Front of House Staff Most Influential in Choosing Wine

Almost half of diners would be more inclined to buy a bottle of wine upon recommendations of front of house staff.

A comprehensive survey carried out by Veraison – the new wine-service education programme- and guest experience management experts HospitalityGEM, has found knowledgeable front of house staff to be the most influential factor when diners consider their wine choice. More than half of respondents (57%) cited that a recommendation from their waiter or waitress led to them being more adventurous with their choice of beverage.

Despite this influence, the research revealed that a significant majority of diners (53%), felt that front of house staff in both restaurants and bars did not know enough about the wines on their wine list and a high proportion of those questioned (42%), would be more inclined to buy a bottle of wine if a front of house team member recommended it.

The survey highlights the need for knowledgeable and confident front of house staff in creating the ideal dining experience and consequently identifies potential for greater profit for the business.

At present, familiarity is key when it comes to decision-making; the most common reason to choose a bottle of wine being whether it is a recognisable brand, grape or region (45%), followed by the food that they have chosen (22%).