Cheers is dedicated to delivering hospitality professionals the information, insights and data necessary to drive their beverage business by covering trends and innovations in operations, merchandising, service and training.
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www.cheersonline.com 6 • November/December 2016 FIRST SIP WHEN LESS IS MORE A FEW YEARS AGO, I stopped at a California Pizza Kitchen for a quick dinner after a weekend away. I really wanted a glass of wine with my pizza, but decided I would be good and order a soda. Until I saw that CPK offered wines by the half glass, which was the perfect solution. The younger me would have thought this was the worst idea ever—who wants only a half a glass of wine? But the more-mature me appreciated the option, which enabled me to enjoy some wine with dinner when I just wanted a small amount. The lower price point of a half-glass (typically about $5) can also entice guests on the fence, plus smaller wine portions can allow customers to enjoy a cocktail and wine with a meal without overdoing it from a consumption and spending standpoint. The half-glass wine pours were part of CPK's Wine Cravings menu launched in 2010. I was recently talking to the beverage director who had developed the program for CPK, and he told me the inspiration for the half glasses came from a dinner out with his family. His father asked the server if he could order just a half glass of wine, and the server said no, the restaurant didn't do that. That operator lost a potential wine sale that night, and—more important— diminished the guest experience. Consumer today—Millennials in particular—have come to expect more control and customization. Could your menu offerings and options be more fl exible? Back to California Pizza Kitchen: The chain is about to enter its 32nd year in business, and has a "Next Chapter" initiative to refresh its brand. You can read more about it in our profi le that starts on page 16. We also cover Champagne/sparkling wine (page 12), imported whisky (page 20), regional wine picks and pairings (page 25) and tips for making the most of the holidays (page 29). As seasonal business heats up, remember that you have to take care of yourself so that you can take care of your staff so that they can take care of your guests. Also keep in mind: It won't last forever—you'll get a break in January. Cheers to a happy and healthy holiday! Melissa Dowling Editor Cheers November/December 2016 / Vol. 27 No. 8 Editor Melissa Dowling 203-855-8499 ext. 2223 mdowling@epgmediallc.com Associate Editor Kyle Swartz 203-855-8499 ext. 2225 kswartz@epgmediallc.com Managing Art Director Dodi Vessels dvessels@epgmediallc.com Production Director Cherri Perschmann 763-383-4425 cperschmann@epgmediallc.com Contributing Editors Kelly A. Magyarics, Jack Robertiello, Thomas Henry Strenk Senior Regional Sales Managers Bruce Kostic 203-855-8499 ext. 2215 bkostic@epgmediallc.com Mark Marcon 763-383-4456 mmarcon@epgmediallc.com Debbie Rittenberg 763-383-4455 drittenberg@epgmediallc.com List Rental MeritDirect, Jim Scova jscova@MeritDirect.com 914-368-1012 Reprints Robin Cooper rcooper@epgmediallc.com Cheers ® is published by EPG Media & Specialty Information Editorial offices at 17 High Street, 2nd Floor Norwalk, CT 06851 Tel: 203-855-8499 • Fax: 203-855-9446 CEO Marion Minor Sr VP/Audience Development Joanne Juda-Prainito Sr VP/Finance & Operations Gerald Winkel VP/Beverage Group Amy Collins Cheers (ISSN 1051-564X—USP Number 007-239) is published eight times per year (January/February, March/April, May, June, July/August, September, October, November/December) by EPG Media & Specialty Information, 17 High Street, Norwalk, CT 06851. Periodical Rate Postage paid at Norwalk, CT and additional mailing offices. POSTMASTER: Send address changes to Cheers, P.O. Box 2123, Skokie, IL 60076-7823 SUBSCRIPTIONS: One-year subscription rates: USA $35.00; Canada $50.00; air mail to other countries $75.00. All subscriptions payable in U.S. dollars. Payment must accompany order. To subscribe write: Cheers, P.O. Box 2123, Skokie, IL 60076-7823, or call the Cheers customer service line at 847-513-6025, M-F 8 a.m. to 4:30 p.m. CST. Subscription customer service e-mail: cheers@halldata.com. Contents copyright © 2016 by EPG Media & Specialty Information, 17 High Street, Norwalk, CT 06851. Reproduction without the express written consent of the publisher is prohibited. EPG Media & Specialty Information, publishes Cheers, Beverage Dynamics, StateWays, Wine & Spirits Industry Marketing, Handbook Advance, Liquor Handbook, Wine Handbook, Beer Handbook and Fact Book.