Cucina Morini, a southern Italian restaurant in Mount Vernon Triangle, gained popularity with its $7 martinis, which significantly boosted sales and attracted crowds. The restaurant sold around 50,000 martinis since its opening and prompted other establishments, like Shilling Canning Company, to introduce similar pricing strategies. These affordable cocktails come amidst rising prices in the cocktail market, and restaurants find profit in these deals by effectively marketing liquor brands. Chefs highlight that customers are now more value-conscious, driving this trend.
Cucina Morini and Shilling Canning Company still make a profit on their cheap martinis. In fact, the profit margin on the $5 martini is probably still better than your profit margin on your food.
The guests' focus right now is on value. It's all uncertain. And so people are just being a little bit more careful about how they spend their money.
People were lining up for it when we opened... Wednesdays, it really starts ramping up... Fridays, oh my God. Packed to the gills all night long.
At a time when cocktail prices are creeping closer to $20 or more, the deal was practically unheard of.
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