iPad wine lists are the hot new thing in the wine/restaurant world right now. A recent New York Times article focuses on several restaurants that allow diners to select their wines from an iPad. I recently took a couple of friends to Barbacco in San Francisco, and lo and behold, we got to select our wine from the iPads. Since none of us are iPad owners, we were particularly delighted to play with the fabulous, sleek tablets. And yes, we ordered wine.
My friends wondered if it was really cost effective for restaurants to offer wine lists on iPads. After all, tipsy people, liquid and electronics usually don’t mix. But according to this little article in Gizmodo, people are wowed by the gadgets and are more likely to order. But it’s not the fancy technology, they assert: they’re more likely to splurge because they have a chance to read reviews:
In just two weeks, Bone’s – Atlanta’s most famous steakhouse – sold 11 per cent more wine than in the three weeks previous to the iPad introduction. Like Bone’s, many restaurants around the world are having the same experience. Everyone using iPad wine lists are having big sales jumps. It’s not the novelty factor, owners and clients say. The reason is simple and logical: reviews.
I don’t always agree with wine reviewers, but when you don’t have much information about a wine, the truth is that you’re probably going to rely on something that can help you choose a wine. So you find a great Robert Parker or James Laube review, and bam, you’re sold.