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Wine Promotions in RestaurantsDo Beverage Sales Contribute or Cannibalize?
Abstract
A controlled field study of wine promotions in a mid-priced chain restaurant generated three key findings: (1) selected wine recommendations increased sales by 12 percent, (2) food-wine pairing recommendations increased sales by 7.6 percent, and (3) wine tastings increased sales by 48 percent. In general, 69 to 87 percent of the increase in sales of promoted wines come from diners who would likely have ordered a nonpromoted wine. This means that 13 to 31 percent of the increase come from diners who would have otherwise ordered liquor, beer, and nonalcoholic drinks. Specific implications for responsible restaurateurs are outlined, including the caveat to not cannibalize sales by promoting a lower-margin, lower-profit wine.
... Food and beverage pairing represents an innovative and profitable strategy for the hospitality and wine sectors to meet consumers' demands (Bastian, Collins, & Johnson, 2010;Pettigrew & Charters, 2006). Good pairing recommendations can lead to an estimated 45% increase in wine sales in the hospitality setting (Wansink, Cordua, Blair, Payne, & Geiger, 2006), and food recommendations are important for consumers when buying wine (Lockshin & Corsi, 2012). As a strategy to generate revenue and profit, many Australian wineries have adopted food and wine pairing themed tastings as part of their cellar door (tasting room) experience (Alant & Bruwer, 2004), where nearly 20% of expenditure is on food/dining-related purchases (Bruwer, Lockshin, Saliba, & Hirche, 2014). ...
... Studies have attempted to link either food or wine sensory attributes with emotions (Danner et al., 2016;Porcherot et al., 2012) but evoked emotions of food and wine pairings in the context of consumer experience has not been explored. As consumers are becoming more adventurous and seek experiences, appropriate pairing recommendations are likely essential for the market success of foods and beverages, both in the hospitality and retail sectors, and in a financial and marketing sense (Paulsen, Rognså, & Hersleth, 2015;Wansink et al., 2006). ...
... This can be interpreted to mean that when consumers are able to perceive a greater number of flavours (complexity), they find the pairing more appropriate, which presents an opportunity for wineries and restaurants to engage consumers by showcasing their most complex and flavourful wines with similarly complex foods. Moreover, consumers expected to pay more for CBR Shiraz and MV Shiraz in the most appropriate pairings compared to the least appropriate pairings, which extends the existing literature on the monetary benefits of pairing wine with food (Bastian et al., 2010;Wansink et al., 2006) by showing, that if hospitality operators present appropriate, as opposed to average pairings, they may expect further financial gain. ...
This study explored food and wine pairing-related gastronomic experiences under blind and informed (wine provenance) conditions. Based on three descriptive analyses (food alone, wine alone, and food and wine together) by the same tasting panel, specific food and wine pairings (n=8) were selected for consumer tastings, which explored the pre-consumption (informed vs blind condition), core-consumption (liking, appropriateness of pairing, balance, sensory complexity, and expected price), and post-consumption (vividness, remembered liking, memorability, and loyalty) experiences in relation to the sensory profiles of the pairings. All tastings were conducted in a sensory laboratory to standardise the environment effect. During core-consumption, information level significantly impacted consumer ratings for both sensory complexity and 15 emotions. Appropriate pairings corresponded with increased liking, sensory complexity, and expected prices for wine, and emotions of positive valence, but no pairing by information level interactions were evident. Perhaps the context of dining had larger impact on consumer behaviour than provenance information. In the post-consumption experience, information level affected the vividness of the tasting, whereas the most appropriate pairings commanded significant vividness, remembered liking, memorability and loyalty ratings. The significant pairing by information level interaction on remembered liking may be beneficial for the word-of-mouth effect. Appropriate pairings may be important for positive gastronomic experiences, and could provide businesses with higher customer satisfaction and spending.
... Indeed, choosing the right food-wine pairing is considered one of the most important criteria in the wine selection process (Lockshin & Corsi, 2012). But if wine connoisseurs may, of course, be able to successfully pair a bottle of wine with their meal, beginners may feel a certain apprehension in making this important decision (Wansink, Cordua, Blair, Payne, & Geiger, 2006). Some people are reluctant, in fact, to choose and order wine in a restaurant because of financial and/or social risks (Pohl, Schwarz, Sczesney, & Stanhbert, 2003). ...
... For instance, Ruiz-Molina et al. (2010) show that the presence of a waiter can increase wine sales by 10% to 25% and the use of wine sales techniques (e.g., recommending certain wines) is also recommended and generates positive results. Thus, by reducing risk via an information search, food-wine pairing, and recommendations could increase targeted wine sales (Wansink et al., 2006). The development of suggestive selling techniques (e.g., verbal suggestions, food-wine pairing) is also considered an important part of wine promotion (Gil, Berenguer, & Ruiz, 2009;Gue´guen, Jacob, & Boulbry, 2007;Ruiz-Molina et al., 2010;Wansink et al., 2006). ...
... Thus, by reducing risk via an information search, food-wine pairing, and recommendations could increase targeted wine sales (Wansink et al., 2006). The development of suggestive selling techniques (e.g., verbal suggestions, food-wine pairing) is also considered an important part of wine promotion (Gil, Berenguer, & Ruiz, 2009;Gue´guen, Jacob, & Boulbry, 2007;Ruiz-Molina et al., 2010;Wansink et al., 2006). For instance, Wansink et al. (2006) show that food-wine pairing recommendations (e.g., the use of tent cards placed on the table) can help allay these fears. ...
This study tests the effect of a pairing suggestion for food with wine by the glass directly placed on the menu. We made the assumption that these suggestions can, by reducing social and financial risk, increase wine by the glass sales. One hundred and fifty-nine customers of a Swiss restaurant participated in this experiment. For 82 customers, a food and wine by the glass suggestion was directly placed on the menu while the 77 others were given a normal menu (without a pairing suggestion). Results show that this type of suggestion significantly increases wine sold by the glass. Practical applications of this strategy are discussed.
... Ben Dewald (2008) also found that relatively more wines are ordered in smaller restaurants. Dodd (1997) and Wansink et al. (2006) found that wine sales can be increased if the restaurant uses wine promotions and recommends food-wine pairing. Using a twelve-week field experiment in a restaurant, Wansink et al. (2006) estimated that wine-food pairing recommendations increased wine sales of the targeted wines by 44.5% while the promotion of five wines increased the sales of the promoted wines by 39%, and the opportunity to taste five wines before the meal increased sales of the targeted wines by 47%. ...
... Dodd (1997) and Wansink et al. (2006) found that wine sales can be increased if the restaurant uses wine promotions and recommends food-wine pairing. Using a twelve-week field experiment in a restaurant, Wansink et al. (2006) estimated that wine-food pairing recommendations increased wine sales of the targeted wines by 44.5% while the promotion of five wines increased the sales of the promoted wines by 39%, and the opportunity to taste five wines before the meal increased sales of the targeted wines by 47%. ...
... Harrington listed three objectives to food and wine matching: refreshment (wine as 'a supporting actor of food and wine relationship'), neutrality ('wines selected will go reasonably well with a wide range of food style) and synergy ('the wine and food combine to create a totally new and superior gastronomic effect'). Besides, food and wine pairing recommendations can reduce the uncertainty / embarrassment that consumers may experience when selecting a wine (Wansink et al., 2006) and are considered as the most powerful tool the restaurant can employ to influence customer choice (Gultek, 2003). ...
