Ask An Expert: Speedier service at the bar
My customers seem to take ages deciding what to order at the bar and it really slows up service. How can I help them to make a decision more quickly?
Industry research shows it's the last 10 yards of the customer's journey to the bar that's key to their decision making. So you need to make sure that as they approach your bar all their drink options are clearly displayed:
- chalkboards should flag up guest beers or wines or snacks
- the back-bar must be uncluttered and clearly display spirit brands as well as examples of branded glassware for premium beers
- back-bar fridges should be well stocked, labels facing front, with the most popular drinks on the top shelves
- fonts should be clean, well branded and not get in the way of sightlines to the back-bar.
It may be worth creating an ambient display of bottled drinks and leading brands will happily supply items such as plastic 'stackers' to enable you to create an impactful pyramid display.
Train your barstaff to keep things moving by identifying the 'ditherers' who need reassurance and more time to make up their mind and customers who are really looking for a recommendation. Agree questions such as "are you looking for a long drink?" to help your staff quickly identify what might be suitable.
Help customers who are coming back for another drink to make up their mind before they get to the bar by placing drinks menus on every table. This is especially useful for groups ordering in rounds - you could even leave a few pads and pens behind the bar for them to write their orders on.
Gemma Teed is a strategic planner at marketing communications agency Brahm
