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