In the competitive landscape of upscale dining, the importance of a quality cocktail menu cannot be overstated. For a new upscale restaurant, it serves not just as an extension of its culinary offerings, but as a vital component of the overall dining experience. A thoughtfully curated cocktail menu can significantly enhance customer satisfaction, create a unique brand identity, and drive profitability.
A quality cocktail menu adds depth to the dining experience. In an era where dining out is as much about the experience as it is about the food, cocktails offer a multifaceted sensory experience. They act as a prelude to the meal, setting the tone with their visual appeal, aroma, and taste. A well-crafted cocktail can complement and elevate the flavors of the dishes served, creating a harmonious dining experience that lingers in the memory of the patrons.
I met with The Union’s experienced mixologist, Juan Lopez, to chat about some of the venue’s new cocktail specials as well as some of their standard concoctions to find out what it takes to satisfy a crowd expecting to be wowed by the opening of the multi-establishment at Eisenhower Park in East Meadow.
“We have had a great response to the bar and to the restaurant with new people coming in every day to see what we have done with the place,” Lopez said. “We already have a lot of repeat and regular customers, even though we are still in the infant stage, four or five months now; Thursdays are quickly becoming the busiest happy hour.”
Lopez arrived in New York from El Salvador when he was 13 years old. He has been in the hospitality business, literally since birth.
“My mother owned a restaurant back home; she made everything from scratch; the whole menu was a la carte,” Lopez said. “When we arrived in New York, she sent my sister to culinary school to become an executive chef; she wanted me to go too, but this is my passion. I am doing what I love to do behind the bar.”
Lopez shared two of the seasonal specialty cocktails that are not on the regular menu, Tee Party and The Gigi, both incredible combinations with equal fans of both, but for different reasons.
The Tee Party is a smooth, going-down-easy gin-based summer treat. It’s a blend of gin, lemon juice and specialty Earl Grey syrup that will be a perfect thirst quencher on the venue’s new patio overlooking the golf course. The Gigi is the chef’s creation, a margarita-like delight with mezcal tequila, lime and blood orange juices, in a Tajin-rimmed glass. The flavor really stays with you on this one and it’s beautifully presented.
“We are always working on new cocktails for the season with fun and exciting ingredients, something sweet, something spicy,” Lopez said. “We are experimenting now for our summer menu already.”
Other cocktails on the menu include:
Bee Sting—local honey, Milagro reposado, sweet vermouth and fresh lemon
Smoked Old Fashion—Hudson Lights bourbon, Angostura bitters, orange peel, demerara sugar and cedar smoke
Wagon Train—Aviation gin, Rocky’s botanical, Fever Tree tonic and lemon
Elderflower Spritz—Nue vodka, St. Germain elderflower liqueur, Prosecco, Fever Tree tonic and club soda
Side Rye-Der—Sazerac rye, lemon, maple syrup, and orange bitters
Pink Rose—Tito’s vodka, rosemary syrup, grapefruit juice and prosecco
Negroni—Gracias A Dios gin, Campari, sweet vermouth and orange
In the age of social media, where visual appeal can significantly impact a restaurant’s popularity, cocktails offer a visually stunning component to the dining experience. Innovative presentations, unique glassware, and garnishes not only enhance the aesthetic appeal but also encourage patrons to share their experiences online, effectively serving as free marketing for the restaurant.
A unique cocktail menu helps in establishing a distinct brand identity. In a market saturated with dining options, a creative and distinctive cocktail menu can set a restaurant apart from its competitors. It reflects the restaurant’s commitment to quality, attention to detail, and creativity, resonating with a clientele that seeks not just a meal, but an experience that is unique and memorable.
Cocktails have a higher profit margin compared to other menu items, making them an important driver of profitability for upscale restaurants. By offering a selection of exclusive, high-quality cocktails, a restaurant can significantly boost its average per-customer revenue. This is particularly important in the initial stages of a restaurant’s life cycle, where establishing a strong financial foundation is crucial for long-term success.
A quality cocktail menu can also enhance customer engagement and loyalty. Offering seasonal or limited-edition cocktails, for example, encourages repeat visits, as patrons are eager to try new offerings. Engaging customers in the story behind each cocktail, whether it’s the inspiration, the ingredients, or the method of preparation, can enhance their connection to the dining experience, turning casual diners into loyal patrons.
For a new upscale restaurant, investing in a quality cocktail menu is not merely an addition to its beverage offerings but a strategic business decision that impacts customer experience, brand identity, marketing, profitability, and customer loyalty. It is a critical element that can differentiate a restaurant in a crowded market, creating memorable experiences that draw patrons back time and again.
The Union is located at 1899 Park Blvd. within Eisenhower Park in East Meadow.
Visit www.theunion.restaurant or call 516-684-9106 for hours, menus and reservations.
