MAY 2018 - WHY YOU'RE NOT A GOOD BAR OWNER!
You may think you're a "Great" Bar Owner, Club Owner, Bar & Grille Owner, Sports Bar Owner, Restaurant Owner, but here are SEVEN REASONS IF YOU FIT THEIR MOLD, YOU ARE A BAD OWNER:
A. Customers like lovers are easily disappointed. Do you as an Owner stop and greet, meet your Guests, do you ask their names, for their card, do you schmooze with them?
B. Just like the Spouse who always knows best, if you argue or tell a Guest who has a legitimate compliant, that it's their fault, and not make good on it, or you say to other Guests " this is how we do things here and always have", don't expect them to come back, further, don't ever wait for a good word about your place out of their mouths. Let along what the "REVIEW SITES" are going to spew out.
C. When you respond to a Guest with "uh huh", "uh huh," "uh huh", we all know someone isn't listening to what we have to say. But by really listening you are showing your Guests the respect they deserve, they are entitled to. Don't ever assume you know what your Guest is going to say, before they even finish saying it? You have no idea about how many new techniques, policies, ways of doing business have been created, simply by listening , instead of talking.
D. You don't jot down Customers Birthdays or Anniversaries, so when they do come, the person or couple says to each other, "typical, they didn't even send a card". I was always taught in business from a very young age, to always send a card upon meeting someone, I am going to do biz with. As the saying goes, "it's the thought that counts".
E. Open up "HOUSE ACCOUNTS" that are paid monthly, when you have a major player, or heavy hitter who comes into your bar, club, restaurant, sports bar, bar & grille, and who lives nearby, who has a solid track record and reputation, make them feel special, because they are. So simple every Month, you send a bill, every month they pay. Make sure you have in writing who is authorized to sign for a charge, have it signed in writing by the "Heavy Hitter Himself or Herself".
F. Never ever walk by customers, guests, without greeting them, MAKE THE TIME! INTRODUCE Yourself, you don't have to, nor should you ever buy anyone a drink. NO, NO and more NO. Don't play big shot. Play "APPRECIATOR" for their business. Shake their hands. Give them your card. Make them feel important. I had an Owner once of an upscale restaurant, who knew who I was, walk by me, and say " I will come back, your not leaving yet". I was with a Party of Six, I didn't ask him to stop by, I never said two words to him, but, I never ever went back in there again, his attitude was enough to tell me, there are too many Owners at too many Good Food Places, that truly appreciate your business.
I was running a very upscale restaurant, held about 200, the Owner was a World Class Chef, he had a great Kitchen Staff, but when I asked him to come out in his Chef's Uniform with his awards worn around his neck, he came, he greeted the table, greeted other tables and went back to his kitchen.
It made all the difference in the World.
G. Don't be a "Social Media Big Shot". You don't need to post pictures of you, your friends, drinking, partying, people want to see other people doing just that, they don't need to see the Owner with his ego, his arrogance, and his attitude, using Social Media to SHOW OFF. Use Show Media for what's purpose is, to "SOCIALIZE", to "SCHMOOZE" , to "SHOW" what a Great Place, Premier Drinks, Prime Food, Perfect Service, and Professional Staff you have.
SLOW WEEK NIGHTS ARE EATING UP YOUR REVENUE !
I HAD AN OWNER CONTACT ME, HIS FRIDAY AND SATURDAY NIGHTS WERE TERRIFIC, HIS THURSDAY NIGHTS, WERE NOTHING TO WRITE HOME ABOUT, BUT HIS WEDNESDAY NIGHTS, HE WAS CLOSED. HE WANTED TO LAUNCH THEM WITH A CONCEPT THAT NO BAR OR CLUB OR LOUNGE IN HIS AREA EVER HAD.
"NO PROBLEM I SAID". "I WILL CREATE TEN CONCEPTS FOR YOU TO IMPLEMENT, TAKE YOUR PICK, WHICH TO START. HE WAS TOTALLY RELIANT UPON DJS, NATIONAL DJS, REGIONAL DJS AND LOCAL DJS.
So I created Ten different CONCEPTS, no drink specials, no free cover charge, none of that "Bar Begging Nonsense". I place the pulse of my Promotion on interaction, on captivating events that primarily attract very beautiful Women.
I had a Club implement one of my Concepts, they drew 250 women and only a few men, the Owner called me in a panic " I need men", I responded "Relax, these women are there for the FUN", they don't need men". Bottom line, they didn't need Men, the Owner had a great night and the PR he gave his was worth $100,000. He was so thrilled, he ran the same Promotion the following Thursday Night.
