Aquaria Restaurant: Opening Soon

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Project Proposal for fine dining establishment on Jersey Shore. Restaurant is named Aquaria and theme is based on the sea as represented by floor to ceiling aquaria and a central pond in the main dinng area. the Lounge/Bar is called the Barrier Reef. The restaurant proposal features decor, menus, staffing and hiring practices.

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Aquaria Restaurant: Opening Soon

  1. 1. Aquaria opening soon
  2. 2. 2 AquariaLocated in Allenhurst, NJ table of contents== Demographics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 == Welcome to Aquaria . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Aquaria Concept. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 The Main . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Barrier Reef . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Beachside . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Cuisine. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 == Design and Layout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Seating. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Floorplan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Color Scheme . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 == Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Marketing & Sales Projections. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Check Average. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Year 1 Projected Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Year 2 Projected Sales . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 == Staffing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Staffing & Hiring Practices. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Training. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 In-Service Training Program. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Controlling Training Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 == Beverages. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 Beverage Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 House Signature Drinks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Wine Selection . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Proposed Pricing Guidelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Beverage Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Controlling Beverage Costs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Opening Beverage Expense. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Opening Wine Inventory & Spreadsheets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Beverage Storage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 i Opening Soon: Aquaria International Sommelier Guild Diploma Program Student Number: 08-01-20683
  3. 3. Opening Soon: AquariaLocated in Allenhurst, NJ demographics*: Monmouth County is located in New Jersey, within the New York metro area with an approximate population of 642,030. Monmouth County ranks 42nd among the highest-income counties in the United States. It also is ranked 53rd in the United States by personal per-capita income. The County has a total area of 665 square miles (1,723 kmÇ), of which, 472 square miles (1,222 kmÇ) of it is land and 193 square miles (500 kmÇ) of it (29.04%) is water. With the exception of Crawford Hill, the former site of a radar facility and the County’s highest point at 380 feet (116 m) above sea level, most of the County is at sea level. Monmouth County is a mecca of boating and fishing. Its waterways include several rivers and bays that flow into New York Harbor and the Atlantic Ocean. The Manasquan Inlet is located in the County, which connects the Atlantic Ocean with the estuary of the Manasquan River, a bay-like body of saltwater that serves as the starting point of the Intracoastal Waterway. Township Demographics Allenhurst is a Borough in Monmouth County. Bordered by the Atlantic Ocean to the east and Deal Lake to the west, the borough is within close proximity to New York City and is a stop on the New Jersey Transit North Jersey Coast Line. In 2006, Allenhurst ranked 131 in Forbes magazine’s list of the most expensive ZIP codes in the United States. The Borough is situated in the center of a string of wealthy communities between Long Branch and Asbury Park. The beachfront is characterized by two groins, known to locals as “Crackup” and “The L”. “The L” was featured in Scuba Diving magazine as one of New Jersey's premier shore diving locations. Income demographics. The median income for a household in Monmouth county is approximately $64,271, and the median income for a family was $76,823. Males had a median income of $55,030 versus $35,415 for females. The per capita income for the County was $31,149. About 4.50% of families and 6.30% of the population were below the poverty line. The median income for a household in Allenhurst where this restaurant will be located was $85,000, and the median income for a family was $109,180. Males had a median income of $70,625 versus versus $41,429 for females. The per capita income for the borough was $42,710. About 1.0% of families and 3.8% of the population were below the poverty line. This population is considered affluent with disposable income to spend on themselves and in restaurants. The average individual eats out 3-4 times per week and spends an average of $56 per person each time. 25% of the targeted customers have their own in-home wine cellars, and an additional 20% own a wine refrigerator capable of holding 3 cases of wine or more. * based on 2000 census table of contents== Menu Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Beginnings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Salads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Raw Bar & Caviar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Tasting Plates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Cheeseboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Vegetarian Entreés . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Main Entrées. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Desserts. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 A Word About Cheese . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39 == Wine List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Wine Cellar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 == Tasting Menus & Wine Pairing Menus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Wine Dinner #1—Under $15 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Wine Dinner #2—Under $20 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Wine Dinner #3—Under $40 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 == Précis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 == Addenda. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 Excel Spreadsheets. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Dining Menu . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wine List . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii 1
  4. 4. aquaria concept Restaurants are shrinking, going greener, and popping up in unconventional places. One of the most powerful words in branding is ‘consciousness’. “Green” is a new byword. Consumers today are seeking out businesses that are focused on making the world a better place. Restaurants can't just be concerned with good food, good service, and good ambience anymore. Experiential branding is a restaurant’s opportunity to build lifelong relationships with guests. Our targeted demographics are turning their attention to portion control, smaller plates with more variety and moving away from trans fats, seeking out products offering health and convenience and foods that claim to , have a medicinal effect on consumers’ health. Incorporating more healthful preparation techniques, adding flavor by grilling, roasting, seasoning, or marinating foods and, for the most part, abandoning buttering, frying, and heavy sauced dishes will meet the needs of these discriminating diners. Our concept is simple: fresh, modern food using the finest of produce combined with an interesting selection of worldwide wines, good value for money, all set in a warm, friendly, relaxing atmosphere. aaqquuaarriiaa offers an unsurpassed Shore dining experience with spectacular ocean views from its intimate dining room or al fresco deck. The freshest local ingredients form the basis of our authentic menu featuring the finest examples of classic regional fare perfectly prepared. the main tthhee mmaaiinn,, or the Main dining room, (approximately 80 seats) will have wide expanse of windows offering ocean views with tables strategically placed around a central koi pond. The pond will be “patrolled” by a miniature fleet of “fishing boats.” Diners seated at tables surrounding the koi pond will be able to order appetizers, starters and small menu items plate meals and have them delivered via miniature, remote controlled “fishing boats”. The customer will be able to control the fishing delivery with hand-held devices given to them by their servers. (If the boats crash, the koi will provide “clean-up”). Main entreés and larger plated meals, however, will be delivered by the servers. To maintain green consciousness, the tableware is composed of recycled materials. As shimmering and vibrant as sunshine glistening off cresting waves, the recycled glass dinnerware will instantly reinforce the mood and theme. All pieces, from charger, dinner plate, salad plate, soup bowl, dessert bowl to saucers and serving platters are in various shapes to create movement in a shades of blue, green, sand, pewter, and clear glass. Lunch and Dinner service will be provided daily. Menu options will include Seafood, Poultry and Meats as well as a Vegetarian menu. Please note that the items are Vegetarian not Vegan This room will be separated from the lounge with a curved wall—a 950 gallon floor-to-ceiling aquarium with a custom-built artificial coral reef indistinguishable from living coral. The aquarium is bordered at the top and bottom with sea glass tiles, this “barrier reef” divides the dining area from the rest of the restaurant, yet allows light to enter the room. Beyond the aquarium wall is an intimate lounge. The lounge area will play an important role as it may often serve as a waiting area for diners and serves to draw a crowd that may not be captured with bar seating alone. The lounge is designed to encourage diners to linger after their meal for an after-dinner drink. 3 welcome to aquaria 2
