Accordini Igino | Suggerimenti enogastronomici

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Suggerimenti enogastronomici
Food and Wine Suggestions
Accordini Igino
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Objectives

• After reading this chapter, you should be able to
• describe some techniques to drive wine sales in
  the restaurant.
• identify different methods of selling wine in the
  operation.
• list the key steps in tableside wine service.
• explain what steps to take if a guest refuses a
  bottle of wine.
• identify the key decisions when choosing
  glassware for your wine program.
• design a basic staff training program.

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Introduction

• The business of selling and serving wine is
  distinctly different from enjoying wine at home
  or with friends.
• The sale of wine is influenced by the restaurant
  management and how the wine program is presented
  to guests.
• The sale is further supported by the service
  staff who ensure seamless delivery of product to
  the customers.
• The proper execution of restaurant wine sales and
  service depends on
• preparation and planning
• staff training
• an investment in time and resources

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Wine Service and the Role of the Sommelier

• Throughout history, the role of promoting wine
  sales and ensuring appropriate wine service has
  often been the job of the sommelier.
• Historically the sommelier was responsible for
  stocking and maintaining the provisions.
• Today the sommelier focuses on supporting the
  guest in the restaurant wine experience.
• This can involve
• design of the wine list
• acquiring and maintaining inventory
• selling and serving the wine tableside
• suggesting appropriate wine and food pairings

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Wine Service and the Role of the Sommelier
(continued)

• The role of sommelier is occasionally undertaken
  by a full-time staff member whose focus is solely
  on the wine, but not every operation can afford
  this level of investment.
• Most establishments divide the duties of a
  sommelier between the manager, service staff and
  bar manager.
• In these operations, the role of selling and
  representing wine sales falls on the servers,
  managers, and bartenders.
• All staff must be prepared to discuss and sell
  wine with the guests and should be comfortable
  doing so in order to fully support the wine
  program.

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Starting Early

• A potential wine sale in the restaurant begins
  before the guest even walks through the door.
• Many restaurants have a sign board or kiosk
  outside the door where their food and wine menus
  are posted to make their selections clear to
  potential guests.
• A well-organized and diverse wine list is as
  important as the selection of food offered by the
  chef.
• Guests should be reminded that wine is an
  enjoyable aspect of dining, and we plan to
  provide this service for them.

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Promoting Successful Wine Sales (continued)

• Why would restaurant guests spend two to three
  times more for a bottle of wine in a restaurant
  than they would in a store?
• The answer lies in the level of service provided
  and the ability to deliver added value to their
  purchase.
• Added value means that although guests may pay
  more, the delivery of that wine enables them to
  get more out of it.
• Value is added by having appropriate, polished
  glassware.
• Value is added by having attentive, knowledgeable
  servers who open and pour the wine.
• Value is added by professional service throughout
  the meal.

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Promoting Successful Wine Sales

• From the time the wine is chosen to the time the
  bottle is empty, the guests should be supported
  by the service staff.
• This allows the guests a complete experience that
  cannot be replicated at home.
• Our job is as much to build value into the
  guests experience as it is to meet their needs.
• The more we work to build value into the guests
  experience, the more likely they are to enjoy
  their time and to return to the establishment.

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Driving On-Premise Sales

• Wine sales that take place on the site of the
  restaurant are called on-premise sales.
• It is not uncommon to encounter a prominent
  display of bottles of wine that are served by the
  glass, usually on a table near the host stand.
• Many restaurants make use of large format
  promotional bottles called dummy bottles
  because they are not filled with wine.
• These display bottles draw attention to, and
  reinforce, the restaurants commitment to its
  wine program.

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Featured Wines

• Once the guest is seated, the wine selling can
  really take place. One option that is commonly
  employed is to have a featured selection of wine
  on the table.
• Once the server greets the table and relays the
  specials to the group, it is easy to transition
  to the wine sales by drawing attention to the
  featured wine.
• This allows the guests to learn about the wine
  without having to ask, and to guide them in their
  selections.
• A drawback to this approach is that targeting a
  specific wine could increase sales of that wine,
  but also deter guests from ordering other wines.

