1
Establishing Beverage &Establishing Beverage &Establishing Beverage &Establishing Beverage &
Bar BusinessesBar Businesse...
FBM-343 Beverage and Bar Management .2222
ObjectivesObjectivesObjectivesObjectives
1.1.1.1. DevelopDevelopDevelopDevelop a...
FBM-343 Beverage and Bar Management .3333
OutlineOutlineOutlineOutline
1.1.1.1. Targeting your clienteleTargeting your cli...
4
TARGETING YOURTARGETING YOURTARGETING YOURTARGETING YOUR
CLIENTELECLIENTELECLIENTELECLIENTELE
TARGETING YOURTARGETING YO...
FBM-343 Beverage and Bar Management .5555
Types of customers:Types of customers:Types of customers:Types of customers:
1.1...
FBM-343 Beverage and Bar Management .6666
Types of customers:Types of customers:Types of customers:Types of customers:
1.1...
FBM-343 Beverage and Bar Management .7777
Types of customers:Types of customers:Types of customers:Types of customers:
2.2...
FBM-343 Beverage and Bar Management .8888
Types of customers:Types of customers:Types of customers:Types of customers:
3.3...
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Types of customers:Types of customers:Types of customers:Types of customers:
4.4...
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Types of customers:Types of customers:Types of customers:Types of customers:...
FBM-343 Beverage and Bar Management .11111111
Types of customers:Types of customers:Types of customers:Types of customers:...
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Types of customers:Types of customers:Types of customers:Types of customers:...
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Types of customers:Types of customers:Types of customers:Types of customers:...
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Types of customers:Types of customers:Types of customers:Types of customers:...
FBM-343 Beverage and Bar Management .15151515
Types of customers:Types of customers:Types of customers:Types of customers:...
FBM-343 Beverage and Bar Management .16161616
Types of customers:Types of customers:Types of customers:Types of customers:...
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PLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND R...
FBM-343 Beverage and Bar Management .18181818
PLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND ...
FBM-343 Beverage and Bar Management .19191919
Definable Customer Group, or Market SegmentDefinable Customer Group, or Mark...
FBM-343 Beverage and Bar Management .20202020
Definable Customer Group, or Market SegmentDefinable Customer Group, or Mark...
FBM-343 Beverage and Bar Management .21212121
Planning Services to Define Your Image
Making the decisionMaking the decisio...
FBM-343 Beverage and Bar Management .22222222
Planning Services to Define Your Image
Making the decisionMaking the decisio...
FBM-343 Beverage and Bar Management .23232323
Planning Services to Define Your Image
In today’s most successful bars and r...
FBM-343 Beverage and Bar Management .24242424
Planning Services to Define Your Image - Bartender
An integral part of any b...
FBM-343 Beverage and Bar Management .25252525
Planning Services to Define Your Image
Defining the image of your bar busine...
26
LOCATIONLOCATIONLOCATIONLOCATION ANDANDANDAND
MARKETMARKETMARKETMARKET FEASIBILITYFEASIBILITYFEASIBILITYFEASIBILITY
LOC...
FBM-343 Beverage and Bar Management .27272727
Market Feasibility - Location
Where will you establish your
unique new bever...
FBM-343 Beverage and Bar Management .28282828
Market Feasibility - Location
Choosing an area:Choosing an area:Choosing an ...
FBM-343 Beverage and Bar Management .29292929
Market Feasibility - Location
Estimating customer potentialEstimating custom...
FBM-343 Beverage and Bar Management .30303030
Market Feasibility - Location
Examining the competitionExamining the competi...
FBM-343 Beverage and Bar Management .31313131
Market Feasibility - Location
Selecting a site:Selecting a site:Selecting a ...
FBM-343 Beverage and Bar Management .32323232
Selecting a site:Selecting a site:Selecting a site:Selecting a site:
Conside...
33
ATMOSPHEREATMOSPHEREATMOSPHEREATMOSPHERE ANDANDANDAND DECORDECORDECORDECORATMOSPHEREATMOSPHEREATMOSPHEREATMOSPHERE ANDA...
FBM-343 Beverage and Bar Management .34343434
Atmosphere and Decor
Why atmosphere of the bar is important?Why atmosphere o...
FBM-343 Beverage and Bar Management .35353535
Successful ExampleSuccessful ExampleSuccessful ExampleSuccessful Example
At ...
FBM-343 Beverage and Bar Management .36363636
37
DECOR REQUIREMENTSDECOR REQUIREMENTS
FBM-343 Beverage and Bar Management .38383838
Decor requirements
The atmosphere should convey a
message of welcome, of fes...
