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Issue link: https://read.dmtmag.com/i/51774
BEST CHAIN OVERALL BEVERAGE PROGRAM P.F. CHANG'S CHINA BISTRO Having it All In the hotly contested casual segment, many chains excel in one aspect and many do it well. P.F. Chang's China Bistro innovates in every beverage arena, with unique and comprehensive programs not just wine, cocktails and beer but also sake, tea, coff ee and its nonalcoholic off erings. Th eir well- merchandised promotions have shown solid results even in this economy with beverages, including non-alcoholic, accounting for 17 to 20 percent of total sales. Th e chain's off erings touch on trends such as locavore, hand- crafted and environmentally friendly. Just as the Scottsdale, Az.-based, 204-location chain seamlessly combines classic Asian with contemporary bistro elements, so too does its drinks program, from fi ne full-leaf teas to sake cocktails. Although China Bistro's beverage program is national in scope, it is fl exible and market driven, allowing operating partners the leeway to be creative. Th ose are the outstanding aspects that have won P.F. Chang's China Bistro the Cheers' Award for Best Chain Overall Beverage Program. Th e wine program at P.F. Chang's China Bistro is characterized by innovation in presentation and selection. Th irty-plus wines are available by the half glass (3.5 ounce), glass (7 ounce) or bottle. Th e chain's director of beverage Mary Melton works with all the operating partners to customize the cellar (optional) wines that complement their lists based on regional trends, including limited production and local wineries. Th is individualistic and tailored system was inspired by Melton's early experience as a wine director trying to manage a large portfolio. She found that allowing the chain's operator-partners to customize their selections also provides a good deal of fl exibility to respond to local market preferences. Every list features a wide range of styles, growing regions and varietals. But rather than arranging selections by region or varietal, the lists are broken down by fl avor and body, with headings such as "Lush," "Soft & Tangy," and "Powerful" for red wines and "Fruity," "Floral," and "Creamy" for white wines. 18 | JANUARY/FEBRUARY 2012 "It's like a cheat sheet," says Melton, who got the idea at her fi rst job as a wine steward, when it helped her keep track of a large inventory. At P.F. Chang's, the arrangement assists servers in guiding customers' choices. Additional descriptors like "Green Apples & Lemons" and "Black Cherries & Currants" prompt the guest if that's what they're in the mood for. "Customers love it," says Melton. AN EYE TO VALUE Many of Chang's drinks off erings off er a range of solid deals in a tough economy. For instance, guests also love the wine pricing, calculated with much lower markups than is usual in the industry. Glasses start as low as $4 up to around $15; bottle prices range from $13 topping out at about $100. Building on that reputation for value was a 33 percent off promotion on bottles of wine run chain wide on Mondays and Tuesdays during July, August and September. Th at increased bottled wine sales a whopping 85 percent on those days. "We would even have people come in for lunch and order a bottle of wine," recalls the beverage director. "It was a chance for our customers to be adventurous." Also adventurous is the chain's pioneering foray into bag-in- box wine. Melton got the idea while attending a conference on green wine. "I realized how many bottles we go through selling so much wine by the glass," she recalls. Research convinced her www.cheersonline.com The Yuzu Ginger Mojito (pictured above) is one of P.F. Chang's popular cocktails.