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P.F. Chang's Beverage Menu Gets Oriented

P.F. Chang's updates its beverage program with user-friendly wine menus and classic cocktails with an Asian spin.

By Monica Rogers, Contributing Editor -- Chain Leader, 5/1/2008

The Organic Agave Margarita, Plum Collins and Chinese 88 are three of 12 new cocktails P.F. Chang's will launch in June.
You can get a classic Tom Collins at any quality bar. But for a Plum Collins—plum vodka, plum wine and fresh lemon juice, with a splash of cranberry juice and soda—you'll have to find the nearest P.F. Chang's China Bistro. Same goes for the Yuzu Old Fashioned and the Chinese 88, P.F. Chang's spin on the classic French 75.

Come June, 12 new Asian riffs on classic cocktails will roll throughout P.F. Chang's 178-unit system. They're all part of a new beverage push that includes revamped wine menus, expanded non-alcoholic specialty drinks and ramped-up training.

Mary Melton, beverage director for the Scottsdale, Ariz.-based, casual-dining chain, says this is the biggest beverage redo the company has undertaken since its first-ever signature cocktail launch and recipe standardization in 2004. “As you move forward, you just discern new attitudes, interests, approaches to beverages,” she says. “Much of what we're doing is just to keep up with the times.”

Group Dynamics

The wine revamp, which has been phased in at various units since April, meant moving to a menu that lists wines according to mouth feel and flavor—a practice that some wine retail shops now use—rather than listing by varietal. Red wines on P.F. Chang's menus are now categorized as “Lush & Easy,” “Soft &Tangy,” “Rich & Spicy” or simply “Powerful.” White wines are “Fruity,” “Floral,” “Tangy” and “Creamy.” And inciting the olfactory imagination, subheads matched with each heading suggest that wines may be like “Honeysuckle & Rose,” “Peaches & Melons” or “Cherries & Currants.”

 

Snapshot

Concept P.F. Chang's China Bistro

Headquarters Scottsdale, Ariz.

Units 178

2007 Systemwide Sales $850 million

Average Unit Volume $5.3 million

Average Check $19

Expansion Plans11 by year-end

*Chain Leader estimate

During the wine program's test phase from November to March, less-familiar wines such as Spanish wines and new imports sold better, thanks to new groupings.

Giving classics an Asian slant adds fresh fun to P.F. Chang's specialty cocktails such as the Asian Persuasion, green-tea vodka with fresh-brewed green tea, simple syrup and lemon slice.
“If you normally order a pinot grigio, you go to where that's listed. Then you notice that a gruner veltliner is listed in the same grouping. So you figure, why not try something new that this list says is in the same flavor category with what I like?” explains Melton. Although she can't say exactly how much, the program prompted a lift in sales of wines including gruner veltliner and rioja in test.

Beyond guest-friendly wine headings, the fact that all but eight of P.F. Chang's 50 wines can be ordered by the glass encourages trial. Also, a build-your-own-flight option lets guest choose three, 2.5 ounce pours from the list for $10. “It's a very low-risk way to try a wine you haven't tried before,” Melton says.

Asian Slant

In tandem with the new wine approach, P.F. Chang's hopes to fuel interest in specialty cocktails with 12 re-created classics that have an Asian slant and premium ingredients. Examples include the Chinese 88, $8.50, which features dry gin shaken with lemon juice and finished with sparkling wine in a sugar-rimmed glass. Another is the Yuzu Old Fashioned, $8.50, which mixes bourbon, yuzu citrus juice, soda, plus a cherry and an orange slice that have been muddled in orange bitters.

“Our aim is to revitalize some of our drinks,” says Melton. “Today people want that premium edge with spirits. And they like things that are light and fresh.”

User-friendly listings, grouped by flavor profile, prompted a lift in sales of some less-familiar varietals.
Once the new wine and cocktail programs are established, P.F. Chang's also plans to build on the success of its nonalcoholic specialty drink, the Lemongrass Non-tini, $4.50, made with fresh orange, lemon and lime juices shaken with lemon-grass syrup. Launched a year ago, the Lemongrass Non-tini is now one of the top 25 sellers on the entire menu. P.F. Chang's hopes to add two or three varieties of the Non-tini, each with a seasonal accent.

Higher Education

To support the new beverage program, P.F. Chang's launched more in-depth training in April. Basic training, which is required for all servers, managers and bartenders, includes thorough explanations of bartending tools, techniques, a tutorial on classic cocktails, familiarization with P.F. Chang's specialty drinks, wine and sake training, and garnishing information. Managers and bartenders must also complete advanced training, which moves employees through six educational modules. Six to 10 bartenders at each of the 178 restaurants will go through the training by June.

The non-alcoholic Lemongrass Non-tini.
“We've always offered bartender training, but we didn't include any of the history or lore behind bartending or some of the more advanced skills,” says Melton.

Her hope in adding these elements is that the training will produce bartenders who “not only know enough about classic cocktails to understand what it means to put a spin on those classics, but who also are able to engage the guest more with knowledgeable beverage suggestions.”

 

Cocktail Menu Sampler

Drinks priced from $7 to $10, depending on market

Rising Sun: vodka, orange liqueur, fresh lemon juice and apple juice shaken cold

Tangier: orange vodka, tangerine liqueur and fresh citrus juices shaken and poured over ice

Ginger Chu Hi: ginger and fresh citrus muddled with shochu, a Japanese distilled spirit similar to vodka that is made from rice, potato, wheat, barley or sweet potato

Blood Orange Martini: orange vodka, Campari and fresh juices, chilled and shaken

Frozen SoHo: mango-flavored rum, lychee liqueur and piña-colada mix, with a float of mango liqueur



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