Michael Green has more than 25 years experience as a food and beverage expert and television personality. A frequent speaker at industry events, Green is also known for the 20 years he spent as Gourmet magazine’s wine consultant. With a supremely strong background in wine, beer, and spirits, Green was able to offer a wealth of tips and tricks for hoteliers looking to improve bar business. Here’s what he had to say:
1. Create an experience. “Abandon the idea that you’re selling a commodity—you’re selling an experience. Hire bartenders who can hold an audience without going full Tom Cruise in Cocktail. People will pay more when they see things happening and it will generate excitement for your bar.”
2. Make it personal and authentic. “This is the best way to build loyalty. Bar staff must be able to use conversation to create meaningful connections, and I’m not talking about idle chitchat or the staff over-talking the customer. It’s about reading the barguest and customizing their experience to meet each individual’s expectations.”
3. Differentiate or die. “Understand what market you’re trying to serve and serve them! If you have a high-end, boutique hotel, serving great drinks isn’t enough to justify the cost mark-up. However, if you deliver awesome music, spot-on lighting, and an excellent overall ambiance, you can set yourself apart from the competition and guests won’t mind paying more.”
4. Make the right connections. “Sometimes it fits for the bar team to create a connection with other entities within a restaurant, such as the pastry chefs. Pastry chefs are making their own unique simple syrups—such as lemon verbena or basil and lime—and these can be combined with bar offerings to create truly unique cocktails. Encourage these types of partnerships within your establishment.”
5. Maximize your marketing channels. “Use your in-room TV service as a marketing tool for food and beverage. It helps to personalize the guest’s experience and gets more information about your offerings out there. Also, use social media to highlight when your property is recognized with awards. Many properties have been recognized but don’t communicate it to the guests in any meaningful way.”
6. Empower your employees. “Let someone who is enthusiastic take ownership of your beverage program, even if that person is a server with a personal interest in mixology. Your most important resources are your human ones.”
7. Partner with a consultant. “Consultants, on either a corporate or local level, can be secret weapons. A good one can enter a bar and, within an hour, give a laundry list of things that can be done better. The best ones can do this without making sweeping changes that might alienate regular clientele.”
See related story: “Drink in the Possibilities with a Local Beverage Program“
Photo credit: Bartender via Bigstock.
