MARKETING MATTERS By Carolyn Walkup
Osteria and Luca d’Italia offer mini cello cocktails, here served by beverage director Adam Hodak.
Welcome Cocktails Beckon Operators are starting to offer sample drinks as an amuse bouche. T 18
he raging resurgence of classic cocktails, often updated with handcrafted artisanal ingredients comes with the challenge of getting these labor- intensive libations to thirsty customers in a timely fashion. To avoid
risking losing waiting customers to the competitor down the block, some savvy establishments are off ering guests free samples, or welcome cocktails, to ease the wait and make them feel at home. Typically, this alcoholic take on an a gift from the chef is something that can be
made ahead of time while staying true to the restaurant’s concept. Th e spirit used also generally fi ts the place’s image, without breaking the bank. For instance, Mercat a la Planxa in Chicago, owned by Sage Restaurant Group
of Denver, pours tasting portions of their choice of Cava or the house-made seasonal sangria for people not seated within 15 minutes of their reservation. “Th is symbolizes that they are welcome in our home, says Steven Serdar, general manager. “Th is is done as a gesture of appreciation, and it helps them to start engaging our brand and enjoying the hospitality of Spain.”
| JUNE 2011 Inspired by Spain’s Catalan region,
Mercat and its tapas menu created by famed chef Jose Garces continues to enjoy good crowds three years after opening on Chicago’s celebrated Michigan Avenue. Selections from a full bar accompany small plates of cured meats, cheeses or grilled items. One of several cocktails at Mercat, which
are priced from $8 to $12, sangria always is available in a red, white and a seasonal fl avor. Th e red contains Torres brandy, Triple Sec and wine, plus fresh fruits. Contents of the white include peach schnapps, orgeat syrup, lemon juice and wine.
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