The key is to stop being so predictable,yet, don't go so far over the line you lose your customer base. At the end of the Thursday night, that you were once empty of any money or credit card receipts to add up, with these "CONCEPTS", you have plenty to count. DJs, BANDS, DJs, BANDS, GUEST DJs, OUT OF TOWN BANDS, the more spend, the more YOU DO NOT MAKE. The more you have to charge at the door, the more is contained in their "RIDER", the more marketing you have to do. But when you take a "CONCEPT", where the music element is secondary, that expense is minimal. That is the Strategy you use on a Wednesday or Thursday Night.
"EGO" is an Owner's worse trait and worse emotion to use, when operating your bar, club, sports bar, bar & grille, restaurant, bowling center that has a bar, hotel bar, hotel pool bar, hotel lobby bar.
I asked some people about a very once popular eatery that was sold, and these people responded, "The New Owners are so unfriendly, they never smile, they never say have a nice day". I gather they are miserable.
You have to leave all your personal issues, problems outside, the moment you walk into your bar or food and beverage business.
Your Staff has to leave all their soap operas outside the front door.
Email your challenges, problems, slow nights, to RichUnger@promotingnightclubs.com
Food Delivery is hurting Restaurant, Eatery, Bistro, Sit Down Business And Their Bar Biz Most Of All.
When you receive an online food order or phoned in food order, you must offer Beer, Wine, if the law allows Liquor as well, if not, put the pressure on your Restaurant Association to exert pressure on your State Legislature to allow liquor to be delivered with food.
Restaurants a taking a major "HIT" in decline of liquor sales due to "GRUB HUB" and the rest of the meal home delivery services.
Even "UBER"is meal delivering, while, "AMAZON" is test marketing the service.
I urge you to get in the "BOX" and deliver. Food and Beverage.
IN YOUR IN A STRIP CENTER, WITH MEMORIAL DAY COMING, MAKE PEACE WITH YOUR LANDLORD, MUST OF THE BUSINESSES IN YOUR CENTER ARE NOT EVEN OPEN ON SUNDAYS. SO WHY NOT HOIST A STRIPE, RED, WHITE STRIPE TENT FOR MEMORIAL DAY WEEKEND AND LEAVE IT UP TILL 7AM TUESDAY MORNING, WHEN YOU MAKE DARN SURE THE TENT COMPANY HAS IT DOWN BY.
FROM BBQ TO GUITAR MUSIC, TO GRILLING, TO MOST OF ALL PAYING TRIBUTE TO OUR HEROES, FROM ALL ARMED SERVICES, CREATE A MAJOR "SUMMER STARTS NOW PARTY". "RED WHITE BLUE & YOU".
ALL DAY ACTIVITIES FOR THE KIDS AND AS THE DARKNESS SETS IN, THE KIDS GO HOME AND THE 21 AND UP TAKE OVER. IT TAKES ALL YOUR STAFF, IT REQUIRES HAVING YOUR GAME PLAN SET TO GO, IT DEMANDS YOU PROMOTE ON ALL, ON ALL, ON ALL FORMS OF SOCIAL MEDIA FULL MONTH IN ADVANCE. IT IS EXPECTED THAT YOUR BEER, LIQUOR AND ENERGY DRINKS PROVIDE YOU WITH ALL KINDS OF SWAG. WITH YOUR BEER VENDORS MAKING YOU UP CREATIVE BANNERS A FULL MONTH IN ADVANCE. BOOK ALL YOUR ENTERTAINMENT A FULL MONTH IN ADVANCE.
IF YOU CAN'T ACCOMPLISH ANY OF THIS, THEN JUST DO WHAT YOU NORMALLY DO AND LOSE ABOUT $20,000. FOR THE WEEKEND.LET YOUR COMPETITORS OWN THE WEEKEND.
OR GET YOUR ACT TOGETHER, EMAIL RichUnger@promotingnightclubs.com NOW.
BUYING CASE DEALS, I KNOW A BAR OWNER, WHO LOVEEEEEEEEEEEEEEEEES TO BUY CASE DEALS. HE BRINGS THAT BRAND'S LIQUOR COSTS WAY DOWN AND HE IS THRILLED AT THE CASE PRICE. BUT THE DOWN SIDE IS, UNLESS THIS BRAND POURS LIKE NIAGARA FALLS, HE IS GOING TO SIT, AND STARE @ THESE CASES EVERY DAY. AND HE DOES.
