Dive Brief:
- Maggiano’s Little Italy updated its beverage menu with the inclusion of its Mixologist Collection of cocktails, the chain said in a press release Wednesday.
- The Brinker company said this is the first time it has changed its cocktail menu in seven years.
- Retooling the menu and improving the guest experience is expected to improve traffic and sales mix, especially in the dining room, Brinker CFO Joseph Taylor said during an April earnings call. The brand reported 1.7% comp sales during fiscal Q3 2024, which includes positive price and sales mix that was offset by negative traffic, Taylor said.
Dive Insight:
Menu development has been a key focus for Dominique Bertolone, who was hired as SVP and president of Maggiano’s in December. The executive has over 20 years of hospitality experience, including working at MGM Resorts in Las Vegas.
“We are stepping into an incredibly exciting time at Maggiano's, bringing new and elevated elements inspired by luxurious experiences from Las Vegas and Italy, to our restaurants on a national scale,” Bertolone said.
The new cocktails are mixed tableside, which should help boost the dining room experience. Cocktail prep includes housemade foams, aromatic cocktail garnishes and visual elements like a smoke box.
Alongside a new cocktail menu, the chain also retooled ingredients in key food recipes, including using vine-ripened tomatoes supplied exclusively for Maggiano’s marinara sauce. It has also incorporated ingredients like heavy cream and Asiago cheese for its Alfredo sauce. It partnered with industry figures like Master Sommelier Jason Smith.
“These collaborations will further enhance and elevate Maggiano's menu and in the future, lead to new offerings for Maggiano's guests, which will continue to be unveiled throughout the summer and fall,” the company said in the press release.
Full-service restaurants have been revamping their bar selections lately. Fifty-four percent of full-service operators said they would be adding new offerings to mixed cocktails this year, according to the National Restaurant Association's 2024 State of the Restaurant report.
Red Robin updated its margaritas and cocktails in October as part of a large menu refresh. TGI Fridays added non-alcoholic beverages — another growing consumer trend — to its menu as part of its menu modernization efforts last year.
