A seafood restaurant in Charlotte became known for something unusual: its espresso martini.
Not because of the recipe.
Because of what happened when it reached the table.
Sea Level, an upscale venue in Uptown Charlotte, was recently recognized by Charlotte Magazine for its printed espresso martini. The more interesting story is how the team turned the Ripple Maker printer, a small addition, into something that shapes guest behavior and repeat visits.
The following observations are based on a conversation with Azure Cassidy, beverage director, and Lyneth Johanson, digital media manager, from Sea Level, who shared how the team has integrated the Ripple Maker experience into day-to-day service.
Designing Curiosity Into the Menu
One of the more deliberate choices was how the concept was introduced.
On the menu, under the espresso martini, guests see a short line suggesting they can add an image. There is no detailed explanation.
This tends to prompt a question.
“People are like, what does that mean? And I’m like, I can print almost anything.”
Instead of relying on staff to actively upsell, the menu creates a moment of curiosity that leads to interaction. The decision is subtle, but it changes how the experience begins.
Moving Beyond One-Time Personalization
In many venues, personalization is a one-time novelty.
At Sea Level, it appears to function differently, particularly with repeat customers.
“For people who come in every week… we find some unhinged things to print for them.”
Over time, the printed element becomes part of an ongoing interaction. For regulars, the experience evolves rather than repeats, creating a sense of familiarity that extends beyond the product itself.
Guest Behavior as a Marketing Channel
One of the more visible effects has been how guests respond.
Printed drinks tend to encourage photos and sharing, especially among younger audiences.
“We’ve seen more of a Gen Z crowd… people who like to post on Instagram.”
“Every single weekend there’s at least two to three [posts tagging us].”
Rather than relying solely on planned content or paid promotion, part of the venue’s visibility is generated through guest activity. The experience gives people a reason to document and share their visit.
Enabling Real-Time Creativity
nother notable aspect is how the staff uses the tool during service.
“A guest says they own a brand… I’ll run, grab their logo, print it, and they’re freaking out.”
This introduces a degree of flexibility that is not typical in many bar workflows. With tools like the Ripple printer, instead of following a fixed process, staff can respond to individual moments as they arise, creating interactions that feel less scripted and more situational.
Extending the Experience Across the Menu
The same approach has been applied beyond cocktails.
“We print on our banana pudding… happy birthday… and they’re like, how did you do that?”
This broadens the role of the experience. Instead of being tied to a single item, it becomes something that can appear across different occasions, from drinks to desserts and celebrations.
Business Impact: Short-Term and Ongoing
From a financial perspective, the team noted a relatively quick return.
“We made the profit back in a few weeks, a few months.”
At the same time, the longer-term impact appears to be related to how the venue is perceived.
“It becomes like a thing that you’re known for.”
In a competitive market, having a clearly identifiable element like the Ripple Maker can influence how a venue is remembered and recommended.
The Role of Hospitality
The team does not attribute the outcome solely to the experience itself.
“They’re not here just because of one amazing cocktail… they’re here because they get to talk with us.”
This reflects a broader point. Tools can shape interactions, but they do not replace the role of human connection. The experience appears to work in part because it is integrated into how the staff engages with guests.
Observations
Sea Level’s approach highlights a set of practical patterns:
- Introducing a feature in a way that invites guest curiosity
- Allowing the experience to evolve for repeat customers
- Creating moments that guests choose to share on their own
- Giving staff flexibility to respond in real time
- Extending a concept across multiple touchpoints within the visit
Individually, these are small decisions. Together, they influence how guests experience the venue and how the venue is perceived over time.
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