How Restaurant Wine Programs Drive Per-Head Revenue More Than Food

Restaurant Business with Fexingo: Food Service, Hospitality, and Independent Operators · Jul 12, 2026 · 7m · transcript

In this episode of Restaurant Business with Fexingo, Lucas and Luna break down why a smart wine program can boost per-head revenue more than menu price hikes. They examine the economics of wine markup, the power of by-the-glass lists, and how independent operators can use wine to increase check averages without alienating customers. Lucas shares data showing that restaurants with curated wine programs see 18-25% higher per-head spending on average, and explains why a $12 glass of wine is actually a better margin driver than a $28 entree. Luna pushes back on the fear of wine intimidation, and…