Is it that time already? - By the Way

Cheers, Nov-Dec, 2002

It seems hard to believe, but according to the calendar on my wall showing cabernet sauvignon grapes being crushed, we're already approaching the end-of-the-year holiday season.

For many this year has been a difficult one. Our economy has teetered on the brink of recession as the stock market's bounced back and forth. Americans have seen diminished value in 401k plans and other investments and in many cases are being more careful about spending.

But the holidays are different. A renewed emphasis on family and friends and the pressures of holiday shopping and other preparations can mean more opportunities for dining and drinking outside the home. The holiday season can also allow astute operators the opportunity to use the last weeks of the year to bring additional profits to the bottom line.

According to a survey conducted for the National Restaurant Association New Year's Eve, Thanksgiving and New Year's Day rank among the top holidays for dining out. That may seem obvious, but that's all the more reason not to ignore it. And it's not just the actual holidays that present opportunities. It's the night before and the night after Thanksgiving that can he very profitable to on-premise operations.

The real key to holiday success is creativity. You're only limited by your own imagination and if you feel you're not imaginative enough, then borrow from someone who is. The article, "Putting the Sell' in Celebrate," which begins on page 36 in this issue offers suggestions that a number of operations around the country have used to increase their business for the Halloween/Thanksgiving/Christmas/New Year's season. There's probably an idea or two in there that you can use as well.

We've also got a great piece on hot beverages that are just what your customers want when the temperature falls. Many operators have moved beyond the standard coffee-based drinks to include cutting edge drinks like chai latte and reborn traditionals like hot toddies, spiked cider and mulled wines.

And if you have a beer-loving clientele, you want to be sure that you bring in one or more of the great winter and holiday seasonal brews.

All told there's a lot of opportunity in the holiday season to increase business and improve the year's financial picture. It's also a time for us all to commit to spending time with our families and other loved ones. It's a holiday cliche, but we'd all be a lot better off we could adopt "Peace On Earth. Good Will Toward Men" as our personal mottoes.

From everyone here at Cheers and the Adams Beverage Group to all our loyal readers and their families, best wishes for the holiday season.

Cheers,

Robert Keane

Editorial Director/Co-Publisher