How to make money from displays and table advertising.

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.

Display Blocks
Part Populated Display

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)  you can create a simple stunning display for almost any product.  Take a moment to look, they last years and WILL make you money.

How to increase your coffee sales?

coffee merchandising

This really is a no-brainer! We all know how much it costs to make a cup of coffee and how much we pay to drink one in a bar, café or restaurant. You really are missing a trick if you are not promoting your coffees, this has a high profit margin and Europeans are now the worlds biggest coffee drinkers!

The easiest way to increase sales is to market your product well, by well I mean provide clear communication. There are a number of ways this can be achieved but the easiest (and most economic) is to use what you already have!

Most establishments will have coffee beans, chalkboards, maybe even a grinder, all you need to add for the perfect result is a little time and inclination!

Have a look at our examples above, the first has been created with and old fashioned grinder, a bottle of Jamesons, coffee beans, and a fake Irish coffee (created with instant coffee and white flour), all that is needed to make this display complete is a chalkboard with a simple promotional message to tantalise the taste buds.

The centre photo shows a coffee menu displayed on a chalkboard that can be hung on the walls as a piece of art, gently persuading your customers to enjoy their favourite cuppa.

The third is simply coffee beans, chopping boards, a couple of mugs, a little bit of artistic talent and a lot of patience!

As you can see the opportunities are endless to create a simple display with little or no outlay simply using what you have. Remember to change your designs, promotions and offers, if your customers sees the same thing month in month out it will become part of the furniture and stop working, you need to jazz it up a little and come up with new ideas. How about offering a Baileys Latte at Christmas, an Espresso Martini in the summer and a Calypso Coffee for Bonfire night! (All recipes below). coffees1

Baileys Latte – This really isn’t just for Christmas and it’s so easy! Pour steaming milk into a coffee glass, add a shot of espresso and pour in the Baileys, finish with a sprinkling of crumbled chocolate or cocoa powder.

  • 50ml Baileys with a hint of Coffee Flavour
  • 20ml or one shot of espresso
  • Milk, enough to fill your coffee glass
  • Crumbled chocolate or cocoa powder (for decoration)

Espresso Martini – Ok, you’ll need an espresso machine and a shaker for this one. It sounds complicated but it’s just a matter of mixing booze with coffee. Shake the Kahlúa, Absolut Vodka and espresso together with plenty of ice. Strain into a cocktail glass to get rid of all the small ice chips.

  • 1 Part Kahlúa
  • 2 parts Absolut Vodka
  • 1 part Espresso

Optional: Add simple syrup to taste

Calypso Coffee – This one’s easy simply pour the rum and liqueur into a mug and top with hot coffee. Simples!

  • 30ml Rum
  • 30ml Creme de Cacao liqueur
  • 225ml hot filter coffee

As you can see all the above is achievable with a little thought, time and dedication, want to improve your sales? What are you waiting for? And if you have any photos or recipes please send them my way, I’m always tempted with a cheeky chai!