  5. 5. floor plan barrier reef The lounge, will be called the bbaarrrriieerr rreeeeff.. The theme of the bbaarrrriieerr rreeeeff will reinforce the intimacy of the main room with water, sea glass and fish motifs. Hanging from the ceiling above the bar will be large curved aquaria. The bar will have seating for up to 16. Comfortable seat- ing areas with plush faux leather seating in aquamarine will each seat 8. These seating areas will be outlined by two large, curved, hanging aquaria. There will also be a few seating arrangements designed for two. Tables will be glass topped coffee tables. A fireplace will round out the room. The primary fare in this room will be appetizers & small plate meals to pair with wine or signature drinks. A primary feature will be cheeseboard specials served on tapered-edge slate cheeseboards. These cheeseboards provide a natural, safe, and secure cutting surface,and the surface is perfect for writing cheese names with chalk, while its padded feet protect tabletops. Tableware will also be made of recycled glass and ceramic. This room will be open daily. bbaarrrriieerr rreeeeff will offer some outdoor views and it will have doors opening out to bbeeaacchhssiiddee, the outdoor deck. beachside bbeeaacchhssiiddee, as the name implies, is beachside with umbrella-ed tables seating up to 40. Table service for this area will be sturdy recycled glass in bright turquoise, lime, orange, red, and clear.This area will offer the full menu for both Lunch & Dinner as well as Brunch on Sundays during the high season (Memorial Day through Labor Day). In April and October it will only be open Fridays through Sundays. cuisine The cuisine will be eclectic American with some European touches. Being a Shore community, fresh seafood will be predominantly featured, although beef, lamb, chicken, and pork will appear on the menu. This allows for the widest variety for seasonal menu changes. For those who would like smaller portions, aaqquuaarriiaa has created a tantalizing tasting plate menu—our version of tapas, which allows a guest to sam- ple 3 or 4 plates with friends over a glass of wine in the bbaarrrriieerr rreeeeff lounge or on the bbeeaacchhssiiddee deck. For non-meat eaters, there is a vegetarian menu with several vegetarian dishes that are “more than just lettuce”. Desserts will follow the healthier theme and are small-portioned or served as Petite-sized ‘shot glass’ desserts. The enjoyment of wine is an integral part of the dining experience. There are wonderful wines the world over, that will enhance the dining experience. Wines have been selected to work in concert with the cuisine and we have taken care with the menu to not overwhelm the palate with excessive spice or heat so that the wine and food work together in harmony. This balanced wine repertoire offers a diverse array of flavors to please all palates and complement the menu. Wines will be offered by the glass, by the half bottle, and full bottle. The guest experience is everything. Servers have been instructed to ask the very simple question, “Have you been here before?” As first-time customers will establish their opinion of the restaurant during this first visit. Management and staff must ensure aaqquuaarriiaa’’ss brand is in action through all touch points, including culinary offerings, service, uniforms—even wall decor—to win credibility and loyalty with customers. 4
  6. 6. 7 Design & layoutaaqquuaarriiaa has been designed with care to reflect thes ea and the theme continues from the central pond to the mulitple aquaria strategically located throughout the restaurant. The entry way is pale marble with an aquarium “wall” that will “greet” guests as they enter. to the immediate right is a small seating area or waiting area and a curved aquarium wall containing an artificial barrier reef. To the left of the entrances is the maian dining room or the mmaaiinn as it will be called. The guests will be welcomed bya seafoam colored tile floor surrounding a central koi pond. Ten (10) tables are next to this raised pond each table seats four (4) (although each can hold up to five comfortably). The centrally-located kitchen has a pass-through window almost level with the pond in order to serve and load small plate meals onto the fishing boats. Along the windowed outdoor walls there are an additional nine (9) tables—eight tables of four (4) and one table of eight (8). The room is designed with space enough if tables need to be arranged to seat parties of different sizes. The bbaarrrriieerr rreeeeff is to the right of the entry way beyond the the curved aquarium wall, two steps down lead into this comfortable and welcoming room with its rich hardwood floors and comfortable seating areas. The bar area can seat up to sixteen (16) individuals at any given time. The plush sofas, couches and lounge chairs in the rest of the room have space to acco- modate twenty-nine (29). Restrooms are located at the rear of the building, separated from bbaarrrriieerr rreeeeff by a wall and an aquarium. The restrooms are easily accesible from all areas in the restaurant. From the restrooms, are three steps passing another “barrier reef” wall and leading to a main hall area. This area connects all three dining areas. The third dining area is to the right and French doors open outward to the outdoor deck, bbeeaacchhssiiddee. bbeeaacchhssiiddee has has ten tables to seat forty (40) comfortably with a small waiting area for guests as bbeeaacchhssiiddee can be accessed from the beach as well as the main entry hall that connects to the mmaaiinn and the bbaarrrriieerr rreeeefff. To the left of the main hall area is the centrally located wine cellar / storage area. The wine cellar is stategically located for easy access by the wine steward from anywhere in the restaurant. This room can also serve as a small tasting room. Seating Total Maximum Seating: 152 (high season) 112 rest of the year The Main Room seats approx. 80 The Barrier Reef seats approx. 32 The Beachside Deck seats approx 40 6 Floor Plan color scheme
  7. 7. marketing 8
  8. 8. year 2 projected sales == DDiinnnneerr (second year estimate food only) The Main Room average (food only) = $56 X 160 seats = $8960 The Barrier Reef average (food only) = $35 X 64 seats = $2240 The Beachside Deck average (food only = $56 X 80 seats = $4480 == LLuunncchh (second year estimate food only) The Main Room average (food only) = $26 X 160 seats = $4160 The Barrier Reef average (food only) = $16 X 64 seats = $1024 The Beachside Deck average(food only) = $26 X 80 seats = $2080 Total: Main Room & Barrier Reef ($16,384) X 360 days = $5,898,240 Total: Beachside ($6560) X 112 days = $734,720 Total year 2 sales projection food only = $6,632,960 == DDiinnnneerr (second year estimate beverage only) The Main average beverage cost = $20 X 160 seats = $3200 The Barrier Reef average beverage cost = $15 X 64 seats = $960 The Beachside Deck average beverage cost = $20 X 80 seats = $1600 == LLuunncchh (second year estimate beverage only) The Main average beverage sales = $16 X 160 seats = $2560 The Barrier Reef average beverage sales = $9 X 64 seats = $576 The Beachside Deck average beverage sales = $20 X 80 seats = $1600 Total: Main & Barrier Reef ($7296) X 360 days = $2,626,560 Total: Beachside ($3200) X 112 days = $358,400 Total year 2 beverage sales projection = $2,984,960 Total year 2 projected revenue food & beverage= $9,617,920 As stated previously, we will be offering many refer-a-friend tactics as well as word-of-mouth advertising. The best way for new patrons to discover the restaurant is to taste samples from the menu, therefore, aaqquuaarriiaa will participate in charitable events such as: The American Cancer Society’s Chef Showcase and Big Brother’s Big Sisters Taste of Monmouth Fund Raising Galas. The cost for these events is the cost of the “signature tasting dish” for approximately 300-400 people. Print, radio and collateral advertising is provided by the Charity. Offering a free appetizer or discounted menu item coupon while at the venue will ensure some of the event attendees will patronize the restaurant at a future date. Local radio advertising will alternate between lunch hour on-air food programming and evening driv- time. Costs for the on-air time will run approximately $1800 per month which includes links from the radio station’s website to aaqquuaarriiaa’’ss website. Advertising in local magazines/weeklies will run approximately $1200 per month. Bartering services and gift certificates will also play a part in the yearly advertising budget. First year advertising budget is projected at $50,000. aaqquuaarriiaa’’ss website will feature the menus, upcoming events and special features. Special events and tasting dinners will also be featured prominently online. 11 marketing & Sales projections Frequency is generated by developing enduring relationships and loyalty among customers. It’s easy to imagine how much business would increase if customers who come to aaqquuaarriiaa once a month, returned once a week. Customers are encouraged to bring more of their friends with them for each visit. Encouraging party size turns customers into advocates and enlists them as part of our sales-building team. We will be offering many refer-a-friend tactics to establish a regular customer base as new customer acquisition is 7-10 times more expensive than building restaurant sales through increased frequency, check average and party size. check average Since this restaurant is new, and has yet to serve a single customer, the first year estimate is deliberately on the conservative side. year 1 projected sales == DDiinnnneerr (first year estimate food only) The Main average (food only) = $56 X 80 seats = $4480 The Barrier Reef average (food only) = $35 X 32 seats = $960 The Beachside Deck average (food only) = $56 X 40 seats = $2240 == LLuunncchh (first year estimate food only) The Main average (food only) = $26 X 80 seats = $2080 The Barrier Reef average (food only) = $16 X 32 seats = $512 The Beachside Deck average (food only) = $26 X 40 seats = $1040 Total: The Main & Barrier Reef ($8032 ) X 360 days = $2,891520 Total: Beachside ($3280) X 112 days = $367,360 Total first year sales projection food only = $3,258,880 == DDiinnnneerr (first year estimate beverage only) The Main average beverage cost = $20 X 80 seats = $1600 The Barrier Reef average beverage cost = $15 X 32 seats = $480 The Beachside Deck average beverage cost = $20 X 40 seats = $800 == LLuunncchh (first year estimate beverage only) The Main average beverage cost = $16 X 80 seats = $1280 The Barrier Reef average beverage cost = $9 X 32 seats = $288 The Beachside Deck average beverage cost = $20 X 40 seats = $800 Total: Main Room & Barrier Reef (224 X $3588) X 360 days = $1,291,680 Total: Beachside (80 X 20) X 112 days = $179,200 Total first year beverage sales projection = $1,470,800 Total 1st year projected revenue food & beverage= $4,729,760 10
  9. 9. staffing 12
