KNOWING YOUR AUDIENCE: ENTHUSIASTIC MIRANDA

We continue profiling our audiences in hospitality in this post with Miranda. Make sure that your team is well trained to get the most out of this customer, the opportunity for the upsell is real…

Enthusiastic Miranda

Miranda drinks all sorts. She probably starts off with a G&T or a cocktail before moving into the wine category- legend.

Importantly, Miranda is quite open to trying new things and will engage in most drink categories. Lightbulb. Always offer Miranda and her friends a range of wine. Keep your category fresh, change up your by the glass offering regularly and ALWAYS offer a glass of fizz, or anything as an aperitif, they’ll go for it, trust me.

Miranda is the most likely to ask your team for an orange, or organic wine, or something with some green credentials. Again, make sure you have considered these for your wine list and if you have, it is essential that your team is clued up on them and well trained.

Much like Ryan and his mates, Miranda also over-indexes on spending and consumption. She represents 20% of the consumer base in the on-trade, and accounts for 30% of the spend.

The common theme here is simple. Train your team to keep on offering choice and make sure they are ‘wine confident’. A wine confident member of staff will be able to upsell better wine to Miranda, get your best wines on to the table and maximise the guest experience.

Good luck!

For a full list of who you are serving, head on over to my article at The Buyer

Cheers,

Harry Crowther,

Founder & Legend

Adapted from PROOF insights