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Profitable Promotions

Inviting an International Taste

May 10, 2010 By: Nightclub & Bar Night Club and Bar Magazine


The Ocean Room at The Sanctuary at Kiawah Island Golf Resort in South Carolina is the only Forbes Four-Star/AAA Four-Diamond steakhouse in the U.S. But it is by no means resting on accolades alone: In mid-February management launched the new “Culture of Beef” promotion.

The steakhouse will highlight one distinctive beef dish from around the world each month for six months, alongside a featured wine selection from that region.

“Vijay Singh, our hotel general manager, initially came up with the idea,” explains Nathan Thurston, chef de cuisine for the Ocean Room. “From there the entire team had input and began evolving the concept.”

The first month showcased the Spanish region with a menu of Plancha Seared Prime Beef, Olive Oil Roasted Potatoes, Piquillo Peppers, Arbequina Olives, Citrus and Cardamom, and a wine pairing of the 2007 Descendientes de J. Palacios “Petalos del Bierzo.”

But not all wine and beef pairings are easy. In the initial planning stages, one challenge became apparent for the March menu featuring Mexico: the difficulty in sourcing Mexican wines. So, the group adapted by offering a Patrón Tequila cocktail with fresh mango and vanilla instead. Consumers paid $45 plus $9 for the cocktail.

“Costs are slightly higher than current budget,” admits Thurston, “but the price point is intended to attract business.”


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