  10. 10. Training Increasingly intense competition, high customer expectations and retaining quality employees are challenges almost every restaurant faces. One of the best ways to address these challenges is through consistent delivery and assessment of an employee training program. For new employees and seasoned workers alike, quality employee training sets any restaurant apart. A quality training program assures that all employees, whether they are servers, cooks or dishwasher, have the tools they need to succeed. This not only maximizes overall efficiency of restaurant operations but also encourages a culture of constant progression and learning in a dynamic industry. Restaurant training isn’t just a cost center or a cost of doing business, it’s an investment into a higher return on profit. It is vitally important to the success of a restaurant. Most restaurants use servers to suggest dishes management wants to promote, but how the server is trained to offer the suggestion makes a big difference. A server is a far more effective marketing tool than any sign or billboard. For example, a server can pass along a birthday promotion to his customers, who, in turn, will tell others. The most important element for a successful program is ensuring a well-trained and knowledgeable staff. Once the restaurant is open, a positive work environment can be maintained by immediately addressing any issues among employees and establishing incentive programs that encourage teamwork and creativity. The staff must be engaged and excited and confident enough to interact with guests and be comfortable with suggestive selling. Absent or weak restaurant training is worse than no marketing at all. AAqquuaarriiaa’’ss restaurant training goes beyond basic employee orientation—it is an ongoing program that constantly improves and evolves staff competencies. The restaurant training program includes a restaurant marketing component to create a staff of ambassadors to help sales-building efforts. AAqquuaarriiaa management training will emphasize the important role the managers have in front-of-house operations. Managers will be on the floor greeting guests and identifying and responding to problems as they arise to ensure patrons receive a superb dining experience. Training will also teach managers (and future managers) how to perform proficiently at every level. A skilled general manager should be able to carry out every sin- gle job within the restaurant better, faster and more efficiently than anybody else. By doing so, he/she will be able to identify ineffective procedures, step in for existing employees and train new employees for any position. This training will establish standards for hygiene, conduct, dress code, resignations, evaluations and harassment and offer ideas on proper ways to address each issue with employees. 1) Mentoring Program. In a dynamic commercial restaurant environment, finding enough time to spend with a new employee may seem out of the question. Yet our goal is to make certain all employees are well-trained from the very beginning. A peer mentor will take some of the strain off the manager. The mentor training the employee will be an expert in his or her area and will train the same way every time. Employees who spend time training new hires and keeping procedures consistent and up-to-date will be compensated accordingly. Taking the time to teach a new employee leads to better employee retention and improved productivity, which in turn leads to increased profits. 2) Mandatory Training to maintaIn consistency and expertise. A high turnover rate ceates a challenge in keeping all employees updated and skillfully trained. There will be a consistent training program implemented, and this pro- gram will be maintained. Every staff member will be trained in the same way and cross-trained as skill levels increase. Employees who know their responsibilities and know how to perform them with a sense of safety and attention to detail will benefit any business, no matter how long they are employed. 3) Prioritizing Information: Safety First. With new employees, there is a plethora of information to communicate. The sheer amount they do not know can be daunting. The fact that food safety behaviors can affect public health will be emphasized. This will include taking the time to fully explain commercial kitchen equipment and machines in order to make them aware of hazards and to avoid injury in the commercial kitchen. Additionally, procedures for emergency sit- uations, fires or robberies will be communicated to employees during training sessions. 15 staffing & hiring practices A “Now Hiring” sign will be posted in the front window during construction, and advertising of available positions will commence in local newspapers and online. Six weeks before opening, interviewing will begin and training schedules for kitchen and wait staff will be developed. The goal is to hire and retain quality employees for the restaurant because we believe the success of a restaurant can often be measured by the happiness of its employees. staff General Manager: responsible for all restaurant operations and work closely with the Executive Chef and Wine Director Sommelier. Executive Chef: responsible for overseeing kitchen operations—recipe and menu creation, staff training, and overseeing all cooking. The Chef also manages the staff of cooks, bakers, butchers, and all involved in the preparation of food. The Chef writes the menu, determines food cost and is in charge of purchasing for the restaurant. This person must be a confident leader, with the proven mastery skill and understanding of all stations in the kitchen. Works closely with GM & Wine Director. Wine Director / Sommelier: responsible for all restaurant beverage program purchasing all wine and spirits for the restaurant and works closely with the Executive Chef and GM on menu pairings and costs. Aquatic Director: a manager responsible for the daily care and feeding of the and aquaria. Ideally an expert in the care of both fresh and saltwater environments. Assistant Manager: (or two) depending on the season. Managers will split the shifts. One will open the restaurant and the other will close. Wait staff / Servers: minimum of one year service in high profile restaurants. Runners: will work under the servers, bringing meals ordered directly from the kitchen to table. Bussers: will clear tables and re-set them. Caller / Expeditor: a non-cooking kitchen role. Responsible for organizing orders by table, and garnishing the dishes before the server takes them out to the dining room. Cashier: computer terminals with cash drawers to process all transactions located at service areas in the dining room. Sous Chef: oversees the daily happenings in the kitchen. Reports to the Executive Chef. Line Cooks: as determined by the Executive & Sous Chef. Prep Cook: duties include washing, slicing, trimming and weighing. They support the rest of the cooks. Pastry Chef: will be in charge of all pastry production in the restaurant. Dishwasher: will wash dishes and pots and empties the trash. AAqquuaarriiaa will have a “matter of fact” (no announcements necessary) turnaround of any mutiny of non-compliant employees and take control of the stern. The “Employee Handbook” will have sections determining: “What We Expect From You...” and: “What You Can Expect From Us...”, including disciplinary procedures with little leeway. New Jersey is an “employment at will” state and “employment at will” agreements will be in effect to protect management and staff legally so that there are no misunderstandings. For example, if John Smith is rude to customers, routinely late, or otherwise does not adhere to policies and procedures determined by AAqquuaarriiaa, corrective action with disciplinary procedures will be taken promptly without favoritism— no matter how good one staff member is over another. First offense: verbal warning. Second offense: written warning. Third offense: suspension and/or firing. 14
  11. 11. 4) Setting Expectations. Employees in the restaurant industry are often young and inexperienced, perhaps even working a job for the first time. Not only does the employee need to learn about the restaurant skills, but needs to adapt to a work environment in general. New employees will be thoroughly introduced to the food service environment with clearly communicated expectations and objectives. Managers and experienced workers will be trained as role models—acting with respect, patience, and integrity. The training each employee receives will be as thorough as possible. Training mentors will be incorporated, especially when it comes to hands-on training. Feedback and verification of work accomplished will be provided on an ongoing basis. 5) Incorporate a Variety of Training Techniques. Different learning styles can challenge anyone. Some learn best by visual representation, while others learn best with hands-on, tactile experience. Additionally, inexperienced employees and employees who speak English as a second language may face deeper struggles than others. To make this process smoother, every employee will receive a variety of training techniques, including visuals and hands- on training. To ensure a base level of understanding for a group of employees with varying knowledge and skill levels, an eLearning course will deliver the theory behind AAqquuaarriiaa ’s service philosophy along with procedure and policy lessons and information before they interact with customers. For example, a customer care and service poli- cy orientation can be delivered via eLearning, then practiced with a group in a live role-play session. Aside from saving on training expenses, the trainees are assessed immediately after the online lesson. It will be known instantly whether the training has made an impact as the assessment that follows will provide direct and accurate results of the employee’s skill level regarding that lesson. The trainees who do not succeed with the lesson will need to take the test and review the training again until they pass. 6) Incentives. To minimize rapid turnover, employees will be offered benefits and incentives that will make them feel appreciated and much more inclined to uphold the highest standards at all times. Incentives are a fun way to drum up healthy competition between employees and to get sales up. AAqquuaarriiaa will offer a bonus to the person with the highest weekly sales. Each week, a different wine will be highlighted, and the employee who sells the most bottles will earn a gift certificate to a favorite store. Employees who never miss their shifts will receive coupons for free movies. Staff birthdays and achievements will be celebrated before the restaurant opens that day. Empowering Employees These steps will assure that Team AAqquuaarriiaa has : • clear goals and sense of the restaurant’s vision/direction • clear understanding of individual roles and responsibilities • clear agreed-upon procedures (for dealing with conflict and decision making) • complementary skills that create a well-rounded set of team skills and experience • constructive relationships with a sense of trust and respect • committed to team members who hold each other mutually accountable for successes and failures • reinforcement of team behaviors (including