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

Terrier, Lohyd (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Jaquinet, Anne-Laure (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

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.


Mots-clés:
Type d'article:
scientifique
Faculté:
Economie et Services
Ecole:
EHL
Classification:
Economie/gestion
Date:
2016
Pagination:
7 p.
Publié dans
Psychological Reports
Numérotation (vol. no.):
August 2016, vol. 119, no. 1, pp. 174-180
DOI:
ISSN:
0033-2941
Le document apparaît dans:

Note: The status of this file is: restricted


 Notice créée le 2016-11-04, modifiée le 2018-12-05

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