FBM-343 Beverage and Bar Management .39393939
Decor requirements
Reflects the barReflects the barReflects the barReflects ...
FBM-343 Beverage and Bar Management .40404040
Decor requirement
LuxuryLuxuryLuxuryLuxury cancancancan bebebebe conveyedcon...
41
Layout and DesignLayout and Design
FBM-343 Beverage and Bar Management .42424242
Layout and Design
Layout and design: an overallLayout and design: an overall...
FBM-343 Beverage and Bar Management .43434343
Layout and Design
Basic elements of layoutBasic elements of layoutBasic elem...
FBM-343 Beverage and Bar Management .44444444
Furniture - barstool
The backless barstool is a taller version of a
counter ...
FBM-343 Beverage and Bar Management .45454545
Layout and Design
FBM-343 Beverage and Bar Management .46464646
Layout and Design
FBM-343 Beverage and Bar Management .47474747
Layout and Design
48
The Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itself
FBM-343 Beverage and Bar Management .49494949
The Bar itselfThe Bar itselfThe Bar itselfThe Bar itself
Parts of the barPar...
FBM-343 Beverage and Bar Management .50505050
Parts of the barParts of the barParts of the barParts of the bar
Three essen...
FBM-343 Beverage and Bar Management .51515151
FBM-343 Beverage and Bar Management .52525252
FBM-343 Beverage and Bar Management .53535353
FBM-343 Beverage and Bar Management .54545454
FBM-343 Beverage and Bar Management .55555555
FBM-343 Beverage and Bar Management .56565656
Layout and design: an overall
Trends in bar designTrends in bar designTrends...
FBM-343 Beverage and Bar Management .57575757
Bar sizeBar sizeBar sizeBar size
The overall depth is about 8 feet
The minim...
FBM-343 Beverage and Bar Management .58585858
The bar itself (cont.)
Bar shapeBar shapeBar shapeBar shape
Bars can be in m...
FBM-343 Beverage and Bar Management .59595959
The bar itself (cont.)
The bar: a control centerThe bar: a control centerThe...
60
CHECKLISTCHECKLISTCHECKLISTCHECKLIST OFOFOFOF
BARBARBARBAR----DESIGNDESIGNDESIGNDESIGN
ESSENTIALSESSENTIALSESSENTIALSES...
FBM-343 Beverage and Bar Management .61616161
CHECKLIST OF BAR-DESIGN ESSENTIALS
1. Target clientele
2. Services to be off...
FBM-343 Beverage and Bar Management .62626262
CHECKLIST OF BAR-DESIGN ESSENTIALS
7. Size and shape of bar area (an archite...
FBM-343 Beverage and Bar Management .63636363
Consider the Structure.Consider the Structure.Consider the Structure.Conside...
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Microsoft power point chapter 7 establishing beverage & bar businesses

  1. 1. 1 Establishing Beverage &Establishing Beverage &Establishing Beverage &Establishing Beverage & Bar BusinessesBar BusinessesBar BusinessesBar Businesses Establishing Beverage &Establishing Beverage &Establishing Beverage &Establishing Beverage & Bar BusinessesBar BusinessesBar BusinessesBar Businesses . 2248 email: tpavit@wu.ac.th Chapter 7Chapter 7Chapter 7Chapter 7
  2. 2. FBM-343 Beverage and Bar Management .2222 ObjectivesObjectivesObjectivesObjectives 1.1.1.1. DevelopDevelopDevelopDevelop anananan overalloveralloveralloverall conceptconceptconceptconcept andandandand tailortailortailortailor itititit totototo meetmeetmeetmeet thethethethe needsneedsneedsneeds andandandand desiresdesiresdesiresdesires ofofofof aaaa particularparticularparticularparticular clienteleclienteleclienteleclientele.... 2.2.2.2. StudyStudyStudyStudy thethethethe marketmarketmarketmarket,,,, choosechoosechoosechoose anananan appropriateappropriateappropriateappropriate locationlocationlocationlocation,,,, andandandand determinedeterminedeterminedetermine financialfinancialfinancialfinancial feasibilityfeasibilityfeasibilityfeasibility.... 3.3.3.3. PlanPlanPlanPlan anananan atmosphereatmosphereatmosphereatmosphere andandandand decordecordecordecor suitablesuitablesuitablesuitable totototo aaaa conceptconceptconceptconcept andandandand itsitsitsits intendedintendedintendedintended clienteleclienteleclienteleclientele.... 4.4.4.4. PlanPlanPlanPlan thethethethe efficientefficientefficientefficient useuseuseuse ofofofof availableavailableavailableavailable spacespacespacespace.... 5.5.5.5. AnalyzeAnalyzeAnalyzeAnalyze thethethethe designdesigndesigndesign andandandand spacespacespacespace needsneedsneedsneeds ofofofof thethethethe barbarbarbar itselfitselfitselfitself.... 6.6.6.6. WeighWeighWeighWeigh thethethethe prosprosprospros andandandand consconsconscons ofofofof hiringhiringhiringhiring professionalprofessionalprofessionalprofessional designdesigndesigndesign consultantsconsultantsconsultantsconsultants.... 7.7.7.7. ExamineExamineExamineExamine thethethethe majormajormajormajor factorsfactorsfactorsfactors beforebeforebeforebefore investinginvestinginvestinginvesting inininin aaaa specificspecificspecificspecific locationlocationlocationlocation orororor buildingbuildingbuildingbuilding....
