Spirited offering: a stellar spirits selection and exciting spirits promotions at Cantina Laredo lead to increased sales and bar traffic

Cheers, April, 2007 by Ellie Van Savage

Even though Cantina Laredo is a well established and popular Mexican concept--with 17 locations in six states--the eatery wanted to attract new customers and underscore its quality statement. The solution lay in leveraging its spirits program. The effort, which increased bar traffic and drove spirits sales, also earned the Consolidated Restaurant Operations concept the 2007 Cheers Best Chain Spirits Program Award.

"From a beverage standpoint, we decided to expand on our quality statement, which is that we serve authentic Mexican dishes in a sophisticated atmosphere," says Nichelle D. Ritter, beverage director at Dallas-based Consolidated Restaurant Operations, Inc. Working with Patrick Henry Creative Promotions, the restaurant chain created an extensive spirits program.

Launched on New Year's Day 2006, the initiative starts with the Casa 'Rita, Cantina Laredo's signature Margarita. The drink is made from scratch with fresh squeezed lime and lemon juices, and contains Sauza Silver Tequila and Cointreau Orange Liqueur. "Making our house Margarita fresh from scratch every day is Cantina Laredo's strongest point of beverage distinction," Ritter notes.

The success of the Casa 'Rita made it "the perfect fit" for a promotion during Thursday Ladies Night, which, says Ritter, "is definitely the most successful program. The only thing better than a Casa 'Rita is a half-priced Casa 'Rita."

Cantina Laredo restaurants offers 40 different tequilas, and the Mexican spirit became the highlight of quarterly Tequila Dinners. Four-course meals are created for each dinner, with a tequila cocktail developed for each course involving a different line of tequila at every dinner. Accompanying each cocktail is a one-quarter or one-half ounce sample of the tequila used in the drink. The dinners are hosted by a distillery representative.

Cantina Laredo continued the spirits focus with tequila flights. Priced at $20 for three, one-ounce servings, the flights allow guests to explore different tequilas, typically with some guidance from the server or bartender.

The Tequila Shots program began with guest requests for Sangrita, the Mexican version of the Bloody Mary which includes a shot of tequila served on the side. "As the popularity of tequila served with lime wedges and this authentic sipper grew, we tried serving it at a Tequila Dinner which led to the Tequila Shots promotion," Ritter explains. Sunday Salsa Brunches offer added spice with complimentary Mimosa or Bloody Maria cocktails, and lively Salsa music.

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Support for the program on many levels was enormous, Ritter says. Suppliers like Pernod Ricard became involved and servers also got behind the programs. Staff education and incentive items like t-shirts and ball caps were an integral part of the program.

Also, sales contests for featured spirits drinks were held for servers and managers. Servers won iPods and the winning general manager was treated to a trip for two to Guadalajara, Mexico to tour a tequila distillery; assistant managers won cash prizes.

The spirits-focused program drove a 10.5 percent increase in beverage alcohol sales from its inception through September 30, 2006.

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