Is Your Bar or Tavern Branded?

Most of the articles I write for the bar and tavern industry focus on "business basics."  They are intended to offer small bar and local tavern owners proven strategies to increase their profits. This article (or post) will be slightly different; it is a narrative story that conveys an important concept that every bar and tavern owner as well as bartenders should understand - Branding. 

Corporate America struggles with "branding" - a strategy to let the public know what their business does, what their products are, and what makes their company different, etc. Unfortunately, many small bar and local tavern owners have never heard of branding and few understand the concept.   So here is a real life example that might put "Branding" in perspective for you. 

Last November, a bar owner from Michigan called.   He had gotten my name from a former client.  His name was Frank and he and his wife had purchased a small bar and literally sank their entire life savings into it.   Now they were thinking it was a mistake.   They needed help.   

I asked Frank, "What’s the name of your bar?" 

 

He replied, "The Tiki Bar". The following week I had to meet with a client in a city about 130 miles away and I suggested I drive over for a visit.   I had Frank promise that both he and his wife would meet with me if I drove over.   

Frank’s bar was hard to find.   It had no exterior sign and was located in the middle of a city block in a nondescript building. A small neon palm tree sign flashed "Tiki Bar" in one of the windows. 

A bartender wearing a flannel shirt and faded blue jeans greeted me and I introduced myself.   He said, "Frank will be back in soon."  I strolled through the bar and nothing other than the flashing sign in the window indicated this was the Tiki Bar.  Frank arrived alone and said his wife would not be joining us.

 

Huh, I thought.  

 

My first question for Frank was, "What’s with the name the Tiki Bar?"   He grinned and replied, "Years ago my wife and I visited Florida and had a great time in a little bar called the Tiki Bar.   We decided if we ever bought a bar, we would call it the Tiki Bar."

 

Huh, I thought.  

I asked Frank, "Did the bar in Florida look like this?"

 

"No way." he said.   "That bar was on a sandy beach and had a really cool roof made out of palm leaves."

 

Huh, I thought. 

 

"How did the bartenders dress?" I asked. 

 

"Oh, they wore cool Caribbean style flowered shirts, khaki shorts and beach sandals – they looked real sharp," he replied.

 

Huh, I thought.  

"Frank, do you offer drink specials?" I asked.

 

Frank pointed to a sign reading "A Bucket of Bud - Five Bottles - $7.00." 

 

"Did the Florida bar have specials?"

 

"Yeah, lots of fruity cocktails like Bahama Mamas, Rum Punches, Pinot Coladas and Frozen Daiquiris," he said. 

 

Huh, I thought.  

"Can I see a menu?" I asked. His menu listed a variety of burgers, pizzas, and lots of deep fried appetizers.  "Is this the kind of food the Florida bar had?" I asked. 

 

"No way." he said, "It had great jerk chicken strips and lots of delicious fish sandwiches." 

 

Huh, I thought. 

"Frank does your juke box have Caribbean and steel drum music on it?" I asked.

 

"Nope!"

 

Huh, I thought.  "How often do you schedule Caribbean parties?"

 

"Never!"

 

Huh, I thought.  "Do your bartenders make Caribbean style drinks served in coconut or bamboo style glasses?" I asked.

 

Frank laughed and said, "No way!"

 

Huh, I thought.   "So other than that neon sign in the front window, what have you and your wife done to create a real Tiki Bar experience?" I asked. 

 

A long period of silence, then "Nothing, I guess!" said Frank. 

I stood up, shook Frank’s hand, said adios to the bartender and turned towards the door.   Frank asked, "Where are you going Eba?"

 

"Out I replied!   Find your wife, then call me on my cell within the next two hours.  The three of us need to talk if you really want to increase your bar’s profits."

I wandered through town and visited some local shops. Two hours passed and Frank never called; I left.   A few months later, I heard the Tiki Bar closed and was now up for sale or lease. 

Question:   Do you now understand branding?   Does it kind of make sense?
If you enjoyed this post please let me know.  If you have any questions or suggestions, also let me know.  Eba G. only wants to share knowledge you can use to increase your profits or maximize your tips.

Does Your Bar "Sizzle" or "Fizz"

To appreciate this article, I need to share some history. Years ago there was a very popular television series based on a father raising three sons. No, it wasn’t My Three Sons; it was the other one, the western, set back in the late 1800’s. It had a powerful name, Bonanza. Ben Cartwright was the father; Adam was the oldest son; the middle son was Hoss; and the youngest boy was Little Joe. Dan Blocker played Hoss. Now you are probably saying, Eba G. what does any of this have to do with my bar or tavern sales? Very little, unless you want to significantly attract more customers and increase sales.

