Cocktail Chronicles: What drives people to a bar?
Whether it's cheap beer, live music, or irresistible bar snacks, there are many factors that go into where people choose to drink and spend their money. Drink specials can make you feel like you beat the system, while a unique atmosphere can feel like a vacation. What factors herd people in and which ones send them running for the hills (or another bar)?
Drink Specials
A common special is two-for-one drinks. This is usually a set deal, meaning that a guest is entitled to the second beer whether they want it or not. Typically, the cost of the second beer is factored into the first. This special is better suited for restaurants, which have the benefit of food revenue. It is also a safe bet that many patrons may skip out on the second beer, even though they technically paid for it.
A fan favorite, especially among college students, is any iteration of a coin flip. Just outside of Florida State's campus, located in Collegetown, is Township. Every Friday afternoon, hordes of students flock to test their luck at Flip My Ship. Call heads or tails on an oversized wooden coin, and hope that you picked right because if you did, your drink is free. This special evokes all the exhilarating feelings of gambling, and even if they've picked wrong the last four times, the hope of a free or discounted drink will bring them back for more.
Happy Hour. The longest-standing bar special, typically around the hours of 3-7 pm. This special drives demographics of all ages. Whether it was a hard day at work or a hard day of class, there is always a happy hour to help quell those stressful feelings. Happy hour can be at any point of the day and can offer a variety of drink specials. Beer buckets, pitchers, well cocktails, all of these are great items to add to your happy hour. So if there's a keg that isn't selling, or that bottle of Rumplemintz has been there for too long, consider revising your happy hour menu to feature items that have not been selling well.
Food
Food and alcohol share a special relationship. Food helps slow the absorption of alcohol into the bloodstream, allowing you to not be a drunken mess two hours into the night. Additionally, several studies have shown that alcohol stimulates cells in the brain's hypothalamus that trigger appetite, which explains why that hot dog cart looks so irresistible at 3:00 am. Does your bar offer food? Or are there options close by? If the answer is no, the second your customer's tummy begins to rumble, is the second they think of leaving and spending money elsewhere.
If your bar is part of a restaurant or has a small kitchen, you don't have to worry about the munchies driving away your customers as much. Even if you're serving food though, make sure you and your staff are taking pride in your product. Serving bar snack staples right can drive people back to your bar for the food alone, and with food purchases comes drink purchases. So make sure those wings are crispy, saucy, and served with a smile.
Okay so your bar doesn't have a kitchen? No problem. Chips, boiled peanuts, hot dogs, and other foods can be easily served and prepared. These foods require little start up cost and can help keep patrons full, and in the bar longer. If serving and preparing food is completely out of the equation, consider partnering up with a local food truck to park outside your establishment and promote each other on social media to build awareness. A classic "I scratch your back if you scratch mine".
Atmosphere
While offering top-notch wings or affordable cocktails can be enticing, if your establishment lacks the proper atmosphere and entertainment, your patrons are likely to become bored and depart for a better bar. Live music, televisions, pool tables, and trivia nights are all great ways to keep people engaged, excited and coming back for more.
In conclusion, 2 for 1 well margaritas, a good atmosphere, and crispy fried foods are all sure fire way to get people into your bar and (hopefully) back for more. With the right tweaks, these factors can appeal to almost any demographic, and bring in new business for your establishment.
Are you having trouble or interested in attracting new customers to your bar or restaurant? Unfiltered offers cocktail consulting which can help transform your business, fill those seats, and serve legendary cocktails. Schedule a call today!