Diners visit restaurants for countless reasons. Let’s list a few: For a meal. For a drink. For celebration. For convenience. For business. For pleasure. For comfort. For excitement. Understanding why your customers reserve a table with you is key to operating a successful restaurant longterm. Understanding your customer’s intentions is also key to running a great wine program. What wines are they ordering, and why? Whether customers are seeking high value and familiar options, or are crossing their fingers for a delightful surprise from a niche selection, it’s important your wine choices reflect your guests’ expectations.

But no matter the substance of your wine list, educating your guest at the table is how you guide and tailor their expectations. A good restaurant will guide their guests to make the best choices, whatever those choices may be. Read more