KNOWING YOUR AUDIENCE: MODERATORS MEL & MIKE

The final demographic that we all need to be super tuned in with are the moderators of this world. There is great opportunity here to bring new people into the wine category and grow average spends through excellent customer service and a good upselling strategy.

Mel and Mike are the moderators of this world. Pretty health conscious and are less likely to get out there this week for reopening.

These guys don’t get out too often. Maybe once a fortnight for a Saturday lunch or dinner treat. They are not hugely passionate about what they drink, and they tend to stick to what they know and like, within their comfort zone.

It is important to note here that these guys are also quite price conscious and don’t have a lot of disposable income to spend in the trade.

This is where having a clued-up team who can recognise these guys will pay dividends. If they go for the house wine, that is totally fine. I would say that you should still be offering them choice, but it’s unlikely they’ll go for it. In any case, make sure that their choice has been nurtured and recognised. At the end of the day, your ‘house’ wine is your benchmark wine, so it’s never a bad option, it’s just that there are so many better options on the wine list for your guests to enjoy.

One thing you might want to try with the Mel’s and Mike’s of this world, is offering them a taste of something you might have open. Don’t ask them, just bring it over. Perhaps you’ve had a staff training and there is a spare half bottle lying around. It’s all about a sprinkling of guest magic. If you can make your house wine drinkers feel a million-dollars, then they will be back, and that in itself is an upsell.

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

Adapted from PROOF insights

Cheers,

Harry Crowther

Founder & Legend