As part of its ongoing “quest to be the best casual-dining concept ever,” BJ’s Restaurants has expanded its alcohol-delivery service to include a curated list of five wines. At $10 per bottle, the wines are available on-demand for delivery and takeout at select restaurants in California.
“For the first time, we are giving our guests an opportunity to order a variety of red and white wines from the convenience of their home,” chief marketing officer Kevin Mayer said in a statement.
The move comes less than a year after the nearly 200-unit chain announced its partnership with third-party delivery provider DoorDash; a few months after that deal, it became one of the first national brands to deliver craft beer.
It’s a lot of change in a condensed timeframe, but so far the jolt of new initiatives appears to be resuscitating what was until recently another flagging casual-dining chain.
In February, BJ’s posted its results for the final quarter of 2017, and across the board the numbers beat investor forecasts. Same-store sales growth was 1.6 percent, year-over-year, which marked the first quarterly comparable-sales growth in seven quarters. Total revenue did slip 1.7 percent to $261.1 million, but adjusting for an extra week in the year-ago period, revenue was up 6.9 percent. It also topped analyst predictions of $259.8 million.
As the casual-dining segment continues to see its margins chip away, BJ’s is determined to stand apart from the pack by subverting the norms. Offering 120 food items, craft beer, and now wine for delivery does seem a winning tactic—especially as the demand for delivery booms.
Although BJ’s has locations across the country, the company has made no indication that it will extend delivery service beyond its home state. The new selection of wine for delivery includes varieties from Dark Horse, Apothic, Ecco Domani, and Hess.