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Setup for Sales

• Another way to promote a wine sale is by
  including a wine glass in the standard setup of
  the tables.
• This also makes the servers job easier because
  they do not have to set glassware if a party
  orders wine.
• If they order a wine by the glass, the server
  could either remove the preset glass and return
  with the requested glass of wine or they could
  bring a bottle of house wine to pour.
• There must be enough clean, polished wine stems
  to allow setting one at each spot on every table.
  
• The servers should remove stemware from any
  setting where the guest has chosen not to order
  wine.

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Setup for Sales (continued)

• Another common way to promote featured wines is
  by using a table tent or other tabletop display.
• This is usually a simple A-frame device that
  stands up on the tabletop and is included as part
  of the standard table setting.
• This allows the guest to see product information,
  prices, tasting notes, and pairing suggestions at
  their leisure and throughout the meal.

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Food and Wine Suggestions

• The impact that servers have on promoting wine
  sales should not be underestimated.
• The servers have the most personal contact with
  the table, and once a rapport has been created,
  it can be parlayed into a meaningful wine
  experience for the guest.
• Proper training of staff is a critical precursor
  to successful tableside wine sales.
• One easy way to get servers involved in wine
  sales is to conduct regular and focused tastings
  of selections from the wine list.

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Food and Wine Suggestions (continued)

• As part of preservice lineup, the management
  should suggest an appropriate wine pairing for
  each special.
• As the server shares the specials with the table,
  the wine should be mentioned.
• On the menu it is possible to offer a stock
  pairing suggestion for each entrée item and have
  each server suggest the same wines for each dish.
  
• This takes the guesswork out of the experience,
  and it helps to prevent unsuccessful pairings
  that might decrease the guests enjoyment of the
  meal or wine.

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Food and Wine Suggestions (continued)

• This focus on safe or predetermined pairing
  suggestions has drawbacks,
• Having stock suggestions can limit creativity on
  the part of the server who looks to offer each
  table a unique experience.
• Also, it can be uncomfortable for a server who
  suggests Sauvignon Blanc and is promptly informed
  that the guest dislikes Sauvignon Blanc!
• This server is caught off guard, especially if
  management has not properly trained the staff in
  the basics of pairing wine with food.

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Visible Storage and Special Seating

• When designing restaurants, many operators choose
  a highly visible spot for their wine racking.
• This may manifest itself as a specially
  designated wine room or be as simple as visible
  racking that is part of the overall design of the
  dining room.
• Either situation has its challenges.
• The majority of dining rooms are much warmer than
  the ideal temperature for wine storage.
• If the wine is not easily accessible by the
  service staff, delivery of wine to a table could
  be delayed.

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Offer Options

• Part of the reason that guests dine out is that
  they like choices, and the wine list is no
  exception.
• By offering guests a broad selection of wines to
  choose from, we are able to appeal to many
  different taste preferences.
• But the quest to offer options should not stop
  with representing different varietals and regions
  on the wine list, it should also include
  different pour sizes and possibly even different
  bottle sizes.

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Offer Options (continued)

• A wine flight is a selection of wines that are
  offered together as a type of package.
• Most restaurant operations will offer guests
  samples of wine, a ½ to 1 ounce taste of a
  specific wine that the guest has questions about
  at no charge.
• Another way to offer the guests choices is to
  offer wine in several different bottle sizes.
• Half bottles are half the volume of a traditional
  bottle.
• Large format bottles are those that are larger
  than the traditional 750 ml.

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Bringing Their Own

• Some restaurants allow guests to bring their own
  bottle of wine from home to enjoy with their
  meal.
• Some restaurants allow this because they do not
  have a license that allows them to sell wine.
• Restaurants with a wine list may allow guests to
  bring their own wine but charge the guests a fee.
  
• This fee that is charged to guests who bring
  their own bottle of wine is called a corkage fee.
  
