a conclusion for my project

Table of Contents 1. Executive Summary 3 2. Brand and Concept. 4 3. Beverage Menu 4 4. Beverage Pricing and Rationale 6 5. Monthly Inventory Sheet 8 6. Standards 10 7. Conclusion 10

Operation is one of the most important elements for food and beverage manager to successfully run the business. Therefore, in order to attact plenty of customers to the establishment, beside the decoration of the place, the management team had better to carefully consider about the menu planning and designing. The menu is seen as the dominant factor of the operation’s budget and also can be performed for various kinds of customers’ style and culture. Our group decided to choose 60 – seat fine dining restaurant to serve standard and premium beverage, select the perfect food that could completedly match with these and create the potential inventory sheet to generate the restaurant effectively. The restaurant is named 3A&T – steakhouse and bar, where mainly serves Western, American and a touch of Asian cuisine. We choose its location in Downtown Toronto, where the main customers are businessman, travelers from different cultures around the world. In the group report, the inventory sheet of the fine dining restaurant is additional noticed to easily manage the number of wines, beers, spirits that are selling currently. Moreover, the five standards for running great business are also included in the final report, representing three standards for employees and two of these for management team. Based on the demands of customers and the operation of the establishment, beverage pricing and rationale would be one of the most necessary portions of menu planning strategies. For maintaining the existence and the development of this premises, inventory should be ordered monthly and conducted by specific manager to avoid the loss occurs. Furthermore, appropriate wines, beers and spirits would be paired perfectly with different food items to enhance the excellent customers’ taste and experiences coming to 3A&T.

After considering all the background, target market, customers’ demographic, we have finally come up with the brand of fine dining restaurant in Downtown Toronto to serve various types of guests being businessman, officers, abroad tourists, and local residences. We mainly focus on the one who wants to experience the premium service, food and beverage. Otherwise, we also have several standard options for customers who would love to enjoy the normal lunch or dinner. The name of this restaurant, 3A&T - steakhouse and bar, originally renders from our group members’ initials. As the discussion above, the mission of the restaurant is chiefly paying attention to customers’ value and high quality of all food and beverage. Beside the ferformance of food from distinctive countries around the world, our customers could choose appropriate kinds of premium wine to be paired with that food; for example, we are serving Halibut Chop from Ukraine and Meiomi Pinot Noir is probly perfect selection to pair with this meal. Regardless to the vision, our target in near future is going to be expanding more locations in Ontario, 3A&T would be the favorite place to all kinds of customers from standard to premium food and service. It is going to easer for guests who expect to experience our food and do not need to go too far, so we really want to bring the most convenience to our audiences.

After researching and discussing about the wine list and the dinner menu, our restaurant made decision to replace 3 white wines, 3 red wines, add 2 beers and 2 spirits. We confidently think these are suitable changes for our beverage menu in order to pair the alcoholic drinks and the dinner menu items better; therefore, customers experience will be increased, our brand will be remarked to the guests. For the white wine list, we have Jackson – Triggs Entourage Grand Reserve Sparkling Sauvignon Blanc 2015. This is a medium body and flavourful wine from Ontario with 13% alcohol, which is the perfect choice for the Halibut Chop in our dinner menu. Because of the dish itself having fish, lemon, grain and garlic which is sour; the high level of acidity as well as the sparkle in this wine will be an amazing experience for the guests. For Caesar Salad and Lemon & Berry Tart, our restaurant has 2 white wine options to select. The first one is Cave Spring Riesling VQA from Ontario, Canada. It is off-dry, fruity, refreshing and high acidity which will compare with the sourness of the food. Second, we have an Italian white wine: Collavini Pinot Grigio – a light and crisp, high acidity flavor wine with 12.5% alcohol will pair well with light flavour and sour taste of Caesar Salad and Lemon Berry Tart. We decided to keep Yalumba Samuel’s Garden Collection Wild Ferment Chardonnay 2016 from Australia in the menu to expand the white wine selections for customers. This wine is the perfect choice for Creamy Seafood Chowder and Chipotle Grilled Pork Chop because Chardonnay is lower acidity and stronger than other white wines; it will cut the balance the creamy flavour of the dish as well as the spiciness of Chipotle.

