Take 5: Stephanie Castaneda, Director of Beverage, The ONE Group
An in the Mix Feature Interview
Stephanie Castaneda
Director of Beverage,
The ONE Group
Mallory Ambrose: Hi Stephanie, thank you for taking the time to speak with me today. To start, would you share a bit about your journey into the beverage and hospitality world? What inspired you to pursue a career in this industry?
Stephanie Castaneda:
Growing up, my parents owned restaurants and bars, and every summer and holiday break, I would work at our café. At 11, my first job was as a barista and then as a cashier at our café. I grew up in this industry; it feels part of my DNA. I honestly do not know anything else outside of this. My professional career started in the Los Angeles night scene. I am glad to have experienced this part of the industry; this chapter of my life taught me the meaning of hospitality and how to develop relationships while creating a fun and unique experience every night. This prepared me to ultimately end up in Vibe Dining with The One Group, where I truly belong.
MA: As Director of Beverage, you oversee several restaurants brands under the ONE Group umbrella of which include STK Steakhouse, Kona Grill, and most recently Benihana. What are the key factors you consider when selecting beverages to include on the notably signature menus of each brand? How do you balance offering popular, mainstream beverages with more unique or niche options?
SC: The best advice I ever received was that it is not about me! I should stop thinking about my likes or dislikes. It is about my consumer. I need to put myself in their shoes. Understanding who my consumer is has become my ultimate goal. STK is different from the traditional steakhouse. What may work for a conventional steakhouse may not work for us. Over the last couple of years, we have dived into who our consumers are, allowing each beverage to have its own identity. When I make my decisions, I think of my consumer’s identity. Would this appeal to them?
MA: Can you share any trends or emerging preferences you’ve observed in beverage consumption among STK patrons?
SC: Sweet still sells with our STK guests. Our guests gravitate towards the vibrant and fruitier flavor profiles.
MA: How do you approach creating a cohesive beverage program that complements STK’s culinary offerings?
SC: Throughout the year we offer seasonal menus, where culinary and beverage collaborate to create menus around trending and relevant flavor profiles. Our goal is to create CRAVEABLE and INSTAGRAMMABLE recipes that will leave our guests wanting more and more.
MA: The farm-to-table and garden-to-glass ethos has become quite the trend amongst patrons in both the culinary and mixology arena. What role does sustainability play in your beverage procurement process?
SC: Sustainability continues to be of vital importance for our brands. We are lucky to work with some of the industry’s biggest names, who are already leaders and innovators in sustainability, so it makes the process easy.
MA: What strategies do you employ to manage inventory and minimize waste in the beverage program?
SC: Weekly inventories, bi-weekly reporting on COGS, weekly purchasing and budget monitoring, and software programs to minimize theft or waste.
MA: Could you elaborate on the process of developing signature cocktails or beverages exclusive to the ONE Groups primary restaurant brands?
SC: I am lucky to work with partners who understand our brand identities. When developing signature cocktails, we leverage those partnerships and their great mixologists. We receive recipes, and ultimately add our own twist to them. The creation ends up being a true collaboration between the two parties.
MA: Low- and no-alcohol products continue to grow YOY. How do you ensure a balance between offering alcoholic and non-alcoholic beverage options to cater to diverse guest preferences?
SC: Our average consumer still drinks, but we understand that we need to enter this market. We are currently working on a program that will offer low or no alcohol but with a signature craveable twist that will stay true to The One Group’s identity.
MA: What considerations go into pricing beverages on the menu, and how do you maintain competitiveness while ensuring profitability?
SC: Our strategic beverage partnerships allow us to offer premium offerings while being profitable.
Benihana Specialty Cocktails – The Mai Tai
MA: Can you discuss any initiatives or promotions you’ve implemented to drive beverage sales and enhance the guest experience at STK?
SC: Cocktails for a Cause started in 2023. We have managed to tap into our creative side, giving the guests something different while giving back to charitable causes. This has been a complete success, and we look forward to growing the program.
MA: How do you ensure consistency in beverage quality and presentation across different STK locations?
SC: I visit our locations quite often, but I can’t be everywhere. We have a team of trainers that travel all over the US. Our bartender trainers’ primary objective is to identify any inconsistencies with the program. They are exceptionally talented and have excellent attention to detail. We keep an open line of communication and course-correct immediately when needed.
RH Specialty Cocktail – The Naked Lady Martini
MA: Can you share any memorable successes or highlights from your experience while overseeing the beverage program operations at STK?
SC: Cocktails for a Cause and our seasonal beverage offerings are successful. We occasionally graduate seasonal cocktails to our signature à la carte menus when they are received well and missed by our guests.
MA: Looking ahead, what trends or innovations do you anticipate shaping the future of beverage offerings at STK and will you be involved with beverage at other concepts, such as with the recent acquisition of Benihana?
SC: I also oversee the beverage program for Kona Grill. Saltwater Social, our first Vibe Dining Seafood Concept, is coming to Denver later this year, and I have the honor of overseeing that program. Benihana and RA are overseen by two talented individuals, and they will continue to oversee their programs. It has been a pleasure to work with them and share ideas together on how to continue to build world-class beverage programs.
MA: In what ways has IMI Agency supported the ONE Group’s growth and development as a client?
SC: IMI understands who STK was, is now, and who we plan to be, which is the leader of Vibe Dining and has always been able to assist with the growth, development, and partnerships that were best for us.
About The ONE Group:
The ONE Group Hospitality, Inc. (NASDAQ: STKS) is an international restaurant company that develops and operates upscale and polished casual, high-energy restaurants and lounges and provides hospitality management services for hotels, casinos, and other high-end venues both domestically and internationally. The ONE Group’s focus is to be the global leader in Vibe Dining, and its primary restaurant brands and operations are:
- STK, a modern twist on the American steakhouse concept with restaurants in major metropolitan cities in the U.S., Europe, and the Middle East, featuring premium steaks, seafood, and specialty cocktails in an energetic upscale atmosphere.
- Kona Grill, a polished casual, bar-centric grill concept with restaurants in the U.S., featuring American favorites, award-winning sushi, and specialty cocktails in an upscale casual atmosphere.
- ONE Hospitality, The ONE Group’s food, and beverage hospitality services business, develops, manages, and operates premier restaurants and turnkey food and beverage services within high end hotels and casinos currently operating venues in the U.S. and Europe.
- RA Sushi, a leading sushi, and Japanese fusion restaurant that combines the best of traditional and modern Japanese cuisine across its U.S. locations, dedicated to providing a lively environment with fresh, high-quality cuisine and specialty cocktails.
- Benihana, through its subsidiaries, is the nation’s leading operator of Japanese teppanyaki and sushi restaurants with more than one hundred restaurants operating under the brands BENIHANA®, RA SUSHI®, and SAMURAI®, including franchised BENIHANA restaurants in the United States, the Caribbean, Central America, and South America.
Additional information about The ONE Group can be found at www.togrp.com.
