A Best Practices Guide To Wine Sales

The purpose of this survey is to discover what can be done within the confines of a casual dining restaurant to more effectively sell wine to guests. The information gathered is the primary research for Everett Rubin and Justin Congdon's senior project at Paul Smith's College of the Adirondacks.

Managers of casual dining restaurants were chosen because they are not only in contact with the guests, but they are also responsible for implementing, or not implementing in-house wine marketing strategies. Managers would also be more likely to be aware of overall wine sales; whereas servers would be limited to personal experiences.

Thank you for your time and feedback. As a sign of appreciation, you may request a copy of the final results by providing us with an email address at the end of the survey.

Questions marked with a * are required.

 
*1. How long have you managed restaurants?
Less than 5 years
5-10 years
11-20 years
21 or more years
 
*2. How many different wines do you offer to guests?
1-10
11-25
26-50
51-75
76-100
101 or more
 
*3. Do you feel that it is important to focus on increasing the amount of wine sold in your restaurant?
Yes
No
 
*4. When is the wine menu provided to the guests in your restaurant?
Immediately to each guest
Upon request only
The wine list is provided in a section of the main menu
The restaurant does not have a printed wine list
 
*5. Do you encourage employees to improve wine sales? (Contests, promotions, incentives, etc)
Yes
No
 
6. If yes, how so?
 
*7. In this section, please review these nine techniques. Based on your experience, and in your own opinion, rate each technique for its effectiveness in improving wine sales (A rating of 1 being an ineffective technique, and a rating of 6 being a highly effective technique).
1 2 3 4 5 6
Having wine glasses preset on the table
Providing each guest with a copy of the wine menu, without the guest having to request it
Encouraging servers to suggestive sell wine to guests who have not ordered wine
Encouraging servers to up-sell wine to guests who have ordered wine
Properly educating staff on the types and descriptions of wines available
Properly educating staff on proper table-side wine service
Encouraging higher sales by creating contests/incentive programs among servers
Having wine at varying price points in order to provide wine at prices which different guests are comfortable spending (ex. Offering 3 Merlots with prices ranging from $8-25 per glass)
Providing an enticing visual display of wine in the restaurant, which can be easily seen by guests
 
*8. Please check off each technique you currently use/employ.
Having wine glasses preset on the table
Providing each guest with a copy of the wine menu, without the guest having to request it
Encouraging servers to suggestive sell wine to guests who have not ordered wine
Encouraging servers to up-sell wine to guests who have ordered wine
Properly educating staff on the types and descriptions of wines available
Properly educating staff on proper table-side wine service
Encouraging higher sales by creating contests/incentive programs among servers
Having wine at varying price points in order to provide wine at prices which different guests are comfortable spending (ex. Offering 3 Merlots with prices ranging from $8-25 per glass)
Providing an enticing visual display of wine in the restaurant, which can be easily seen by guests
 
9. What is your email address? (optional)