I get into a good restaurant to have lunch in Valladolid. We know for sure we want to have lamb and mixed salad. I ask the waiter to bring the Wine Menu. I take a look at it and I see it offers 23 wines. I come to understand the great efforts the Wineries represented in this Menu had to make in order to be present in such a prestigious restaurant in Valladolid. In many cases, selling activities of Wineries finish here.
There is no doubt that not only it is important that others buy your wine, but also the fact it is actually sold. The main aim is to create rotation. All businesses become mature, not only when your product is purchased for the first time, but also when it is purchased for a second. This is a sign that shows the selling process has worked and that we have met the customer’s expectations. The truth is that a satisfied customer always buys your product again.
The main objective is that not only the restaurant purchases your product, but also the restaurant customers –customers must be satisfied with both the product and the service received. And another goal is that the restaurant makes a new order of your product when they run out of stock.
Does the restaurant have a sommelier? What is the restaurant sales percentage related to restaurant recommendations? Is there any influence in being at the top of the wine list? Does it have any influence the fact the wine menu has several pages? Does the restaurant have a precise margin of profit over the cost price? Do they apply a different margin of profit according to specific brands for stock reasons? Shouldn’t we continue focusing on the client to ensure that not only do they buy our products but also sell them?
And now it is your turn. You are not a wine producer anymore. You are the customer sitting at the restaurant and you are about to eat lamb and salad. What wine would you order from the ones in the menu and why?
I had a Marketing Professor who used to say that everything happening in the market is simple and evident. Evident means that it must be seen, and the closer you are to the purchase process, the better. What is the most important moment? No doubt it is the moment when the final consumer buys the product –this is the highest point. All the actions carried out by third parties to purchase and sell are also important. But nothing works in the medium and long term if there is not a consumer to decide or to accept being advised at the moment of purchase.
I am all ears. Please tell me which wine you chose and why –I want to learn.
This post in Spanish: El milagro de la venta de vino en un restaurante