THERE IS A METHOD TO THE MADNESS, WHEN ONE LIQUOR HOUSE, HAS THE MAJORITY OF THE BEST BRANDS. THEY HAVE A REAL ATTITUDE.
THEY PUSH BRANDS ON YOU THAT DON'T SELL.
THEY JAM BRANDS ON YOU THAT GATHER DUST.
THEY NICELY BUT FIRMLY TELL YOU, MUST HAVE THIS BRAND.
YOU KNOW HOW YOU HANDLE THESE KIND OF TACTICS FROM YOUR LIQUOR SALESMAN WHO IS BEING PUSHED BY HIS SALES MANAGER TO MOVE CASES OF THESE SPECIFIC BRANDS OUT THE DOOR, REGARDLESS OF IF IT'S GOING TO POUR OR NOT? YOU TELL YOUR SALESMAN, "I WILL TRY THIS BRAND FOR A MONTH, IF IT DOES NOT SELL YOUR TAKING IT ALL BACK", YES OR NO? THAT'S THE DEAL.
THE PROBLEM IS SOUTHERN, REPUBLIC NATIONAL, ALL OF THEM, INCLUDING THE BEER VENDORS WITH CRAFT BEERS, THEY PUSH THE BOTTLES, CANS OUT THE DOOR ON TO THE TRUCK AND STRAIGHT TO YOUR LIQUOR ROOM, BUT THEY OFFER, THEY GIVE YOU NO SUPPORT TO BUILD THE BRAND, TO TURN YOUR PATRONS ON TO THE BRAND, SO THAT THEY THEN ARE FANS OF THE BRAND. THEY DON'T FOLLOW THROUGH ON BRAND SUPPORT, BAR HYPE, AND EVERYBODY WINS.
IN THIS ECONOMY, WHILE IN THIS SAME COLUMN, I GIVE YOU THE INSIDE INFO ON HOW CELEBRITIES TIE IN EITHER FINANCIALLY, OR THROUGH ENDORSEMENT WISE,WITH LIQUOR BEING POURED MORE THAN EVER BEFORE, BAR MANAGERS, BAR OWNERS HAVE TO JUSTIFY EVERY BOTTLE THEY BUY, EVERY BOTTLE THAT SITS ON THEIR BAR. YOU CAN ALWAYS TELL THE "NO POUR LIQUORS", JUST BY LOOKING AT THE DUST GATHERING ON THE BOTTLE. WHEN I SAY SUPPORT, I DON'T MEAN SWAG, OR BANNERS, I MEAN SPONSORSHIPS, I MEAN SERIOUS SUPPORT THAT IS GOING TO SELL THAT BOTTLE EITHER BY THE DRINK OR FEATURED WITH BOTTLE SERVICE.
THERE ARE SO MANY, SO VERY MANY BRANDS, FLAVORS, BLENDS. THERE ARE VERY FEW SUCCESSFUL PRINT CAMPAIGNS, THE FIRST THAT COMES TO MIND ARE THE "ABSOLUT VODKA" ADS. BUT THEN THERE ARE 100 OTHERS THAT HAVE NO IMPACT. FOR PRINT MARKETING, WHERE TO, WHEN TO,WHAT TO, CREATE AS A MESSAGE, THAT IS GOING TO MOTIVATE CONSUMERS TO EVEN CONSIDER DRINKING THAT BRAND. I LOVE CREATING IN HOUSE, ON PREMISE PROMOTIONS AROUND BRANDS THAT SELL THAT BRAND, YOU DON'T JUST RUN THE BRAND AS A DRINK SPECIAL, AND THE SALESMAN THROWS YOU A FEW BOTTLES TO MAKE UP FOR THE DISCOUNT PRICE YOU OFFERED. WE ARE WAY BEYOND THAT SIMPLISTIC METHOD IN THESE TIMES.
MILLENNIALS ARE VERY PICKY, VERY CHOOSY, AND TO ENTICE THEM YOU NEED A WRAP AROUND "WOW FACTOR", THAT GENERATES THESE GUESTS COMING BACK AND ORDERING THAT SAME BRAND AGAIN. THIS NONSENSE OF LADIES NIGHTS, AND SINK OR SWIM NIGHTS, LAME, VERY LAME, AS LAME AS BEER PONG, WHICH THE MAJOR BEER BRANDS WANT NOTHING TO DO WITH. IF YOUR TIRED OF LOOKING @ THE SAME BOTTLES ON YOUR BAR, THEN GET OFF YOUR TUCHUS AND DO SOMETHING ABOUT IT, START BY EMAILING RichUnger@promotingnightclubs.com
CELEB NAMES ON BOOZE,SELLS CASES & CASES
At one time, celebrities dreamed of owning a vineyard and bottling wine. These days, they're finding the real profits come from the harder stuff.