The purpose of this paper is to examine the most important strategies for five-star Chinese restaurants when designing their wine lists and how restaurant characteristics influence their strategies. Forty five-star restaurants participated in this research based on snowball sampling. Data were collected by face-to-face interviews. The main part of survey was designed by using the Best-Worst Scaling method. ‘Competitive price fit for the price range of food’, ‘Popular wines’ and ‘Balance of varieties’ are the three most important attributes for restaurants when making wine lists. Some differences emerged between small and large restaurants. The use of Best-Worst Scaling made it easy for the Chinese sample to respond and 40 surveys were enough to find clear differences among the items tested as well as between different types of restaurants. The outcomes show that some Western platitudes, like matching wine to the food, are not relevant for five-star Chinese restaurants in Beijing, and that wine salespeople need to focus on different factors depending on the restaurant.
... Ben Dewald (2008) also found that relatively more wines are ordered in smaller restaurants. Dodd (1997) and Wansink et al. (2006) found that wine sales can be increased if the restaurant uses wine promotions and recommends food-wine pairing. Using a twelve-week field experiment in a restaurant, Wansink et al. (2006) estimated that wine-food pairing recommendations increased wine sales of the targeted wines by 44.5% while the promotion of five wines increased the sales of the promoted wines by 39%, and the opportunity to taste five wines before the meal increased sales of the targeted wines by 47%. ...
... Dodd (1997) and Wansink et al. (2006) found that wine sales can be increased if the restaurant uses wine promotions and recommends food-wine pairing. Using a twelve-week field experiment in a restaurant, Wansink et al. (2006) estimated that wine-food pairing recommendations increased wine sales of the targeted wines by 44.5% while the promotion of five wines increased the sales of the promoted wines by 39%, and the opportunity to taste five wines before the meal increased sales of the targeted wines by 47%. ...
... Harrington listed three objectives to food and wine matching: refreshment (wine as 'a supporting actor of food and wine relationship'), neutrality ('wines selected will go reasonably well with a wide range of food style) and synergy ('the wine and food combine to create a totally new and superior gastronomic effect'). Besides, food and wine pairing recommendations can reduce the uncertainty / embarrassment that consumers may experience when selecting a wine (Wansink et al., 2006) and are considered as the most powerful tool the restaurant can employ to influence customer choice (Gultek, 2003). ...
The aim of the paper is to better understand wine list design in restaurants in four countries with very different wine cultures. An interview protocol was developed and administered to 286 restaurants across the four countries (France, Australia, USA and China). The interview questionnaire included a Best/Worst methodology to identify the most/least important factors influencing the restaurant's owner/manager's selection of wine for the wine list. One of the most important reasons for selecting wine across most countries is ‘to match wine with the food menu’. There were few major differences between countries, but a latent class analysis found four clusters that differed significantly with membership also differing between countries. The cluster analysis also indicated that while some restaurateurs are more brand-driven, others value local wine or its matching with the food menu.
... As consumers become more adventurous, they seek more knowledge and experiences of food and beverage combinations to reap the full benefits of gastronomy (Van Westering and Edwards, 1996). Therefore, food and wine pairing is not only a valuable tool to increase consumers' satisfaction, but good pairing recommendations may lead to an estimated 44.5% increase in wine sales at restaurants (Paulsen et al., 2015;Wansink et al., 2006). Thus, understanding how consumers perceive FAW on a sensory level, and which food pairings are desired, would give an indication of the way restaurateurs should design and communicate their wine offerings. ...
... Contrarily, consumer fine wine associations with non-Shiraz varieties largely varied by wine involvement, thus hospitality operators may work with a diverse wine list to satisfy customers from all segments. Varieties without a strong FAW image might still be financially viable, especially in regional restaurants with local food pairing recommendations (Wansink et al., 2006). ...
Australia, the world’s 4th largest wine exporter by value, has implemented marketing to promote a link between fine wines and its provenance. However, to be successful it is necessary to first understand consumer perceptions of what constitutes a fine wine. An online survey was conducted with Australian wine consumers (n = 349) to define Australian fine wine based on sensory attributes, grape variety, wine region, label information, and food pairing, and how that definition differs as a function of consumer wine involvement. Overall, all consumers valued provenance, however highly involved wine Enthusiasts appeared to utilise more information and had broader sensory vocabulary than Aspirant and No Frills consumers. The identified sensory attributes, regions and preferred food pairings for fine Australian Chardonnay and Shiraz wines will help the wine and hospitality sectors to tailor its services and communication to incorporate fine wines in wine lists and their region specific marketing.
... The importance of wine as part of a restaurant's total sales turnover has been widely documented. For example, in Spain it is 32% of the average restaurant bill , in Australia it varies between 26% and 29% (Bruwer and Johnson, 2005;Bruwer et al., 2012), and in the USA it has been reported that wine sales can be increased by 12% by suggesting it be paired with a meal (Wansink et al., 2006). However, regarding wine's role in restaurants, these positives are only reflective of one side of the spectrum. ...
... The results in Table 8 show correlations that support RQ-4 that WBG sales in restaurants do not cannibalize 750 mL bottle sales. This is in line with the findings of a study done by Wansink et al. (2006). All significant correlations in Table 8 point towards the opposite (trying different products instead of consuming the same ones). ...
This study examines risk perception and how wine by-the-glass (WBG) consumption acts as a risk reduction strategy (RRS) in the restaurant environment. An 18-item scale measures the hierarchy and perception of each risk type specific to WBG consumption. Females and those aged between 18 and 45 years are the main groups attracted to drink WBG. WBG consumption decreases mainly social, psychological and physical risks. Due to its risk reducing effect, consumers use WBG as opportunity to try new and more expensive wines, or to try new wines before deciding to buy a 750 mL bottle. The fact that they do not have to share with anyone and that less money can be spent per transaction also helps encourage 'adventurous' behaviour. This means that WBG consumers do not drink the same wines they usually buy in 750 mL bottles in restaurants, and no cannibalization of these wines takes place.
... Retail wine purchasing: articles focused on retail stores measuring intended purchasing as influenced by personal characteristics (involvement), or purchasing contexts (price or tasting promotions) Casini et al. (2009), Barber (2012), Hollebeek et al. (2007), Lockshin et al. (2006), Lockshin and Hall (2003), Mueller et al. (2010aMueller et al. ( , 2010b, Ritchie et al. (2010), Knott (2009), Quinton andHarridge-March (2008) and Orth and Bourrain (2005) Online wine purchasing: articles focused on online purchasing behaviour, including segmentation, or barriers to purchasing online Stening and Lockshin (2001), Quinton and Harridge-March (2003), Harridge-March and Quinton (2005), Van Zanten (2005), Bruwer and Wood (2005), Quinton and Harridge-March (2008), Bressolles and Durrieu (2010), Thach (2009), Sheridan et al. (2009), and Kolyesnikova et al. (2010 On-premise purchasing: focuses on papers where on-premise (restaurants, pubs, cafe´s) wine consumption behaviour and preferences are the primary purpose of the study Cohen et al. (2009), Casini et al. (2009), Jaeger et al. (2010, Martinez et al. (2006), Mccutcheon et al. (2009), Lacey et al. (2009), Bruwer and Nam (2009), Bruwer and Rawbone-Viljoen (2012, Corsi et al. (2012), Wansink et al. (2006), and Durham et al. (2004) Wine tourism: a recent summary and review of papers in wine tourism is cited, so no major review was performed. Three papers focusing on attitudes and perceptions of winery visitors not included in the above study are reviewed Alebaki andIakovidou (2011), Gill et al. (2007), , and Bruwer and Lesschaeve (2012) Segmentation: articles surveying respondents and classifying them in groups based on similar attitudes and demographics Brunner and Siegrist (2011), Bruwer et al. (2011), Bruwer and Li (2007, Olsen et al. (2007), Ritchie (2007), Charters and Pettigrew (2007), Thach and Olsen (2004), Bruwer and Wood (2005), Van Zanten (2005), Johnson and Bruwer (2004), and Johnson and Bruwer (2003) Wine lifestyle: articles measuring or grouping consumers into those that have a lifestyle/activities related to wine versus those that do not. ...
