Today's consumer wants to understand the difference between bock and amber, chardonnay and merlot, and how these special beverages can enhance the foods they have come to love. Retailers who already sell fresh meals and gourmet items are finding they can quench this thirst in a variety of ways.
Education is a key part of the program -- for both customers and employees -- at Urban Epicuria, West Hollywood, Calif. According to Wayne Davis, co-founder of the gourmet prepared-food venue, new hires attend "UE University," where they learn, in detail, about the wide variety of gourmet foods, wines, beers and other specialty items offered by the store.
"Everyone from the cashier to the concierge has a full understanding of our products and can assist customers in creating full meal solutions," said Davis. "The people we hire have to be passionate about food and wine."
At Prescott's Supermarket in West Bend, Wis., certified executive chef and home-meal replacement meal-center director Greg Wozniak has found a different way to bundle both wines and meals.
This May will mark two years that he has been selecting a particular meal each week and showcasing it in his department, along with a selection of appropriate wines.
"I like to provide a selection of three wines with any given meal," said Wozniak. "And if there is a promotion going on for a certain wine, we will try to work it into our presentation, giving it a little extra attention."
The meals he features are displayed for customers as actual table settings, with the entree and dessert set out on dishes, allowing shoppers to visualize what the combination would look like on their own dinner tables.
Urban Epicuria uses a concierge station, like those found in upscale hotels, to motivate customers to incorporate fine beers or wines into their meals purchases. Davis said there is always at least one, if not two, concierges on the selling floor ready to assist shoppers.
"The customers most typically drawn to the concierge service are newcomers who are trying to acquaint themselves with our store," he said. "Once they become regulars though, they still rely on the concierge for assistance when planning larger events and for information on new products."
The concierge's goal is to upsell the store's "meal accessories," which Davis explained are anything that can complement a meal. That includes an appropriate wine or beer, or flowers and candles for the table. These high-margin extras can significantly boost check averages.
Davis said the store stocks approximately 125 wines and 35 beers, in a full range of prices, so there is something to accommodate all tastes and pocketbooks. The concierge takes on the duty of enlightening customers as to which beverage would best enrich their meal and why.
"We want our customers to visit us three and five times a week and find a new and interesting meal combination each time," said Davis. "Providing extensive options, in an environment that encourages variety and learning, is the only way to achieve that goal."
Reaction from customers, Davis said, has been terrific. Urban Epicuria's sales growth averages between 10% and 12% each month and Davis said he sees the customer base growing on a weekly basis.
At Prescott's, Wozniak collaborates with the store's liquor manager each week to select wines that will truly complement the essence of the dish he is highlighting. He said he will usually keep prices between $7 and $12 per bottle -- a price tag that has proven acceptable to customers. The wines are featured with informational cards discussing their flavor and origin, allowing customers with no advance knowledge of the products to make informed decisions.
"Like any other educational effort, I feel it is useful from a sales standpoint," he said. "Most importantly, the customers really seem to appreciate it and I enjoy sharing the knowledge I've acquired through my job when I can."
Not only does Wozniak enforce the importance of a fine wine to flatter a deserving entree, but he encourages his customers to create an entire evening of romance. His cross-merchandising efforts extend to the floral and video departments as well.
"I get out on the floor and speak to customers about the prospect of an entire candle-lit dinner and evening," he said.
Wozniak suggests customers stop by the floral department for a bouquet of their sweetheart's favorites and then on to the video department to select a classic romance for when their candlelight dinner has ended. He said he was very pleased with the response to his recommendations.
"I have had customers report back to me on how surprised their husband was or how much their wife loved the whole evening," he said. "It's a matter of cross merchandising with your other connected departments."
Consumers' thirst for knowledge about food and beverage pairings creates an ideal opportunity for retailers to highlight the service level they offer customers. At Laurenzo's Italian Market in North Miami Beach, Fla., cross promotions have been conducted with several other departments, including seafood and fresh prepared meals.
"We hold wine tastings throughout the year that feature foods prepared by our own catering staff," said Matt Adler, wine manager/buyer for the store. "This provides consumers with an example of which foods go well with which wines and why."
