0000000000303092
AUTHOR
María Eugenia Ruiz
Wine list engineering: categorization of food and beverage outlets
PurposeThe purpose of the paper is to identify and measure the main standards of the wine lists of upscale restaurants.Design/methodology/approachWine lists of a sample of 50 upscale restaurants were analyzed. A cluster analysis was performed.FindingsThree differentiated profiles of restaurants are identified according to their wine list management: selection, specialization and complementarity.Research limitations/implicationsThis study was exploratory and similar studies need to be performed covering more geographic locations.Practical implicationsRestaurants differ in their current practices and key standards of their wine lists according to their positioning strategy. Upscale restaurant…
Do upscale restaurant owners use wine lists as a differentiation strategy?
Abstract 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.