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January 21, 2008
The holidays have come to an end, the newness of the New Year has worn off, and you are left leaning behind the bar waiting on pins, and needles for the next customer to come in, and have a seat. Welcome to the “Real World Episode of: The Bar Industry.”
Business tends to slow down quite a bit once folks have tapped out all the extra income getting ready for 3 major holidays back-to-back being Thanksgiving, Christmas, and New Years! The weather all of a sudden feels colder than the months of December and November, and at this time, going out to spend money and time at the bar is the last thing people are thinking about!
So…why not eliminate one of those issues and give them an offer they can not refuse! Consider a “Customer Appreciation Night” which includes free drinks (not the premium or top shelf) at a designated time and day! You know…just a small peace offering to keep the cash flow thriving, and the atmosphere alive!
Sidebar: To all of my bartenders that are reading this…I know you want to kill me right now for suggesting this, but just hear me out! First let me say this. I know this is not an ideal situation for us. People usually take the word “free” very literally, which totally eliminates any tip for us! Somehow because the drink is free we shouldn’t be compensated for slaving behind the bar slinging their drinks, I know, but just hear me out on this one!
My suggestion is to offer “Customer Appreciation Night” during the month of January, and possibly into early February, keep it consistent so everyone knows it’s on this night, between these tines. I guarantee not only will you see your regulars, but you will have new repeat customers as well. You may want to throw in theme nights like a “Margarita Night” or “Bartender’s Choice”. With these types of themes, you can allow bartenders to be creative making drinks using your Daily’s Cocktail Mixer Line until their hearts are content. After all we love creating new recipes, and it helps to build our customer base!
Believe me, if the drinks are good, the atmosphere is light and fun, the word will get out and you won’t be able to tell business was ever slow! It’s always great to include a few extra activities at this time such as: Karaoke (nothing professional, just a machine that customers can maneuver themselves), Texas Holdem’, or some type of fun Trivia Game. That way you really don’t have to dip into your “Marketing Budget,” and let word of mouth be your advertisement method.
Now back to my bartenders…this can also be good for us. Now, allow me to first put out this disclaimer…the first night you may not walk out with much, but “train” your customers! We are bartenders, we are smart, and most importantly we know how to survive, so put those cute manipulative skills to work and make your money. Flaming shots, colorful drinks, bottle flipping whatever floats your boat, this is your time to entertain. As time goes on, your customers will tip you after every “appreciated drink.” And don’t think that just because it’s 8pm, and the free drinks have stopped they are leaving! NO! That’s the beauty of it; they will stay and continue to spend money! It’s a Win-Win situation for all, the bartender and the bar!
Okay… and to all my bar managers, please DO NOT only offer the well alcohol. This action is so “classic”, and everyone expects it! That’s why free drinks tend not to lure people in all the time. Although your customers may not be liquor connoisseurs they know the cheap stuff, and prefer to not to have it. So don’t be cheap! Offer the calls instead. After you complete your profit over loss report you will see you truly didn’t loose anything, however you will profit when they stick around and continue to buy drinks even after their designated time is over, and continue to do so week after week.
I suggest your successful “Customer Appreciation” night to last until early or Mid- February. This way you build a huge client base, and it takes you into basketball season, March Madness, and St. Patty’s Day!
Speaking of Basketball, and St. Patty’s Day! As they approach I will be sure to share some drink recipes, and money making tips!
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