Cocktail Program Case Study

Sunset Grill is a mid-size restaurant group with presence across Canada. The company operates 40 restaurants in the high-end, full-service segment and is proud to cater to a solid customer base that have been very loyal throughout the years, however latest guest surveys have been showing customers feel the group has been slow to evolve and embrace the latest beverage trends, especially around cocktail menu offerings. Susan Taylor, the companys F&B leader, has been asked to review the beverage program for the group along with guests survey responses and based on her findings, change and/or improve program components to ensure they reflect current market conditions and customers taste preferences. Upper management also expects the new program to lower beverage costs and operational expenses, expand customer base, increase repeat visitation, and enhance brand visibility in the communities they operate within showcasing a modern beverage program that will appeal to guests looking for an all-encompassing dining experience.

1. Some of the groups restaurants are currently dedicating most of their cocktail lists to drinks focused around one (1) or two (2) specific spirit(s). Do you think Susan should maintain this approach? Why or why not?