  3. 3. FBM-343 Beverage and Bar Management .3333 OutlineOutlineOutlineOutline 1.1.1.1. Targeting your clienteleTargeting your clienteleTargeting your clienteleTargeting your clientele 2.2.2.2. Planning and researchPlanning and researchPlanning and researchPlanning and research 3.3.3.3. Location and Market feasibilityLocation and Market feasibilityLocation and Market feasibilityLocation and Market feasibility 4.4.4.4. Atmosphere and decorAtmosphere and decorAtmosphere and decorAtmosphere and decor 5.5.5.5. Decor requirementsDecor requirementsDecor requirementsDecor requirements 6.6.6.6. Layout and designLayout and designLayout and designLayout and design 7.7.7.7. The bar itselfThe bar itselfThe bar itselfThe bar itself 8.8.8.8. Checklist of BarChecklist of BarChecklist of BarChecklist of Bar----designdesigndesigndesign
  4. 4. 4 TARGETING YOURTARGETING YOURTARGETING YOURTARGETING YOUR CLIENTELECLIENTELECLIENTELECLIENTELE TARGETING YOURTARGETING YOURTARGETING YOURTARGETING YOUR CLIENTELECLIENTELECLIENTELECLIENTELE
  5. 5. FBM-343 Beverage and Bar Management .5555 Types of customers:Types of customers:Types of customers:Types of customers: 1.1.1.1. Diners at restaurants whereDiners at restaurants whereDiners at restaurants whereDiners at restaurants where drinks are serveddrinks are serveddrinks are serveddrinks are served 2.2.2.2. DropDropDropDrop----in customers whoin customers whoin customers whoin customers who’’’’re on theirre on theirre on theirre on their way elsewhereway elsewhereway elsewhereway elsewhere 3.3.3.3. MeetMeetMeetMeet----andandandand----go customersgo customersgo customersgo customers 4.4.4.4. EntertainmentEntertainmentEntertainmentEntertainment----seekers lookingseekers lookingseekers lookingseekers looking for relaxation, stimulation orfor relaxation, stimulation orfor relaxation, stimulation orfor relaxation, stimulation or a change of pacea change of pacea change of pacea change of pace 5.5.5.5. Sport fansSport fansSport fansSport fans 6.6.6.6. Regular patrons, often calledRegular patrons, often calledRegular patrons, often calledRegular patrons, often called ‘‘‘‘regularregularregularregular’’’’ orororor ‘‘‘‘locallocallocallocal’’’’ These broad groups comprise various subThese broad groups comprise various subThese broad groups comprise various subThese broad groups comprise various sub----groups, divided brieflygroups, divided brieflygroups, divided brieflygroups, divided briefly according to lifestyle, interests, age, income level, family,according to lifestyle, interests, age, income level, family,according to lifestyle, interests, age, income level, family,according to lifestyle, interests, age, income level, family, occupation, social status or even gender.occupation, social status or even gender.occupation, social status or even gender.occupation, social status or even gender.
  6. 6. FBM-343 Beverage and Bar Management .6666 Types of customers:Types of customers:Types of customers:Types of customers: 1.1.1.1. DinersDinersDinersDiners atatatat restaurantsrestaurantsrestaurantsrestaurants wherewherewherewhere drinksdrinksdrinksdrinks areareareare servedservedservedserved.... These diners come to enjoy a goodgoodgoodgood mealmealmealmeal and aaaa drinkdrinkdrinkdrink, whether in the form of a cocktail, wine, an after-dinner drink, or all three. Each enhances the enjoyment of the total experience. Although the food may be the primary focus at a restaurant, people often want to drink an alcoholic beverage, too. Restaurants that do a flourishing business without alcohol are the exception rather than the rule.