... The second study looked at the impact that wine promotions have in stimulating or cannibilising sales of other beverages (Wansink et al., 2006). A controlled experiment was conducted over a period of twelve weeks in two casual seafood restaurants located in Houston, where one, three, or five new or relatively new wines were put on promotion with or without a food suggestion. ...
This paper summarises the main findings concerning consumer behaviour for wine published in academic journals in the last ten years and provides some suggestions about strategic research directions to take in the next few years. One major finding was that few new or novel findings are occurring in some areas: the role of price, brand, region, grape variety, awards; comparisons of Old and New World; segmentation of wine consumers; the value of sustainable or ‘green’ wine practices to consumers. Another finding was the predominance of one-off convenience sample studies that are difficult to interpret for generalisable results. Some areas with greatest research needs are: retail marketing and consumer response to the variety of techniques retailers use; on-premise consumer behaviour; online and social media influences on consumers; premium and luxury wine behaviour and successful marketing practices; consumer behaviour in emerging markets; the value of wine tourism and marketing for value; the relationship between grape/wine quality and consumer behaviour; consumer response to wine and health issues.
... The wine list can contribute to a restaurant's performance and success through perceived quality, customer loyalty, customer satisfaction and so forth (for a review, see Lucie Sirieix et al., 2011;Terblanche & Pentz, 2019). Wine sales can be boosted by recommendations of wine, recommendations of wine paired with food, and tasting portions (Wansink et al., 2006). Selling a glass or a bottle of wine adds to the guest's check and mechanically increases gratuity to the service staff (Wile, 1962). ...
There is large variation amongst food service operators in pricing wine, and many questions remain about how wine is priced and what objectives are used to determine wine price in restaurants. In this essay-style article, we examine the practices that the industry have adopted when pricing wine in restaurants. Beyond the basic rule of thumb – applying proportionally smaller mark-up to higher-priced wines –, pricing can be driven by the market, customer or competition. The restaurant’s characteristics as well as institutional and environmental factors can influence the price of wine at restaurants.
... Therefore, the proposal to link wine to food could reduce the financial and social risks associated with ordering wine. On this basis, it is assumed that the proposal to pair wine with food is a direct sale in restaurants (Wansink et al., 2006). People have been enjoying and experimenting with food and wine combinations for years, and research has shown that consuming wine can increase guest satisfaction in a restaurant and thus contributes to coming back to the same restaurant (Bastian et al., 2010). ...
In order to find out whether the guests like to pair food and wine, a research was conducted on the basis of experiences on harmonization of food and wine in Belgrade. The aim of the research was to determine whether sociodemographic characteristics influence the factors of gastro-oenological offer. In order to contribute to the development of catering facilities and their offerings, one of the main research factors was the factor of future intention to revisit and verbally promote the restaurant. A structured field survey questionnaire was conducted on a sample of 226 guests of catering facilities on the territory of Belgrade. The generated data was processed by the SPSS software package, including MANOVA analyzes and descriptive statistics. The obtained results show that sociodemographic characteristics influence the selection of gastro-oenological offer and experience related to the harmonization of food and wine and future intentions.
... Aspasia Vlachwei in her work [27] has analyzed data (surveys of respondents) from different countries of the world and the main factors influencing the behavior of consumers of wines. Based on the results of the surveys, it can be stated that opinions differ significantly among countries [28][29][30][31][32][33][34][35]. In our view, this fact can be only explained by culture, traditions and national characteristics. ...
... Food consumption intrinsically involves a mix of emotional and rational decision-making, and its perceived benefits can activate both the individual and the collective identity levels (Hardeman et al., 2017;White & Simpson, 2013). Moreover, as food consumption represents a routinized and partially unreflective process, promotional messages and external nudging interventions can be effective (Mont, Neuvonen, & Lahleenoja, 2014), especially if provided at the point-of-purchase or point-of-consumption such as table tents (Fitzgerald, Kannan, Sheldon, & Eagle, 2004;Glanz & Hoelscher, 2004;Wansink, Cordua, Blair, Payne, & Geiger, 2006). For example, Wansink, Painter, and Ittersum (2001) find that changing the menu labels from generic names to descriptive marketing-oriented labels that include geographic reference (e.g., Italian), affective cues (e.g., grandma's style) and sensory cues (e.g., tender) has a positive effect on sales of those menu items. ...
... WBG is cheaper for the customer, thereby minimising the financial risk ( Jaeger et al., 2010), and could be considered a risk reduction strategy (Schiffman et al., 2011). In this case, the risk reduction strategy used could allow the customer to obtain more information about their choice of wine by directly tasting the product (Schiffman et al., 2011;Wansink et al., 2006). ...
Purpose
The purpose of this paper is to advance the understanding of wine by the glass (WBG) consumption as a new growing trend in wine consumption. To this end, the roles of risk perception, wine involvement and variety seeking are investigated in determining WBG purchase intentions.
Design/methodology/approach
Two studies based on a scenario-based survey have been conducted. In Study 1 ( n =248), the relationship between WBG risk perception and WBG purchase intention mediated by variety seeking is tested. In Study 2 ( n =200), the relationship between wine involvement and WBG purchase intention with the mediating role of variety seeking is analysed.
Findings
Results show that variety seeking plays a key role in determining WBG purchase intentions considering both WBG perceived risk and wine involvement as independent variables.
Research limitations/implications
The study advances the literature on WBG consumption by enclosing the psychological mechanism (i.e. variety seeking) behind consumers’ WBG purchase intentions. The main limitation of this study lies in it being conducted in a single country (i.e. Italy).
Practical implications
This paper provides useful guidelines for wine managers. Specifically, variety seeking can attract consumers in new wine-consuming places based on a rich assortment. Moreover, it can present a challenge to wine producers in creating brand loyalty.
Originality/value
Although WBG is a growing trend in wine consumption, empirical studies are still scant and a deeper comprehension of its antecedents and consequences is needed. By showing variety seeking as the mechanism behind WBG consumption, this study offers a new theoretical explanation of this phenomenon.
... Both of these approaches require the wine servers to be more engaging with the customer and to make the service interaction more personalised. Wansink et al. (2006) state that there is too great emphasis on food and wine pairing and wine knowledge, and not enough emphasis on teaching wine sales techniques (Dewald, 2008). Lillicrap and Cousins (2006, pp. ...
Purpose
The selling of wines is usually performed by a sommelier in the context of an upmarket restaurant. However, many restaurants cannot afford to employ a sommelier and must rely on the food and beverage service personnel to assist customers with the selection of wine. The food and beverage service personnel are generally not qualified to do this. Restaurants usually do not provide training with regard to wine knowledge, wine service skills and wine selling skills. The purpose of this paper was to establish whether wine service training had an influence on the wine sales of a restaurant.
Design/methodology/approach
A quasi-experimental research design used two restaurants from the same franchise. One restaurant was the control group while the other was the experimental group. Wine sales were monitored and recorded for a period of three months, the second month being used for the training intervention of the experimental group.
Findings
Although the results were not statistically significant, the results indicated that wine service training increased the wine sales in the restaurant of the experimental group.
