Len Panaggio, Beverage Consultant
By Len Panaggio
May is an exciting month as there is so much going on, and it marks our true awakening from winter’s slumber! This month, more than any other, is an excellent bellwether of the busy season ahead; we have holidays, religious celebrations, graduations and more.
We start out strong with Cinco de Mayo, a perfect opportunity to enjoy delicious Mexican food and refreshing margaritas. Are you ready? Unlike many alcohol categories, Tequila and Mexican beers seem to be holding strong – are you well stocked for May 5?
Next is Mother’s Day. While it is not an official government holiday, it is a family holiday, a time to recognize the mothers and mother figures in our life. There are many cocktails and mocktails that are appropriate for brunch, lunch or dinner gatherings. Make sure to incorporate those and your summer drinks into your offerings.
Graduation season starts in May, first with colleges and then high schools. More and more, families are choosing to celebrate in a restaurant, which is a good thing. Be prepared to check IDs and let your staff know there are no exceptions (even if mom or dad says it’s ok). Some of our neighboring states do allow minors to be served, which can cause confusion, but it is not allowed in Rhode Island. I would strongly suggest you educate your staff on a response when a parent inevitably gets upset.
Memorial Day is Monday, May 25, and it marks the unofficial start of summer. You should be fully staffed and trained, and all your equipment should be prepped and ready. Remember, whoever is doing your scheduling needs to be on top of your workforce so they can fill any holes in the schedule.
Staffing issues shouldn’t impact sales, but there is one thing that will: Gas prices. Now as I am writing this article, the price of gasoline has skyrocketed, and is already having a profound impact on sales, as there is an inverse relationship between the price of gas and restaurant sales. Now is the time to offer value where you can and ensure that your marketing team promotes whatever specials you create to entice people to come in. More and more people are going to social media to figure out if a particular restaurant or bar works for them, so make sure your accounts are current and updated regularly.
May is also National Military Appreciation Month, and many restaurants offer incentives for military personnel. Maybe by the time you read this the war will be over. Either way, American families have already been impacted so you cannot go wrong with recognizing them now, as well as honoring those who lost their lives to protect our freedoms on Memorial Day.
Just as gas prices are rising, so too is the price of goods. Oil affects everything, especially the beverage industry, so expect fuel surcharges on your invoices. On top of that, the consumption is trending down, but there may be glimpses of it bottoming out. I do believe that your wholesalers will be offering significant deals as going into summer is an opportunity to load up! Remember, beer and wine need to be in a cool environment, not next to compressors or in a storeroom with little or no circulation.
I cannot overstate the importance of preparation this time of year. You have to be on top of your operation so that you can spend most of your time caring for your guests and your staff. It’s time to make money, not worry about an issue that could have and should have been dealt with before the season. There is still time, so get to it.
Wishing you all a smooth beginning to summer, good luck $$$!
Len Panaggio’s career in food and wine spans more than three decades as an owner and as a beverage director at some of the top restaurants in Rhode Island. Currently a hospitality consultant, Len is a graduate of the University of Rhode Island and has attended the Culinary Institute of America Master Sommelier program and the Sterling School of Service and Hospitality.
