driving strategic directions for restaurant chains

bj's wine menu re-engineering

As part of an overall new beverage strategy, we analyzed the BJ's Restaurant & Brewhouse wine product mix and profitability and then compared that to national sales data both in grocery and on-premise casual dining.  Through this process, we learned that the list had a mix of labels that had seen their day, labels that were obscure with little in sales and opportunity for hot selling wines to replace them.  We also found that certain varietals categories had grown well beyond what was needed thus providing decreased quality through diluted sales.  Finally, the menu page was difficult to navigate due to the all text nature of the page and no clear guide was available to quickly find your favorite varietal.  The re-engineered page/list brought balance to the varietal categories, improved quality of wine through increased volume of fewer wines, and provided the ability for the consumer to quickly locate and order their wine.