Originality/value
This study contributes to the literature in the South African hospitality sector and establishes that wine service training is a necessity for wine sales to explore further in the restaurant industry.
... Wine recommendations can lead at times to the selection of more expensive alternatives when servers present the diner with an array of options at various price points (Corsi et al., 2012). Additional studies found that active wine recommendations increase sales by lessening perceived risk (Wansink et al., 2006,). Thus, wait staff should be trained in suggestive selling techniques related to wine, including recommending a wine (or a choice of three to four wines) based on diners' menu selections and offering low-priced tasting portions or flights to allay risk prior to buying wine BTG or bottle. ...
Purpose
Wine is an important profit center for restaurants. The purpose of this paper is to address some of the challenges and opportunities at the nexus of wine and hospitality, with an eye on relationship building between smaller wineries and dining establishments.
Design/methodology/approach
The paper is essay style with acknowledgments made to extant literature, as well as US industry-based intelligence.
Findings
Primary challenges facing small wineries trying to enter the restaurant market revolve around constraints imposed by the traditional distribution system mindset, as well as pricing issues affecting procurement and markup of wine for restaurant use, limited abilities to provide sufficient inventory and the lack of time and people resources. Counterpoint discussion reveals opportunities related to increased focus on experience-based wine sales in restaurants, the importance of the story and the value of co-branding.
Practical implications
Partnerships with restaurants can be a delicate yet desirable part of a small winery’s strategy. The key is to develop a mutually beneficial relationship, while fulfilling the objectives and missions of both winery and restaurant. When wineries and restaurants carve out the time and invest the people resources to successfully and purposefully co-brand, optimum symmetry is formed which leads to mutually valued dining and special gastronomic experiences for the winery/restaurant partners and their customers.
Originality/value
In a viewpoint format, the paper outlines and discusses the key elements of relationship building between small wineries and restaurants.
... Wine is widely served as a food accompaniment in restaurants. It is also a generally accepted fact that the sale of wine can add significantly to a restaurant's profitability (Barth, 2011;Berenguer et al., 2009;Frost, 2015;Gil et al., 2009;Hansen, 2015;Wansink et al., 2006). For example, in Australia, profitability varies between 26 per cent and 29 per cent (Bruwer and Johnson, 2005;, and in Spain, it accounts for 32 per cent of the average restaurant bill . ...
Purpose
The importance of the wine involvement construct in explaining consumers’ wine consumption behaviour is widely acknowledged in the literature, as is the social nature of dining out with others. Yet, there is a paucity of research examining the relationships between how this construct interacts with dining group dynamics and wine consumption behavioural aspects in the restaurant environment. This study aims to investigate these aspects in US restaurants.
Design/methodology/approach
Utilising an online survey that yielded a sample of 513 respondents from across the USA who frequented all the recognised restaurant categories, respondents are segmented into low and high wine involvement categories using a reliable wine involvement scale. The authors examine differences between various dining group dynamics, dining group composition, main choice factors when ordering wine and method of ordering wine in US restaurants.
Findings
The authors find that diners’ level of involvement with wine provides sharp insights into several significant differences between involvement and dining group dynamics, group composition, choice factors when ordering wine and method of ordering wine in restaurants. High involvement diners dine out in larger groups, order more wine, spend more money on wine, are more often the main decision-maker ordering wine for the dining group and use wine menus and wall board displays more often when ordering than low involvement diners. They are also more discerning about the taste of wine, grape variety and wine style in terms of choice factors when ordering.
Practical implications
The nature and dynamics of dining groups are aspects that have profound implications, in various ways, for the restaurant industry. The level of involvement diners have with wine is a strong predictor of various outcomes in terms of dining group behavioural aspects regarding wine. Wine-related restaurant category-specific profile descriptions, such as those developed in this study, can be helpful for restaurants when creating business strategies.
Originality/value
The authors make a substantive contribution by being the first study to examine the relationships between dining group dynamics, dining group composition and behavioural aspects concerning wine consumption and involvement in the restaurant environment. The authors then map this information to derive wine-related profile descriptions for all US restaurant categories.
... Since food and wine pairing becomes an apparently crucial component of a meal, chefs, sommeliers, and restaurant practitioners all want to have better comprehensions in order to understand and meet the real needs of their clients (Jackson, 2009). Wansink et al. (2006) found that food and wine pairing recommendation could increase the sales of wine by 7.6 percents. Harrington (2005) used a hierarchical approach to study the pairing between food and wine based on the 3 key parameters: components, texture, and flavors and discovered that flavor is usually the most important factor among these three. ...
This study explores the guiding principle for pairing common western table wines such as Chardonnay, Riesling, Merlot and Cabernet Sauvignon with authentic Chinese cuisines. Sensory evaluation was carried out to measure the affective level on the pairing of food and wine. A five by eight (4 different wines and no wine pairing with 8 different cuisines) factorial experiment design was carried out to attain the sensory affection from the taste panel. Hedonic rating was adopted to assess the affective response of the cuisine and wine pairings. The results of affective test indicated that Riesling was the preferred wine to pair with most of the Chinese cuisines in question. The interaction was significant between different cuisines and wines (p=0.000), indicating that the hedonic sensory pattern of the cuisine can be influenced by the type of wine paired. In addition, Multidimensional Scaling (MDS) graph was proven to be an effective tool for visualizing the guiding principle of food and wine pairing.
... Wine tasting is another way of using customers as a taste panel to increase the uptake of wine. One study by Wansink et al. (2006) found that offering low-price tasting portions, a list of recommended wines or pairings of wine and food all led to increased sales, by 48%, 12% and 7.6% respectively. ...
Sensory evaluation techniques arose from the need to produce manufactured foods of consistent quality and to develop new foods for the growing consumer market. However in foodservice, these methods are often only applicable to prepared foods: the rapid service needed for satisfying restaurant customers leaves only time for a cursory, mainly visual assessment of the sensory qualities to act as a form of quality control. This relies on the expertise of the foodservice expert - the highly trained chef. This chapter reviews the differences between the panel-based methodology for food product manufacture and the more informal methods which have to be used in the customer-driven foodservice environment. It outlines how the sensory qualities of meals produced in restaurants and other foodservice outlets form only part of many factors influencing the consumer's perception of the whole meal.
... Most of the existing research into on-premise wine consumption focused on generic drivers influencing consumers' selection, such as price (Narine and Badrie, 2007;Yang et al., 2009), grape varieties (Lockshin and Hall, 2003;Balestrini and Gamble, 2006), region of origin (Schamel, 2006;Preszler and Schmit, 2008), presence of an award (Orth and Krska, 2002;Lockshin et al., 2006), food matching (Pettigrew and Charters, 2006;Wansink et al., 2006), and sensorial descriptions of a wine (Hall et al., 2001;Halstead, 2002). However, only a few studies tried to explain which wine menu attributes contribute to sales and profit. ...
While restaurant wine menus are found to be sorted by different principles, such as by price, region or grape variety, no previous research has analysed what effect item order has on clients' wine selection. A discrete choice experiment is utilised to compare the effect of menu order by price and sensory characteristics on wine choice. We find wine menu order to have a significant impact on wine choice such that consumers more frequently choose lower priced wines if wine menus are sorted by ascending price. If a wine menu is sorted by sensory characteristics consumers choose different grape varieties and more frequently use information such as sensory descriptions, food matching suggestions and wine awards. We conclude with managerial implications and outline further research avenues.
