Putting words to paper: how to compose the well-written beverage menu

Cheers, March, 2008 by Thomas H. Strenk

There's nothing scarier than a blank sheet of paper waiting for words--especially when the fate of your beverage program, or even your entire business, hangs in the balance. Diverse factors are involved in creating beverage menus, so there are no hard and fast rules. There are solid guidelines, however, tips from experts and operators in the field that will help you create a well-written, accessible beverage menu that sells.

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FIRST STEP. "A great menu starts with terrific cocktails," advises Patrick Henry, president and CEO of Patrick Henry Creative Promotions in Stafford, Texas. He suggests "drinks with a twist, a different taste profile."

Great beverages are indeed the basis of a great menu, but finding them takes some digging.

"The number one job is research," says Saeed Amini, sommelier, general manager and menu author at the recently opened Sens Restaurant in San Francisco. Sens' cocktail list features many organic spirits, which he notes on the menu. As for the wine list, well over half the selections either are organically or biodynamically grown, so Amini had to consider sourcing before the actual writing. When he did write the menu, though, he didn't tout the organic origins because "those kinds of words tend to scare customers," he says. Instead, waiters are trained to talk about the wine's organic origins with guests. Amini notes he might specifically mention the biodynamic details on the menu at a later date, once Sens is more established.

The internet was a prime tool for general manager Kristi McNeil when she recently rewrote the cocktail menu for Noir, the upscale bar at the Charles Hotel in Cambridge, Mass. McNeil surfed online for menus, new products and advice from blogs. Plus, she collected valuable input from her staff about what was selling and what wasn't. When the same flavor combinations and brand names kept popping up on menus, she knew she was onto a trend. Manufacturer web sites can be valuable sources for recipe ideas, new product introductions and promotional support as well. "I also go to as many trade shows as I can," says McNeil. "I get a lot of good ideas from them."

CONTEXT. The ideal beverage menu should match the establishment's personality and its customers' expectations.

"The menu is context-driven," notes Vajra Stratigos, beverage director for Atlanta-based Fifth Group Restaurants, whose stable includes Ecco, La Tavola Trattoria, Food Studio and two South City Kitchens. "If decor is spare and elegant, the menu should reflect that." Conversely, a more casual concept's list should have a breezier tone. "Consider what people expect from the concept," says Stratigos.

Analyze the customer base, adds Henry. "If it's upscale, Martinis are going to play a big part. If it's casual dining, drinks are going to be more fun, more whimsical."

QUALITY, NOT QUANTITY. Henry recommends offering fewer than 20 drinks. "More than that, it becomes an execution issue," he notes, a challenge for staff to remember and master.

Balance is important, urges Stratigos; he limits lists to six to eight specialty cocktails. "You need a mix: a classic or two, a few fruity drinks, some serious cocktails and a few unique concoctions."

Wine offerings can range from 20 or so carefully selected bottles to the famous "100" at 53-unit Newport Beach, Calif.-based Fleming's Prime Steakhouse & Wine Bar. Of course, Fleming's markets itself as a wine destination.

KEEP IT SIMPLE. Keep menu descriptions brief and to the point. "Less is more," stresses Amini. "Don't make it a book." Sens' beverage list is just one page, front and back.

"Customers don't want to read; they're in your place to enjoy themselves," notes consultant Henry. His philosophy is no more than three sentences to describe any cocktail.

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"You don't want a giant menu," echoes Noir's McNeil, "a list that's so overwhelming customers give up on it and just order the 'usual.'" Noir's menu lists just the name, ingredients and price.

The amount of description on the drinks menu should match the food menu, advises Fifth Group's Stratigos. Both his food and drink menus go slightly beyond a mere ingredients list, adding a bit of wordplay to help sell.

TELLING TALES. On the other

hand, relevant stories, historical details or interesting anecdotes can engage guests in the right context.

"Storytelling--I like that," enthuses Stratigos. "It's a reflection of the trend in mixology toward artisan cocktails."

In a cocktail lounge, customers might enjoy reading about the history of obscure drinks or exotic ingredients. "If you're reviving the Harvey Wallbanger, sure, talk about its origins," says Henry. Similarly, restaurants that promote themselves as wine destinations will devote more ink to vinous details that interest aficionados.

"We're all about educating our customers," says Marian Jansen op de Haar, director of wine for Fleming's, which devotes a fairly lengthy paragraph to each wine, dwelling on details such as the winery/winemaker's history, terroir and technique, in addition to the wine's bouquet and flavor profile.