Expert Tips for Bartenders, Servers, and Restaurant Owners
Are you looking to increase your check averages and boost profits from beverage sales? With higher profit margins on drinks than most food items, focusing on beverages can significantly impact your bottom line. Here are some insider tips to help you excel in beverage sales.
Bartender Secrets to Boost Beverage Sales
The Power of Nodding
Non-verbal communication can dramatically influence your sales. One effective technique is the ‘Sullivan Nod,’ a subtle nod about 15 degrees when recommending a drink. This technique works best when presenting a list of five items, subtly encouraging customers to choose the item you nod at.
The Impact of Eye Contact
Making direct eye contact while recommending a drink builds trust and makes customers more likely to follow your suggestion. This connection communicates sincerity and trustworthiness, essential for making sales.
Voice Inflection and Speed
Your voice can be a powerful sales tool. Studies show the human ear can distinguish 1,378 differences in tone. Use downward inflection at the end of your sentences to convey confidence and certainty. Additionally, control your speed—speaking too fast can make customers feel unimportant, while a slower, deliberate pace shows that you value their decision.
Bookending Your Recommendations
Bookending involves mentioning the item you’re trying to sell twice—first and last in a list. For example, when listing IPA choices, start and end with the same recommendation: “We have 10 Barrel Brewing Imperial, Sunriver Brewing Hazy, StormBreaker Brewing IPA, and, yeah, the 10 Barrel Brewing Imperial.”
Upgrading Liquor Choices
Upselling is a great way to increase profits. Move customers from Well to Call liquors, Call to Premium, or Premium to Top-Shelf options. Provide details and stories about the brands to make your recommendations more compelling. For example, suggest upgrading a house Margarita to one with Casamigos Blanco tequila, sharing its unique qualities and co-founder George Clooney’s involvement.
Enhancing Your Beverage Menu
Feature Beverages Prominently
Ensure your beverages are visible on your menu, table tents, placemats, or digital signage. This visibility encourages guests to order drinks, increasing your sales opportunities.
Effective Beverage Hooks
Use strategies like free refills, bundling beverages into value meals, locally sourced craft beverages, and promotions such as “buy the drink, keep the cup” to entice customers. Seasonal and limited-time offers can also drive sales, like Starbucks’ popular Pumpkin Spice season.
Creative Beverage Marketing
Daily Features and Pairings
Use chalkboard specials or daily feature sheets to highlight high-margin beverages. Suggest wine, beer, or soft drink pairings with menu items to encourage drink orders.
Food Photography with Beverages
Include drinks in your food photos to visually promote your beverages. A specialty burger looks even more appealing with an ice-cold cola or a golden beer beside it.
Signature Beverages
Develop a signature beverage that stands out and has a healthy profit margin. Huber’s Café in Portland, Oregon, is famous for its Spanish Coffee, a captivating drink prepared tableside. Your signature beverage could be a locally brewed beer, a unique cocktail, or a hand-dipped milkshake.
Action Items
Maximizing profits from beverages involves strategic selling techniques, effective menu design, and creative marketing. By implementing these tips, bartenders, servers, and restaurant owners can significantly increase beverage sales and contribute to higher overall profits. Focus on beverages, and watch your profits soar!
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