Besides, 3A&T restaurant also has two additional beer and two spirit options for beer and spirit lovers to choose when customers dine-in with us. First, we have Stella Artois - Pale Lager beer which has medium-high carbonation, malt taste, light body and dry finish. It will match perfectly with Pancetta & Quebec Goat Cheese Stuff Chicken Breast, Caesar Salad and Halibut Chop and Smoked Atlantic Salmon. Second, Beau’s Strong Patrick is our choice to pair with Grilled New York Striploin Steak and Chipotle Grilled Pork Chop. The decision is made due to this beer is an Irish Red Ale which is toasted malt, medium sweet caramel flavour, clean and dry finish. It will balance the umami taste of beef and pork. Along with that, our restaurant also two premium spirits to extend options customers to choose. Those are Chivas Regal 12 Years Old Scotch Whisky – a bold, sweet liquor from Scotland, United Kingdom; and Grey Goose Vodka which is the smooth, earthy and silky alcoholic drink from France.

Based on customer’s value and the brand/concept that we have been discussing about the menu designing, our group made decision to create the appropriate beverage menu in pricing.

First of all, for white wine items, there are four kinds of white wines ranged from premium to standard wines: Yaluma Samuel’s Garden Collection Wild Ferment Chardonnay 2016 ($24.95 per bottle of 750ml), Jackson – Triggs Entourage Grand Reserve Sparking Sauvignon Blanc 2015 ($24.25 per bottle of 750ml), Cave Spring Riesling VOA ($15.95 per bottle of 750ml), and Collavini Pinot Grigio ($15 per bottle of 750ml). The cost percentage to sell a bottle of wine is normally around 33 - 40% compared to the original cost. Therefore, we took 33% of cost of sale to decide the price of two premium white wines in the restaurant. The price of $76 is suitable for Chardonnay 2016 and $74 for Sauvignon Blanc 2015. There would be the difference between the cost percentage of premium and standard white wine that we have discussed. For two standard white wines, 35% is the cost percentage being applied to sell Riesling and Pinot Grigio. Accordingly, the price for sale of two kinds of white wines are $46 and $43 respectively.

Secondly, there are five types of red wines in our beverage menu, they are Sister’s Run Epiphany Shiraz 2017 ($17.95 per bottle of 750ml), Cline Zinfandel ($17 per bottle of 750ml), J. Lohr Seven Oaks Cabernet Sauvignon ($23.95 per bottle of 750ml), Meiomi Pinot Noir ($21.95 per bottle of 750ml), and Peninsula Ridge Merlot VQA ($15.95 per bottle of 750ml). We also choose 33% in cost percentage for premium red wines and 35% for standard red wines. Hence, after considering and calculating the profits and costs, we finally picked out the price of standard red wines: Shiraz 2017 - $51, Zinfandel - $49, and Merlot - $46. Turning to two premium red wines, we selected the amount of money to purchase being $73 for Cabernet Sauvignon and $67 for Pinot Noir.

Thirdly, in the establishment, we have two options of dessert wines, Fielding Rose 2018 ($15.95 per bottle of 750ml) and Lakeview Cellars Riesling Icewine 2016 ($34.95 per bottle of 750ml), that could help customers choose the acceptable wine with the taste of each dessert. Because dessert is just a small part of our menu, we decided to take 35% in cost percentage to calculate the price of both premium and standard dessert wines. Consequently, we are going to sell Rose 2018 - $46 and Riesling 2016 - $100.

Fourthly, beer is one of the most important portions in the beverage menu, that could be the regular option and appropriate choice for various parts of food menu from appetizers to desserts. Our group members have done some researches through the Internet and actual experience, we found that most of Canadians or people who are currently living in Canada, special in Toronto are interested in Stella Artois ($2.5 per bottle of 330ml). Therefore, we selected this kind of standard beer to serve our customers. Furthermore, our restaurant has the other premium beer that could be served for customers who want to experience the higher standard - Beau’s Strong Patrick ($5.95 for bottle of 600ml). According to the standard formula of cost of beer, we just took 33% in cost percentage to measure the price of two beers, so $8 should be the reasonable price for Stella Artois and $18 is suitable amount of money to sell Beau’s Strong Patrick.

Last but not least, liquor is not only the high-end brand in the beverage menu, but also interesting so many people who demand to enjoy the premium quality food and beverage in 3A&T. Chivas Real 12 years old Scotch Whiskey ($55.45 per bottle of 0.75 liter) and Grey Goose Vodka ($51.95 per bottle of 0.75 liter) are two selections of spirit. The acceptable cost percentage of pricing liquor is around 28 - 30%, so the management team decided to pick 30% in total cost percentage to be purchased. For that reason, we would sell Chivas 12 - $185 and Vodka with the price of $175.

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Running head: ADVANCED BEVERAGE ASSIGNMENT