... ''spend countless hours and dollars developing wine programs, purchasing and replacing crystal stemware and decanters, investing in temperature-controlled storage, hiring and training wine-service staff and keeping a well-regarded sommelier'' (Gold, 2006: 1). This is all the more important in view of the fact that the sale of wine can add significant profitability to a licensed restaurant's turnover (Berenguer et al., 2009; Gultek et al., 2006; Manske and Cordua, 2005; Wansink et al., 2006). The foodservice sector is a big business in Australia. ...
This baseline exploratory study investigated the main drivers of perceived risk of wine consumers in the
Australian restaurant environment and the effectiveness of bring-your-own-bottle (BYOB) of wine as a
risk-reduction strategy (RRS). The BYOB ‘culture’ is well-established with 22% of respondents reporting
they engaged in BYOB the last time they dined out. The main drivers of risk were: ordering a wine that
complements the meal (functional); ordering a wine that suits the occasion (functional); choosing wines
that will please the dining group (social); fear of being caught driving while intoxicated (physical); and the
reputation of the restaurant (functional). Functional risk was by far the most significant risk type, followed
by physical and social risk. The risk measurement scale returned a Cronbach alpha of 0.69 indicating the
model had acceptable reliability for an exploratory study. In testing the relationship between risk types
and using BYOB as a RRS significant correlations exist between functional risk and engaging in BYOB
when celebrating a special occasion (H2); social risk to bring wines that please the dining group (H3);
financial risk to combat high prices on wine lists (H4); and time risk to avoid the inconvenience and time
spent on selecting, ordering and waiting for a wine to be fetched and opened (H5). These findings suggest
that BYOB should be recognised as a RRS in its own right.
... The region of origin was found to be the most important driver for an on-premises wine choice by Australian consumers (Goodman, Lockshin, and Cohen 2007), a finding confirmed for French (Cohen, d'Hauteville, and Sirieix 2009) and Italian consumers (Casini, Corsi, and Goodman 2009). Food and wine pairing recommendations have been shown to increase wine sales in restaurants (Harrington 2005;Wansink et al. 2006). Tasting notes bearing a description of the sensory style also represents a critical extrinsic cue for wine selection since the wine's taste is an essential characteristic (Hall, O'Mahony, and Lockshin 2001;Bruwer and Johnson 2005). ...
While menu items and menu design have been explored in the food-service sector, there is still a lack of information about the role played by product elements in a wine list from a consumer’s perspective. This study aims to fill this gap using a novel research method, choice modeling with latent class analysis for segmentation, which has not been used previously in menu research. The goal is to provide a better understanding of the way consumers choose wine in an on-premises setting and to identify possible segments based on how consumers respond to different types of information provided on the menu. The study was conducted in Australia, using an online representative panel of 1,258 respondents in May 2009, in a market similar to the United States with regard to on-premises wine consumption. The main results show that grape varietals are key choice drivers, followed by the awards obtained by a wine and its price. Less important but about equal in weight were a wine’s region of origin and tasting notes (i.e., a description of its sensory characteristics). The least important choice factor is food-matching suggestions. A segmentation analysis revealed the existence of seven segments, which are distinctive with regard to wine preferences based on the attributes analyzed in this study. However, as much as these groups diverge in the way they behave, they do not differ on the basis of their sociodemographic and attitudinal characteristics, confirming similar findings of other studies.
... Balestrini and Gamble (2006) extend the concept of the geographical importance from region to country level, finding that for Chinese consumers the country-of-origin is the element that influences choice at most. Balestrini and Gamble (2006) also found that consumers rely highly on peer recommendations, as also stated by Spawton (1991) and Wansinsk et al. (2006). The former found that in order to reduce the risk of making a bad decision consumer tend to (a) choose brands that express quality, (b) rely on peer recommendations and (c) rely on retail assistance. ...
Purpose
The purpose of this paper is to focus on measuring the importance of the attributes, which influence the wine choice of Italian consumers when they buy wine either in a retail or an on‐premise setting, identifying significant behavioural differences across geo‐demographic subgroups of the sample.
Design/methodology/approach
The best‐worst (BW) method was applied together with simple statistical methods to measure the degree of importance given by respondents to attributes, avoid rating bias problems, and compare potential market segments.
Findings
A general analysis of BW scores showed that direct, personal and sensorial experiences are the most important attributes when choosing wine. The statistical analysis evidenced that, while choosing wine in retail stores, the level of involvement respondents have toward wine, the age of the interviewees and the geographical provenance of the respondents showed the greatest differences in attribute importance. Respondents in the on‐premise sector were more similar across the socio‐demographic groups compared to the retail respondents, with differences in the age and involvement having the greatest effect compared to other variables.
Originality/value
The BW method has never been applied in Italy so far. Moreover, it has never been used to measure preferences of Italian consumers for wine, either in the retail or in the on‐premise setting. The BW method allowed researchers to identify the attributes able to influence consumers choices for wine at most (and at least). Compared to other methodologies, this has been done avoiding problems of rating bias, favouring a cross regional comparison of the way diverse populations judge similar attributes.
... As mentioned earlier, a conceptual parallel can be drawn between restaurant tipping and gratuity purchasing since both reflect on the level of customer satisfaction with services. In addition, a recent study on wine promotions in restaurants (Wansink et al., 2006) found that offering wine-food pairing recommendations in a restaurant setting appears to be most effective when used with limited number of wines. The researchers suggested implementing wine-food pairing recommendation for no more than three or four wines. ...
Purpose
Wine and accessories bought partly or fully out of a perceived need to repay services received at a winery are defined here as gratuity purchasing. The purpose of the research is to identify factors that predict gratuity purchasing at wineries. Specifically, the study seeks to investigate the role of gratitude and obligation, along with other consumer characteristics, in purchasing.
Design/methodology/approach
Winery visitors were sampled from six Texas wineries. A total of 357 questionnaires were analyzed. Hierarchical multiple regression, correlation and factor analyses were employed.
Findings
Gratitude and obligation were found to be strong predictors of purchasing at wineries. Visitors who feel grateful to personnel and/or obliged to buy wine are likely to spend more money at wineries. Involvement and knowledge also appear to be related to purchasing.
Practical implications
Since gratitude and obligation appear to be strong predictors of buying decisions, winery managers need to find ways to enhance visitor feelings of appreciation. Although developing a sense of obligation may have an impact on sales, obligation may also create feelings of not wishing to return. It is important for managers to consider the extent to which they would like to have people feeling obligated or guilty about making a purchase.
Originality/value
The research offers new insights into an understudied area of consumer behavior – the role of reciprocity in purchasing behavior. An innovative feature of this study is the development of a new instrument to measure gratitude and obligation.
... A study suggested that the need to impress others with wine choice was disproportionately high for business-related dining, compared with other occasions where the prominent factors were taste then price . The varied nature of wine as a product (number of brands, vintage, regional and individual bottle variation) has also been noted as contributing to the high risk associated with the wine purchase decision when compared with other alcoholic drink choices (beer, spirits) where repeat purchase almost always guarantees the same experience (Wansink et al., 2006). ...
