External wine education and certification for restaurant service staff: a mixed-methods evaluation of training effectiveness

Marissa Orlowski

doi:10.1108/ihr-03-2021-0023

Abstract

PurposeThe purpose of this mixed-methods explanatory sequential study was to assess the effects of an external wine education and certification program on trainee reactions, learning, transfer and financial results.Design/methodology/approachThe quantitative phase was a mixed experimental design in which the training intervention was between-subjects and time was within-subjects. The sample comprises 91 employees (NTraining = 43; NControl = 48) from 12 units of a fine dining restaurant group. The qualitative phase, comprised of semi-structured interviews with training group participants (N = 12), was implemented after the experiment.FindingsTraining group participants reported high scores for attitude toward training content, instructional satisfaction and transfer motivation. Financial metrics, tracked up to 60 days post-training, demonstrated the wine education program was effective in increasing wine knowledge but not wine sales. Four themes emerged from the qualitative data: sense of accomplishment, enhanced guest interaction, tips and gratuities and defeat. Integrated findings revealed increased wine knowledge led to personal financial impact (increased tips) rather than organizational impact.Originality/valueThis research builds on existing training literature and human capital theory by examining external training programs. Further, the use of a mixed-methods design and integration of the quantitative and qualitative findings offers a previously unidentified explanation for why wine training, although effective in facilitating positive reactions and learning, fails to result in transfer behaviors which generate increased wine sales.

Highlights

Wine is an important aspect of the dining experience; even more so when one is dining in a restaurant
● Interpretation and explanation of QUAN results based on qual findings ● Implications
The 18 hours of content required for the Wine and Spirits Education Trust (WSET) Level 2 Award were delivered by the WSET Approved Program Providers (APPs), who held a Master of Wine certification, to the training group

Summary

Introduction

Wine is an important aspect of the dining experience; even more so when one is dining in a restaurant. Beyond enhancing the meal itself, the range and quality of wines offered by a restaurant can be viewed as an extension of the restaurant’s personality by consumers and become a proxy for judging restaurant quality (Berenguer et al, 2009; Bruwer et al, 2017; Ruiz-Molina et al, 2010). For restaurant owners and operators, wine menus and lists can serve as a strategy for differentiation (Berenguer et al, 2009). Wine sales contribute significantly to a restaurant’s profitability (Bruwer et al, 2019; Gultek et al, 2006; Manske and Cordua, 2005; Ruiz-Molina et al, 2010). The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

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