TO PROMOTE and Serve
Memorable beverage promotions attract guests and keep them coming back.
By Kelly Magyarics
Ruth's Chris has featured the Vesper 6 (above) in promotions. Fleming's 5 for $6 'til 7 promo (left) has been popular and the burger is the most popular item.
always enough to stay in the black. Operators with an eye on a sustainable, healthy bottom line consistently roll out creative beverage promotions ranging from educational beer classes, to wine dinners and regionally themed cocktails. Many operators could easily get inspired by these success stories designed to maintain guests' interest and pump up drink sales. "Beverage promotions increase guest excitement because they
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are a way to engage them and get them involved more closely with the product," declares Jason Asher, general manager of Rustico Restaurant and Bar, a duo of neighborhood restaurants featuring approachable, American cuisine and a large beer selection. Th e venues in Alexandria and Ballston, Virginia, with two hundred and three hundred seats, respectively, are owned and operated by the eleven-unit Neighborhood Restaurant Group. "We do a combination of beverage programming that
includes ongoing series as well as one-off events that tie to holidays and happenings," explains Asher. Th e restaurants' proximity to Washington, D.C. made an election-timed beer promotion a no-brainer: a glassware giveaway featured beers from the candidates' home states and a select number of American craft brews were available. Th e event was heavily promoted for a month prior, through staff training and printed materials including menu stuff ers and posters. "Th e result was a fun promotion that helped the bottom line and increased sales signifi cantly for a slow Tuesday evening in January." Rustico's current promotion spans the entire calendar year and appeals to budding students of suds. Th e Beer Academy
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t some chains, the reigning beverage philosophy is "if you serve it, they will come." But rows of bottles on the back bar, stacked wine on a shelf and a long line-up of taps aren't