  7. 7. FBM-343 Beverage and Bar Management .7777 Types of customers:Types of customers:Types of customers:Types of customers: 2.2.2.2. DropDropDropDrop----inininin customerscustomerscustomerscustomers whowhowhowho areareareare onononon theirtheirtheirtheir waywaywayway elsewhereelsewhereelsewhereelsewhere.... They usually want refreshment, a quick pick-me-up or a stress reliever after a day’s work. In this case thedrink is the focus; the customer has one or two at most, then is on the move again. People who are waiting to board a plane or a train or are meeting someone at the bar also belong to this group. Bars near office buildings or factories and in train or bus stations, airports, and hotel lobbies typically cater to this category of customer.
  8. 8. FBM-343 Beverage and Bar Management .8888 Types of customers:Types of customers:Types of customers:Types of customers: 3.3.3.3. MeetMeetMeetMeet----andandandand----gogogogo customerscustomerscustomerscustomers.... These individuals are looking for a relationship connection, whether a date for the evening or a longer-term plan. They go to singles bars or ‘‘meet bars’’ that are attractive to others like themselves. They stay long enough to meet someone whom they would like to spend the evening with, and the two may or may not move on to a place where the food and/or the entertainment is more suitable for leisurely conversation and an evening together. Today most singles bars include dancing and very- late-night hours.
  9. 9. FBM-343 Beverage and Bar Management .9999 Types of customers:Types of customers:Types of customers:Types of customers: 4.4.4.4. EntertainmentEntertainmentEntertainmentEntertainment seekersseekersseekersseekers lookinglookinglookinglooking forforforfor relaxationrelaxationrelaxationrelaxation,,,, stimulationstimulationstimulationstimulation,,,, orororor aaaa changechangechangechange ofofofof pacepacepacepace.... They frequent bars, lounges, clubs, and restaurants where entertainment is offered, such as country-and-western music, games, and/or dancing. These individuals want to meet new people or keep up with social trends. They may visit several places or spend a whole evening in only one place if the entertainment, the drinks, and the company are to their liking.
  10. 10. FBM-343 Beverage and Bar Management .10101010 Types of customers:Types of customers:Types of customers:Types of customers: 5. Sports fans5. Sports fans5. Sports fans5. Sports fans. In almost every major city, you’ll now find at least one sports bar, featuring big-screen television viewing from every angle and special promotions for championship games, boxing matches, and so on. The idea is that people want to commune with individuals who share their interests, whether that means a great game or a great smoke. (Despite the growing number of states that make smoking in public places illegal, there are still cigar bars, as well as states in which bars [but not restaurants] are exempt from the no-smoking regulations.)
  11. 11. FBM-343 Beverage and Bar Management .11111111 Types of customers:Types of customers:Types of customers:Types of customers: 6.6.6.6. RegularRegularRegularRegular patronspatronspatronspatrons ofofofof neighborhoodneighborhoodneighborhoodneighborhood barsbarsbarsbars andandandand tavernstavernstavernstaverns.... They are interested in enjoyment and relaxation, too, but their primary desire is for companionship: being with people whom they know and like, feeling comfortable, feeling that they belong. Within these broad groups, however, are many subgroups, divided loosely according to lifestyle, interests, age, income level, family status, occupation or social status, even gender. A few of the largest and most common subgroups are defined in the following subsections.
  12. 12. FBM-343 Beverage and Bar Management .12121212 Types of customers:Types of customers:Types of customers:Types of customers: A few examples of the largest and most common subgroups:A few examples of the largest and most common subgroups:A few examples of the largest and most common subgroups:A few examples of the largest and most common subgroups: 1. Woman Power1. Woman Power1. Woman Power1. Woman Power Woman make up a large portion of workforce, which means that they have discretionary income. The increased in popularity of so-called white goodswhite goodswhite goodswhite goods – the clear liqueurs, such as Gin and Vodka
  13. 13. FBM-343 Beverage and Bar Management .13131313 Types of customers:Types of customers:Types of customers:Types of customers: 2. Baby boomers2. Baby boomers2. Baby boomers2. Baby boomers (1946(1946(1946(1946----1964)1964)1964)1964) The last generation to grow up in an American society in which DRINKING WAS THE NORMDRINKING WAS THE NORMDRINKING WAS THE NORMDRINKING WAS THE NORM Boomers in general are relaxed and open about drinking, and they do not hesitate to take their children with them when they dine out; these attitudes have affected the dining industry. Baby boomers also tend to be partial to intense flavors in their foods and beverages, and they are willing to pay higher prices for specialty beers and premium wines and liquors.