recognition, appreciation, and being held accountable) Employees who are encouraged to make decisions by themselves when on the job and who have the authority to solve problems and keep customers happy are generally more satisfied with their job than employees who must always seek out a manager. Managers and owners who empower their employees have lower turnover and higher customer satisfaction—and a happier, more efficient staff. Encouraging sales Servers and wait staff will be trained and encouraged to use the following techniques: • All wait staff should know: opening & closing times, how long aaqquuaarriiaa has been established, reservation procedures, group menus and/or packages, etc. • Engage the customer — Ask how they are doing — Ask if they have been here before — Thank them for coming —anything to engage them and make glad that they chose aaqquuaarriiaa • Offer a beverage — “Would you like a cocktail or a glass of wine while you check out the menu” — If water is requested — “will that be flat or sparkling” 16 • Offer a specific appetizer or starter — if the diners hesitate, the offering should be something that they can share • Respond to “What’s Good Here?” with real suggestions — Staff favorites. Today’s Chef Special • Ask specific questions when checking back on food — “Is steak cooked to your liking?”; “Do you need more sauce?”; “Have you tasted X yet?”; mention to save room for dessert • Be alert — to never miss the opportunity to refill drinks • Thank guests for coming — invite guests back — never ask customers if they need change • Pre-Shift Meetings – what are the specials, what do they look like — how they are served — what beverage or wine should be suggested in-service training schedule Initital Ten Day Program. Day 1: Introductions AM: Management will introduce staff and explain every role from front of house to behind the scenes. Introduce and explain the concept of the restaurant. Review company policies, online training program, and handbook. Tour of entire facility. PM: Shift assignments. Review mentor program assign teams. Review of Dress Code: uniform; personal hygiene—hair, face, hands—all are part of the customers’ first impression of the restaurant. Focus on appearing confident and knowledgeable through: appearance; pos- ture; and eye contact. Day 2: Menu / Food Service AM: Executive Chef will introduce the menu and review the restaurant menu and concept. Will explain taste & flavor profiles, preparation & ingredients PM: Since the restaurant will have several aquatic tanks on the premises, the Aquatic Director, will review the types of aquatic life that reside in the tanks. Staff will also be trained in the care and usage of the fleet of “fish- ing boats”. They will learn how to operate and load the boats for optimal delivery to the customers’ waterside tables. They will be able to compete in “fish of the day” quizzes and “boating competitions”. Day 3: Beverage Program AM: The Wine Director will introduce the beverage program and review the wine list, bar menu and signature drinks. Presentation of the NJ ABC Training Program for Alcoholic Beverages and Service—a free 45 minute DVD that is followed by Q&A PM: Beverage vendor / distributor will provide information and background to specific products featured in the beverage program. Vendors will meet with staff prior to opening to explain their products and services. Day 4: Products and Services. AM: Executive Chef & Wine Director review of food and wine pairings. Tasting samples and wine and food pairings for the current menu will be discussed and explained along with the cost of the items. PM: Beverage vendor / distributor will provide information and background to specific products featured in the beverage program. Chef & wine director will explain food & wine pairings for current menu. Day 5: Service and Ettiquette. AM: Proper restaurant ettiquette and service, focused on the proper way to serve and set tables as well as the proper use of glassware and stemware for the signature dishes and specials. Table setup. Proper handling of glassware, flatware, and tableware. Service ettiquette will be discussed. PM: Service basics: greeting and seating; food orders; checking back; accuracy in orders; delivering and clearing food and drinks. Presenting the bill. Processing various forms of payment Creating lasting impressions: offering a helping hand, courtesy exercises Practice role playing exercises 17
  12. 12. beverages Day 6: Review Days 1-5 AM: Service Review of products and services. Review of Service and ettiquette. Review of Company policies. PM: Quizzes & testing of practical knowledge. Review strengths and correct weaknesses. Day 7: Mastering Product Knowledge. AM: Menu product knowledge essentials. Review of the essentials that are part of the service performance. Critical elements of product knowledge and how to help customers with the menu. Tasting of menu items to explain the ingredients in the dish, style of preparation, etc. Explanations of what best pairings would be and why to expand restaurant product knowledge. PM: Mock Luncheon service Exercise using descriptive product knowledge to sell through role playing exercises. Day 8: Selling Skills. AM: Review of Mock Luncheon Service. Practice selling skills: anticipating customer needs, reading customer cues, providing guidance, suggestions and recommendations are part of a great service repertoire for exceeding expectations and increasing sales. Basic customer expectations and how to exceed expectations. Review of the signature dish and drinks. PM: Mock Dinner Service. Day 9: Service. AM: Review of Mock Dinner Service. Discuss what worked what didn’t, ways to improve. Team building exercises. Review of Food and wine pairing PM: Review of Dress Code Review of telephone skills and role playing. Review above-board service and why customers don’t return. How to deal with an unhappy customer Day 10: Reviews. AM: Set shift schedules and teams. Review company policies, restaurant hours and dress codes. Review products and services, table service and product knowledge. PM: Vendor/Distributors will be in to review products explaining the features and benefits that will be a value to customers. Menu review and sampling. Role playing and quizzes will be done to encourage staff to “think on their feet” training costs • The NJ ABC training is offered at no cost to employees throughout the state. Follow-up DVDs are also provided to business to refresh staff regarding liquor laws. • eLearning. The initial outlay for the eLearning online-course is under $200 and can train the entire staff. A subscription to the online newsletter and continuing upgrades, is approximately $39 per year and is a minimal expense to keep the employees motivated. • The cost of vendors coming in to explain products and services is negligible, they offer it as a service. It does require a time commitment from the employee. • Tasting meals prior to the start of the shift are invaluable and should be considered part of the staff meeting / marketing promotion cost. If the staff has tried it and enjoyed it, they are more likely to suggest it to the customer. If they understand the preparation techniques and the ingredients, so much the better. When they understand the basics for pairing wine with the meal, the true dining experience begins. When guest / server interaction improves— everyone wins — customers feel appreciated, they return more often, sales increase, tips increase, staff turnover decreases. 18
  13. 13. wine selections Rather than thinking in terms of “New World” and “Old World” wines grouped on menus, or country by country, our guests will be reading a menu based on flavor profiles. New and Old World are used more in our industry as descriptors.The more educated wine consumer understands the descriptors, but often does not have a real preference, and the general public feels more comfortable when viewing a wine list with wines listed by flavor profiles. The wine list and offerings will be consistent with our food menu offer- ings, slightly eclectic and perfectly matched to the American Fusion experience. To that end wine will be served at a variety of price points and from many different countries with a focus on American wines. Selected wines will be offered by the glass, half-bottle, and full-bottle. This will allow din- ers to take full advantage of the wine list and order the specific amount they intend to have with their meal. To complete a wine list, a user-friendly selection of wines by the glass is imperative in making the wine program well-rounded and successful. Offering better wines by the glass will help achieve greater success of the program. Our wines by the glass will reflect the same care and attention to style that the entire wine list presents. Everything by the glass is food complementary and in a range of prices to allow the single diner, or anyone who wishes to change wines with each course, a wide selection of interesting wines for their dining pleasure. Although every wine list will have occasional out-of-stock problems, those can easily be kept to a minimum with today’s computer technology and the ability to reprint lists on a regular basis. Wines by the glass should never be out of stock. If this should unfortunately happen, a wine of higher price will be offered to the diner at the same price. On the subject of pricing, the majority of the wine list will be in the same price range as the average entrée, as most diners are looking for wines in a price range similar to that of their meal. aaqquuaarriiaa’’ss wine list will be flexible to accommodate seasonal changes such as more whites and rosés by the glass in warm months. This is especially true with beachside’s outdoor deck—it is an extremely rare Cabernet that tastes good outside on a 100-degree day. 21 beverage program Today, many restaurant operators commit energy and money to their beverage programs, only to see few gains in sales and profits. In most cases, a little publicity—such as weekly wine clubs or cocktail making classes, seasonal tie-ins, events or holidays—could help reach a wider audience. A strong beverage program is one of the distinctions of successful hospitality operators. Crafting such a program—one that sells, differentiates the restaurant brand and brings customers back for more—begins with understanding and embracing seven principles of beverage excellence. The beverage program brand will be built in steps and will run for two years. It consists of core wines, spirits, and beers. The beverage program selection, will strive to wow guests with consistently delivered signature drinks. The initial item most guests taste in a restaurant is a beverage; the initial beverage experience sets the tone for the rest of the meal and…the guest’s lasting impression of the restaurant. aaqquuaarriiaa’’ss bbaarrrriieerr rreeeeff has designed signature beverages to start the dining experience with “wow!” The