From left Ultimate Martini Rye Manhattan Smoky Margarita Moscow Mule

From left: Ultimate Martini, Rye Manhattan, Smoky Margarita, Moscow Mule

Omni boosts cocktail sales 20% with simpler menu

Beverage program focuses on classic recipes, accurate execution

It’s a common belief that unique signature cocktails can help drive sales, but Omni Hotels & Resorts found benefits in scaling back creativity in the 60-unit hotel chain’s bar program.

A couple of years ago, David Morgan, the company’s vice president of food and beverage, came up with what he thought was an incredible cocktail menu, with all the complex flavor combinations and flourishes in presentation that have become popular. But there was a problem:

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