  14. 14. FBM-343 Beverage and Bar Management .14141414 Types of customers:Types of customers:Types of customers:Types of customers: 3. Generation X and Y3. Generation X and Y3. Generation X and Y3. Generation X and Y (21th Century)(21th Century)(21th Century)(21th Century) X = 25X = 25X = 25X = 25----29 yrs, Y = 2129 yrs, Y = 2129 yrs, Y = 2129 yrs, Y = 21 –––– 30 yrs30 yrs30 yrs30 yrs They constitute of the workforce, quickly moving fromThey constitute of the workforce, quickly moving fromThey constitute of the workforce, quickly moving fromThey constitute of the workforce, quickly moving from college (many have at least Bachelorcollege (many have at least Bachelorcollege (many have at least Bachelorcollege (many have at least Bachelor’’’’s degrees) intos degrees) intos degrees) intos degrees) into jobs and incomes that took their parents years tojobs and incomes that took their parents years tojobs and incomes that took their parents years tojobs and incomes that took their parents years to achieve.achieve.achieve.achieve. WebWebWebWeb----based marketing is a critical component of anybased marketing is a critical component of anybased marketing is a critical component of anybased marketing is a critical component of any marketing plan for these technologically savvymarketing plan for these technologically savvymarketing plan for these technologically savvymarketing plan for these technologically savvy consumers.consumers.consumers.consumers.
  15. 15. FBM-343 Beverage and Bar Management .15151515 Types of customers:Types of customers:Types of customers:Types of customers: Generation X and YGeneration X and YGeneration X and YGeneration X and Y 50505050%%%% 36363636%%%% 10101010%%%% 4444%%%% BeerBeerBeerBeer Distilled SpiritsDistilled SpiritsDistilled SpiritsDistilled Spirits WineWineWineWine All ThreeAll ThreeAll ThreeAll Three BeerBeerBeerBeer WineWineWineWineDistilledDistilledDistilledDistilled SpiritsSpiritsSpiritsSpirits
  16. 16. FBM-343 Beverage and Bar Management .16161616 Types of customers:Types of customers:Types of customers:Types of customers: 4. Connoisseurs and sophisticates4. Connoisseurs and sophisticates4. Connoisseurs and sophisticates4. Connoisseurs and sophisticates Customers who are truly well informed, enjoy food and wine as a serious hobby or vocation, and often know more than most bartenders They hire a sommelier, build a wine cellar, and stock an impressive selection of old-growth Bordeaux, for example. The sophisticated customer is willing to pay for style, cleanliness, and a well-trained service staff
  17. 17. 17 PLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCH
  18. 18. FBM-343 Beverage and Bar Management .18181818 PLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCHPLANNING AND RESEARCH So who will your customers be? You might choose to cater to any one group or subgroup; you cannot expect to please them all. Part of the atmosphere of any bar is its customers, and if they don’t have something in common—mood, attitude, reason for coming—the ambience will be found lacking. They won’t have a good time and probably won’t come back.
  19. 19. FBM-343 Beverage and Bar Management .19191919 Definable Customer Group, or Market SegmentDefinable Customer Group, or Market SegmentDefinable Customer Group, or Market SegmentDefinable Customer Group, or Market Segment The experienced entrepreneur concentrates primarily on a single, definable customer group, or marketmarketmarketmarket segmentsegmentsegmentsegment,,,, whose members will have similar reasons for visiting a bar, and shapes the entire enterprise to attract and please this group. No one group is an inherently better choice than another;
  20. 20. FBM-343 Beverage and Bar Management .20202020 Definable Customer Group, or Market SegmentDefinable Customer Group, or Market SegmentDefinable Customer Group, or Market SegmentDefinable Customer Group, or Market Segment How old are they? Where do they come from? How much money do they like to spend? Why do they go out? What kinds of drinks do they buy? What kind of atmosphere do they respond to? What appeals to them? Conduct Your Research LocallyConduct Your Research LocallyConduct Your Research LocallyConduct Your Research LocallyConduct Your Research LocallyConduct Your Research LocallyConduct Your Research LocallyConduct Your Research Locally
  21. 21. FBM-343 Beverage and Bar Management .21212121 Planning Services to Define Your Image Making the decisionMaking the decisionMaking the decisionMaking the decision –––– choose one or a fewchoose one or a fewchoose one or a fewchoose one or a few subgroups, then consider: TARGET groupsubgroups, then consider: TARGET groupsubgroups, then consider: TARGET groupsubgroups, then consider: TARGET group CUSTOMERCUSTOMERCUSTOMERCUSTOMER What services will be offered, and how? • Will you offer drinks with an appetizer menu, with full meals, and/or with entertainment? • Is entertainment part of your plan? Music options include live bands, deejays, What kind of bar do you envisage? • A stand-up bar favored by crowds or those in a hurry? • Table service in a cocktail lounge? • Dining-room service from a service bar? • A holding area for people waiting to eat in your restaurant?