goal is to sell two beverages to every customer—one a specialty beverage. Perhaps a customer starts with a house cocktail suggested by the server, and then is encouraged to try a wine that complements their entree. For guests who limit themselves to one alcohol drink, aaqquuaarriiaa’’ss staff will take this opportunity to sell specialty non-alcohol drinks. signature drinks Additionally, aaqquuaarriiaa will offer a selection of beer, wine, spirits and non-alcohol beverages to capture the attention of the entire guest taste profile. Lunch service is also a beverage sales opportunity. Non-alcohol drink offerings beyond the typical soda and tea will ramp up midday beverage sales, but aaqquuaarriiaa also plans on offering smaller portions of adult beverages for the lunch crowd—such as a two-ounce pour of select wines or an eight-ounce draft beer to give guests a sensible choice during their working lunch hour. At times, bbaarrrriieerr rreeeeff may be the patron’s sole destination—their place for socializing, at other times it can serve as a waiting area with customers sipping a drink while waiting for their table. In other situations, patrons may drift in from the main dining area for after-dinner drinks. Because of the food service offerings, single diners may prefer to eat at a nice bar rather than a table for one. 20 BBlluuee ssaarrddiinnee 11 /2 oz Bombay Sapphire Gin 1 /2 oz Peach Schnapps 1 /2 oz Hypnotiq Liqueur 1 /4 oz DeKuyper Blue Curaçao 1 /4 oz fresh-squeezed lime juice 1 sprig of fresh mint Shake all ingredients vigorously in a shaker filled with ice. Pour into a 10-oz chilled Martini glass, garnish with mint DDeeeepp BBlluuee SSeeaa 11 /2 shot Hypnotiq 11 /2 shot Sprite 1 /2 shot Cointreau Combine all in a shaker with ice. Strain into a 10-oz. Martini glass. Top with an orange twist or a yellow or orange gummy fish.
  14. 14. Cost of Beverage Sales = Purchases +/- Inventory Adjustment (ADD if Beginning Inventory > Ending Inventory, SUBTRACT if Beginning Inventory < Ending Inventory) Example: Purchases = $500 Beginning Inventory = $750 Ending Inventory = $625 Total = $125 Cost of Beverage Sales = $500+$125 Cost of Beverage Sales = $625 The Beverage cost percentage is then determined by the Cost of Beverage Sales / Beverage Sales Example: Beverage Cost = $625 / $2,250 = 27.8% Successful restaurants generate beverage costs in the mid 20% range, and AAqquuaarriiaa has set a goal of 28%. The average beverage cost is 32.1% for American/Regional menu themed restaurants and 30.8% for a restaurant in a multi-unit organization. However, different types of operations typically run higher or lower percentages—fine dining may run up to 35% (sales of bottles of wine are usually less profitable other alcoholic beverages) whereas brewpub restaurants may run about 15%. AAqquuaarriiaa’s average beverage cost by the bottle will run approximately 36%, wines by the half bottle will run at 40% and wines by the glass will run approximately 28% — well within the national average. Comparing cost percentages to restaurants with similar menus and service levels provides a more accurate perspective. Compiling the sales and costs consistently and regularly, as comparisons to previous performance can prove very helpful in identifying problems and trends. A decrease in beverage cost is as important to investigate as an increase. CONTROLLING COSTs A combination of several different controls is the best way to ensure tight control and therefore see the maximum potential liquor sales offer. 1. Par stocked bar The bar should be stocked based on a number of bottles of each brand sold on the busiest day plus a margin for safety. Bottles should only be restocked by managers and only on a bottle for bottle basis. Par for AAqquuaarriiaa will be 3 bottles of wines by the bottles and 6 bottles or popular wines by the glass. 2. Receiving and storing Purchasing and receiving functions should be undertaken by separate individuals. The beverage buyer should not be the same person receiving the merchandise. A receiving report is generated by the purchasing manager stating the quantities, sizes, and agreed upon prices for the order. The receiver is responsible for inspecting the order when it comes in and making sure it matches the report All bottles received should be marked in a way that makes the bottle identifiable as a house bottle (to prevent bartenders from bringing in their own bottles and keeping the profits). All received merchandise will then be stored in a locked area where access is limited to as few people as possible (ideally the GM & Wine Director / Sommelier), as this allows shortages to be traced. 3. Maintenance A perpetual inventory should be maintained for each time period with adjustments for purchases and requisitions. This perpetual inventory should be compared against a physical inventory at the close of every period and variances should be noted and investigated. The inventory/maintenance system will also include barcode-scanning PDAs which will drastically reduce the time needed to manage beverage inventory and other items. At every step in the beverage management process, the PDA system will eliminate data entry and error points, while quickly feeding accurate data to sophisticated backroom software. The PDAs will cover spikes in pouring costs for single- malt liquors, send the alerts about five missing bottles of Grey Goose, view updated perpetual inventory, print a wine list based only on what is currently available in stock, determine event consumption and billing, or spot- check a bartender's beverage cost for a particular shift. 23 Proposed pricing guidelines When considering the markup, we have taken into account that a top-tier chef, a team of sommeliers, a large wine cellar and expensive stemware are all built into the wine price. Location makes a big difference, and the wine laws and tax codes in New Jersey affect restaurant prices. A profitable restaurant typically generates a 22% to 28% beverage cost. AAqquuaarriiaa’s goal is to generate a 26%-28% beverage cost. The normal markup for wine in fine restaurants is two and one-half times the wholesale price, or around twice the going retail price. AAqquuaarriiaa plans to mark up the lower-end wines—inexpensive wines—at a slightly higher rate— priced three to four times its wholesale cost. Wines by the half bottle will be priced at approximately 2.5 times the wholesale cost and full bottles will be marked up between 1.75 to 2.75 times wholesale depending on the cost of the bottle. This markup will help sell more expensive wines, while allowing the diner to afford a better wine. Wine by the glass accounts for roughly three out of every four wine purchases so it will also carry the largest markup. Typically, the first glass of wine sold pays for the cost of the bottle to the restaurant. AAqquuaarriiaa’s formula used for pricing wine by the glass is simple, the cost multiplied by a factor of 2.5 divided by 4 plus two dollars. So if the bottle cost is $10 it would be multipied by 2.5 to equal $25. Then it is divided by 4 and the result is $6.25 add $2 and the glass pour for that bottle would be approximately $8.25. The highest markup will be on beer and liquor—approximately five times wholesale cost—500% or more. Revenue from this markup will help subsidize the wine program. With wine, diners are more aware of the markup because they get the wine and nothing else, but when they get vodka and club soda, the consumer loses track, they don't know how big a pour of vodka they’re getting. To also maintain cost controls, the beverage program will also take advantage of distributors’ “Twenty Under Twenty” and “Ten and Under” wine offers. beverage costs Beverage Cost = Cost of Beverage Sales / Total Beverage Sales Beverage cost calculation (sales, inventories and purchases) will be reviewed weekly. Costs will be determined by totalling the customer checks or reports from point-of-sale registers - making sure to only include sales generated from beverage sources (sources other than beverage should are allocated as ”food”or “other income” accounts). Example: Beverage Sales (Liquor, Beer, Wine) = $2,250 The costs associated with beverage sales are comprised of purchases and inventory level adjustments. Determining the amount of purchases for the time period is straightforward: Total all beverage purchases (including delivery charges) Example: Beverage Purchases (Liquor, Beer, Wine) in past week = $500 Equally important is the inventory adjustment. To consider only purchases in determining beverage cost does not create an accurate beverage cost percentage—depending on the day purchases are made and what the cut-off date is for including sales in the beverage cost calculation, beverage costs may appear higher or lower than it actually is. Additionally, this discrepancy can make it difficult to compare and track beverage costs. To properly determine beverage cost, a physical inventory of the main bar, service bar and storeroom areas must be conducted at the end of each week. The key to accurate cost determination is understanding the role inventory levels play. For example, if the beginning inventory level is valued at $1000 and the following week the ending inventory for the period is valued at $750, the inventory adjustment is the $250 difference—an increase in cost of beverage sales that were not replaced with new purchases. Considering this change and its effect on cost of beverage sales, apply the difference to the total purchases for the time period, determining the total cost of beverage sales. 22
