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.
Issue link: https://read.dmtmag.com/i/30177
MARKETING MATTERS with natural or artifi cial sugar substitutes to make them “skinny.” Marian Jansen op de Haar, a Napa, Calif.-based beverage consultant, began with variations on the cosmopolitan to create several 99-calorie drinks for Fleming’s Prime Steakhouse & Wine Bar, the 64-unit chain out of Newport Beach, Calif., where she worked on staff for many years. “We saw people eating lighter and wanted to have a lighter cocktail,” she recalls. Her Farmer’s Daughter, a mixture of one shot of Ketel One or other vodka, sugar-free cranberry juice and Truvia sweetener, made from the leaves of the subtropical stevia plant, has become a permanent bar menu fi xture since its introduction last year. Varying by location, prices range from $8.95 to $10.95. Th e limited-time Tickled Pink, priced at $9.95 to $11.95, depending on location, combines sugar-free raspberry preserves and Mionetto prosecco with Belvedere vodka in a Martini glass. Although Fleming’s doesn’t have demographic data, bartenders observe that more women than men order the skinny Martinis and that they sell as well as other non-skinny cocktails. Skinny cocktail programs are also popping up at more casual restaurants. Lenexa, Kans.-based Applebee’s launched its Skinny Bee program in January 2010 in its 1,900 domestic restaurants with the Skinny Bee Margarita. Other chains with similar programs include Th e Cheesecake Factory, Z’Tejas Southwestern Grill, RAM Restaurant & Brewery and RA Sushi. RAM, based in Tacoma, Wash., has a Skinny Lime Bite Cooler for 80 calories made with Captain Morgan Lime Bite Rum and Diet Coke at its brewpubs in fi ve states, priced at or around $5.50. Applebee’s Skinny Bee Margarita is made with Hornitos Agave Tequila and its signature Margarita mix for a total of about 100 calories. Its Skinny Bee Long Island Iced Tea contains Smirnoff vodka, Bacardi rum, orange liqueur and a proprietary low-calorie sweet and sour mix, diet cola and fresh lemon juice for 110 calories. Allowing the Skinny Bee Mojito to weigh in at about 90 calories is Applebee’s no-calorie simple syrup. Th e 18 | MAY 2011 Fleming’s features the Tickled Pink (above) as part of its skinny lineup. At the Cheesecake Factory Mojitos and Cosmos (right) are on offer. cocktail prices are either $3.99 or $4.99, depending on location. While a variety of guests order from the company’s Skinny Bee choices, younger women are the biggest fans, says Brian Masilionis, manager, beverage and brand marketing, Applebee’s Services. “We’re always watching beverage trends and listening to guests, so it’s possible more drinks will be added to the Skinny Bee lineup,” he adds. Marketing is done via the main menu, menu inserts, table cards and other communication channels. Th e 150-unit Cheesecake Factory, headquartered in Calabasas Hills, Calif., rolled out a skinny cocktails line in March, consisting of low-calorie versions of Sangria, Mojitos, Margaritas, Cosmopolitans and Long Island Iced Tea, all targeted to be 150 calories. Printed menu promotion is its main marketing tool. “As a category, they are being very well received,” says Heather Berry, director of beverage and bakery operations. “We hope they will enhance the drinks menu and not take away from something else; we will watch it. It’s still early.” Th e hand-crafted cocktails use Splenda artifi cial sweetener in their housemade simple syrup. Pricing ranges from $7 to $11. Z’Tejas Southwestern Grill, the 11- unit dinner house chain in fi ve states with a Scottsdale, AZ headquarters, uses natural sweeteners in its six-drink Naturally Skinny line, all under 250 calories. Its Açaí Basil Gimlet uses VeeV Açaí spirit, fresh lime juice and basil leaves, and other drinks are sweetened with Herradura Agave Nectar. “Th e category is working well,” says Deborah Topcik, director of marketing. “We are a Margarita house; Naturally Skinny is our second-best category, and the Skinny Margarita is the sixth- highest selling Margarita out of 28 on the menu.” Prices are in the $8 to $8.50 range. As Americans continue to seek painless ways to keep off extra pounds, they are likely to demand fewer calories in their favorite cocktails. Operators can expect the skinny cocktail trend to fatten their bottom lines. Carolyn Walkup is a Chicago-based freelance writer who has covered the restaurant and bar industry for more than two decades. www.cheersonline.com