Friday, February 17, 2017

Never order the 2nd cheapest bottle of wine!

I've heard the general rule of thumb: "Never order the 2nd cheapest bottle of wine" from many people. For this blog post, I decided to investigate to determine whether this common rule is just a myth. Restaurants know that psychologically, no one wants to buy the cheapest bottle of wine on the menu. Instead, they want to impress their date and get the second cheapest bottle on the menu. Therefore, these bottles often have the highest mark up on the menu. Not all restaurants follow this rule of thumb, however, I looked into a few an many follow similar trends to Sundance, shown below:

Sundance Steak House
Cheapest Cab: TOLOSA PASO ROBLES 2012

  • Price on menu: $38
  • Actual price: $24
  • % Markup: 58%

Second Cheapest Cab: EARTHQUAKE BY MICHAEL DAVID WINERY, LODI 2014
  • Price on menu: $42
  • Actual price: $24
  • % Markup: 75%
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2 comments:

  1. UnknownFebruary 18, 2017 at 3:44 PM

    I love this and appreciate your diligence and research! I'll definitely keep this in mind the next time I am picking out wine on the menu. I can't blame a restaurateur for taking advantage of some of the quirks of human psychology, but at least now I'm better informed

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  2. AnonymousFebruary 18, 2017 at 5:54 PM

    Seconding Natalie - this is such great insight! Thanks Keri!

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