• This is not allowed by all states, and each
  operation should ensure that they are in
  compliance with state law.

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Tableside Wine Service

• Glasses First
• The first consideration when preparing to serve
  wine to a table is the glassware that the wine
  will be served in.
• The idea with any wine glass is that is should be
  large enough to accommodate the amount of wine
  being poured without the glass being filled to
  the rim.
• In any size glass, the amount of wine should
  never be more than about two-thirds of the space
  in the glass, although an ideal amount would
  probably be one-half.

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Glasses First

• An exception to this standard fill level would be
  with those glasses used for a restaurants house
  wines served by the glass.
• Here perceived value to the guest is as important
  as the ability to appreciate the wines aroma.
• Wines offered by the glass in a small glass that
  is filled almost to the rim may make the guest
  feel like they are getting good value, but the
  ability to swirl the wine and fully appreciate
  the aroma is diminished.

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Glasses First (continued)

• The size and shape of the bowl on the wineglass
  is as much a matter of preference as it is
  practicality.
• Although there are specific types of glasses for
  almost every type of wine, few restaurants have
  the money to invest in more than a couple styles
  of glass.
• In some cases, restaurants may simply have one
  multipurpose glass that is used for every
  situation.
• A wine glass with a bowl that tapers in at the
  top will be much more effective at trapping a
  wines aromas than one that flares outward at the
  top.

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Glasses First (continued)

• At the very least, the operation should have two
  different glass styles, chosen to complement the
  wines offered on the wine list.
• For example, having a large glass for red wines
  and a slightly smaller glass for whites would
  suffice.
• Or, one glass may be used for the restaurants
  by-the-glass wines and another more elegant
  glass for bottled wines.
• Durability of the glasses is also important.
• Fine glasses should ALWAYS be washed by hand at
  the bar and not put through the washing machine.

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Glasses First (continued)

• Regardless of the style and size of the
  glassware, they must be served clean and
  polished.
• Glassware with water spots is unsightly and a
  sure sign of lack of attention to detail.
• Polishing glassware is an easy activity, although
  completing this task in the heat of a busy
  service period can be a challenge.
• Service staff should be properly trained to be
  gentle with the glass to reducing the incidences
  of breakage.

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Proper Serving Temperatures

• Any wine is at its best when it is served at the
  appropriate temperature.
• This can be a challenging situation in a
  restaurant setting mainly due to the storage
  situation of the operation.
• If wine is served at modern room temperature, it
  is often served too warm to be fully enjoyed.
• When wines are served at the incorrect
  temperature, their profile surely suffers and
  ultimately they are not as enjoyable as their
  potential suggests.

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Proper Serving Temperatures (continued)

• Red wines are traditionally served at room
  temperature61 to 68F (16 to 20C).
• White wines are usually served at a lower
  temperature50 to 59F (10 to 15C).
• Sparkling wines are served at the coolest
  temperaturearound 41F (5C), which helps to
  slow the evolution of bubbles, prolonging the
  effervescence in the glass (see Chapter 4,
  Tasting Wines).

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Opening the Wine

• The selected wine should arrive at the table as
  promptly as possible after it has been ordered.
• A clear, organized system of storage for bottles
  is critical to prompt delivery of wines.
• The wine list must also be kept accurate to
  reflect the current inventory.

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Opening the Wine (continued)

• The server should approach the host of the table
  or whoever ordered the bottle of wine.
• Show the bottle to the guest to confirm that it
  is the correct bottle while also allowing them to
  see the label.
• To verify that it is the correct bottle, the
  server should show the label to the guests,
  telling them the 3 vs.

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Opening the Wine (continued)

• The 3 vs
• the vintner or producer of the wine
• the varietal (the grape used to make the wine)
• the vintage (the year the grapes for the wine
  were harvested)
• At this point, the guests job is to confirm the
  bottle being presented is indeed the one that was
  ordered.