  15. 15. 2524 4. Bartending standards All bartenders will be required to complete all transactions for sales immediately, either by opening a tab or accepting payment. Any delay in this makes it easier to “forget” to ring in a sale. The method of recording sales will be employed in a consistent way. Either red lining a dupe once payment is made or filing copied dupes for each shift. An accurate pouring method will be utilized and drink recipes will be consistent and readily available. These methods of control and properly calculating beverage costs will go a long way in managing beverage costs and increasing profitability. opening Total beverage Beer — $8000.00 an assortment of American and Craft Beers with a few European beers. Wine — $19,783.00 The wine list for opening day will feature approximately 104 wines primarily from the US with a smattering of selections from other parts of the world (ie. Old and New world) that pair well with the menu and feature a particular grape or style of wine. The list will include sparkling, white, red, rosé, dessert and fortified wines. Spirits — $10,000.00 the well stocked bar for an assortment of mixed drinks and after dinner libations including the house’s two signature drinks. opening inventory Wine bottle costs have been determined by the NJ Beverage Journal July/August 2009. Beginning bottle count will be approximately 831 bottles and the cost of the inventory is currently estimated at $19,783.00. The Opening Inventory spreadsheets are outlined on the following pages. . SparklingWinesbytheGlass BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTES ValueValue 1001SutterHome,BrutFre,NV(non-alcoholic)CaliforniaR&R750ml$4.74$3.99$18.9721.03%62411490 1002TwoHandsBrilliantDisguiseMoscatoAustraliaLauber500ml$19.88$13.00$59.6321.80%678358280 1003MarencoMoscatod’Asti“Scrapona”2008ItalyVias750ml$11.12$13.27$44.4929.83%680267187 1004MarencoBrachettoc’Acqui“Pineto”ItalyVias750ml$12.73$15.60$50.9030.65%694305212 1005SparklingShiraz,Paringa,SouthAustralia,2004AustraliaMartinScott750ml$7.50$8.00$30.0026.67%648180132 1006GruetDemi-Sec,NV,NewMexicoMichaelSkurnik750ml$8.88$10.00$35.5028.17%660213153 1007Moët&Chandon,ImperialChampagneFranceR&R750ml$24.75$33.09$99.0033.43%6199594395 1009FriexenetCordonNegroBrut,NVSpainR&R750ml$7.56$8.09$30.2557.14%6498536 1010PiperSonoma,Brut,SelectCuvee,SonomaNVCaliforniaAllied750ml$11.00$13.09$44.0057.14%67913759 1013ArgyleBrut,Oregon,NVOregonLauber750ml$15.75$20.00$63.0057.14%612021090 1014Brut,VeuveClicquot-Ponsardin,(YellowLabel)FranceR&R750ml$24.69$33.00$98.7557.14%6198347149 4258220311449 Whites&RoséWinesbytheGlass BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTES ValueValue 200MontevinaWinery,WhiteZinfandel,AmadorCaliforniaR&R750ml$5.32$4.83$20.0024.15%1258240182 202SutterHome,ChardonnayFre,California2004(non-alcoholic)CaliforniaR&R750ml$4.75$4.00$20.0020.00%62412096 203Beringer,WhiteZinfandel,PremierVineyardSelection,No.Coast2005CaliforniaAmBD750ml$7.05$7.34$28.1926.04%644169125 204ReneBarbierMediteraneanWhite,CatalunyaSpainR&R750ml$4.74$3.99$20.0019.95%1248240192 205CakebreadCellars,SauvignonBlanc,NapaValley2005CaliforniaR&R750ml$16.09$20.50$64.3831.84%362193132 209RodneyStrong,SauvignonBlanc,Charlotte’sHome, SonomaCounty2006 CaliforniaR&R750ml$8.66$9.69$34.6527.97%32910475 210ChapoutierCôtesduRhôneBlanc“Belleruche”,2008FranceLauber750ml$8.88$10.00$35.5028.17%660213153 211ChateauSt.Jean,FumeBlanc,LaPetiteEtoileVineyard, RussianRiverValley2005 CaliforniaAmBD750ml$10.26$12.01$41.0329.27%33612387 213Lolonis,FumeBlanc,RedwoodValley2008(organic)CaliforniaWinebow750ml$9.79$11.33$39.1628.93%33411783 214TerradoradiPaoloFalanghinaIrpinia,2008ItalyVias750ml$10.21$11.94$40.8429.24%33612387 216Yalumba“YSeries”Viognier2008AustraliaLauber750ml$7.50$8.00$30.0026.67%648180132 220ChateauMiravalPinkFloydRosé,Provance,2008FranceMattBros750ml$8.76$9.83$35.0328.06%32910576 221J.LohrRiverstone,Chardonnay,NapaValley2008CaliforniaR&R750ml$9.85$11.42$39.4128.98%669236168 222Blackstone,Chardonnay,California2008CaliforniaAmBD750ml$7.50$8.00$30.0026.67%648180132 227RobertMondaviWinery,Chardonnay,Napas2008CaliforniaAmBD750ml$12.10$14.69$48.4030.35%344145101 232Beringer,Chardonnay,PrivateReserve,NapaValley2006CaliforniaAmBD750ml$9.80$11.34$39.1928.94%33411884 8470226071904
  16. 16. 2726 RedWinesbytheGlass BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTES ValueValue 501ArielMerlot,2008(nonalcoholic)CaliforniaR&R750ml$5.09$4.49$20.3524.15%1254244190 502BlackstonePinotNoir,2007CaliforniaAmBD750ml$7.96$8.67$31.8427.23%652191139 503ReneBarbierMediterraneanRedSpainR&R750ml$4.74$3.99$18.9721.03%1248228180 504BeringerShiraz,FoundersEstate,2005CaliforniaAmBD750ml$7.96$8.67$31.8427.23%652191139 508Beringer,Merlot,Founders’Estate,2005CaliforniaAmBD750ml$7.96$8.67$31.8427.23%652191139 509RobertMondaviPrivateSelection,Merlot,CentralCoast2007CaliforniaAmBD750ml$8.65$9.67$34.5927.95%658208150 511SokolBlosserMeditrina2007(organic)OregonFedway750ml$10.71$12.67$42.8429.57%676257181 543WishingTreeShiraz2006,WesternAustraliaAustraliaWildman750ml$8.19$9.00$32.7527.48%654197143 509SantaCristina,MarcheseAntinori,Sangiovese,2007TuscanyItalyAmBD750ml$4.98$4.34$19.9421.77%62612094 518J.Lohr“SevenOaks”CabernetSauvignonCaliforniaR&R750ml$11.96$14.49$47.8530.28%687287200 519RobertMondaviPrivateSelection,Zin.,2008CaliforniaAmBD750ml$8.58$9.57$34.3227.89%657206148 521RodneyStrong,Zinfandel,KnottyVines,SonomaCounty2005CaliforniaR&R750ml$12.31$15.00$49.2530.46%345148103 523Mazzoni,RossoIGTItalyLauber750ml$10.94$13.00$43.7529.71%678263185 524Ferrari-Carano,Meritage,“Siena”Sonoma2007CaliforniaLauber750ml$14.83$18.66$59.3231.46%356178122 529Lolonis,CabernetSauvignon,RedwoodValley2002(organic)CaliforniaWinebow750ml$12.54$15.33$50.1630.56%692301209 537Beringer,CabernetSauvignon,KnightsValley2005CaliforniaAmBD750ml$15.30$19.34$61.1931.61%358184126 538Merryvale,CabernetSauvignon,“Signature”,NapaValley2005CaliforniaAllied750ml$18.49$23.99$73.9732.43%372222150 102101736132596 Sweets—DessertWinesbytheGlass BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTES ValueValue 801RosenblumBlackMuscatGallaghersReserveRussianRiverValley2001CaliforniaAllied375ml$7.08$11.09$42.5026.10%33312794 802RobertMondaviWineryMuscatCanelli,Moscatod’Oro,Napa2006CaliforniaAmBD375ml$7.50$12.00$45.0026.67%33613599 803ClayhouseLateHarvestPetiteSyrah,2006CaliforniaVictory375ml$11.17$20.00$67.0029.85%360201141 804EyBanyulsVigned’enTraginer,2000FranceLauber375ml$10.28$18.07$61.6929.29%360925201911 805JorgeOrdonezSelectionEspecial1Malaga2005SpainTempranillo375ml$7.35$11.67$44.0926.47%361325401927 806JorgeOrdonezSelectionVictoria2Malaga2005SpainTempranillo375ml$15.75$30.00$94.5031.75%362325801957 807Dow’sPort,LateBottledVintage,1998PortugalWinebow375ml$25.22$50.66$151.3233.48%3152454302 808TrimbachFramboiseEauxDeVieFranceJ&J375ml$11.17$20.00$67.0029.85%360201141 809Whisker’sBlake,TawnyPort,NVAustraliaOpici750ml$7.00$9.33$42.0022.21%32812698 810Cockburn’s20YearOldTawny,NVPortugalIntl.Vintners750ml$9.00$35.00$108.0032.41%3105324219 30231992086889 SparklingWinesbytheHalfBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 2001TwoHandsBrilliantDisguiseMoscatoAustraliaLauber500mlX$13.00$32.5040.00%678195117 2003MarencoMoscatod’Asti“Scrapona”2008ItalyVias750mlX$9.27$23.1847.39%68016888 2004MarencoBrachettoc’Acqui“Pineto”ItalyVias750mlX$11.60$29.0055.71%69416874 2002Moet&Chandon,ImperialChampagne,NVFranceR&R375mlX$17.09$42.7340.00%6103256154 2003FriexenetCordonNegroBrut,NVSpainR&R375mlX$5.09$12.7340.00%126115392 2011PommeryPopFranceAmBD375ml$17.59$43.9840.00%12211528317 2005Brut,VeuveClicquot-Ponsardin,(YellowLabel)FranceR&R375mlX$18.09$45.2340.00%6109271163 5473417391005 White&RoséWinesbytheHalfBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 421J.Lohr“Riverstone”,Chardonnay,NapaValley2008CaliforniaR&R375mlX$6.33$15.8340.00%6389557 422Blackstone,Chardonnay,California2008CaliforniaAmBD375mlX$4.67$11.6840.00%6287042 426SonomaCutrer,Chardonnay,RussianRiver,SonomaCounty2005CaliforniaFedway375ml$8.50$21.2540.00%3266438 403Merryvale,Chardonnay,Reserve,Carneros2007CaliforniaAllied375ml$10.00$25.0040.00%3307545 404RobertSinskey,PinotBlanc,Carneros2004(organic)CaliforniaT.Edward375ml$17.00$42.5040.00%66814476 18122304182 RedsWinesbytheHalfBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 702BlackstonePinotNoir,2007CaliforniaAmBD375mlX$5.67$14.1840.00%6348551 704BeringerShiraz,FoundersEstate,2005CaliforniaAmBD375mlX$5.33$13.3340.00%6328048 703BourgogneNicolasPotel“CuveeGerardPotel”2006,BurgundyFranceWildman375mlX$10.67$26.6840.00%3328048 714MantanzasCreek,Merlot,BennettValley,SonomaCounty2004CaliforniaAtl.WineMerch.375ml$13.00$32.5040.00%3399859 718J.Lohr“SevenOaks”CabernetSauvignonCaliforniaR&R375mlX$6.92$17.3040.00%64210462 737Beringer,CabernetSauvignon,KnightsValley2005CaliforniaAmBD375mlX$10.62$26.5540.00%3328048 707Merryvale,CabernetSauvignon,“Signature”,NapaValley2005CaliforniaAllied375ml$13.00$32.5040.00%3399859 30249623374 Sweets—DessertWinesbytheHalfBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 801RosenblumBlackMuscatGallaghersReserveRussianRiverValley2001CaliforniaAllied375mlX$11.09$27.7340.00%3338350 802RobertMondaviwineryMuscatCanelli,Moscatod’Oro,Napa2006CaliforniaAmBD375mlX$12.00$30.0040.00%3369054 803ClayhouseLateHarvestPetiteSyrah,2006CaliforniaVictory375mlX$20.00$50.0040.00%36015090 804EyBanyulsVigned’enTraginer,2000FranceLauberSelections375mlX$18.07$45.1840.00%360925201911 805JorgeOrdonezSelectionEspecial1Malaga2005SpainTempranillo375mlX$11.67$29.1840.00%361325401927 806JorgeOrdonezSelectionVictoria2Malaga2005SpainTempranillo375mlX$30.00$75.0040.00%362325801957 807Dow’sPort,LateBottledVintage,1998PortugalWinebow375mlX$50.66$126.6540.00%3152380228 808TrimbachFramboiseEauxDeVieFranceJ&J375mlX$20.00$50.0040.00%36015090 24218684936307
  17. 17. 2928 winesbythebottlebeginninginventory SparklingWinesbytheBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 1001SutterHome,BrutFre,NV(non-alcoholic)CaliforniaR&R750mlX$3.99$10.9736.36%6246642 1003MarencoMoscatod’Asti“Scrapona”2008ItalyVias750mlX$13.27$36.4936.36%680219139 1004MarencoBrachettoc’Acqui“Pineto”ItalyVias750mlX$15.60$42.9036.36%694257164 1005SparklingShiraz,Paringa,SouthAustralia,2004AustraliaMartinScott750mlX$8.00$22.0030.77%648156108 1006GruetDemi-Sec,NVNewMexicoMichaelSkurnik750mlX$10.00$27.5036.36%660165105 1007Moet&Chandon,ImperialChampagne,NVFranceR&R750mlX$33.09$91.0036.36%399273174 1008JWineCompany,Brut,“J”,RussianRiverValley2000CaliforniaLauber750mlX$37.50$103.1336.36%3113309197 1009FriexenetCordonNegroBrut,NVSpainR&R750mlX$8.09$22.2536.36%64913385 1010PiperSonoma,Brut,SelectCuvee,SonomaNVCaliforniaAllied750mlX$13.09$36.0036.36%33910869 1012DomaineChandon,BlancdeNoirs,CarnerosNCaliforniaAllied750mlX$13.67$37.5936.36%34111372 1013ArgyleBrut,Oregon,NV“OregonLauber750mlX$20.00$55.0036.36%360165105 1014Brut,VeuveClicquot-Ponsardin(YellowLabel)FranceR&R750mlX$33.00$90.7536.36%6198545347 1015NicolasFeuillatteNVRosé,ChouillyFranceLauber750mlX$34.67$95.3436.36%3104286182 1018Brut“DomPerignon,”MoetetChandon,1999FranceR&R750mlX$133.00$232.7557.14%3399698299 63140734942087 White&RoséWinesbytheBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 201Dr.Loosen“ErdenerTreppche”Auslese,Riesling,2006,MoselGermanyLauber750ml$17.33$47.6636.36%35214391 203Beringer,WhiteZin,PremierVineyardSelection,NorthCoast2005CaliforniaAmBD750mlX$7.34$18.3540.00%64411066 205CakebreadCellars,Sauv.Blanc,Napa2005CaliforniaR&R750ml$20.50$56.3836.36%6123338215 206TerradoradiPaoloGrecodiTufo,2008,ItalyVias750ml$15.94$43.8436.36%34813284 207GavidiGaviLaScolca“BlackLabel”2006,PiedmonttalyMichaelSkurnik750ml$32.00$88.0036.36%396264168 208HendryAlbariño2005,NapaValleyCaliforniaMichaelSkurnik750ml$14.83$40.7836.36%34412278 209RodneyStrong,SauvignonBlanc,Charlotte’sHome,SonomaCounty2006CaliforniaR&R750mlX$9.69$26.6536.36%3298051 210ChapoutierCôtesduRhôneBlanc“Belleruche”,2008,FranceLauber750mlX$10.00$27.5036.36%660165105 211ChateauSt.Jean,FumeBlanc,LaPetiteEtoileVineyard,RRV2005CaliforniaAmBD750mlX$12.01$33.0336.36%3369963 212Ferrari-Carano,FumeBlanc,SonomaCounty2007CaliforniaLauber750ml$10.66$29.3236.36%3328856 213Lolonis,FumeBlanc,RedwoodValley2008(organic)CaliforniaWinebow750mlX$11.33$31.1636.36%668187119 214TerradoradiPaoloFalanghinaIrpiniaItalyViias750ml$11.94$32.8436.36%3369963 215GrafHardeggGrünerVeltliner“Veltlinsky”,2008,WeinviertelAustriaWildman750ml$10.00$27.5036.36%3308353 