An empirical investigation of wine sales as a driver of financial performance in restaurants: Insights from real-world sales data

This study utilizes actual restaurant sales data to investigate the factors influencing wine prices and overall revenue, offering practical insights into effective sales strategies. The findings show that later-arriving guests tend to purchase more expensive wine bottles, while the presence of a sommelier increases wine sales by 11.5 %, though it does not impact the price of the wine selected. Additionally, longer stays at the restaurant correlate with higher spending on both food and wine, with regular customers generally outspending infrequent ones. Business dinners are associated with significantly higher wine prices compared to social dinners with friends. While the key factors influencing wine prices may vary depending on the restaurant's positioning and nature, this research broadens the understanding of the diverse elements affecting wine pricing and revenue. It also provides a valuable benchmark for future studies, contributing both academically and practically. • The study analyzes actual restaurant data to analyze factors affecting wine prices and revenue. • A sommelier boosts wine sales by 11.5 % without affecting wine prices. • Longer stays lead to higher spending on food and wine. • Regular customers spend more than infrequent visitors. • This research broadens the understanding of the diverse elements affecting wine pricing and revenue.