Purpose – The purpose of this paper is to examine the level of perceived risk and implementation of risk-reduction strategies (RRS) regarding the consumer wine purchase decision in the fine dining restaurant environment. The study seeks to evaluate the effectiveness of elements within the control, or influence of the restaurant (staff, reputation, previous visitation and previous consumption) on reducing the perceived risk of consumers. Design/methodology/approach – Data are collected through the use of a self-administered, highly structured questionnaire in a well established fine dining restaurant in central Adelaide, South Australia over a three week period in April and May 2008. The sample consists of restaurant consumers who made a wine purchase decision at the restaurant during the collection period. A response rate of 85 per cent is achieved resulting in 105 useable questionnaires. Findings – A low overall level of perceived risk is noted in the wine purchase decision-making process in the fine dining environment. The restaurant's reputation and advice from staff are found to be important RRS with a high incidence of utilisation. The reputation of the restaurant, incidence of previous visitation and previous consumption of the wine ordered in the restaurant, are all found to reduce the level of perceived consumer risk. A significant incidence of customers engaging in risk-seeking behaviour through selecting wines with which they are unfamiliar, is also noted. Research limitations/implications – The findings of this research suggest that the overall level of risk associated with the consumer wine purchase decision may be lower than previously observed and can be reduced through measures within the restaurant management's control. Although tentative due to the exploratory nature of this study, these findings may provide useful insights to the wine and restaurant industries and would benefit from further investigation on a larger scale. Originality/value – This study is of value to academic researchers, restaurant managers/sommeliers and the wine industry as it highlights important aspects of consumer behaviour with regard to wine purchases in a growing and lucrative sector of the on-premise trade.
... ''spend countless hours and dollars developing wine programs, purchasing and replacing crystal stemware and decanters, investing in temperature-controlled storage, hiring and training wine-service staff and keeping a well-regarded sommelier'' (Gold, 2006: 1). This is all the more important in view of the fact that the sale of wine can add significant profitability to a licensed restaurant's turnover (Berenguer et al., 2009; Gultek et al., 2006; Manske and Cordua, 2005; Wansink et al., 2006). The foodservice sector is a big business in Australia. ...
The overall aim of this baseline exploratory study was to explore the behaviour of wine consumers while dining out in the licensed on-premise sector of foodservice outlets in Australia. It examined the incidence and dynamics of the rather unique situation associated with wine in these outlets, namely the “bring-your-own-bottle of wine” (BYOB) phenomenon. A total of 816 respondents provided information regarding their most recent dining out experience. It was found that the BYOB of wine phenomenon is quite prevalent in Australian licensed on-premise foodservice outlets with 26% of all diners reporting that they had engaged in this the last time they dined out. Females engaged in the BYOB of wine to a greater extent than males and cited the lower cost to them as the main reason. Evidence was also found that the main motivating factor for the BYOB of wine phenomenon among diners was their risk perception levels and that it was therefore employed by consumers mainly as a risk-reduction strategy (RRS). This study showed that the BYOB of wine phenomenon should be added to the knowledge base on generic risk-reduction strategies of the on-premise foodservice sector.
... En este sentido, existe evidencia empírica que señala que los nombres evocadores y las descripciones en la carta del restaurante mejoran la percepción de los alimentos, facilitando la introducción de platos poco familiares (Wansink et al., 2005) e incrementando sus ventas (Wansink et al., 2001). Adicionalmente, se encuentra evidencia acerca de los positivos resultados sobre las ventas que reporta el uso de las promociones (Wansink et al., 2006) y de la importancia que juega la percepción de los precios y la utilización del precio psicológico en carta, en relación con la percepción de calidad (Naipaul y Parsa, 2001). El diseño de la carta es decir, sus características formales, disposición de los platos, etc., también pueden incrementar las ventas de productos adicionales que suelen acompañar a los platos principales (Lang, 2005). ...
En los últimos años, la comercialización de vinos está adquiriendo un peso creciente en los establecimientos de restauración. El aumento en la complejidad de la oferta de vinos determina que la elección del consumidor esté condicionada por la oferta presente en la carta y por la influencia del personal de sala. El objetivo del presente trabajo es identificar y caracterizar los instrumentos relevantes de promoción de los vinos que utilizan los restaurantes, en función de la presencia de personal formado en vinos. Como resultado de un estudio realizado para una muestra de restaurantes de alto nivel, observamos que el contenido y el diseño de la carta de vinos se encuentran en gran medida condicionados por la presencia de sumiller, constituyéndose ambos en instrumentos básicos de promoción de los vinos en el restaurante.
Purpose
This paper aims to situate restaurant experiences and in particular the wines available on wine lists, within the wider context of wine tourism. This is done by examining the wine lists of restaurants in two New Zealand destinations, focusing in particular on the showcasing of “local wines” and the factors behind these offerings, and outlines the potential implications for hospitality managers and a wider academic audience.
Design/methodology/approach
The population of restaurants in each destination was identified using online directories, from which a sample of wine lists, comprising 84 in Christchurch and 43 in Queenstown, was systematically analysed to identify number of wines, regional origin, price and other information. Following this, key informant interviews in restaurants in each destination explored decision-making factors in stocking local wines, including consumer base, existing networks and reputation and additional challenges and opportunities.
Findings
Restaurants in each destination offered more New Zealand than foreign wines on their lists, though significant regional differences are apparent. Queenstown restaurants offered slightly fewer imported wines and significantly more local (Central Otago) wines than Christchurch restaurants. The global awareness of Central Otago pinot noir is a factor in this wine list representation, but there are also other influences, including the greater concentration of overseas visitors (pre-pandemic) and more significant visibility and greater opportunities for wine tourism experiences within the destination.
Originality/value
This paper represents an important addition to academic research on wine marketing in the on-premise sector of emerging wine regions. This paper also highlights the potential significance of restaurant meals – including wine choices – in overall wine destination experiences and demonstrates differences in approach between restaurants in wine regions of similar size but with different reputations, international visitation and wine tourism infrastructure.
Purpose
Prior hospitality studies have reviewed review trustworthiness and perceived price as predictors of restaurant selection. However, the impacts of these two factors may vary by sales promotion and customer types. This study aims to determine whether sales promotions and customer type are the key elements that facilitate behavioral intentions by moderating the linkage between perceived price and behavioral intentions as well as the linkage between online review trustworthiness and behavioral intentions.
Design/methodology/approach
Analysis of the responses of 533 individuals familiar with the Michelin Guide for restaurants in Seoul provided evidence supporting a sales promotion theory wherein promotions signal benefits in consumers’ minds.
Findings
The findings show that when perceived price is positive and the trustworthiness of online reviews is high, repeat customers prefer mixed coupons to price discounts. Notably, the results indicate that when the trustworthiness of online reviews is high, first-time customers also prefer mixed coupons to price discounts. Furthermore, the findings suggest that negative evaluations of perceived price increase the impact of mixed coupons by signaling to first-time customers that given restaurants’ offerings provide monetary benefits regardless of their intentions to revisit said restaurants.
Research limitations/implications
The study findings provide insights that should help managers better understand various levels of promotion. Managers can design their pricing strategies to strengthen customers’ motivations to visit their restaurants – the very thing customers often seek in sales promotions.
Originality/value
This study provides indisputable evidence for a sales promotion theory, wherein promotions signal benefits in consumers’ minds; however, it also shows that first-time and repeat customers do not respond equally to sales promotions.
Wine, one of the world’s oldest and most popular beverages, has a distinct variety matching a diverse base of consumers worldwide. The study was conducted in two counties of Romania in order to identify consumers’ perception towards wine consumption, as well as the driving factors behind wine consumption and the decision process of choosing a certain type of wine. Thus, four factors were identified through principal component analysis: intrinsic cues and consumers’ experience, extrinsic cues and origin, notoriety and the label and package of the wine, correlating them with the socio-demographic characteristics of our respondents. It might be concluded that the intrinsic cues and consumer experience ranked highest among the priorities of the participants between 35 and 45 years old when choosing a certain type of wine. Additionally, notoriety was more valued by people with higher income, and people with experience in the domain inclined to pay more for a bottle of wine.
