Because I have a mental age of about seven-and-a-half, phrases like “adult beverage” always crack me up. It brings to mind those old cocktail placemats with exotic, colourful drinks like Grasshoppers and Mai Tais.
But in the context of the above quote, what it actually refers to is the ability to order a glass of wine or beer with a burger at some innovative quick-service restaurants in the U.S.:
“We simply wanted to create a different kind of dining experience,” says Jeff Harvey, CEO and president of Burgerville, a 39-unit chain in the Northwest which recently added wine and beer to one of its restaurants in Vancouver, Wash.
As the article goes on to note, “serving beer and wine isn’t a step to take lightly.” There are a myriad of licensing and service training hurdles to be overcome, as well as resistance from more traditional-minded customers.
Still, it’s a concept shift that is proving popular in the few test markets where it has been deployed:
Sales are up at the Vancouver restaurant selling beer and wine, but says Harvey, “That wasn’t our motivation. My measure of success is really more the dialogue that’s happening at the tables.”
What do you think about the idea? Is this something you find interesting as a customer or a business owner? Or is it better to keep sandwiches and Sidecars separate?
