Bar & Bev Management

7/30/2019 Bar & Bev Management

http://slidepdf.com/reader/full/bar-bev-management 1/99

ChapterChapterChapterChapter 8888

Bar and Beverage ManagementBar and Beverage ManagementBar and Beverage ManagementBar and Beverage ManagementBar and Beverage ManagementBar and Beverage ManagementBar and Beverage ManagementBar and Beverage ManagementEmployee MgtEmployee MgtEmployee MgtEmployee Mgt., Planning for Profit, Managing your businessPlanning for Profit, Managing your businessPlanning for Profit, Managing your businessPlanning for Profit, Managing your businessEmployee MgtEmployee MgtEmployee MgtEmployee Mgt., Planning for Profit, Managing your businessPlanning for Profit, Managing your businessPlanning for Profit, Managing your businessPlanning for Profit, Managing your business

1

F กหลักสตรบรหารธรกจ กกก กก

ักวชาการจัดการ มหาวทยาลัยวลัยลักษณ

โทร. 2248 email: [email protected]



’’

2



Today’s Beverage Industry

SinceSinceSinceSince 1990199019901990, there has been a gradual decline in alcohol, there has been a gradual decline in alcohol, there has been a gradual decline in alcohol, there has been a gradual decline in alcoholconsumption.consumption.consumption.consumption.

The health-and-fitness enthusiast looks for lighter drinks (less alcohol

and fewer calories);

Sales of spirits (high in alcohol and calories) continue to decline;

“White goods” (vodka, gin, rum and tequila) do better than “browngoods” (bourbon, Scotch and other whiskies), although they all have

FBM-343 Beverage and Bar Management . ก3333

Beer sales look mighty impressive when compared to wine and spirits; Most restaurants recently offer wines by the glass in addition to wine

by the bottle



Staff PositionStaff PositionStaff PositionStaff Position

The staff needs of bars are unique to eachestablishment, and there is probably no bar that

.




1111.... The BartenderThe BartenderThe BartenderThe Bartender

The central figure in any beverageoperation is the bartenderbartenderbartenderbartender,,,, who isan amalgam of salesperson,

, ,psychologist Of course the bartender’s primary

function is to mix and serve drinksfor patrons at the bar and/or topour drinks for table customersserved waiters or waitresses.


The bartender is typically a hostand a promoter whose combinationof skill and style translates into

publicrelations benefits that buildgoodwill and good business.



The BartenderThe BartenderThe BartenderThe Bartender

When you’re looking for candidates fora bartender job consider these points:

. ex ma es no erence.2. The bartender is a good host3. The bartender is a diplomat

4. The bartender is an authority figure5. The bartender is a role model6. The bartender knows how to mix a drink


7. The bartender pays attention to detail8. The bartender is imaginative and fun



ALL I REALLY NEED TO KNOW I LEARNED BARTENDINGALL I REALLY NEED TO KNOW I LEARNED BARTENDINGALL I REALLY NEED TO KNOW I LEARNED BARTENDINGALL I REALLY NEED TO KNOW I LEARNED BARTENDING

Everything I really need to know about how toexist in this world, personal or business, I learned

.by owners, managers, salesmen, waitresses,waiters, bartenders, and customers.

Most of these teachers were successful in life’severyday challenges. These tips you cannot


spen , ey a e e ps yo eep o e



2 Th B b k



2. The Barback

A barback typically relieves the bartender of all choresexcept pouring the drinks and handling the customers

A barback may be responsible for any or all of thefollowing tasks: setting up the bar; preparing garnishes,

special mixes, and syrups; filling ice bins; washingglassware and utensils; maintaining supplies of towels,napkins, picks, straws, stir sticks, and matches; keeping


ar sur aces an as rays c ean; was ng x ures; anmopping floors.



3333 The Server



3333.... The Server

Beverage service at tables, whether in a cocktaillounge or in a dining room, is handled by waitersor waitresses a rou collectivel referred to asservers. Servers record the customers’ drinkorders, transmit them to the bartender, pick upthe drinks, serve the customers, present the tab,

and collect payment Like the bartender, the server is also a host and


.servers include a pleasant personality, a neat andattractive appearance, poise, and a mind fordetail



3333 The Server



3333.... The Server

In many restaurants waiters and waitresses serveboth food and drinks, including wine by the

, .open a wine bottle properly, carry out the ritualsof wine service, and answer questions about

wines, specialty drinks, and recipes.