216Yalumba“YSeries”,Viognier,2008(organic)AustraliaLauber750mlX$8.00$20.0040.00%64812072 217Twomey,SauvignonBlanc,NapaValley2008CaliforniaAmBD750ml$14.00$38.5036.36%684231147 220ChateauMiraval“PinkFloyd”Rosé,Provance,2007FranceMattBros750mlX$9.83$27.0336.36%3298152 221J.Lohr“Riverstone”,Chardonnay,NapaValley2008CaliforniaR&R750mlX$11.42$31.4136.36%669188120 222Blackstone,Chardonnay,California2008CaliforniaAmBD750mlX$8.00$22.0036.36%64813284 223ForefathersSauvignonBlanc2008MarlboroughNewZealandLauber750ml$13.33$36.6636.36%34011070 224TerradoradiPaoloFianodiAvellino,2007ItalyVias750ml$18.94$52.0936.36%35715699 White&RoséWinesbytheBottle(cont’d.) BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 225ChapoutierCondrieuBlanc,2005,RhôneFranceM.Touton750ml$53.67$147.5936.36%6322886564 226SonomaCutrer,Chardonnay,RussianRiverRanches,Sonoma2005CaliforniaFedway750ml$15.00$41.2536.36%34512479 227RobertMondaviWinery,Chardonnay,Napa2008CaliforniaAmBD750mlX$14.69$40.4036.36%34412177 228CakebreadCellars,Chardonnay,NapaValley2006CaliforniaR&R750ml$30.30$83.3336.36%6182500318 229RodneyStrong,Chardonnay,ChalkHill2007”CaliforniaR&R750ml$13.69$37.6536.36%45515196 230SavennieresDomaineduBaumaurd“ClosduPapillon”,2005,LoireFranceM.Touton750ml$26.67$73.3436.36%4107293187 231GaryFarrell,Chardonnay,WestsideFarms,RRV2002”CaliforniaAllied750ml$23.34$64.1936.36%493257163 232Beringer,Chardonnay,PrivateReserve,NapaValley2006”CaliforniaAmBD750mlX$11.34$31.1936.36%3349460 233ChateauSt.Jean,Chardonnay.,RobertYoungVineyard,AlexanderValley2005CaliforniaAmBD750ml$18.07$49.6936.36%35414995 234Terlato,Chardonnay,RussianRiverValley2007CaliforniaLauber750ml$18.00$49.5036.36%35414995 235Ferrari-Carano,Chardonnay,Reserve,Carneros2005CaliforniaLauber750ml$23.33$64.1636.36%370192122 126213358433710 RedWinesbytheBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 502BlackstonePinotNoir,2007”CaliforniaAmBD750ml$8.67$23.8436.36%65214391 504BeringerShiraz,FoundersEstate,2005CaliforniaAmBD750ml$8.67$23.8436.36%65214391 505BourgogneNicolasPotel“CuveeGerardPotel”2006,BurgundyFranceWildman750ml$16.00$44.0036.36%696264168 506ArgylePinotNoir2006,WillametteValleyOregonLauber750ml$21.37$58.7736.36%364176112 507Twomey,PinotNoir,RussianRiverValley2006CaliforniaAmBD750ml$28.00$77.0036.36%6168462294 508Beringer,Merlot,Founders’Estate,California2005CaliforniaAmBD750ml$8.67$23.8436.36%65214391 509RobertMondaviPrivateSelection,Merlot,CentralCoast2007CaliforniaAmBD750ml$9.67$26.5936.36%658160102 510RobertSinskey,PinotNoir,Carneros2004(organic)CaliforniaT.Edward750ml$28.33$77.9136.36%6170467297 511SokolBlosserMeditrina2007,OregonFedway750ml$12.67$34.8436.36%676209133 543WishingTreeShiraz2006,WesternAustraliaAustraliaWildman750ml$9.00$24.7536.36%65414995 513SantaCristina,MarcheseAntinori,Sangiovese,2007TuscanyItalyAmBD750ml$4.34$11.9436.36%125214391 514MantanzasCreek,Merlot,BennettValley,SonomaCounty2004CaliforniaAtl.WineMerch.750ml$22.00$60.5036.36%366182116 515ClosDuVal,PinotNoir,Carneros2005CaliforniaLauber750ml$17.33$47.6636.36%35214391 516CakebreadCellars,Merlot,NapaValley2003CaliforniaR&R750ml$44.00$121.0036.36%3132363231 517MadiranChateauBouscasse,Tannat,2004,SouthwestFranceFranceR&R750ml$10.49$28.8536.36%3318755 518J.Lohr“SevenOaks’CabernetSauvignonCaliforniaR&R750ml$14.49$39.8536.36%687239152 519RobertMondaviPrivateSelection,Zinfandel,2008CaliforniaAmBD750ml$9.57$26.3236.36%657158100 520Chappellet,MerlotNapaValley2002CaliforniaWildman750ml$20.00$55.0036.36%360165105 521RodneyStrong,Zinfandel,KnottyVines,SonomaCounty2005CaliforniaR&R750ml$15.00$41.2536.36%34512479 522ChiantiClassico,”Peppoli”MarcheseAntinori,TuscanyItalyFedway750ml$18.00$49.5036.36%6108297189 523Mazzoni,RossoIGTItalyLauber750ml$13.00$35.7536.36%678215137 524Ferrari-Carano,Meritage,”Siena”Sonoma2007CaliforniaLauber750ml$18.66$51.3236.36%35615498 525TerradoradiPaoloTaurasiItalyVias750ml$35.27$96.9936.36%3106291185
  18. 18. beverage storage The proper storage of wine is critical to its preservation. Wine stored in a dark, cool environment without significant temperature variations will generally mature in a favorable manner, which enhances the flavors and aromas of the wine. However wines left out without special consideration will mature rapidly and may become damaged by light, temperature variations and oxidation. The process of storing and aging wines can greatly enhance the quality of the wine based on a number of characteris- tics of the wine itself. Tannin, acidity and fruitiness are the fundamental aspects that give wines their complex taste and aromas. A proper balance of these three fundamentals can define the difference between a good bottle of wine. Tannins come from the grape skins, stems and oak barrels. They are best described as the essence that holds a full-bodied wine together. They are noted mostly as tasted around the edges of the fruit and is the sharp biting sensation on the tongue in the aftertaste. Acidity is needed to keep the wine fresh tasting and fruity. The fruit is the most enjoyable aspect of the wine in which many different flavors and aromas offer enjoyment is different for each individual. The process of aging wine will mellow tannin while keeping the fruitiness intact resulting in a more complex and enjoyable drinking experience. important characteristics of proper wine storage: The first is to keep the wine at a cool, consistent temperature—55-60 degrees offers the best opportunity for the maturation process to develop at an ideal rate. In addition, the proper humidity level (between 50-70%) is also important in order to keep corks moist and in good shape. AAqquuaarriiaa will have self-contained climate-controlled units in tthhee mmaaiinn and in bbaarrrriieerr rreeeeff.. These units will be designed and built exclusively for the the restaurant featuring simple operation with proven reliability, with special door gasket design keeps the cool air in and the warm air out even with repeated opening. The on-floor units will have efficient wire shelving that maximizes bottle capacity, while offering the flexibility to hold a multitude of shapes and size bottles. Chardonnay and larger Pinot bottles fit the same shelves to make maximum use of floor space. These temperature-controlled units will be glass-fronted to maintain the overall look and concept and allow customers to clearly view bottles from various points in the restaurant and lounge. These units will be designed to showcase an appreciation for wine and visually heighten the culinary experience. The unsurpassed elegance of the wine displays will create an atmosphere that will invite increased wine sales The primary large storage area / wine cellar is centrally located. It will be designed as a walk-in wine cellar. This space will be utilized to store additional stock to allow for the management to take advantage of special deals in the market- place and save them for a later date. It also allows for better rotation of stock as only what is currently “in season” or being featured on the wine lists will be on display in the dining areas. Another added benefit of this designed wine cellar is that it can also serve as a small tasting room. 3130 RedWinesbytheBottle(cont’d.) BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 526Rosenblum,Zin.,Annette’sReserve,RedwoodValley04CaliforniaAllied750ml$25.09$69.0036.36%375207132 527RobertSinskey,Merlot,Carneros2001(organic)CaliforniaT.Edward750ml$21.00$57.7536.36%6126347221 528CakebreadCellars,CabernetSauvignon,NapaValley200CaliforniaR&R750ml$53.00$145.7536.36%3159437278 529Lolonis,CabernetSauvignon,RedwoodValley2002(organic)CaliforniaWinebow750ml$15.33$42.1636.36%34612680 530FessParker,Syrah,“Rodney’sVineyard”,SantaBarbara2004CaliforniaR&R750ml$14.49$39.8536.36%34312076 531TerradoradiPaoloLacrymaChristiRosso2006ItalyVias750ml$16.60$45.6536.36%35013787 532ChateauSt.Jean,CabernetSauvignon.,“CinqCepages”,SonomaCty2001CaliforniaAmBD750ml$45.00$123.7536.36%3135371236 533Twomey,Merlot,Napa2004”CaliforniaAmBD750ml$44.00$121.0036.36%6264726462 534RobertSinskey,CabernetFranc,VandalVineyard,Carneros2001(organic)CaliforniaT.Edward750ml$21.00$57.7536.36%6126347221 535OsoyoosLarose“LeGrandvin”Cabblend2003,BritishColumbiaCanadaAllied750ml$24.71$67.9536.36%374204130 536ChinonDomainelaNoblaie“LesChiens-Chiens”2004,LoireFranceWildman750ml$4.49$12.3536.36%6277447 537Beringer,CabernetSauvignon,KnightsValley2005CaliforniaAmBD750ml$19.34$53.1936.36%358160102 538Merryvale,CabernetSauvignon,“Signature”,NapaValley2005CaliforniaAllied750ml$23.99$65.9736.36%372198126 539Ferrari-Carano,CabernetSauvignon,AlexanderValley2006CaliforniaLauber750ml$23.33$64.1636.36%370192122 540SilverOak,CabernetSauvignon,NapaValley2004CaliforniaAmBD750ml$68.67$188.8436.36%64121133721 541Merryvale,Merlot,BeckstofferVineyards,LasAmigasVineyard,Carneros2001CaliforniaAllied750ml$27.00$74.2536.36%381223142 542SilverOak,CabernetSauvignon,AlexanderValley2004CaliforniaAmBD750ml$52.03$143.0836.36%6312858546 544CaymusSpecialSelect2005CaliforniaWinebow750$115.00$316.2536.36%3345949604 545HeitzCellarsMartha’sVineyard2005CaliforniaLauber750$95.00$261.2536.36%3285784499 546StagsLeapCask23,2000CaliforniaWildman750$115.00$316.2536.36%3345949604 1954879134168538 Sweets—FortifiedWinesbytheBottle BinProductRegionSupplierSizeGlassCostSalePercentPurchaseTotalCount ReplaceRetail ProfitPARNOTESValueValue 909WhiskersBlake,TawnyPort,NVAustraliaOpici750ml$9.33$25.6636.36%65615498 910Cockburn’s20YearOldTawny,NVPortugalIntl.Vintners750ml$35.00$96.2536.36%3105289184 9161443282
  19. 19. 32 menu plan
  20. 20. 34 aquaria Beginnings Scallops Ceviche Ginger-citrus marinade, wonton chips, chives & avocado — $12 Warm Octopus Salad Shaved fennel, tomato, red onion, olive oil, preserved lemon — $13 Tuna Tartare accompanied by Crisp wonton chips and drizzled with ginger-lime mayonnaise — $13 Roast Lobster with tarragon-lemon butter, served with fresh brioche Shrimp Sautéed with Littleneck Clams and broccoli rabe finished with tomato broth — $13 Steak Tartare Minced filet mignon, mustard, cornichons, toasted crouton, mixed greens — $12 Escargot Parsley, garlic, butter $12 Escarole Sautéed with white beans, garlic, and extra virgin olive oil — $9 Asparagus Vinaigrette Baby greens, marinated vegetables, mustard vinaigrette — $13 Exotic Wild Mushroom Sauté Braised artichoke hearts, roasted teardrop tomatoes, on turnip puree with Purple Haze goat cheese — $18 salads Salad Frisee Salad, tomatoes, smoked bacon, green beans, poached egg, buttermilk vinaigrette — $12 Mixed Green Salad Cherry tomatoes, banyuls vinaigrette — $9 Salad Mediterranean Tomatoes, bell peppers, cucumbers, feta cheese, oregano, olive oil — $13 Salad Roasted Heirloom Beet Salad Herbed goat cheese, toasted walnuts, white balsamic vinaigrette — $10 Salad Filet Mignon Salad Herb-crusted filet served atop fresh mixed greens tossed in a pepper-jelly vinaigrette with blue cheese, dried cranberries, spiced pecans & grape tomatoes — $14 Raw Bar & Caviar East Coast Oysters — 3/$10 West Coast Oysters — 3/$12 Little Neck Cams — 6/$12 King Crab Legs — $18 Shrimp Cocktail — $12 11 /2 lb. Lobster — Half/$16 whole/$32 Desietra — Siberian sturgeon 1 oz $85 Calvisius — White sturgeon 1 oz $110 Tsar Nicoulai California Estate Sturgeon Caviar & Accoutrements: hard-boiled quail egg, potato planks, minced shallots, crème fraiche $75 35
