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Issue link: https://read.dmtmag.com/i/35338
Wine lists have long been a target of technology. Aureole was among the fi rst to bring tablet PCs tableside with their “eWinebook” technology a couple of years ago. But the iPad seems to have democratized the online wine list for smaller operations with limited budgets. Just ask chef Russell Jackson of Lafi tte Restaurant in San Francisco, who built his own iPad app from scratch. Although his system also extends to desserts and cheeses, as well as special event menus, customers are most likely to use the iPads to scan the wine list and cocktail list. But what makes the iPad wine list functional for Jackson is that he’s built it as a centralized database: if he suspects a bottle of wine is priced too low, he can bump up the price mid-shift; if he runs out of a particular bottling, it can be removed from the menu in a matter of minutes. “A real-time menu means you never have to go back and tell a table, ‘we ran out,’” Jackson boasts. “I want to make sure people are happy and this is a tool for that.” Jackson also notes when it comes to training, the concern is At Lafi tte Restaurant guests can view the wine list on an iPad. customer service, not the technology aspect: “Some waiters haven’t yet fi gured out this is a tool to assist them, not a babysitter,” he warns. “I’ve seen waiters drop the iPad and run away. They need to think about it as a sales tool to get them to close the deal.” clear category killer for booking reservations online, although many operators gripe about the cost. John Harof, director of operations for Ruth’s Chris Steak House, uses OpenTable for its nine locations (soon to be 10 by year-end), each with between 175 to 270 seats. “It opened a new revenue center for us,” he says, estimating that 10 to 15 percent of all online reservations come through OpenTable; the remainder comes through corporate and other online websites. However, a growing number of operators say that OpenTable is useful for more than just its reservation function. For example, since guests can use OpenTable to input special requests or note a birthday or special event, Ruth’s Chris uses it to collect that information as well as other details. “Do they prefer to sit someplace special, do they have a favorite server, what do they prefer to drink?” Harof notes. Th at information can translate into improved hospitality: “We load it up for repeat guests. So, for example, we can off er them a drink without them even having to ask.” Ruth’s Chris also uses OpenTable for table management—for example, to see how many guests are in the restaurant at a given time and how many guests each server has—and for managing mailings to guests around birthdays, anniversaries and other information the guest has elected to provide. At Morton’s Th e Steakhouse, Tylor Field III, vice president of wine and spirits, for the 77-location chain says that OpenTable www.cheersonline.com Chef Russell Jackson at Lafi tte restaurant in San Francisco has reduced his printing costs through the use of iPads. JULY/AUGUST 2011 | 39