4444 The Wine Steward or Sommelier



4444.... The Wine Steward or Sommelier

Create a wine list that fits your atmosphere andmenu.

Deal with suppliers and importers and order wine. Negotiate exclusive deals to carry certain wines

in your market. Control and keep inventory of the cellar or wine-

stora e area.


Make purchasing decisions to maximize profits, insome situations this includes buying wines tostore for future years’ lists.



6. Beverage-Management Positions



6. Beverage Management Positions

following list of qualities that you will find in thebest bar managers:

1. Business training.2. Market knowledge3. Desire to lead

4. Maturity and stability5. Financial wisdom


6. Street smarts7. Legal knowledge



BARTENDER JOB DESCRIPTIONBARTENDER JOB DESCRIPTIONBARTENDER JOB DESCRIPTIONBARTENDER JOB DESCRIPTION



B E E B EB E E B EB E E B EB E E B E

Description:Description:Description:Description: Bartenders work behind the bars and in back-of-the-house

areas. The re are and sell drinks to Cocktail Hostesses and

customers. They prep their work area with several functions,measure and prepare drinks according to receipe, and makecash register transactions.

Bartenders must handle credit card tabs, note spills andoverrings, and address the cash register immediately afterpreparing an order. They accept tips, but do not allow tips to


rema n on e ar or o no exc ange ps or c ange w cas

register monies prior to the end of their shift. Bartendersperform cleanup and register checkout functions at the end of their shift. They also stock products and supplies.



BARTENDER JOB DESCRIPTIONBARTENDER JOB DESCRIPTIONBARTENDER JOB DESCRIPTIONBARTENDER JOB DESCRIPTION



Functions:Functions:Functions:Functions: Prepare cocktails per recipe and serve per

specifications.

Prep, clean, and stock work area—before, during, andafter shift. Accept credit cards, cash, and coupons for products. Perform cash register functions, and checkout

accurately. Perform “silent selling” and “upselling” functions.


, ,

for drinks. Have “Showtime” mentality.Supervisors:Supervisors:Supervisors:Supervisors: Bar Manager and Management Staff.



BARBACK JOB DESCRIPTIONBARBACK JOB DESCRIPTIONBARBACK JOB DESCRIPTIONBARBACK JOB DESCRIPTION



Barbacks do not accept tips or money from customersand do not handle transactions or register functions.They assist in the preparation of the Liquor Requisition

form and advise the Bar Manager of needed suppliesand products. Barbacks only prepare frozen cocktails. They wash

glassware and utensils, and supply the Bartenders withneeded liquor, beer, and supplies. Because of theextensive customer contact, Barbacks must work with


, , .

encouraged to work up individual “Showtime”routines—complete with costumes—to be performedthroughout the evening with the Programmer.



TRAINING THE STAFF



The first part of the manager’s personnelresponsibility, explaining jobs and assigning

,hired. Every person must learn exactly what isexpected of them




Planning for ProfitPlanning for ProfitPlanning for ProfitPlanning for ProfitPlanning for ProfitPlanning for ProfitPlanning for ProfitPlanning for Profit

51



Coordinating Prices to Maximize Profits



The following price categories may be useful; they should at leastgive you a point of departure for your own plan:1.1.1.1. Highballs.Highballs.Highballs.Highballs. Two prices, one for highballs poured with well

brands and one for those made with call-brand drinks.Generally highballs make up the lowest price category.2.2.2.2. Cocktails.Cocktails.Cocktails.Cocktails. Two prices, one for cocktails made with well brands

and one for those made with call brands.

3.3.3.3. Frozen drinks and iceFrozen drinks and iceFrozen drinks and iceFrozen drinks and ice----cream drinks.cream drinks.cream drinks.cream drinks. Two prices, one for welland one for call brands.


.... .... ,

ordinary liqueurs and one for premium liqueurs and Frenchbrandies.5.5.5.5. Specialty drinks.Specialty drinks.Specialty drinks.Specialty drinks. Two prices, one for well brands and one for

call brands.