  21. 21. Vegetarian Main Courses Mushroom & Spinach Risotto Gorgonzola, truffle oil — $16 Spinach & Ricotta Ravioli Coriander & chili tomato sauce, roasted pistachio nuts — $16 Red Pepper Risotto Pocket & Green Peas — $16 Butternut Squash Risotto With Gorgonzola Cheese — $16 Roasted Red Pepper Tart Goat cheese & basil — $13 Pappardelle Artichoke Lemon, basil, parmesan cheese — $15 Wild Mushroom Bruschetta Thyme roasted mushrooms with Spanish sherry and aged Manchego cheese — $17 Mediterranean Vegetables on a Bed of Polenta Eggplant, mushrooms, tomatoes, onions, basil, sauteed with fresh herbs & olive oil on a bed of creamy polenta — $13 Baked Brie en Croute French double-crème brie wrapped in flaky puff pastry topped with vanilla infused honey, a balsamic reduction, & spiced pecans ~ definitely a crowd favorite! — $16 Entrees Grilled Scallops Corn, red onion, fava beans, tomato, country bacon — $28 Panko Crusted Sole Shrimp, fresh tomatoes, basil, steamed spinach finished in a white wine sauce — $24 Yellow Fin Tuna Niçoise Seared rare, tomato, red onion, fingerling potatoes, Niçoise olives, red peppers, truffle vinaigrette — $26 Potato Crusted Halibut With orange & mint salsa verde — $25 Mustard Crusted Salmon With baby spinach and fresh herb aioli — $23 Paella Royale Saffron Rice, chorizo, lobster, gulf shrimp, mussels, sweet peas, parsley — $38 Ginger & Orange Fried Chicken With Baby Spinach — $18 Roasted Pork Loin With creamy onion sauce and sautéed apples — $26 Veal Scaloppine Topped with arugula, tomato, and red onion salad — $23 Lamb Grilled Chops Tomatoes, oregano & cinnamon red wine reduction, roasted potatoes sautéed zucchini, eggplant & parsley — $36 Steak au Poivre 8 oz Potato pureé, Cipollini onions, confit carrots, green beans — $35 Certified Black Angus Sirloin 14 oz Grilled, brushed with roasted garlic, sautéed spinach and homemade potato slivers — $38 Grilled Filet Mignon Over mashed potatoes bathed in a mushroom-brandy sauce — $28 37 Tasting Plates Wasabi Rice Balls With smoked salmon & mint mascarpone — $10 Seared Spiced Loin of Tuna With Pernod & soy reduction, caramelized orange zest & beetroot balls — $12 Stuffed Pork Rosemary & carmelized onions braised with cinnamon apple, baby onions & black olives with cider — $11 Braised Lamb Mini Casserole With carrots & roasted baby onions — $10 Goat Cheese Parcels Wrapped in poached zucchini with sunflower seed & carrot salad, tomato fondant & black olive tapenade — $11 Button Mushroom & Blue Cheese Hot Pot with fresh baguettes — $10 Baked Ricotta Ricotta, fresh herbs, olive oils, toasted bread — $9 Caviar and Cream Cheese Roll Salmon roe, sour cream, minced chives, black pepper, watercress — $14 cheese board Select four cheeses from our extensive cheeseboard listing to make your own cheese plate. You’ll discover the pairings are endless! Each cheeseboard is served with seasonal fresh & crisp fruit, apples, brioche or baguette, artisan biscuits, walnuts, almonds, and figs — $16 36 Henri Hutin Couronne From France. Pasteurized rich and deliciously mild double-cream version of Brie. 60% butterfat. Brillat Savarin From the Normandie region of France, from fresh milk of local cows. A triple-cream with 75% butterfat. Hirtin Käse From the Allgäu Mountains, in Southern Germany. A full-flavored, bittersweet cow’s milk cheese. La Maréchal From Corcelles-aux-Payernes, Switzerland. A raw cow's milk cheese rubbed with Herbes de Provence. Tomme De Savoie Crayeuse From Savoie, France near the Rhône Alps. Mountain-fed cow milk, with approximately 30% fat. Abbaye de Belloc From Pays Basque, France. A semi-hard sheep's milk cheese with 60% fat. Vintage Gouda From Hamilton, New Zealand based on the traditional Holland recipe, is semi-hard cheese made from Dutch cow's milk. Leonora From Léon Spain comes this fresh-ripened, semi-soft goat’s milk cheese that will dazzle your palate. Piave From Veneto, Italy. Intense full-bodied cow’s milk hard cheese aged 180 days with a fat content of 35%. Zamorano From Castile-Léon, Spain. A hard sheep's milk cheese aged for 6 months. Valdeon From Valdeón Valley, Spain. A rich, creamy, intensely flavored cow and goat's milk blue cheese, with 45% fat. Meadow Creek Grayson Raw Cow From Virginia. This raw milk cheese from Jersey cows is supple rich and decadent. Wasabi Horseradish Cheddar From Vermont. A semi-hard pasteurized cow's milk cheese with a hint of wasabi. Pyrenees Vache with Green Peppercorns From France. A semi-soft cheese made from pasteurized cow's milk that is quite mild.
  22. 22. A Note about the Cheese Selection Henri Hutin Couronne — From France, pasteurized double-cream version of Brie. 60% butterfat. A rich and deliciously mild double cream version of Brie characterized by pale smooth texture and edible rind. Is it earthy sweet and savory. Brillat Savarin — From the Normandie region of France, from fresh milk of local cows. A triple-cream with 75% butterfat. The flavor is gentle and sweet with a very mild and subtle flavor, which goes easy even on the most sensitive palates. It has the luxurious aroma of cream, with pungent, earthy whiffs from the moldy rind. Hirtin Käse — From the Allgäu Mountains, in Southern Germany. A cows milk cheese that is pleasantly full- flavored, bittersweet with a nutty, sweet flavor and firm, creamy, dense texture. It melts beautifully. La Maréchal — From Corcelles-aux-Payernes, Switzerland. A raw cow’s milk cheese produced in small batches and aged for 5 months, at the beginning of the third month the cheese is rubbed with Herbes de Provence (a blend of thyme, oregano and other country herbs) giving it a beautiful appearance and spicy flavor. The texture of this farmhouse cheese is firm and dense. It is high in Omega-3 fatty acid and calcium. This cheese has exceptional flavor is herbaceous and nutty with great depth. Tomme De Savoie Crayeuse — From From Savoie, France near the Rhône Alps. Mountain-fed cow milk, with approximately 30% fat. This is pure mushroom butter with a rind smattered with gorgeous powdery yellow mold, preserving an inner core of milky crumble. soft and supple becoming firmer with age. Mild, delicate milky flavor is slightly soft with citrus notes and savory earthy flavors. Abbaye de Belloc — From From Pays Basque, France. Made in the traditional manner by Benedictine Monks at the abbey of Notre-Dame de Belloc. A semi-hard sheep's milk cheese, Abbaye has a fine, dense texture with 60% fat. Rich, buttery and fruity, caramelized flavors that make this cheese so addictive. Vintage Gouda — From From Hamilton, New Zealand based on the traditional Holland recipe. Semi-hard cheese made from Dutch cow's milk. The cheese has aroma of almonds and the flavor is rich and nutty with notes of butterscotch and toffee. This edible masterpiece has been matured for eighteen months, allowing its body to develop a muted caramel color, matched by a uniquely intense, yet sweet, flavor. Leonora — From From Léon Spain and the dry, arid hills northwest of Madrid, Spain comes this large brick of soft, cakey fresh-ripened, goat’s milk cheese that will dazzle your palate with bright grass and lemon flavors. It is semi soft and develops a creamy consistency over the three month aging process. The crusty, natural rind makes a beautiful contrast with the pure white interior. Leonora is palate-coating yet somewhat flaky. Piave — From From Veneto, Italy. Intense cow’s milk hard cheese aged 180 days with a fat content of 35%. Full- bodied flavor, reminiscent of Parmigiano Reggiano, that intensifies with age and makes this cheese absolutely unique. The texture is dense without holes. Straw-yellow in color with a whiff of pineapple, subtle hints of nuts, a rich, aged texture gives this cheese a slightly sweet, delicate flavor and a sharp finish. Zamorano — From From Castile-Léon, Spain. A hard sheep's milk cheese aged for 6 months. Noticeably nuttier and richer than its Spanish cousin, Manchego. Zamorano has a sharp, moderately gamey, sheep’s milk flavored bite and texture that melts in the mouth. Its flavor is zesty and exuberant while its texture is firm but not dry. Valdeon — From From Valdeón Valley, Spain. A rich, creamy, intensely-flavored cow and goat's milk blue cheese, saltier than Stilton and tamer than Cabrales with 45% fat. The Valdeón wheels are wrapped in Sycamore leaves, which contribute to their distinctive appearance and complex flavor. Its flavor is salty, pronounced, piquant and long lasting. Valdeón is smooth and buttery on the palate and very aromatic. Creek Grayson Raw Cow — From From Virginia. This raw milk cheese from Jersey cows is supple rich and decadent, almost melting beneath its natural-washed, bright orange rind exterior. This cheese is similar to trappist-style cheeses like Chaumes from France or Taleggio from Italy. Creamy and supple, Grayson has a wonderfully pungent aroma of mushrooms and wild yeast. Its taste is slightly meaty with subtle tones of nuts and sweet hay. Aged 4-5 months. Wasabi Horseradish Cheddar — From Vermont. A semi-hard pasteurized cow's milk cheese. This blend of aged cheddar, fresh ground horseradish, and a hint of wasabi is sure to be an eye popper! Pyrenees Vache with Green Peppercorns — From France. A semi-soft cheese made from pasteurized cow's milk that is quite mild with a fresh, lactic, yogurt-like taste. Beneath its black wax rind lies a pale-white interior dotted with small holes and unevenly distributed chopped green peppercorns. This cheese has an even-tempered, buttery flavor. When allowed to come to room temperature, this cheese becomes even softer and buttery-er. With the addition of green peppercorns, the cheese livens up, providing a peppery bite and a bit of personality. 39 Desserts Fresh Fruit Seasonal berries, melon, pineapple — $9 Poached Pear with chocolate sauce and vanilla rice pudding — $11 Apple & Berry Pie with vanilla sauce — $9 Citrus Marmalade Tart Lemony Ricotta Souffle Cake with Raspberry Sauce Hazelnut Torte with Toffee Buttercream — $10 Trio of Dark Chocolate Chocolate mousse, chocolate pot, chocolate berries — $11 Chocolate Capri Log a semi-sweet chocolate goat cheese, rich and creamy with a slightly goaty tang, served with kiwi and strawberries. Be forewarned, this log is addictive — $12 Tea & Coffee Cappuccino • Caffe Latte • Espresso — $3.50 Coffee Regular / Decaf — $2 Black Tea • Green Tea •Decaf — $2 Earl Grey Tea — $2.30 Herbal Teas — $2.50 Hot Chocolate • Mocha • Chai — $3.25 38
  23. 23. wine list “Wine brings to light the hidden secrets of the soul” 40

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