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Wine Keys

• The tool used to open a bottle of wine is called
  a wine key or corkscrew.
• The tool is used to cut the foil and efficiently
  remove the cork from the bottle.
• There are many styles to choose from, and the
  choice of style is partly a matter of personal
  preference.
• Regardless of the style chosen, all service staff
  and bartenders should have one on hand at all
  times.

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Opening the Wine

• Regardless of how the wine is presented, the
  process of opening should be consistent between
  staff members.
• Service staff should all be trained on the proper
  method of opening wine tableside.
• Servers should always open bottles of wine in
  front of the table bottles should never be
  opened in the back station.

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Opening the Wine (continued)

• There are several techniques used to cut the
  foil
• Some wine opener sets come with a foil cutter
  which is a crescent-shaped device with rollers
  that is rotated around the neck of the bottle.
• The blade on the wine key is very effective at
  removing the foil.
• Cutting below the lip is preferred by securing
  the knife under the lip, it is easy to make a
  clean cut.

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Opening the Wine (continued)

• Some bottles of wine are sealed with a wax
  coating instead of the traditional foil capsule.
• This wax coating may be a small disc of wax that
  simply covers the top of the cork or it could
  cover the top of the bottle.
• Insert the worm of their wine key into the wax as
  if it isnt even there.
• This is usually less messy than trying to remove
  the wax.

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Opening the Wine (continued)

• Once the foil or wax is removed, the spiral or
  worm of the corkscrew can then be used to remove
  the cork.
• Place the point of the worm in the center of the
  cork to ensure that it will enter the cork in the
  middle and allow easier extraction of the cork.
• Once the worm is started, it is simply twisted
  into the cork until about half a turn remains.
• It is important to insert the worm far enough
  into the cork to ensure proper leverage to
  extract the cork.
• It should not go all the way through the cork
  because it can dislodge pieces of cork that get
  into the wine.

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Opening the Wine (continued)

• After the cork is taken out from the bottle, the
  cork should be removed from the worm and
  presented on the guests right side.
• The guest does not need to do anything with the
  cork except possibly inspect it.
• The cork should be firm but pliable, and the end
  that was closest to the wine should be moist,
  which indicates the wine was properly stored on
  its side.
• If the sides of the cork show streaking that
  extends to the top end of the cork, this could
  indicate that the cork did not seal the bottle
  securely.

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Taste Test

• After removing and presenting the cork, the
  server should pour a sample of the wine for the
  host to evaluate.
• The amount being poured should be about 1 ounce,
  just enough to taste the wine and evaluate the
  aromas for flaws, but not much more than a taste.
  
• The server should then wait patiently for the
  guest to approve of the wine before offering to
  pour for the other guests.

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Corks and Cork Taint

• As guests smell and taste the wine sample, they
  are looking to determine whether the wine is
  flawed in some way.
• The two most common bottle flaws that may be
  encountered are
• oxidation from a cork that has allowed air to
  enter the bottle
• cork taint from a cork that has been exposed to
  mold

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Corks and Cork Taint (continued)

• Cork taint is a musty smell that is the most
  common problem associated with natural corks,
  affecting approximately 3 to 5 percent of wines.
• It occurs when the cork has been exposed in the
  forest, or during processing, to mold growth and
  the corks absorb a compound called
  2,4,6-trichloroanisole or TCA from the mold.
• To combat this, cork manufacturers are changing
  their processing methods to reduce the chance for
  mold growth performing more laboratory analysis
  to monitor corks for TCA levels.

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Synthetic Closures

• An increasing number of wineries are also using
  synthetic closures such as corks made of plastic
  or screw caps to seal their bottles.
• Screw cap or twist top closures are made of
  aluminum and are similar in appearance to the
  capsule that goes over the top of a cork finished
  bottle.
• The caps have a food grade liner under the cap so
  that the wine in the bottle does not come into
  contact with the aluminum of the cap.

