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'We wanted to create a different kind of dining experience', reportedly said Jeff Harvey, President of the company. ‘‘The guests have been surprised but very pleased with the idea', he adds. He plans to expand its wine offering to other locations across the country.
Fast food restaurants are adding wine to their menus in a bid to boost sales. But this is not the first time wine has been combined with the fast food. Taylor's Automatic Refresher, a 3-store chain in Northern California, is a pioneer in the Burgers and Burgundy movement. The restaurant has been serving half bottles of Napa greats such as Shafer Vineyards with your onion rings for a decade.
However, it may be a lifetime before McDonalds starts selling Cabernet Sauvignon with the Big Mac and call it the McCabe or add Miller or other beers to the menu. But the current trend is certainly pointing to an increasing number of eateries adding wine and beer to their lists as the Americans find wine as a natural food condiment. This augurs well for the wine industry.
In India, it will be a while before attitudes change. However, it is interesting that Delhi’s neighbouring state Haryana, has allowed since April 2009 the opening of Hattas, mini restaurants next to the licensed wine shops where you get fast food like kebabs, sandwiches and burgers and order a bottle of wine from the next door wine shop which is licensed to do so by paying 2% of the license fee for the retail store. Gurgaon has about 5 of them already since April 1, 2009 when such sales were allowed.
It is ironic that both the US and Haryana suffered prohibition- US from 1919-1933 while Haryana had it recently from 1996 to 1998. Whereas the Washington state has just started wine with fast food, neighbours of Delhi started in their own way, about 3 months ago (the first hatta opened in mid-April).
When will sadda dilli learn and come to term with the fact that wine is a food extension?
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