The purpose of the study is to investigate the relationships between wine promotion, customer satisfaction, and behavioral intention in light of the moderating effects of customers' gender and age. More specifically, the study had two objectives: first, to examine the relationships between customer satisfaction and both wine promotion and behavioral intention and, second, to analyze how the age and gender of customers affect the relationship between wine promotion and customer satisfaction. Data were collected from customers at a restaurant in South Korea, after which a total of 643 usable surveys were analyzed via structural analysis. The results reveal that there is a positive relationship between wine promotion and customer satisfaction and that customer satisfaction significantly influenced behavioral intention. Subsequent tests for metric invariance showed differences in the moderating roles of customers' age and gender. Such findings can inform strategies to enhance the management and service marketing of restaurants, wine importers, distributors, and retailers.
The corporate world has experienced a distinct increase in focus on organizations ethical behaviors and responsibilities concerning their environments. Corporate social responsibility plays a pivotal role for the consumers. CSR includes the manner of a business so that it is economically profitable, law abiding, ethical and socially supportive. This conceptual paper is to examine the impact of Corporate Social Responsibility (CSR) initiatives on consumer behavior in bar service operation. On the basis of thoroughly researched secondary data, this conceptual paper suggests an integrated framework regarding impact of CSR on consumer behavior. From the proposed framework six factors of CSR are likely to have an impact on consumer behavior. Apart from these factors demographic variables will play a mediating role in the framework. This framework will help the researchers and to provide the direction about some CSR practices which affects the consumer behavior. The future researchers may consider this framework while working on the topic empirically.
The purpose of this study is to examine how restaurants determine the percentage of wine mark-up. Wine sales are a substantial contributor to restaurants’ profitability, therefore a better understanding of the factors affecting mark-up is critical for the industry. Here, the mark-up is expressed as a percentage over the cost and refers to a cost-plus pricing strategy. Sommeliers from around the world, the majority of whom were members of the International Sommelier Association, were approached to complete our Internet-based questionnaire administered between February 2014 and May 2014. Of the 800 who began the survey, 267 fully completed the questionnaire, generating 1,869 observations. We regressed the declared percentage mark-up against restaurant and wine list characteristics, including managerial practices and wine steward characteristics, and showed that if the restaurants apply a simple rule of thumb to set wine prices, focusing on every price segment, it appears that sommeliers do not have much impact on the percentage mark-up. (JEL Classifications: C23, D21)
The corporate world has experienced a distinct increase in focus on organizations ethical behaviors and responsibilities concerning their environments. Corporate social responsibility plays a pivotal role for the consumers. CSR includes the manner of a business so that it is economically profitable, law abiding, ethical and socially supportive. This conceptual paper is to examine the impact of Corporate Social Responsibility (CSR) initiatives on consumer behavior in bar service operation. On the basis of thoroughly researched secondary data, this conceptual paper suggests an integrated framework regarding impact of CSR on consumer behavior. From the proposed framework six factors of CSR are likely to have an impact on consumer behavior. Apart from these factors demographic variables will play a mediating role in the framework. This framework will help the researchers and to provide the direction about some CSR practices which affects the consumer behavior. The future researchers may consider this framework while working on the topic empirically.
Purpose
Inside sources are people who interact with target consumers on a frequent or intense basis. They can have powerful insights about why consumers behave as they do. This paper aims to focus on how to identify, interview and leverage inside sources to uncover new insights about target consumers and how to better engage with them.
Design/methodology/approach
This paper provides field-tested techniques on how to elicit the most useful insights from inside sources. The paper demonstrates how the generated insights can be used for everything from more precise targeting and message development to modifying products and services to increase loyalty, usage frequency or switching behavior.
Findings
Generating novel insights about a unique target market involves four steps: identify, locate, interview inside sources and then apply the insights.
Research limitations/implications
There can be limitations to interviewing inside sources, such as interviewer bias, respondent bias and the Hawthorne effect. Some individuals react differently to different events, and some insights are not generalizable.
Practical implications
Costly wide-scale surveys, laddering interviews or focus groups are not always needed to uncover insights about target consumers. Within 24 hours, inside sources can produce the insights needed to better market products, develop research questions or design interventions.
Originality/value
Generating novel insights about a unique target market can be done quickly and inexpensively. It involves leveraging inside sources – those people who interact frequently or intensively with target consumers.
Fine dining restaurants with extensive wine lists often have high-value wine inventories and low inventory turnover ratios that reduce the owner's return on investment. The restaurant management literature does not provide fine dining restaurant managers with the tools that enable them to evaluate and make changes to wine list selections, pricing and inventory levels in order to improve the returns from the investment in wine inventory. This paper contributes to the literature by drawing concepts from yield management, retail science and menu engineering to develop a yield statistic and analytical model for managing wine list and wine inventory productivity. WINSPID (wine sales per inventory dollar) is the product of wine mark-up and inventory turnover ratio. Graphs of wine sales and inventory data, mark-up and inventory turnover ratio enable the restaurant manager to analyse, improve and monitor the wine list, wine inventory and wine supplier performance.
Purpose
– There is empirical evidence that the image of organic products has a stronger effect on consumer perception than the intrinsic characteristics. Against this background, the aim of this paper is twofold; first, to ascertain if the stimulus “organic food”, placed by storytelling, influences the perception of wine. Based on this, the study tries to discover wherein a positive perception of organic wine might be reflected (e.g. willingness to pay premium prices, better taste perception).
Design/methodology/approach
– Focusing on the consumer perception and evaluation of conventional versus organic wine, it was decided to use an experimental design with a blind taste test procedure. The prediction was that subjects would rank a wine described as organic higher than a conventional wine – even if there is no objective difference. Consumer perceptions and attitudes toward the wines were assessed using a questionnaire including wine preference, buying and recommendation intention, and willingness to pay. Besides, consumer wine knowledge and consumer personal environmental orientation were measured as individual constructs.
Findings
– In accordance with existing research insights, consumers tend to prefer organic products over conventional ones. In this context, the experiment shows that adding information on the product's process during a blind test leads consumers to increase their ratings in favour of the “organic wine”. Interesting is that consumers even give a better rating for “conventional wine” just described as being “organic”, indicating that the appearance and taste are perceived to be better, and the price intention is higher – thus, a pure signalling effect is achieved.
Originality/value
– The key finding of the study was that even if they tasted the identical product, the respondents ascribe a significantly better taste to the organic-labelled wine compared to the conventional alternative. Besides, the willingness to recommend the organic wine and the willingness to pay differed significantly from the evaluation of the red wine presented as “conventional”. Moreover, regardless of their knowledge and attitude towards organic products in general, all respondents rated the so-called organic wine higher in all given attributes.
Purpose
This study aims to identify the most important attributes that the consumer uses in the process of choosing wine, which can then be used by wine‐producing companies in marketing strategies.
Design/methodology/approach
The methodology consisted of a survey of 421 wine consumers using the best‐worst scaling methodology. Various consumer segmentations were made by gender, income and age groups.
Findings
The two main attributes that condition consumers in choosing wine are previous tasting and region of origin. The latter attribute is valued mainly by women and in general by consumers over 34 years old who have a net monthly family income above €1,500. The previously tasted attribute, which on many occasions is associated with the price attribute, is valued basically by men and particularly by younger consumers and those with lower incomes.
Practical implications
It must be pointed out that in the short term the basic strategy of wine‐producing enterprises from any given region of origin is to compete on price. However, in the long term increasing their prestige is all that remains to compete actively with the various regions of origin.
Originality/value
This paper contributes to a greater knowledge of Spanish consumer habits by analysing the most important wine attributes in the process of purchasing wine.