Actor Ryan Reynolds, who bought an ownership stake in Aviation Gin last month, is the latest Hollywood A-lister turned spirit monger. This month, rumors flew that the band Metallica, which won a Grammy for the song Whiskey in a Jar in 2000, planned to get into the whiskey business. Other stars have sought a piece of the action, from Ludacris with Conjure Cognac to Dan Aykroyd, who co-founded Crystal Head Vodka in 2007.
"It's a natural extension of celebrity," Aykroyd, the Saturday Night Live alum who went on to a film career that includes Ghostbusters and Trading Places, said in an interview. "This isn't showing up at 5:30 a.m. at a movie set, staying late at a studio laying tracks. I can contribute to the manufacture of actual products."
Those products are in hot demand. Liquor sales hit $26.2 billion last year, up 4% over the previous year and the eighth consecutive annual increase, according to the Distilled Spirits Council, a Washington, D.C.-based trade association.
Big names attract millions of potential consumers — and millions of dollars in sales, celebrity branding experts say. In the booze world, where branding and caché matter as much as taste, having a star's name attached can make all the difference. Sales soar and so do their profits.
"I haven’t heard of anyone selling their T-shirt company for $2 billion," said Shep Gordon, a celebrity branding expert, explaining that calculating how much celebs make off booze deals is impossible — but it's a lot of money.
ut these aren't just endorsement deals. Entertainers are taking equity stakes while also lending their names in a way that can drive sales.
"Celebrities can bring the X factor," said Jeetendr Sehdev, author of the book The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right). "Audiences want to buy products celebrities are personally invested in. No longer can a celebrity stick a face on a product they have no real connection to or investment in and have credibility in the marketplace."
In August, actor George Clooney and partners sold their Casamigos tequila venture for $700 million, with the possibility of another $300 million if the tequila continues to sell well. He co-founded Casamigos in 2013 with friends Mike Meldman, a real estate investor, and Rande Gerber, a nightclub developer who is married to model Cindy Crawford. The new owner is liquor giant Diageo, whose brands include Johnnie Walker, Ketel One and Captain Morgan.
"When people see someone cash out, it is like the gold rush and everyone is running to California to try and get a piece," said Skinnygirl founder and reality TV star Bethenny Frankel, whose signature product is low-calorie margaritas.
In 2011, the Real Housewives of New York City star sold Skinnygirl for a reported $100 million.
Loyal fans are known to buy what their idols are hawking, and if it's a higher-priced item, all the better for the stars.
"They have such intense followings. They have such solid personal brands," said Robert Familetti, managing director at Platinum Rye Entertainment, a large talent broker that connects celebrities with companies. "Liquor is sexy. It’s also lucrative."
But the pairing has to be well thought out. A celebrity with a drunk-driving conviction would be a no-no, and some stars don't want to tarnish their wholesome images.
"You're not going to see a Disney star getting into liquor," he said.
Even well-made matches sometimes fail, such as actor Danny DeVito's Premium Limoncello and singer Pharrell Williams' Q Qream liqueur.
Aviation Gin now sells an estimated 300,000 bottles annually, but owner Davos Brands said it expects to double that this year, thanks to Reynolds, who will appear in ads and provide brand strategy and marketing input.
"He can introduce more and more people to gin and to Aviation Gin," CEO Andrew Chrisomalis said. The company declined to say what Reynolds' stake was worth but called it "significant."
Here are other A-listers diving into the liquor game:
The music and business mogul's investments in Armand de Brignac champagne and D'Ussé cognac, in part, launched him to the top of this year's list of the wealthiest hip-hop artists, according to Forbes.
The multifaceted singer and businessman joined forces with Ciroc Vodka in 2007 to oversee lifestyle branding and marketing initiatives. In October, he helped launch Ciroc French Vanilla. In 2014, he and liquor titan Diageo bought DeLeón Tequila.
The singer co-founded Sauza 901 Tequila in 2014 because he "wanted to bring the passion and dedication that went into every bottle of his 901 Tequila to his fans," according to the brand's website.
In 2016, the hard-rock band launched a line of tequilas, which they named after their album Thunderstruck.
The soccer star/underwear model returned to his British roots for Haig Club scotch whiskey. Since 2014, he has promoted it and starred in commercials. According to the company, Haig Club was his grandfather's favorite whiskey.