Hey there! Want to boost your bar's revenue?
Then you need to create a killer cocktail menu!
A menu full of delicious and creative mixed drinks will not only attract new customers, but it'll also enhance the overall experience for your guests. And the best part? Mixed drinks tend to be the most profitable items on the menu, with a pour cost that allows for a hefty 80-90% markup. Add on an aroma filled bubble or delicious aroma cloud and voila; an amazing ROI.
In fact, research shows that 1 in 3 customers don't know what they want to drink, and will consult the menu for inspiration. And 1 in 9 people will stick with their first drink choice for the entire night.
But here's the thing: you want your customers to leave your bar with positive reviews, so it's important to make sure your cocktail menu is top-notch. So, what makes a good cocktail menu? (...aside from the cocktail being topped with a flavoursome bubble 😉) First and foremost, you need to know what your customers like and have the skills to make the cocktails. You should also consider dietary preferences, such as vegan options or low alcohol drinks. And don't forget about seasonality, locality, and customer preferences.
Now, let's talk about profit. The industry standard pour cost for a mixed drink is around 18%, but some cocktails have a lower pour cost. For example, an Old Fashioned (depending on the whiskey you use) has a pour cost of around 14%, and is in high demand. Classic cocktails like the Margarita and Daiquiri also have a lower pour cost. And simpler cocktails like the Cuba Libra, Moscow Mule, and Bloody Mary can have a pour cost as low as 10%.
But it's not just about the ingredients – you also need to factor in costs for research and development, marketing, design and printing, and most importantly, staff training. Proper training is key to preventing mistakes, accidents, and poor efficiency, which can eat into your profits. On the flip side, trained staff can also upsell your menu and deliver an amazing guest experience.
Check out our very own guest experience enhancer; The Flavour Blaster Pro 2
So, how do you create a cocktail menu? First, aim for variety, with a mix of tall and short drinks, and sweet, tart, and savoury options. Take a look at some of the amazing cocktails we've created already, use these as inspo! Keep the number of options on the menu concise, and appeal to your guests' senses with good images, mouthwatering descriptions, and an attractive menu design. Make sure your bar layout and prep are organised, so you can make drinks quickly and efficiently. And don't forget about pricing – make sure you're making a profit while still offering value to your customers.
Once menu created, here are some ways to increase sales!
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Offer a varied menu: A diverse menu with a range of flavors and styles will appeal to a wider audience and encourage customers to try more cocktails.
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Promote your specials: Consider offering daily or weekly cocktail specials to entice customers to try something new.
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Upsell: Train your staff to upsell cocktails by suggesting them as an accompaniment to food or as a post-dinner drink.
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Get creative with presentation: Presentation is important when it comes to selling cocktails. Consider using unique glasses or garnishes to make your drinks more visually appealing.
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Offer flights or samplers: Allow customers to try a selection of different cocktails by offering flights or samplers. This can help customers discover new favourites and encourage them to order more.
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Host events or cocktail classes: Hosting events or cocktail-making classes can not only increase sales but also build a sense of community and encourage repeat business.
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Use social media: Promote your cocktails and specials on social media to attract new customers and remind regulars to visit.
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Offer happy hour deals: Consider offering discounted cocktails during happy hour to encourage more sales during slower times.
By implementing some of these strategies, you should be able to boost cocktail sales at your bar. With these tips in mind, you'll be well on your way to creating a cocktail menu that will boost your revenue and keep your customers coming back for more. Cheers!
