More than 60% of your customers don’t know what they will drink until seconds before they place their orders, according to research by Diageo, the world’s largest liquor company. Diageo describes the bar area as the “Decision Corridor”. Think about that for a minute. What an amazing opportunity for you to sell your customers something different from their usual “rum and coke” or beer; something that they will enjoy; something that differentiates you from all the other local bars; and something that’s profitable.
Your marketing strategy starts with your drink menu. Research has found 71% of spirits drinkers are influenced by bar menus, promotions and staff recommendations. But a drink menu is not enough; driving incremental sales requires an effective drink menu. The pinnacle of this approach is the signature drink – a cocktail so enjoyable that it becomes almost synonymous with your establishment.
Taking full advantage of the “decision corridor” requires training your bartenders in the art of suggestive selling. Renowned US bar guru, Tony Abou-Ganim says, “A moment of indecision is the perfect opportunity for bartenders to step in and introduce their customers to something new. Your goal should be to guide your clientele toward a one-of-a-kind experience. Give them a reason to come back to your bar. Suggest a world-class drink.” A world-class drink… Hopefully that describes the five drinks on your concise, intriguing drink list; preferably drinks that you customers can’t get anywhere else.
Your signature drink is not only profitable, your staff are trained to sell it (a great signature drink should make up 5-10% of your bar’s total alcohol sales), and it will build customer loyalty. If they love the drink and can’t get it anywhere else, they’ll be back form more (with their mates!).
Top 5 things to consider when creating your signature drink:
#5: Choose only one: Don’t dilute the message. Choose one signature drink that links your bar’s image and creates a level of excitement.
#4: Choose the right drink for your bar: You want it to be something that they can’t get anywhere else, and something that looks great so other guests see them being made and immediately want to try them.
#3: Price it right: It should be priced for profit, yielding a theoretical pour cost between 5-15%, so keep that in mind when coming up with the ingredients.
#2: Market it effectively: It should look amazing – from the colour to the serving glass, to an unusual ingredient. You want to create a buzz in the bar where people ask “What was that drink that those people just ordered?”. And make sure it comes with a story – how and why it was invented and what it means to your bar. People connect with the story and are more likely to make a choice based on that.
#1: Sell sell sell!: Make sure your staff are on board and share your vision. You want them to recommend the drink enthusiastically to every customer. To get their buy-in, you could even hold a competition for them to come up with the drink themselves.