ESTABLISHING PRODUCTESTABLISHING PRODUCT

55

ESTABLISHING PRODUCT CONTROLS



1111. Standard Drink Size. Standard Drink Size. Standard Drink Size. Standard Drink Size In the vocabulary of the bar the term drink sizedrink sizedrink sizedrink size

refers to the amount of the prime ingredient used per drink poured, not the size of thefinished drink.

As such if your drink size is 11 ⁄ 2 ounces, you willpour 11 ⁄ 2 ounces of the base liquor in each drink,


whatever it is.

This is your standard drink size.standard drink size.standard drink size.standard drink size.




2222. Standard Drink Recipe. Standard Drink Recipe. Standard Drink Recipe. Standard Drink Recipe A recipe that specifies exactly how a given drink

is made at a given bar is known as astandardized recipe

It specifies the exact quantity of each ingredient,

the size glass to be used, and the exactprocedure for preparing the drink.





Standardized RecipeStandardized RecipeStandardized RecipeStandardized Recipe




ESTABLISHING CASHESTABLISHING CASH

60

CONTROLS

CONTROLS



The BartenderThe BartenderThe BartenderThe Bartender



1. Fails to ring up sales and pockets the money2. Overcharges and pockets the difference3. Shortchan es customer and kee s chan e

4. Brings in own liquor and sells it (using house mixes andgarnishes)5. Brings in empty bottle, turns it in to storeroom, then

sells from bottle that replaces it and pockets money6. Short-pours a series of drinks, then sells others fromsame bottle, keeping themoney


. ,

waters down the remainder to cover theft8. Substitutes well liquor for call brand, collects for callbrand but rings up well price, keeps the change

9. Smuggles out full bottles

The ServerThe ServerThe ServerThe Server



1. ‘‘Loses’’ guest check after collecting and pockets themoney

. 3. Overcharges for drinks and pockets the difference4. Makes intentional mistakes in totaling guest check and

keeps the overage5. Intentionally omits items from guest check to increase


6. Changes items and prices on guest check aftercustomer pays

7. Gives too little change and pockets the balance



The CustomerThe CustomerThe CustomerThe Customer



1. Walks out without paying2. Sends back drink or wine after half-emptying

glass or bottle3. Uses expired credit card4. Pays with a bad check




Creating a Business PlanCreating a Business PlanCreating a Business PlanCreating a Business Plan



Most experts suggest that you begin the research forthis endeavor by deciding which beverages you aregoing to sell. The raw materials to make these drinkswill take 20 to 25 percent of your gross sales.Estimating labor costs is the next task and typically thelargest expense of any restaurant or bar. As much asone-third of your gross sales may be spent on

employees’ wages and benefits. Occupancy costs (rentor mortgage payment on the space, utilities, andmaintenance should be limited to 8 ercent of annual


gross sales. In addition to startup costs, it is wise tomaintain a cash reserve of 6 months’ operatingexpenses.



MARKETINGMARKETING

76

BAR BUSINESS

BAR BUSINESS

MARKETING A BAR BUSINESS



Shaping your marketing plan involves the followingthree major steps:1. market segment is a more or less homogeneous subgroup

of the total consumer market; its members have similarneeds and wants, attitudes, lifestyles, income levels,purchasing patterns, and so on.

2. Determine which products and services this market

segment wants to buy.3. After you have defined these two essentials you can takethe third step: Shape everything about your enterprise to


attract customers and sell the product at a profit. In the

process you can position your enterprise in relation to thecompetition by creating an image that will set you apartfrom the rest.

1. Positioning Your Business



The PatronThe PatronThe PatronThe Patron The success of your bar will depend to a large

degree on your ability to know your customers,which does not always mean calling them bytheir first names or remembering what they

drink, although those are certainly handy skills. The overall guest ex erienceuest ex erienceuest ex erienceguest ex erience is alwa s affected


by how the customer felt walking into the bar inthe first place




The other components of the guest experienceare:

1. The service encounter2. The service scape,3. The product itself

affects the guestexperience.





The CompetitorsThe CompetitorsThe CompetitorsThe Competitors We have already stressed the importance of

s u y ng your compe on—no us o er arsand restaurants in the area, but others anywherein your town that might attract similar types of customers.

Primary competitorsPrimary competitorsPrimary competitorsPrimary competitors are those bars with conceptssimilar to ours.


