Menu prices for the same glass barely moved, +0.1% in a month and +1.1% in a year, yet the average glass guests bought rose 5% vs last September. Glasses at $30+ are 17% of pours and 31% of glass revenue. Does your glass list have a top end?
Guests aren’t paying more for the same glass. They’re choosing a better one. September and October food makes a $27 Nebbiolo with braised short rib feel like value. Restaurants held menu prices steady, and their guests did the trading up for them.
- Offer at least two glasses at $28+, one red (Nebbiolo or Cabernet are natural) and one Champagne.
- Check your Sauvignon Blanc, Pinot Noir and Cabernet pours against the network averages in the full report.
- Keep Bordeaux blends and Nebbiolo strong on the bottle list. That’s how guests buy them.