RESTAURANT

Date Spot

1=Great for your fraternity reunion
10=romantic, fun, engaging and special

 

Formal Dining

1=very casual–shorts and flip flops are okay!
10=Jacket required. White Linen tablecloth

 

Unusual Eats

1=typical American cuisine
10=menu is unfamiliar to most Americans

 

It’s a Party!

1=silent room. Noise level resembles a library
10=upbeat music. high energy. It’s not uncommon to see diners get up and dance.

 

Price

1 = $10 average food cost for 1 person (excludes tax and tip)
10 = $100+ average food cost for 1 person (excludes tax and tip)

 

Dress Up

1=very casual–shorts and flip flops are okay!
10=Jacket required for men. Cocktail dress is common for women.

 

GOURMET STORE  

Store-made Products

1 = Products are not made by store employees
10 = All products are made by store employees

 

Unusual Products

1= Products are familiar to most Americans
10= Products are unfamiliar to most Americans

 

Years In Business

1= 1 year

 

Local / Sustainable

1= Products are not produced locally and
10= Products are produced locally or in a sustainable way

 

Price

1 = $10 average cost for 1 serving (excludes tax and tip)
10 = $100+ average cost for 1 serving (excludes tax and tip)

 

BAR 

Date Spot

1=better for a frat party reunion
10=romantic, fun, engaging and special

 

Sports Bar

1=No sports on TV
10=Sports on all day on more than 10 TVs

 

It’s a Party!

1=silent room. Noise level resembles a library
10=upbeat music. high energy. dancing. games. social.

 

Singles Scene

1=couples or private groups
10=single men and women ready to mingle

 

Price

1 = $3 beer, $4 cocktail, $5 glass of wine (excludes tax and tip)
10 = $10 beer, $20 cocktail, $30 glass of wine (excludes tax and tip)

 

Dress Up

1=very casual–shorts and flip flops are okay!
10=Jacket required for men. Cocktail dress is common for women.

 

BEER  

Hoppy

1 = hops (bitter, spice) are almost undetectable
10 = hops (bitter, spice) dominate the palate

 

Malty

1 = malt (sweetness, caramel) is almost undetectable
10 = malt (sweetness, caramel) dominates the palate

 

Body

1 = light as water
10 = think as syrup

 

Color

1 = clear / transparent
10 = black / opaque

 

Fruity

1 = bright or dark fruit (as a result of adding fruit or as a result of brewing style) is almost undetectable
10 = bright or dark fruit (as a result of adding fruit or as a result of brewing style) dominates the palate

 

WINE  

Acid

1 = acidity is almost undetectable
10 = acidity dominates the palate

 

Fruit

1 = fruit is almost undetectable
10 = fruit dominates the palate

 

Dry / Tannin

1 = Tannin is almost undetectable. Wines with little tannin typically tastes smooth to tasters new to wine.
10 = Tannin dominates the palate. Wines with high tannin typically tastes dry to tasters. These wines can benefit from an hour in a decanter or several years in a bottle.

 

Body

1 = light as water
10 = think as syrup

 

Length

1 = quick burst of flavor goes away in seconds
10 = flavors tend to linger on your palate and evolve for 20-60 seconds

 

WHISKY  

Spicy

1 = spice is almost undetectable
10 = spice dominates the palate

 

Fresh

1 = freshness is almost undetectable
10 = freshness dominates the palate

 

Malty

1 = malt is almost undetectable
10 = malt dominates the palate

 

Woody

1 = wood is almost undetectable
10 = wood dominates the palate

 

Fruity

1 = fruit is almost undetectable
10 = fruit dominates the palate

 

Peaty

1 = peat is almost undetectable
10 = peat dominates the palate

 

GIN  

Juniper Berry

1 = Juniper berry is almost undetectable
10 = Juniper berry dominates the palate

 

Citrus

1 = citrus is almost undetectable
10 = citrus dominates the palate

 

Fruity

1 = fruit is almost undetectable
10 = fruit dominates the palate

 

Earthy

1 = Earth is almost undetectable
10 = Earth dominates the palate

 

Spicy

1 = Spice is almost undetectable
10 = Spice dominates the palate

 

Body

1 = light as water
10 = think as syrup

 

TEQUILA  

Agave

1 = Agave is almost undetectable
10 = Agave dominates the palate

 

Fruit

1 = Fruit is almost undetectable
10 = Fruit dominates the palate

 

Earth

1 = Earth is almost undetectable
10 = Earth dominates the palate

 

Smoke

1 = Smoke is almost undetectable
10 = Smoke dominates the palate

 

Smooth

1 = reminiscent of $1 shots back in college.
10 = easy to drink with very little alcohol taste

 

Complexity

1 = quick burst of flavor goes away in seconds
10 = flavors tend to linger on your palate and evolve for 20-60 seconds

 

MUSIC

Dinner Party

1 = fast, erratic, loud, bellowing
10 = catchy but happy to be in the background

 

Hook Up

1 = fast, erratic, loud and bellowing
10 = smooth, chill and sexy

 

Hi-Fi

1 = very little production
10 = digital. crisp production

 

Party Album

1 = depressing, slow and long
10 = upbeat, positive, short catchy pop songs. Danceable.

 

Work Out

1 = depressing, slow and deep lyrics
10 = fast, hard and high energy

 

TRAVEL  

Size

1=under 20 rooms
10=over 1000 rooms

 

Modern

1=classic property with few modern amenities
10=modern design with latest technology and modern amenities

 

Luxury

1=basic necessities–think camp site or hostile
10=total opulence perfect for royalty

 

Nightlife

1=1 restaurant or bar within 10 miles. Think camp site in Wyoming
10=unlimited bars, restaurants, live music and entertainment

 

Price

1=$30 average night stay
10=$3,000 average night stay

 

STYLE  

50-Year Test

1 = We feel like this product should last 1 year or less with average usage and little maintenance
10 = We feel like this product should last 50 years or more with average usage and little maintenance

 

Design

1 = Beautiful design is not a priority
10 = Beautiful design is a priority

 

Baller

1 = You will not resemble a Baller in any way after you us this product
10 = You will look like a Baller if you use this product

 

Innovation

1 = Innovation is not a priority
10 = a new idea, more effective device or process that produces a life changing solution

 

Originality

1=Product is mass produced
10=Product is an original