But how can you boost sales if you are at the more mid-priced sector of the market, or lower?
“Menu engineering” is a new term I stumbled across at the frankly ginormous Matthew Clark tasting last week.
For those of us who like to call a Bohemian lead crystal drinking vessel a glass, this is essentially designing a wine list: one of the most powerful marketing tools at your disposal.
Simple or not, there is a science to it (menuology?), which the crew at Matthew Clark describe as, “the deliberate and strategic design of menus to…help you make more profit.”
Tips include using more, not fewer, headings to break up the text (so dividing white and red wine into several sub-sections, perhaps by style); selecting three or so of your most profitable wines and highlighting them in a bid to draw eyes quickly to the most money-making options, and removing pound signs so as not to distract readers from your enticing descriptions.
Some of the advice was even simpler, but is still worth highlighting.
Tips such as, thinking about how your choices of font, imagery and layout fit with your “brand” and putting profit boosters, like Champagne and sparkling wine, at the top of the men.
Done all that? Congratulations, you’re a menuologist now.