For those of you who are unfamiliar with the term, Menu Engineering is the deliberate and strategic design of a wine list to increase profitability in our customer outlets. Through our experience, we have gained the expertise to increase your profitability. The primary goal is to encourage the customer to purchase the most profitable wines to help you make more profit from your wine list.
Earlier this year, we asked one of our customers, The Kings Wark, to be part of our case study. We explained the Menu Engineering process to owner Leslie and showed the benefits not only to her sales but also her staff. We decided on a four-week study throughout the month of August, trialling each menu for 2 weeks at a time.
In general, both Leslie and her staff said they felt more confident when using the engineered menu as it allowed them to make good recommendations for wine with or without food. They also said that with the engineered menu, it allowed them to have more of a conversation about wine without feeling intimidated about the subject of trying to recommend a bottle.
In terms of sales, they saw a sales increase of nearly 100%, growth in sales came from across the whole wine list, not just house wines. Account Manager Jessica Roberts commented "I’m so glad we were given the opportunity to showcase our expertise within Menu Engineering, and that the benefits for Kings Wark are clear to see. For me, the work Menu Engineering does, allows the pressure and requirements of trading to be eased whilst increasing Leslie’s margin".