Ask a room full of food and beverage operators why they’re in business and the likely response is "to make money." All except for the one businesswoman in the back, the one with the air of confidence, who knows that the answer is "exceed guest expectations".
The formula for long-term success in this business is far from tricky. Keep the clientele intrigued and they and their discretionary income will continue to return. Dissatisfied guests will leave and tear out your listing from the yellow pages and advise everyone they come in contact with for weeks to do the same.
The same is true for your revenue stream. It’s either healthy and growing, or it’s not. The good news is that increasing beverage sales is an uncomplicated, straightforward process. The first key is to look at things like a consumer, which in fact you are. Regardless of whether we’re talking about alcohol or not, we all drink. So the question renders down to what would your clientele, many of whom you know on a firsthand basis, be interested in sampling and find savory enough to order again.
The second operative condition is originality. Give people great drinks that quench their thirst and spark their imagination. If yours is the only place on the planet where they can get those particular libations, where else will they go? It’s a time-proven practice.
If you think creating original cocktails is going to be the challenging part, it’s not. Granted there’s a bit of trial and error inherent in the process, but even that is neither painful nor costly. The procedure entails taking a drink concept, such as a Margarita, and tweaking its taste profile until it becomes something singularly delicious.
The final essential aspect of the strategy is to ensure that your operation is fully prepared for success. Are your people ready for the challenge? Have you outfitted your bar with the necessary equipment and inventory to deliver on the promise? Creating demand without being able to fulfill it is a pointless and frustrating exercise.
To streamline the process somewhat, here’s my short list of ways of stating on the right side of the income curve.