés (Washington D.C.), Jaleo (Las Vegas), and Triniti (Houston).

 

James Beard nominee
Farmshop in Santa Monica

 

Synergy’s team of seasoned restaurant marketing and branding experts is poised to significantly impact the success of startups, turnarounds, expansions, and multi-unit rollouts. Whether you want to develop an entirely new restaurant brand, increase sales and profitability, or maximize your marketing opportunities, our proven scientific methodology will provide recommendations that result in satisfying your specific brand initiatives.

Resources
>
BLOG

How is Your Restaurant Brand Leveraging Social Media Technology?

Apr 11, 2013

How is Your Restaurant Brand Leveraging Social Media Technology?

It’s harder these days to visit a restaurant and not see a Yelp! or FourSquare Check In sticker on the window. Social media icons like those from Facebook, Twitter and Google + are also proudly displayed on restaurant websites and marketing material. It’s clear that the consumer’s love for social media should not be ignored but rather embraced and used as leverage for your own branding and marketing purposes.

There are many web tools to help you promote your restaurant using social media. But did you know that there are also hardware options for this too? We recently came across a nifty social media device at a  Lollicup tea shop that allows patrons to snap digital photos of themselves inside the store and post them on social media sites like Facebook and Twitter for free. The product is called iSnap and essentially serves as a modern photo-booth with branding capabilities. This sleek device stands up as a vertical kiosk and has a small footprint. There are other similar devices on the market as well such as Social Kiosk Solutions, also suitable for events and placement in your storefront.

See a Social Media Kiosk in action

Resources
>
BLOG

How will you improve your restaurant in 2013?

Jan 09, 2013

As restaurant consultants, our goal is to help you make your restaurant as
successful as possible. Sometimes, our clients aren’t sure exactly where
they need help or what needs to be done. Regardless of your specific
situation, it’s all about maximizing your restaurant’s efficiencies.

We help owners elevate their restaurants, from independently-owned, to
national franchises and chains, to the next level:

Synergy Restaurant Consultants: 25 years of restaurant success. Contact us
for more information on how we can help take your restaurant to the next
level of success in 2013.

Resources
>
BLOG

November 2012 Newsletter

Nov 18, 2012

Greetings!

For many of us, the events of the past month have been challenging, to say the least. We sincerely hope that those of you who were in or affected by the path of Hurricane Sandy and the “Plan B” Nor’easter that followed it have some lucky stars to thank-or at least are well on the way to recovery.

 

As is so often the case, the industry showed its resilience in a variety of ways, from the restaurants that stayed open for their neighbors until the floodwaters started rising in Red Hook to the food trucks that rolled into places like Towson, MD, and the Rockaways in Queens to help in ways both financial and material.

 

A number of restaurants and chains have launched relief efforts to assist those in need, including McDonald’sIron Hill BreweryMoe’s Southwest Grill and a number of popularneighborhood restaurants in Brooklyn.

 

We continue to be proud of being a part of all this and more.

 

To your success,

Dean and Danny

Sign up for our Email Newsletter

The Evolving Role of Mobile Apps

Just a few years ago we wouldn’t have written this article—that’s how quickly the world of device-based restaurant marketing has been moving. After all, according to Media Connection, mobile devices have achieved a reach of 100 million consumers 11 times faster than the internet did.

Mobile applications have also become more important, particularly for quick-service chains, as a tool for CRM (customer relationship marketing). And, these apps have become more complex, particularly in light of the multiplicity of platforms in use by customers, from iPhones and Androids to Kindles. That implies all kinds of issues about screen size, functionality, target audience and more for these tiny but powerful marketing tools.

A recent article on qsrweb.com posits that the best apps are now interactive information tools, not just a means for mobile order-placing or finding the nearest location. And that means that they are meant to be customized for each guest’s experience. For more information on how mobile apps can be used to improve not only profits but also customer relationships, download the report “Mobile Media Applications for Restaurants” here.

Take a look at some of the more noteworthy apps that have been introduced in the past few months alone, and what they do.

