La Planchada's Unique Mexican Spirit Program Engages Diners
A Prescott, Arizona taqueria sets itself apart with a deep selection of obscure Mexican spirits like sotol and raicilla.
La Planchada, a Mexican restaurant in Prescott, Arizona, uses a curated selection of 70-80 spirits to differentiate itself. Owner Skyler Reeves prioritizes lesser-known Mexican options like sotol, raicilla, and bacanora over mainstream tequila and mezcal.
The modest-sized taqueria, located about 100 miles north of Phoenix, operates from a 2,000-square-foot space that seats 50 to 60 people. Its approach creates a distinct point of difference in a competitive market. While most customers still order the revenue-driving carne asada tacos and house Margaritas, the spirit program is the engagement engine.
Sotol, for instance, is made from the desert spoon plant and not from agave. Reeves uses sensory descriptions, comparing its taste to blue cheese, to spark customer curiosity. This strategy is part of a broader plan to create unique dining experiences beyond the standard menu.
Customer Engagement Strategy
Staff at La Planchada are trained weekly on one obscure spirit, such as raicilla or a specific mezcal. Popular brands are also rotated into these educational sessions to keep the team informed.
The goal is to facilitate guest engagement and conversation. Customers are routinely offered half-ounce samples of new spirits to taste and discuss. Reeves states that engaging customers off their phones is a direct objective, using these unusual drink samples as conversation starters. The entire approach is designed to reduce phone distraction through interactive, sensory experiences.
Revenue Drivers and Market Position
While the spirit program builds distinction, the core menu items remain the financial backbone. Carne asada tacos and the house Margarita are the restaurant's primary revenue drivers.
This positioning comes as sales at larger chain restaurants have slowed due to consumer cutbacks. La Planchada's unique offering provides a compelling alternative for diners seeking authenticity. The program serves as a critical point of differentiation in Prescott's local dining scene.
Reeves emphasizes that popularity or price does not dictate preference. An expensive or popular drink does not guarantee enjoyment, just as a cheap or unknown spirit does not guarantee dislike. He uses tasting comparisons to break through distraction and spark interest.
The article closes on how the spirit program creates meaningful customer conversations through sensory experiences like noting sotol's blue cheese flavor.
