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/43865
MARKETING MATTERS By Lori Sichtermann A department store restaurant is not a revolutionary amenity for shoppers. However, restaurateurs in high-traffi cked shopping areas are increasingly learning to entice their shoppers with the chance to enjoy some on-the-go opulence. Custom- made cocktails pared with signature dishes, either at brunch, lunch or just for a snack, are being encouraged within the comforting compounds of retail. "We cater to shoppers who work up an appetite," says Justin Trickett, assistant to the general manager at Barney Greengrass, a more designer take on the popular New York City deli. ENCOURAGING THE ELEGANCE Located in Beverly Hills, Calif.—at the top The cucumber basil Martini at David Burke at Bloomingdales is made with Stolichnaya Elite. Retail establishments serve up classic drinks and bites. Impromptu Decadence fi tting room distress. Restaurants and bars across the country are realizing the potential of the daytime I shopper and in response they are creating elegant cocktails and delicious dishes directed toward this mid-day consumer. Grocery stores, home decorating outlets and even department stores are all getting their feet wet in the on-premise business as many have realized the potential of welcoming shoppers with an impromptu chance at decadent drinking and dining. Th e proximity to retail space is what makes these combined retail concepts and restaurants unique. Th e operations utilize their association with retail venues and have learned to customize drinks and menu items based on time requirements. Th ere is a niche for elegant pit stops, whether or not your bar/restaurant is connected with a grocery store or a department store. Everyone off ers a lunch, but these venues off er limited lunch and brunch menus and specialty drinks that enhance what's on the plate. Th ese venues experience substantial dinner business, but they've also experienced a healthy up-kick in terms of daytime menu orders from shoppers wanting more than a fast-food stop in the food court. www.cheersonline.com t's common knowledge for operators that shopping and eating often go hand- in-hand. For many, a leisurely bout of retail therapy also includes a relaxing meal to celebrate a fantastic bargain or a comforting cocktail to sooth a little level of the Wilshire Blvd. department store Barney Greengrass entices shoppers with an elegant escape via the restaurant's outdoor patio and views of the famed Hollywood sign. "We appeal to shoppers who want to take a break and enjoy a fantastic meal, a signature cocktail and a great view." Barney Greengrass features a marble vodka-and-caviar bar, premium cold cuts and gourmet salads priced between $9 and $12. As Trickett explains, the weekend brunch crowd is typically the largest, commonly fi lling all 200 seats in the restaurant. "Brunch customers also are more leisurely and are more apt to have a cocktail," Trickett adds. "Th erefore, a lot of our signature drinks are designed to complement our brunch menu." A brunch-time staple for the restaurant remains its signature Bloody Mary. According to Trickett, red chilies provide heat and A.1. Steak Sauce is added for pungent fl avor. Th e drink is garnished and priced at $10 to $12. Shoppers cooling their heals at Barney Greengrass also can enjoy the restaurant's house-made Red and White Sangria ($11) or Blackberry Mojito ($13), which is made with fresh mint, a raspberry rum and simple syrup. Considering the time balance between shopping and making time to eat, Whole Foods Market tries to off er shoppers the ultimate in multi-tasking. In 2009, the Austin, Texas-based grocery retailer opened a fl agship concept in Chicago's OCTOBER 2011 | 21 DILLON W. BURKE