• The suite of apps available for Domino’s includes versions for iPhone, Android and—most recently—the Kindle Fire, enabling customers to access the entire menu for ordering takeout or delivery to any saved address (office, home, etc.). It also extends many of the company’s website-based online ordering features, including coupon search, store locator and the ability to follow an order with Domino’s Tracker.

• Starbucks, which has been a leader in mobile payment, has continuously upgraded the reach and functionality of its app. With Android having been added this summer, more coffee-drinkers can now access their rewards, and reload their accounts using PayPal. Meanwhile, the coffee giant’s Square Mobile Payment System is now live at 7,000 locations.

• Wendy’s introduced a mobile app this summer that functions as a customized nutrition system, allowing patrons to build a meal based on calorie targets or favorite menu items, giving fans “free reign to customize their tastiest, calorie-conscious creations, all on their smartphone.”

• Dunkin’ Donuts’ mobile app for iPhone, iPod Touch and Android smartphones, unveiled in August, includes payment and m-gifting platforms. In early November, the company added a new “My Offers” tab which enables patrons to get customized geo-targeted regional offers, such as 99-cent hot chocolate.

• Jersey Mike’s Shore Points Rewards loyalty program, which had 650,000 members as of mid-October, has been “mobilized” with an app that also lets iPhone and Android users access special offers through an opt-in text message system.

While full-service chains have been less quick to integrate mobile apps into CRM initiatives, T.G.I. Friday’s has been doubling down with improvements to its mobile ordering app that include not only rewards tracking but more recently music, celebrity gossip, movie news and other information.


The Finer Points of Wine Service

By Joan Lang

Wine is more important than ever in many full-service restaurants, but it is often mishandled. Here are some tips and ideas to make your wine program more profitable and easy to execute.

 

Wine Service at Kelowna Wine and Cuisine | Image Credit: Flickr by Kelowna09

1. Make sure your wine selection fits with your menu concept in both style and price. This subject could fill a book (and depends upon everything from your location and business plan to your ideology) but in general the selling price is usually double to triple the wholesale on any given bottle. You should, however, factor in the average cost of an entrée and be able to offer at least a few decent wines in that general range. This is much easier now that there are so many New World and other affordable wines available.

2. Serve wine at the proper temperature. Customers should never have to drink a “hot” red or wait for a white wine to come up to temperature so that they can taste it. Storing wines at the wrong temperature can also damage wine. Although fine wines are stored at temperatures that are unique to the varietal and other factors, typical temperature for storing red wine ranges from 52º – 65ºF, and 45º- 50ºF for white wines.

3. There are all kinds of ways to write a wine list—again, dependent upon the style of the restaurant and the personality of its owner, among other things. While you don’t want to overwhelm guests with information, in general your wine list is an educational tool as well as a means to help them make their decision: Country of origin is a must, and for better wines you should also include the producer and vintage, if applicable. A brief description can also be helpful if your audience warrants it.

4. A robust wine-by-the-glass program lies at the heart of a profitable, customer-friendly wine program. A good selection of wines by the glass should encompass at least four to six white wines of differing styles (i.e. rich and oaky, light, slightly sweet) and four to six reds, with the possible addition of a rose and a sparkling wine, depending upon the season.

5. Wine-by-the glass is also a good outlet for overstocks, samples, wine that will be phased out because of a list change, and other quality wines that need to be moved quickly. These can be merchandised as you would any special—blackboard-style or hand-sold against a specific food order.

6. Consider boxed, kegged and other large-format wines that can be served “on-tap.” Quality is much improved from the 1970s and ’80s when these wines were first introduced, and they are much easier to pour, store, and dispose of. There are also the environmental benefits of having less glass around. Under the right circumstances, table servers can even dispense these wines.

7. Boxed wines also make it easy to sell wine by the quartino, half-carafe or carafe, which is a win-win for value-seeking customers and busy service staff.