  22. 22. FBM-343 Beverage and Bar Management .22222222 Planning Services to Define Your Image Making the decisionMaking the decisionMaking the decisionMaking the decision –––– choose one or a fewchoose one or a fewchoose one or a fewchoose one or a few subgroups, then consider:subgroups, then consider:subgroups, then consider:subgroups, then consider: What kind of drinks will be served? • Drinks for the casual light drinker or the connoisseur? • Beer on tap or bottled? • Wine by the glass or by the bottle? • Mixed drinks? • Fancy drinks? • Frozen drinks? • Flaming drinks? • Coffee drinks?
  23. 23. FBM-343 Beverage and Bar Management .23232323 Planning Services to Define Your Image In today’s most successful bars and restaurants uniqueness may begin with a signature drink, but it is carried through as a carefully planned total concept. In these venues the name of the establishment, drinks, decor, layout, service, uniforms, training program, and menu all fit into the total concept and reinforce it. Ironically individual customers might remember only one standout element, such as a creatively written menu full of puns, a perfect view of a giant television screen, a 1,500- bottle wine selection, or a revolving panorama of the city at night from atop a tall building. Each, however, is a symbol of the collective ambience, a crystallization of the concept.
  24. 24. FBM-343 Beverage and Bar Management .24242424 Planning Services to Define Your Image - Bartender An integral part of any bar’s image is the bartender. Most of us view this role as being filled by someone at the pinnacle of creative salesmanship, a friendly face with an impressive repertoire. Bartending is a profession steeped in nineteenth-century tradition and reinforced by images in books, movies, and television shows that portray bartenders as kind, observant, amusing, and competent. They are part mixologist, part comedian, and part psychologist. Never doubt the role that great bartenders and sommeliers can play in your success
  25. 25. FBM-343 Beverage and Bar Management .25252525 Planning Services to Define Your Image Defining the image of your bar business:Defining the image of your bar business:Defining the image of your bar business:Defining the image of your bar business: How your bar’s overall image differs from competitors? What’s the unique of your bar business? How will you tie all the elements of your bar together? What type of foods will be served?
  26. 26. 26 LOCATIONLOCATIONLOCATIONLOCATION ANDANDANDAND MARKETMARKETMARKETMARKET FEASIBILITYFEASIBILITYFEASIBILITYFEASIBILITY LOCATIONLOCATIONLOCATIONLOCATION ANDANDANDAND MARKETMARKETMARKETMARKET FEASIBILITYFEASIBILITYFEASIBILITYFEASIBILITY
  27. 27. FBM-343 Beverage and Bar Management .27272727 Market Feasibility - Location Where will you establish your unique new beverage enterprise? You will want it to be convenient for your target customers. If you are going to serve meals as well, you will want to be accessible to a residential area, to places of work, or both. For people in search of entertainment or a companion for the evening, you will probably want a location in an area already known for its nightlife
  28. 28. FBM-343 Beverage and Bar Management .28282828 Market Feasibility - Location Choosing an area:Choosing an area:Choosing an area:Choosing an area: Areas, where bars and restaurants are clustered; • A crowded area has its advantages. • Bright lights and crowds typically make for a festive atmosphere A new or isolated area; • Of course this might be risky, but it can be also rewarding if your research uncovers a market demand that is going unmet. Avoidance of declining areas.
