Effects of Wine Training on Restaurant Sales of Wine

Abstract

This article evaluates the impact of non‐purveyor‐instructed wine training on the waitstaffs of restaurants. The instruction consisted of product knowledge, sales training and service techniques. Specific questions of this study include: 1. What factors contribute to the amount of wines sold by the waitstaff? 2. What effect does wine instruction have on the sales of wine in restaurants? 3. What effect does wine instruction have on the participants' product knowledge, selling skills and service techniques? 4. What are the attitudes of the food servers toward wine instruction? 5. Is a wine instruction programme cost‐effective for a restaurateur?

Citation

Granucci, P.R., Lynn Huffman, V. and Sue Couch, A. (1994), "Effects of Wine Training on Restaurant Sales of Wine", International Journal of Wine Marketing, Vol. 6 No. 3, pp. 11-19. https://doi.org/10.1108/eb008632