8. Stemless wine glasses, tumblers and other hardworking glass styles are a good fit with today’s more casual service style; come in a wide variety of sizes, styles and quality levels; and are much more durable, especially in mechanical dishwashers. They are also easier to store.

9. Train, train, train. The single greatest reason that wine programs fail is a lack of server education—not just the bartender but table service staff as well. You don’t need a squadron of wine geeks but you do need staffers who appreciate the role of wine in an enjoyable meal and are comfortable with its service.

a. Conduct regular tastings and service meetings—your distributor can probably help in this regard. It may cost a little money but it’s worth it

b. Supply handouts and emphasize simple, self-evident descriptions like “full-bodied” or “tastes like green apples and
grapefruit”

c. Consider tools like multimedia, videos, online training and even site visits to wineries or restaurants whose wine programs you admire, if your level of service warrants it

d. Allow and even encourage servers to taste that last heeltap of wine from an unfinished customer bottle that’s going to be tossed… after the shift

e. Make sure that anyone who will be serving wine to customers knows how to present the bottle, open it, and properly pour

10. The wine list, if there is one, should be presented at the same time as the menu.

11. Make sure servers can get their wine. A busy bartender or floor manager may not be the best person to ensure that customers receive their wine promptly after ordering, and nothing is more galling to a wine drinker than having to wait until halfway through the appetizers to start in on that bottle.

12. Service staff should never overpour on a bottle of wine or top off glasses too frequently. Many customers perceive this as a hard-sell, and they don’t necessarily mind refilling glasses themselves after the initial pour.

Want more ideas for maximizing your restaurant’s beverage potential? Contact Synergy Restaurant Consultants.



What Becomes a Legend?

By Joan Lang

The recent news that Boston’s landmark Locke-Ober restaurant would close

First opened in 1875, Locke-Ober was a bastion of fine dining and a cultural touchstone for the city, perhaps best known as the place where JFK enjoyed the signature lobster stew, and where the chairs of regulars were leaned symbolically against the walls when they died.

Famed Beantown chef Lydia Shire took over the kitchen a decade ago, with a mandate to help Locke-Ober keep pace with the times, but the writing was already on the wall: Rather than turn the restaurant into a casual bistro or a small-plates wine bar, owner David Ray opted to close it.

And yet I can think of several restaurants of similar lineage and historic place that are still going strong, including Tadich Grill in San Francisco and Galatoire’s in New Orleans. Granted, both of these cities un-coincidentally support a booming tourist economy and several other heritage restaurants (like Swan Oyster Depot and Antoine’s, respectively), but there’s more to it than that.

What the perennial appeal of such restaurants says to me is that service, ambience and quality food are indeed eternal. In fact, while the fresh seafood and traditional haute Creole cooking of Tadich and Galatoire’s are always satisfying, it’s the spot-on service and timeless atmosphere that always give customers such a sense of well-being in these restaurants.

They may not be trendy, they may not have buzz—and they certainly could be considered pricey for their respective markets—but even in the midst of earthquakes and floods, their seats and coffers are packed. And while they both get their share of out-of-towners, both of these restaurants still hold an important place in the life of their cities.

It’s precisely because of the dependable nature of these two restaurants that they have succeeded; locals know they can have a good meal in a comfortable seat, and be greeted by a waiter—it’s always a waiter—who probably knows their name and how they like their martini. There’s no star-chef arrogance and table-of-the-moment fueled anxiety.

Lawyers and titans of local industry still avoid the lines at Galatoire’s (the place takes no reservations) by coming late for lunch on Friday, whiling away the afternoon over another Sazerac until it’s too late to go back to the office. And as Anthony Bourdain said of Tadich Grill in an SFO episode of the television show No Reservations: “I am ashamed we don’t have something like this in New York.”


Tip of the Month

Springpad represents an ideal means for sharing thoughts or cataloging projects with colleagues, especially across multiple locations. Post notes, documents, photos, messages, recipes, datapoints, ideas, links to articles and more in a way that can be accessible to everyone of the team-kind of like clipping folders for the internet age, only better.