While the term restaurant revenue management was defined in this journal in 1998, the history of publications in the Cornell Hospitality Quarterly (CHQ) related to managing restaurant profitability spans nearly fifty years. Of the 160 published articles related to restaurant profitability, more than one-quarter have appeared in the CHQ, which is more than three times that of any other journal. This article presents a new, decision-based framework for restaurant profitability, which expands on the earlier revenue-focused framework. The existing CHQ articles are categorized using the framework, and the gaps are used as the basis for identifying a large number of worthwhile, but as yet unanswered research questions related to restaurant profitability.
In recent years, wine marketing has assumed an increasingly important role in restaurants. The growing complexity of the supply of wines determines that consumer choice is conditioned by wine labels included in the wine list and the influence of the waiter. The objective of this study is to identify and characterize how a wine list is prepared and displayed for wine promotion by upscale restaurants, depending on the presence of wine specialists on staff. As a result, it is observed that the content and design of the wine list is largely conditioned by the presence of a sommelier, since the ways used for promoting wines in the wine lists differ across restaurants.
The present paper studies various criteria used by upscale restaurant owners to differentiate their restaurants and to define their positioning. In particular, we studied several wine list attributes. Through a cluster analysis and a correspondence factor analysis based on different objective wine list characteristics, we obtain two main differentiated profiles of restaurants according to the relative importance of their wine list in comparison with food menu: wine selection and complementarity. Upscale restaurants need to define their positioning strategy and elaborate their wine lists according to their strategy.
At an all-you-can eat buffet in a sports bar, it was tested whether people would eat less if they knew how much they had already eaten. 50 graduate students (34 women; M age = 24.1 yr.) were seated at 21 tables randomly assigned to be bussed (leftover wings removed) or unbussed (wings left on table). The 31 students at the bussed tables ate more than those at the unbussed tables (7 wings vs. 5.5 wings), with the effect being stronger for men than women. In distracting eating environments, environmental cues may provide an effective means of reducing consumption. Implications for controlling alcohol intake were also noted.
Is perceived risk hindering the growth of wine consumption in countries such as the UK? In response to calls for more research into food marketing and especially consumer behaviour, Beharrell and Goulding, [l], and reiterated by Cannon[2], this article examines the applicability of the theory of perceived risk to the buying behaviour of UK wine consumers. The theory is elaborated in the first section before discussing its relevance in explaining various phenomena which have occurred in the market. Empirical results are presented which examine in detail how consumers reduce the risks they perceive, and the marketing implications of these are discussed.
The construction of a framework of the multiple consumer benefits of a sales promotion is discussed. Through a series of measurement studies, the authors find that monetary and nonmonetary promotions provide consumers with different levels of 3 hedonic benefits (opportunities for value expression, entertainment and exploration) and 3 utilitarian benefits (savings, higher product quality, and improved shopping convenience). To address the second question, the researchers develop a benefit congruency framework, which argues that a sales promotion's effectiveness is determined by the utilitarian or hedonic nature of the benefits it delivers and the congruence these benefits have with the promoted product. Among other results, 2 choice experiments show that as predicted for high-equity brands monetary promotions are more effective for utilitarian products than for hedonic products.
Being in hindsight, people tend to overestimate what they had known in foresight. This phenomenon has been studied for a wide variety of knowledge domains (e.g., episodes with uncertain outcomes, or solutions to almanac questions). As a result of these studies, hindsight bias turned out to be a robust phenomenon. In this paper, we present two experiments that successfully extended the domain of hindsight bias to gustatory judgments. Participants tasted different food items and were asked to estimate the quantity of a certain ingredient, for example, the residual sugar in a white wine. Judgments in both experiments were systematically biased towards previously presented low or high values that were labeled as the true quantities. Thus, hindsight bias can be considered a phenomenon that extends well beyond the judgment domains studied so far.
To date there are many studies describing the protective and risk factors associated with alcohol consumption and cardiovascular health (the U- or J-shaped curve). These studies have only accounted for part of the effects. One hypothesis is that personality differences may account for some of the unexplained variance. It is also unclear if wine, beer and distilled spirits have equivalent effects on health. The purpose of this study is to describe the differences in personality among users of wine, beer and spirits.
Data were from a community sample of 1,257 men and women in Winnipeg, Manitoba, Canada, that was first enrolled in 1989-90. We examined and compared the demographic and personality characteristics of wine, beer and spirits drinkers in this sample.
The groups differed significantly on the dimensions of extraversion, psychoticism and reducer-augmenter in univariate tests. In multivariate models, for the total sample and for females, predominant drinking of wine was associated with low scores on the Vando scale (augmenters). Higher consumption of beer among males was associated with higher levels of neuroticism.
In these instances, personality does contribute to the characterization of groups.
The low rate of coronary heart disease (CHD) in France compared with other developed countries with comparable dietary intake has been called the French paradox. We explored this paradox by looking at alcohol, diet, and mortality data from 21 developed, relatively affluent countries in the years 1965, 1970, 1980, and 1988. We assessed wine, beer, and spirits intake separately. France had the highest wine intake and the highest total alcohol intake, and the second lowest CHD mortality rate. In univariate analyses, ethanol in wine was slightly more inversely correlated with CHD than total wine volume. In multivariate analyses, animal fat tended to be positively correlated, and fruit consumption inversely correlated, with CHD. Beer and spirits were only weakly inversely correlated with CHD. The strongest and most consistent correlation was the inverse association of wine ethanol with CHD. However, wine ethanol was unrelated to total mortality. We conclude that ethanol, particularly wine ethanol, is inversely related to CHD but not to longevity in populations. Although light to moderate alcohol consumption may improve longevity, alcohol abuse--which sharply reduces longevity--is correlated with average alcohol consumption in populations. Thus, while the risk/benefit ratio varies for individuals, the use of alcohol for cardioprotective purposes should not be encouraged as a public health measure.
Consumer Insights Restaurant Business 28-30; and " Libation Liberation
" Consumer Insights, " Restaurant Business, July
2004, pp. 28-30; and " Libation Liberation, "
Restaurants & Institutions, August 2005, pp. 43-50.
Glenn Cordua, Ph.D., is the founder and director of the Wine and Spirits Institute at the University of Houston (gcordua@uh.edu) Ed Blair, Ph.D., is professor and chair of marketing at the University of Houston
- Brian Wansink
- John S Dyson
Brian Wansink, Ph.D., is the John S. Dyson Professor of Marketing in the Applied Economics and
Management Department at Cornell University (bcw28@cornell.edu). Glenn Cordua, Ph.D., is the founder
and director of the Wine and Spirits Institute at the University of Houston (gcordua@uh.edu). Ed Blair,
Ph.D., is professor and chair of marketing at the University of Houston. Collin Payne, Ph.D., is a research
psychologist at Cornell University. Stephanie Geiger is a Ph.D. candidate at the University of Houston.
The authors would like to thank the Rockfish Chain of restaurants for their cooperation.
Risk Reducing Strategies Used in the Purchase of Wine in the UK Of Wine and Live Asses: An Introduction to the Wine Economy and State of Wine Marketing
- Restaurants Wine
- V W See
- M Mitchel
- T Greatorex
- Spawton
Cornell Hotel and Restaurant Administration Quarterly 335
NOVEMBER 2006
RESTAURANTS
WINE PROMOTIONS IN RESTAURANTS
4. See V. W. Mitchel and M. Greatorex, " Risk
Reducing Strategies Used in the Purchase of
Wine in the UK, " European Journal of Marketing 23 (1988): 31-46; and T. Spawton, " Of
Wine and Live Asses: An Introduction to the
Wine Economy and State of Wine Marketing, "
European Journal of Wine Marketing 25 (1991):
1-48.