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Effects of Wine Training on Restaurant Sales of Wine

Penelope R. Granucci (Center for Restaurant, Hotel and Institutional Management)
V. Lynn Huffman (Center for Restaurant, Hotel and Institutional Management)
A. Sue Couch (Home Economics Education, Texas Tech University)

International Journal of Wine Marketing

ISSN: 0954-7541

Article publication date: 1 March 1994

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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?

Keywords

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

Publisher

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MCB UP Ltd

Copyright © 1994, MCB UP Limited