Bar Mangement
Bartenders Who Focus On Up-Selling Make More Money.
By: Sideshow Pete
5-10-19
![Sideshow Pete – Up Selling Bartender Serving Big Tips Hero Sideshow Pete - Up Selling Bartender Serving Big Tips Hero](https://sideshowpete.com/wp-content/uploads/2019/05/Sideshow-Pete-Up-Selling-Bartender-Serving-Big-Tips-Hero.jpg)
Nearly 85% of all customers that walk into a bar have not decided on a drink. Everywhere a Bar-Fly looks, everything a Bar-Fly hears, everybody a Bar-Fly interacts with can influence what they purchase.
My definition of Up-Sell: Influencing a customer’s decision to purchase an additional item, a higher priced item, or a higher margin item.
Undecided Bar-Flies will make their decision in 3 basic zones within a restaurant, bar, or nightclub. Each zone potentially influences what direction that patron will go for the evening.
What a Bar-Fly Sees:
- Zone 1: Windows & Walls
- Zone 2: Table Tops & Menus
- Zone 3: At the Bar
Zone 1: Walls & Windows
- Strategically place neons or metal signs, mirrors, chalkboards, digital screens
- Promote high end, highest margin, image products, and best-selling Brands
Zone 2: Table Tops & Menus
- Bar Top, Table Top, Posters, Chalkboards, LED and Dry-Erase Boards
- Should be clean and easy to read
- Highlight high margin items (maybe not be highest priced)
- Use strategic colors
- Dark backgrounds and light lettering (or vice versa)
- Red, draws the eye, power color
- Yellow, first color the eye sees
Zone 3: At the Bar
- Bar Mats – If you have branded bar rails, FACE BAR MATS TOWARD THE CUSTOMER TO READ! It kills me when I see bar mats facing the bartender!!
- Liquor Bottle Displays
- Center top shelf Brands and work outwards
- Group by Brand
- Group by liquor type (vodka, whiskey/bourbon, tequila, etc)
- Beer Bottle Line Up – 3 philosophies
- Bottles should be grouped by Brands and/or styles (Bud with Bud Light, IPAs with IPAs)
- Left to Right – line up high-end better beer to low-end domestics
- Group long-necks with long-necks, short-necks with short-necks, cans with cans
- Draft Handle Line Up – 3 philosophies, you’re pick:
- Center better beer handles and work outwards for domestics
- Start better beer handles on the side where customers approach the bar
- Left to Right flow – better beer Left; domestic beer Right
- Countertop Refrigeration
- Shot coolers or fridges that promote non-alc beverages and mixers
- Make sure lights function
- Monitor sales to justify real estate value
- If it’s not selling, get rid of it!
- Shot coolers or fridges that promote non-alc beverages and mixers
What a Bar-Fly Hears:
Whether you’re the owner, server, or bartender, always be Up-Selling. Help them decide to spend more money. All you’re doing is helping them make a decision while increasing profit and hopefully receipt of a bigger tip.
IE: If asked, “What do you have on tap?” Always start with better beer draft options. Domestics should be mentioned last. A Bar-Fly makes their decision within the first 3 options they hear most of the time.
IE: If asked, “What do you recommend?” Have either a signature cocktail or a personal favorite ready. It might be a Red Bull & Vodka, a Boston Lager, a sipper like a Negroni, or maybe a Top Shelf Dirty Martini. Most of the time they’ll go with one of your suggestions.
Interactions that Influence:
Follow Up – A simple, “Would you care for another drink?” or “Want to try one of my favorites?” could lead to an additional order, shot, or a higher priced cocktail or beer.
Return Customer – This can be accomplished in a number of ways:
- A simple “Thank You” for coming in, or “See you again soon” makes a Bar-Fly feel included
- Quality service – fun, pleasant, smiling bar and wait staff helps a Bar-Fly feel special
- Messaging – information about weekly events or nightly features keeps a Bar-Fly informed
- If you have a Happy Hour or drink specials, display them
- If you have regular or special events, post them
- Make sure your staff is aware and are verbally promoting
- Hit Bar-Flies in the bathroom – easy real estate for posters or feature frames
The Used Car Salesman close –
“How do I put you in this car today?”
I haven’t done any research on this, but a used car salesman has to be one of the best Up-Sellers in the world. Many work on commission only. For them, it’s all about making the sale and Up-Selling a customer into a vehicle that makes the salesman more money.
Up-Selling at the bar can have a parallel strategy. The beauty is, everyone walking into a bar wants to, and is ready to buy. Should be an easy sale! Question is: Do you want to put them into a Cadillac Margarita or Tan Ferrari?
Cadillac Margarita:
1.5oz top shelf Tequila
0.5oz Cointreau
1oz Lime Juice
Grand Marnier float
Best served shaken and poured over ice or blended
Tan Ferrari:
1/3 Irish Cream
1/3 Kahlua
1/3 Amaretto
Best served over ice chips, do not shake or stir
![Sideshow Pete Bartender serving customer upselling drinks making money](https://sideshowpete.com/wp-content/uploads/2019/05/Sideshow-Pete-Bartender-serving-customer-upselling-drinks-making-money.jpg)
People love trying new things, be sure to make menus easy to read and easy to read. Avoid jargon that might confuse a Bar-Fly.
Conclusion
The bar business might just be the easiest sales job out there. Everyone who walks through the door is going to buy something. That purchase might be a beer, shot, cocktail, or non-alcoholic beverage. Your goal should be Up-Sell every one of them.
Why? The business makes more profit, and higher bar tabs lead to bigger tips.