The Signature Stands Alone

With the number of creative cocktails proliferating on drink menus everywhere, operators should remember to stay focused on that special one amongst the other sellers.

“Signature drinks are very important to a concept, but many people don’t realize that you can only have ONE signature drink,” says Philip Raimondo, director of drink development and training, research and development, with Patrick Henry Creative Promotions, based in Houston. “You could have many specialty drinks, but only one signature.”

“The traditional signature drink is nothing more than the drink that customers identify with your concept,” Raimondo says. “An example is if you went to a Mexican concept, you would expect they have a signature Margarita. They also have other Margaritas, but only one is the signature.”

The best way to be successful with a signature drink program, Raimondo says, is to keep focus on two parts. First, create a drink (or a twist on a drink) that is themed to your concept. Second, be sure the cost of making the drink is in line with your profit goals. “You don’t want your number one selling drink to be a 30 percent liquor cost,” he says.

Visit Patrick Henry Creative Promotions at http://www.stun1.com/stun/redirect.php?u=NzY3fDQ5MjB8amVmZnJleUBnZXRnYW1lLmJpenw0NDQwMHwxNjYyMjk2NHwxNjA4OTI=&id=92711.