  29. 29. FBM-343 Beverage and Bar Management .29292929 Market Feasibility - Location Estimating customer potentialEstimating customer potentialEstimating customer potentialEstimating customer potential Once you have an area in mind you need to determine whether enough of your target-market customers live in or frequent the area to support your concept. • who lives where, • how much money they make, • what their level of education is, • what their eating and spending habits are
  30. 30. FBM-343 Beverage and Bar Management .30303030 Market Feasibility - Location Examining the competitionExamining the competitionExamining the competitionExamining the competition record its location and as much as possible of the following information: number of seats, hours, price range, average check, average number of patrons per day, number of days open per week/month/year, slow and busy days, slow and busy times of day, and annual gross volume (dollar sales per year).
  31. 31. FBM-343 Beverage and Bar Management .31313131 Market Feasibility - Location Selecting a site:Selecting a site:Selecting a site:Selecting a site: Does it have good visibility? Is there adequate public transportation nearby? Is there plenty of parking? Is it easy to reach? Watch out for one-way streets, planned future construction, and heavy traffic.
  32. 32. FBM-343 Beverage and Bar Management .32323232 Selecting a site:Selecting a site:Selecting a site:Selecting a site: Consider the StructureConsider the StructureConsider the StructureConsider the Structure • As you explore the various areas of your town to determine customer potential you must also closely examine potential competitors. • check out the licensing, zoning, and other restrictions of the area you are scouting Financial feasibilityFinancial feasibilityFinancial feasibilityFinancial feasibility • To begin draft a realistic financial plan for your intended facility in terms of your profit goal. • Estimate the capital needed for land and buildings, furnishings and equipment, and opening expenses, as well as a reserve for operating at a loss in the beginning. Market Feasibility - Location
  33. 33. 33 ATMOSPHEREATMOSPHEREATMOSPHEREATMOSPHERE ANDANDANDAND DECORDECORDECORDECORATMOSPHEREATMOSPHEREATMOSPHEREATMOSPHERE ANDANDANDAND DECORDECORDECORDECOR
  34. 34. FBM-343 Beverage and Bar Management .34343434 Atmosphere and Decor Why atmosphere of the bar is important?Why atmosphere of the bar is important?Why atmosphere of the bar is important?Why atmosphere of the bar is important? It helps determine who comes to buy drinks, how long they stay, how much they spend, and whether they come back and bring friends; and Then, why people come to bar? WhatWhatWhatWhat’’’’s decor?s decor?s decor?s decor? It includes the furniture and its placement; wall covering or decoration, floor, ceiling, lighting and window treatment; plants and other accessories; special displays; and the front & back of the bar. Thus, the kind of decor chosen represent the visual expression of the bar’s concept and atmosphere
  35. 35. FBM-343 Beverage and Bar Management .35353535 Successful ExampleSuccessful ExampleSuccessful ExampleSuccessful Example At the Flatiron Lounge in New York City owner/mixologist Julie Reiner believes that bartenders require their own domains, set up exactly as they wish, to create their own cocktail whims and build a loyal following. The Flatiron structure is designed to hold more bottles than most, including Reiner’s trademark unique, fresh juices—liquid guava, passion fruit, hibiscus, and more. A nightly cocktail flight, changed regularly, includes three drinks of 31⁄2 ounces each for $18. The bar is upstairs to reinforce the fact that Reiner’s focus is on drinks; a quieter area, The Parlor at Flatiron, is located downstairs to serve upscale appetizers.
  36. 36. FBM-343 Beverage and Bar Management .36363636
  37. 37. 37 DECOR REQUIREMENTSDECOR REQUIREMENTS
  38. 38. FBM-343 Beverage and Bar Management .38383838 Decor requirements The atmosphere should convey a message of welcome, of festivity, of caring for customers. Some of this will come from you and your personnel, and some will come from your other customers—since, after all, most customers enjoy being among likeminded people who are having a good time. But the physical surroundings are equally important. They create the first impression, set the stage, and strike the keynote.
  39. 39. FBM-343 Beverage and Bar Management .39393939 Decor requirements Reflects the barReflects the barReflects the barReflects the bar’’’’s image;s image;s image;s image; Provides the atmosphere:Provides the atmosphere:Provides the atmosphere:Provides the atmosphere: that convey a message of welcome, of festivity, and of caring for customers; Responds to the customersResponds to the customersResponds to the customersResponds to the customers’’’’ moods:moods:moods:moods: A sense of spaciousness; relaxation; restfulness; a place where people come to talk to each other without shouting; A noisy, crowed, stimulating, hyped-up atmosphere; or A sense of elegance, opulence, luxury or modest comfort and terrific value for the price of f ood and drink
  40. 40. FBM-343 Beverage and Bar Management .40404040 Decor requirement LuxuryLuxuryLuxuryLuxury cancancancan bebebebe conveyedconveyedconveyedconveyed bybybyby thethethethe useuseuseuse ofofofof:::: Expensive fabrics, furniture, and accessories Museum pieces and art objects Dramatic effects, such as waterfalls, magnificent views, and murals by accomplished artists Gleaming silver and crystal Fresh flower arrangements Ice sculptures An elaborate wine list Tuxedoed waiters Expensive food and drinks Valet parking Attentive and highly professional service.
