Hotel chain ups cocktail sales with simple change

Sales of drinks increase by ditching fancy house cocktails

A hotel chain has increased cocktail sales by 20% just by simplifying the menu. Instead of featuring unique cocktails with elaborate ingredients, which it spent years creating, it now has only the classics.

Omni Hotels & Resorts realised a simple truth – the business travellers who stayed with them didn’t want cocktails they didn’t recognise. They wanted perfectly-made classics – a Manhattan or a G&T.

“When you’re developing your signature cocktails, you have to know who your customers are, and who your servers are,” the chain’s vice president, David Morgan, explained.

The problem was made worse by the fact that waitstaff and bartenders were not offering the drinks as they were too complicated to explain or too hard to make.

Now the chain offers a menu of signature cocktails with details about the ingredients. For example, Ultimate Martini uses rye-based Polish vodka that has hints of vanilla and lemon.

Business Insider / Nation’s Restaurant News

[pictured: In a cafe or L’Absinthe (1873), by Edgar Degas]

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