Consumption decisions made in restaurants: The case of wine selection

Food-Wine Pairing Suggestions as a Risk Reduction Strategy: Reducing Risk and Increasing Wine by the Glass Sales in the Context of a Swiss Restaurant

This study tests the effect of a pairing suggestion for food with wine by the glass directly placed on the menu. We made the assumption that these suggestions can, by reducing social and financial risk, increase wine by the glass sales. One hundred and fifty-nine customers of a Swiss restaurant participated in this experiment. For 82 customers, a food and wine by the glass suggestion was directly placed on the menu while the 77 others were given a normal menu (without a pairing suggestion). Results show that this type of suggestion significantly increases wine sold by the glass. Practical applications of this strategy are discussed.