Back to Basics: Mixology made simple
There's a common misconception in the pub industry that cocktails need to be high end and extravagant to impress. But complication really isn't necessary - sometimes less really is more.
The secret to exceptional delivery and service is simplicity.
It's all about engaging with your customer, and simplifying things is a very smart move that makes sure you don't scare people away with the cocktails you offer. They have to know what they are drinking.
And using just a simple premium spirit and mixer ensures the consumer can fully appreciate the spirit in question and its versatility. Not only does simplicity benefit and enhance the consumer experience, it also benefits barstaff as simple cocktails don't require a large amount of preparation. When a bar is 10 deep they make it easier for staff to achieve consistently good quality and make sure the consumer gets a great tasting drink, even at the busiest of times.
For me the key to a successful bar isn't just good customer service or first-class décor. It is not just well-trained knowledgeable staff, nor is it the ability to serve high-quality drinks. It's all of these.
You need to offer a complete professional package from the second your customer puts a foot through the door, because that's when their experience begins, and the smallest of gestures behind the bar can make a massive difference.
While easy to do, the five steps to achieve this all-round impact (see box below) are all too often overlooked.
Firstly, acknowledge and recognise the customer as soon as they come in. All it takes is a smile and eye contact to let them know you've noticed them. Let them know you intend to serve them as soon as you can by placing a napkin or coaster in front of them.
If you're busy making a drink for someone else you can still engage with the new customer and whet their appetite by asking if they have ever tasted this particular drink? It could encourage them to try something new.
Step three is just as simple - anticipation. Hand the customers the drinks menu and let them know if there are any specials or promotions. It's at this point that a bartender should fully engage with the customer.
By finding out their likes and dislikes, you can personalise their experience and tailor drinks to them. Drinks should never be 'black and white'. Take a classic cocktail and add a twist to it.
The personalisation of mixed drinks is something I think is really lacking in the industry today, but it's something that can make such a tremendous difference.
Steps four and five are preparation and conclusion, which involve you creating and perfecting the order. Customers will be watching you at work so make sure you use spotless glassware and fresh ingredients.
The importance of ice should never be underestimated. In reality it is the bartender's most important tool. Higher quality ice results in a superior final product. People assume that using lots of ice is some sort of scam when actually it ensures that the ice doesn't melt as quickly and that the drink stays colder for longer.
And a sale doesn't finish once cash is exchanged. Make sure you go over and ask the customer for their verdict on the drink, and finally, as they leave, thank them for their custom.
Wayne Collins is a leading member of the team of mixologists at spirits company Maxxium UK, which has recently invested £3.5m in its Mixxit on-trade educational programme
