The Saddle Room is a new restaurant that features a fabulous wine cellar and bar area. The restaurant was converted from racehorse stables and is split into five sections, offering the same high-quality menu throughout.

As well as the Hayloft private dining area and the Chef’s Table, there is the informal Tack Room and The Saddle Room itself with its playful wine-chilling buckets. We've worked with The Saddle Room to make wine a valuable profit centre for the restaurant; ensuring customers recognising the value better quality wines offer.

Finding the quality balance is critical; customers should not leave a meal saying, ‘Great food but the wine was ordinary’. Getting consumers to work their way up a wine list with confidence is always a difficult task. In my experience, using a gross profit (GP) margin across the entire wine list results in customers defaulting to what they know and staying with entry-level wines.

At The Saddle Room, we have opted for a combined GP and cash margin approach. For our entry-level wines, we apply a GP margin to calculate the wine’s sell-out price. However, for anything that costs us over about £5 we adopt a cash margin approach, which varies in price bands.

Our aim, whilst being totally consumer focused, makes wine a valuable profit centre for the restaurant; as our guests choose to drink better quality wines recognising the value they offer.  After investing time, money and effort finding a great chef, a finalist from the professional Masterchef competition, making sure the quality of wines served with his food came next. Adopting a sensible, progressive approach to pricing wine has achieved this, delivering fine wines to our customers’ tables and a healthy cash margin to the business.