Single-Concept Restaurant :
FIREBIRDS WOOD FIRED GRILL
The Grill of Victory
GIVEN THAT FIREBIRDS WOOD FIRED GRILL sees itself as “ the master of fire ,” it makes sense that the casual dining chain wanted to bring the wood-grilled flavors and experience into its beverage program as well . Firebirds has done just that in several novel ways .
For one , the restaurant chars fruits such as orange and pineapple on its wood-fired grills before juicing them for cocktails . It also uses the grilled fruit to garnish drinks .
Firebirds brings smoke into drinks in a few ways , such as smoked thyme sprig and cinnamon stick garnishes , house-smoked honey and even a torched marshmallow . This past year the chain equipped its bartenders with hand-held torches to smoke the garnishes , says director of beverage and special projects Lisa Kozloff .
“ The Wood Fired Grill is our signature . That ’ s what we want to be known for — the flames , the char and the smoke ,” Kozloff says . The grilled fruits and smoked garnishes help bring that flavor , aroma and visual appeal to the bar . The efforts are also part of the restaurant ’ s commitment to premium and scratch-made ingredients in the bar , as well as the kitchen .
One popular drink , the Fuego MojitaRita , uses grilled jalepeno pepper and mint for a little extra spicy flavor . Another seasonal cocktail is the Torched Pineapple , made with grilled pineapple puree , lime and a house-made hot honey . “ It still has backbone of a Margarita but has got a little extra in there for the guests that are more discerning for a craft cocktail ,” says Kozloff .
The marketing team worked to increase awareness and frequency for the seasonal cocktail programs through digital and social channels . Photography played a huge role in the success of these efforts , which helped drive a 15 % increase in bar sales year over year . These sales increases were paired with decreases in overall cost of sales due to strict menu engineering .
Firebirds revamped its bartender and bar manager training to help drive additional sales through speed of execution and guest satisfaction . Bar managers earn the Hospitality Beverage Specialist Certificate from the Society of Wine Educators .
What are guests looking for when the come to the bar ? Primarily cocktails , Kozloff says , and interest in tequila and mezcal has been strong .
The company this past year moved the home office into a new location in Charlotte , NC ; the space has a full research and development kitchen and bar , says Kozloff . She ’ s part of a Menus of the Future executive committee that travels to other cities to visit the hot restaurants and bars and look for ideas and inspiration .
Firebirds has found that customers ’ level of expectation is much higher in the post-Covid climate . Guests want a fantastic experience , and they don ’ t have a lot of patience or understanding if things aren ’ t perfect , she notes .
“ Making sure that we are living up to that level of expectation has been very important to us as we ’ ve moved through Covid .” — MD
Grilled fruits and smoking garnishes help fire up the Firebirds cocktails .
12 Cheers • Winter 2023 www . cheersonline . com