Dinner Groups to Inspire Optimization

A leading provider of alcoholic beverages sought to optimize sales of their branded portfolio of liquors, wines, and beers among fine dining restaurants. The client engaged W5 to better understand consumer decision making for beverage selection while dining out and preferences for beverage descriptions, pricing, and guided recommendations.

APPROACH

W5 conducted two consecutive research initiatives with a mix of Fine Diner audiences, split among younger and older cohorts. First, an On-Premises Mobile Ethnography asked pre-recruited Fine Diners to “live” journal their drink selections as they dined out. The priority was to understand beverage decision making including preferences for types of alcohol, pricing, menu descriptions and server recommendations. Next, W5 conducted Dinner Discussion Groups at a series of fine dining establishments. This unique methodology provided an intimate environment to observe diners’ beverage selections as they evolved over the course of an evening while probing diners on the impact of interactions with menus, wait staff, and the environment on their selection. 

RESULTS

W5 determined key trends in preferences for wine, liquor, and beer impacting younger and older diners’ expectations for spirit offerings, server guidance, and menu details across a variety of dining experiences. W5 provided specific recommendations for updating menu text, server knowledge, and appropriate times to promote specific branded spirits during the dining experience.