Read the mini case study at the end of Chapter 5 in your Foundations of Menu Planning text on page 121 and answer the two questions at the end of the case.

Case Study A small town bar/restaurant wants to jump on the trend of boutique cocktails, local wines, and American microbreweries to drive its alcohol sales. The manager hopes increased beverage sales will save the company, which currently loses customers every time it tries to raise its average entre price over $12. The bar/ restaurant has seats for about seventy customers. Cur- rently, its top selling drinks are Budweiser and shots of its one brand of whisky. The manager, not particularly familiar with alcohol, goes online and decides to cut and paste other menus to create his comprehensive alcohol menu. As luck would have it, the menus he has copied are the same ones included in this chapter. After three months with the new menu, the com- pany goes broke with nearly 300 cases of alcohol in its storeroom. What did the manager do wrong? What approach would you have recommended to the man- ager to drive beverage sales