$KA-Chang$! P.F. Chang's China Bistro brings Asian food and beverage flavors to middle America

Cheers, Nov-Dec, 2002 by Anne Watson

Staff are encouraged to interact with customers to remove the awkwardness that comes from looking at a new wine list. Even the simplest gestures--such as pronouncing unfamiliar wine names--can get results. Wait staff and bartenders are encouraged to offer samples, and if a customer isn't happy with a selection, they will take the order back.

The structured, focused wine program has paid off for P.F. Chang's, which enjoys 18-20% of total sales from beverages per restaurant. About 7% of total sales at each restaurant comes from wine. The breakdown in beverage sales is fairly even: about 1/3 wine, 1/3 beer and 1/3 spirits.

Although P.F. Chang's wine program has a formal process, Schwartz advises other restaurant managers who are struggling to maintain a wine list: "Try to stay flexible. Don't lock yourself into too many things at one time."

RELATED ARTICLE: MAKE THE LIST FIT THE FLAVORS

P.F. Chang's manages to sell a lot of wine by constant training and promotion. But what's on the list is essential. Here's the P.F. Chang's anchor list for 2002, winner of the Cheers Award for Beverage Excellence for Best Chain Wine Program.

LIGHT, FRUITY BLUSH AND WHITE WINES

(Listed from sweet & fruity to drier)

White Zinfandel, Beringer Vineyards. '00 (California)

Gewurztraminer, P.J. Valckenberg '00 (Germany)

LIGHT TO MEDIUM INTENSITY WHITE WINES

(Listed from light & fruity to medium oak & dryness)

Semillon Chardonnay, McPherson '00 (South Eastern Australia)

Chardonnay, Smoking Loon '00 (California)

Chardonnay, Concah Y Toro Xplorader '00 (Chile)

Chardonnay, Clos Du Bois '00 (Sonoma County)

MODERATE TO FULL INTENSITY WHITE WINES

(Listed from moderate to fuller oak & dryness)

Fume Blanc, Deloach '00 (Russian River Valley)

Chardonnay, Stone Horse Cellars '00 (Alexander Valley)

Chardonnay, Columbia Crest, '00 (Columbia Valley)

Chardonnay, Kendall Jackson Vintners Reserve, '00 (California)

Chardonnay, La Crema '00 (Santa Barbara)

Chardonnay, Toasted Head, '00 (Dunnigan Hills)

Chardonnay, Raymond Reserve '00 (Napa Valley)

LIGHT TO MODERATE INTENSITY RED WINES

(Listed from light & fruity to fuller intensity & more tannic)

Pinot Noir, Mirassou Coastal Selection '99 (California)

Merlot, Columbia Crest Grand Estates '99 (Columbia Valley)

Zinfandel, Rancho Zabaco "Heritage Vines" '99 (Sonoma)

Syrah, Robert Mondavi Private Selection '99 (Central Coast)

Merlot, Casa, Lapostolle '00 (Chile)

FULL INTENSITY RED WINES

(Listed from medium intensity to fullest intensity & very tannic)

Merlot, Blackstone '00 (California)

Cabernet Sauvignon, J Lohr "Seven Oaks", '99 (Monterey)

Zinfandel, Alderbrook '00 (Dry Creek Valley)

Cabernet Sauvignon, Clos Du Val '98 (Napa Valley)

Cabernet Sauvignon, Penfolds Bin 407 ;99 (South Australlia)