Secondary competitorsSecondary competitorsSecondary competitorsSecondary competitors are those bars that couldbe considered competition simply because theyare located near your proposed site.



Components of Atmosphere



Your position in the market will be a positiveimage in the minds of customers that sets your. , ,

subjective impression based on something uniqueor memorable about your place. It may come

from a single feature or it may be the customer’stotal experience.


age s e e e en a yo e p as ze n

promotions, advertising, and on-sitemerchandising.



Components of Atmosphere



You must address two major components when creatingatmosphere: 1111 h sical factors andh sical factors andh sical factors andh sical factors and 2222 human factors.human factors.human factors.human factors.

Among the physical factors appearance and comfort aremost important. Appearance has the most immediate impact, from the

entrance and the interior as a whole, to the lesserdetails of uniforms, restrooms, tabletops, glassware, andmatchbook covers.


Restrooms deserve special attention; they can cancel

out a previously favorable impression. The types and quality of food served may also be

considered physical attributes of the bar.

Decor, Comfort, and Service



Using decor to create atmosphere was discussed You mightwant to reread that discussion in light of all that you havelearned since.

Think in terms of your total concept, your individuality, andyour image. The look of your establishment is one of your mostpotent marketing tools: It’s the packaging of your product.





Decor creates the first impression; comfort has aslower but no less significant impact.Furnishin s— art decor art comfort—can be

chosen to fill both needs. Lighting is also both decor and comfort, andsometimes a fine line of compromise must be

drawn. Temperature is not important to the customer


un il i is oo ho or oo cold, hen i becomes

very important—too cold in front of theairconditioning vent, too hot without it.




A ventilation system that drawssmoke away and keeps the air

a comfortable bar environment. Noise level is still another

comfort factor that you can

control according to customertastes.


Sight and sound provide thefirst impression, but humanencounters provide the secondand most lasting.

Bar Food and Snacks



What you serve says asmuch about your bar ashow the room looks.

More and more bars arereplacing chips, popcorn,and pretzels with ‘‘real

food,’’ and charging for it. The simple addition of a


bar menu can crea e a

completely differentatmosphere.

Bar Food and Snacks



When deciding how extensive the bar menushould be, take the following factors into

1. Understand your limitations2. Set hours, at least for hot-foodservice

3. Restaurant/bar combinations should function as ateam


4. Be willing to update the menu regularly

5. Merchandise drinks and foods together



91

ATTRACT CUSTOMERS

ATTRACT CUSTOMERS



PRICINGPRICING

93

AS A PROMOTIONAL TOOL

AS A PROMOTIONAL TOOL

PRICING AS A PROMOTIONAL TOOL

Th l f i i i ti d t b



The role of pricing in promotion used to beviewed in terms of a simple formula: Reduce a price and you increase demand. Today

most bar owners and managers look at this ideamore soberly (pun intended).



N t t l th i l f l i



Not too long ago the universal means of applyingthe formula was the happy hour, a period of timein the late afternoon or earl evenin when all of

the drink prices were reduced, or two drinkswere offered for the price of one. Now, thehappy hour is against the law in many states.

Many managers sighed with relief since theygenerally only broke even during happy hours


competitive. Besides in today’s climate few managers want toflirt with the risks of the intoxicated customer.


O f th i t k t i hi h fit



One of these is to make a certain high-profitdrink a ‘‘special of the day’’‘‘special of the day’’‘‘special of the day’’‘‘special of the day’’ by cutting its profit.

Even the most upscale bars can learn fromquick-service restaurant chains about the

practice of bundling, or packaging two or moreitems together and selling them at a fixed price.




PROTECTING ANDPROTECTING AND

97

YOUR CONCEPTYOUR CONCEPT

PROTECTING AND EXPANDING YOUR CONCEPT

Protecting Business Identity



Protecting Business Identity Branching Out

s you deve op e mar e pos on o e rs ar

determine whether its appeal may be broader than in yourexisting market area: Elsewhere in your city or county?Could the appeal be statewide, national, or international?

Establish a system to replicate the initial unit’s success.Determine exactly what is required, and whether you and


Ensure that you can deliver the same support—in terms of

both staff members and funds—to the second unit as thefirst one enjoys.



99

Bar & Bev Management

Documents

Transcript of Bar & Bev Management