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Serving Wine from a Twist Top Bottle

• Opening a bottle of wine with a synthetic cork is
  the same as for a bottle with a traditional cork
  seal, but twist tops are a little different.
• The twist top bottle can be presented in the same
  manner as a bottle with a cork
• Because servers have a linen over their arm
  during wine presentation, they may simply use the
  linen to grasp the twist top and subtly remove
  it.
• Although wines from these bottles will not have
  cork taint, other types of spoilage are possible
  the wine should always be tasted before it is
  served.

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Sending Back the Wine

• If the guest chooses to send the wine back, this
  situation should be taken seriously.
• A situation where the guest simply doesnt find
  the style enjoyable will need to be resolved very
  differently from a guest who feels that a
  particular wine is flawed.
• If the guest is disappointed by the style of
  wine, a knowledgeable staff member should make an
  effort to help the guest choose a another bottle.
  
• If the guest feels the wine is faulty, however,
  then the bar or service manager should evaluate
  the faulty bottle and provide a replacement
  bottle immediately.

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Serving the Wine

• Once the host has approved, the server should
  proceed to pour the wine for the guests, in the
  order of ladies first, then the gentlemen, and
  lastly the host.
• The server should pour from the guests right
  side unless otherwise restricted.
• Each 750ml bottle of wine contains between four
  and six glasses of wine, depending on the size of
  the pour.
• With larger sized groups, the server should be
  sure to pour enough so that each guest gets an
  appropriate amount, but not so much so that the
  bottle is empty by the time the server is pouring
  for the host.

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Decanting the Wine

• Decanting a wine involves separating the wine
  from the bottle sediment through pouring of the
  wine into a carafe.
• Older wines may have accumulated a significant
  amount of sediment as they aged.
• A server should remove the entire foil capsule
  from the bottle of wine to allow a full view of
  the neck.
• A light source is placed on the table, and the
  wine bottle is held above the light as the server
  pours the wine into the decanter.
• As the sediment approaches the neck of the
  bottle, the server stops pouring so that the
  sediment does not enter the decanter.

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Staff Training

• A staff training program should be set up to
  allow the staff to increase their knowledge of
  wine, but also to help ensure that guests are
  getting the best level of service possible.
• One of the easiest times to have training is when
  the chef is going over the specials before the
  shift.
• Many wine producers or local distributors are
  very willing to visit the establishment and help
  with tastings and training events.

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Staff Training (continued)

• Training during staff meetings is convenient
  because most of the service staff is present, and
  they can be addressed as a group.
• A specific wine might be discussed because it is
  the featured wine or because it will work well
  with the evenings special.
• Staff training is not simply an investment from
  the staff but one that management makes as well.
• The costs include the wine used for staff
  tastings and the cost of labor.
• The additional wine sales generated by a
  well-trained service staff make the investment
  well worth it.

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Staff Training (continued)

• Training can cover many subjects
• what wine is and how it is made
• a specific winery or wine region from a featured
  wine
• how to evaluate a guests needs and aid in
  selection
• how to sell wine effectively

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Staff Training (continued)

• The unique selling point (USP) of the wine is
  part of what draws a guest to a specific bottle.
• It may be the specific region of origin, a story
  about the winemaker or the winery, or simply some
  information about the label design.
• Knowing a little of this history makes for
  interesting discussion tableside and further add
  value to the guest experience.

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Staff Training (continued)

• USP (continued)
• An easy entry point to understanding a wines
  history or USP is to identify some of the
  best-selling wines on the list.
• Once a week, a specific server is asked to
  research some data on a given wine to be reported
  to the team next week during staff meal.
• The server should research the winery history and
  vineyard terroir and share it with the other
  servers at the next staff meeting.

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Summary

• The business of wine sales and service relies on
  a commitment from the service staff and
  management of a restaurant operation.
• A properly designed and executed sales plan
  coupled with well-trained service staff is the
  cornerstone to successful restaurant wine sales.

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Summary (continued)

• All members of the service staff should be
  comfortable recommending wines from the wine
  list, discussing wines, and opening wine
  tableside.
• Focused and professional wine service is
  necessary to maintain a solid and well-rounded
  restaurant operation.

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Thank You