You see, Dan Blocker never enjoyed the Hollywood lifestyle. His dream was to run a business. Hoss was the only star on Bonanza smart enough to realize he could capitalize on his fame and the popularity of Bonanza. Hoss decided to create two restaurant chains, one chartered in America and the other in Canada. The two restaurant chains Hoss founded were Bonanza and Ponderosa - both family-friendly steakhouses with names to which people could relate.

Hoss was brilliant. Before he opened the doors to his restaurants, he hired a consulting firm; a firm that employed Elmer Wheeler. Hoss’ question to Mr. Wheeler was, “Is there anything I can do to ensure success with my steakhouses?” Elmer asked for some time to think about it.

Nearly three weeks passed before Mr. Wheeler came back to Hoss with a phrase that is now immortal. Elmer said, “Dan, if you want to achieve financial success with your steakhouses – don’t sell steaks, sell their sizzle.”

“What?” was Hoss’ knee jerk reaction. “Don’t sell steaks?”

“That’s right.” Wheeler replied. “Don’t focus on raw meat. People can get that anywhere. Instead, focus on the sizzle you offer.” Elmer suggested Hoss highlight the good times families will have at Ponderosa and Bonanza: their steaks arriving cooked exactly the way they want; the access they would have to an all you can eat salad bar and all the free drink refills they want. Sell the sizzle, Hoss.

During the time Dan Blocker owned Ponderosa and Bonanza, commercials never focused on raw meat. Every commercial focused on the sizzle – the beautifully charred lines running across the face of piping hot steak and served on a thick pewter platter; the unbelievable choices of steak toppings on every table, A-1, Heinz 57 and a neatly paper-wrapped bottle of Worcestershire sauce. Hoss made millions. When he sold these two chains, the new owners immediately focused on the meats they offered and sales plummeted. Eventually Ponderosa and Bonanza steakhouse filed for bankruptcy.

So let’s talk about your bar or tavern. Do you sell the sizzle? For example; do you sell beer, cold beer or ice cold beer? Do you serve beer in a glass, a mug or in a stein? Do you offer an assortment of snacks behind the bar, or do you provide delicious, handy treats to help quell an appetite?

Here’s a good one. What sounds better - Fried Chicken, Deep Fried Chicken, or Southern Fried Chicken? If a bar offers a bowl of ground beef simmered in a tomato-based sauce, which is more appealing - Chili, Cowboy Chili, or Montana Style Chili? If a bar sells slices of potatoes dunked in hot oil, which sounds more appetizing - Fries or French Fries? But what if a little paprika was sprinkled on them and then called Bohemian Style Fries? Which would be more desirable and command a premium price?

What do regulars and potential new customers see when they enter your bar or tavern, raw meat or a sizzle? Are you providing a four-walled enclosure that sells beer and booze or are you offering customers a good time, in a fun atmosphere that they can’t stop thinking about?

The two largest breweries in America – Budweiser and Miller - don’t sell a concoction of hops, malt and barley boiled in water. One sells ‘The King of Beers’ and the other ‘The Champagne of Bottle’ - two sizzles. To attract more customers, sell more products and increase your sales. Stop selling beer and booze and start selling “your sizzle” (your uniqueness).

If you have been in business awhile, you know why sizzle counts – sizzle often makes the difference. Have comments or suggestions on how a small bar or local tavern can create its sizzle, please share them. Send Eba G. an email at barprofitman@gmail.com

Beer Drinker Poll

We have just added a poll on our blog which we hope all adults over the age of 21 will share their thoughts.  The poll wants to know how you enjoy your beer.  In a bottle, in a can, from a tap.   

Ridiculous Bar Joke I heard this weekend - It made me smile

A guy is sitting in a bar and three gorgeous, drop dead "full-figure" women walk in and sit at the table next to him.  He can't over help but hear their conversation.

Their charming accent appeared to be Scottish, so trying to be witty, he turned around to their table and asked, "Hello, are you three lassies from Scotland?"

One of them angrily screeched, "It's Wales, Wales you bloody idiot!"

Embarrassed he apologized and replied, "I am so sorry. Are you three whales from Scotland?"

And that's the last thing he remember ... until the paramedics arrived.

Salute To The Military

This week I will begin my salute to the military.  Each week we will recognize one branch of Military Service.  If you served in the branch being recognized below please post a comment and let everyone know.

Also and this is a very important request. I would also like to the know the best Officers Club, Top Three Club, NCO Club, Airmen's Club, Soldiers Club, Sailors Club, Marine Club, Enlisted Club or All Hands Club you were ever in. 

Tell me were the club was located either on a base or post or if was located off an installation such as the China Fleet Club.


Tell me why you thought it was the best club ever?

To begin my salute I will begin with the branch of service I proudy served in for 21 years.