Diageo visits Barcena
A stock house brand is the pouring brand - recommended to change to quality well known big brand names as this will say to Barcena's customers that they are worthy of quality and they deserve to be served a quality drink. 53% * of customers believe that house spirits are ripping them off (*Diageo Customer research 2002)
The back bar was well stocedk, had a good selection of the main spirits categories and was divided up by category - yet there were no hot spot or quality cues. Diageo recommends having good quality ice in an ice bucket and a bowl of fresh fruit - this will enhance the customer confidence in the outlet and the products sold.
Research shows that 76% of customers order their drinks from the till area.* (* ID Magasin 2000) Locating best selling spirits close to the till will have greater impact and also increase the speed and ease of service.
If Barcena wants to provide their customers with the very best drinking experience possible and retain loyalty - Diageo recommends implementing the NEW Long Mixed Spirits serve. The longer serve - a tall 16oz or 12oz glass packed with ice, a measure of spirit*, plenty of mixer and a wedge of fresh fruit - has been designed to respond to the growing consumer demand for mixed spirit drinks during 'mid-tempo' occasions in UK pubs and bars. (*For a 16oz glass Diageo GB recommends a 50ml or 35ml spirit measure with 180/200ml mixer. For a 12oz glass Diageo recommends a 35ml or 25ml spirit measure with 113/125ml mixer.)
Staff training is the key to success - Diageo suggests that Richard develops an on going interactive training programme for all his staff.
The area Diageo advises that the training programme focuses on are: staff recommendation, customer service skills and general consistency of serve. Richard and bar manager will be attending a 360° esp™ course on the 28th March in Brighton The nationwide 360° esp™ training course is free to all licensees- it provides them with simple and effective ways to train staff and increase profits.
