Making money in a public house is about knowledge!
This blog will certainly help you. Read it, digest it, action it, reap the rewards.
69% of customers go to the bar BUT, 31% don’t. This means that bar merchandising is a big influence on 69% of your customer base approaching your bar. However; lets look at the 31% first.
31% of your customers don’t go to the bar, probably because someone else is asking them what they would like to drink. In this situation they will know nothing about your product range. So; the important thing here is; the information presented to them at the table to, and the walls en-route to the table. Without information presented to them they will ask for their own ‘familiar’ products. Products like Orange Juice, Gin & Tonic, Pint of Bitter etc. The big question here is, ‘are these your best cash profit earning products?’ Not best percentage products, but the best cash earning products. To explain that; 80% of £1 is 80p 50% of £2 is £1, earning 20p more! If you had sold, the high percentage earning product to your customer, you would have 20p less in your bank account on just one transaction. I hope you see where this is going. So; what if your table advertised say St Clements (orange juice mixed with bitter lemon, ice and a slice), instead of orange juice. Rhubarb Gin with American and a dash of lime instead of the Gin & Tonic, or the premium Bitter rather than the standard Bitter? You would make additional profit EVERY time one of your ‘table advertised products’ was purchased.
Back to Bar merchandising. Abundance is Authority. This means displaying lots of the same product you are showing confidence in it, it looks popular too. So; customers are visually drawn to it, making a sale much easier. Simplicity Clarity Relevance. Three key words in making money through merchandising. The opposite of this is Complexity, Confusion, Ambiguity, exactly what you don’t want. So; the way forward is simple: Choose a product to display in abundance, this display will be simple and not complex. Don’t add other products too near to your display, as this will cause confusion. Keep the display relevant too. If you are showing something on the TV? Show products that are relevant to that target customer, and change it often. This creates a little work, but the rewards are great.
An aid to all of the above, are our Display Blocks (code DB1) https://www.bhma.co.uk/wooden-display-blocks you can create a simple stunning display for almost any product. Take a moment to look, they last years and WILL make you money.