  41. 41. 41 Layout and DesignLayout and Design
  42. 42. FBM-343 Beverage and Bar Management .42424242 Layout and Design Layout and design: an overallLayout and design: an overallLayout and design: an overallLayout and design: an overall Critical factors: • Customer / Services / Atmosphere / efficiency Trends in bar design • Gastro pub • Concept bar • Participatory bars • Upscale bar
  43. 43. FBM-343 Beverage and Bar Management .43434343 Layout and Design Basic elements of layoutBasic elements of layoutBasic elements of layoutBasic elements of layout Available Space;Available Space;Available Space;Available Space; amount of space available The square footage The shape of the room Entry and exit Sharing space Activities and Traffic Patterns.Activities and Traffic Patterns.Activities and Traffic Patterns.Activities and Traffic Patterns. Furniture.Furniture.Furniture.Furniture. Utilities, Codes, and Licensing RestrictionsUtilities, Codes, and Licensing RestrictionsUtilities, Codes, and Licensing RestrictionsUtilities, Codes, and Licensing Restrictions
  44. 44. FBM-343 Beverage and Bar Management .44444444 Furniture - barstool The backless barstool is a taller version of a counter stool, made to fit beneath a counter. For a bar the backless stool is the least comfortable option, even with an upholstered seat, but some bar owners consider this an advantage because in a busy nightclub atmosphere, it discourages customers from ‘‘parking’’ on the same stool for long time periods. The barstool with a back, which is mandatory if comfort is a primary concern. The barstool with both a back and arms, which is an option only if there is sufficient room for guests to comfortably place their arms on the armrests without knocking into other guests, other barstools, or the bar itself. There are hundred of bar stools, but only three basic types: the backless stool, the stool with a back, and the stool with a back and arms.
  45. 45. FBM-343 Beverage and Bar Management .45454545 Layout and Design
  46. 46. FBM-343 Beverage and Bar Management .46464646 Layout and Design
  47. 47. FBM-343 Beverage and Bar Management .47474747 Layout and Design
  48. 48. 48 The Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itselfThe Bar itself
  49. 49. FBM-343 Beverage and Bar Management .49494949 The Bar itselfThe Bar itselfThe Bar itselfThe Bar itself Parts of the barParts of the barParts of the barParts of the bar Bar size, shape and position in the roomBar size, shape and position in the roomBar size, shape and position in the roomBar size, shape and position in the room The bar as a control centerThe bar as a control centerThe bar as a control centerThe bar as a control center Smaller, specialized barsSmaller, specialized barsSmaller, specialized barsSmaller, specialized bars
  50. 50. FBM-343 Beverage and Bar Management .50505050 Parts of the barParts of the barParts of the barParts of the bar Three essential parts of the barThree essential parts of the barThree essential parts of the barThree essential parts of the bar The front barThe front barThe front barThe front bar – the customer area, where they order their drinks and where the drinks are served; TheTheTheThe backbarbackbarbackbarbackbar – a decorative display area and a hard-working storage space TheTheTheThe underbarunderbarunderbarunderbar – where most of the equipment and supplies must be arranged compactly and efficiently in order to facilitate speed of service The bar floorThe bar floorThe bar floorThe bar floor –––– comfort and safetycomfort and safetycomfort and safetycomfort and safety
  51. 51. FBM-343 Beverage and Bar Management .51515151
  52. 52. FBM-343 Beverage and Bar Management .52525252
  53. 53. FBM-343 Beverage and Bar Management .53535353
  54. 54. FBM-343 Beverage and Bar Management .54545454
  55. 55. FBM-343 Beverage and Bar Management .55555555
  56. 56. FBM-343 Beverage and Bar Management .56565656 Layout and design: an overall Trends in bar designTrends in bar designTrends in bar designTrends in bar design Elegance VS casual; Concept bar – the goal of decor is to whisk patrons away to new or exotic locales; Participatory bars – customers are part of the action (or activities); Lighter colors, more space and layouts that encourage social interaction (i.e. eye contact, talk, dance, etc.) are essential for nightclubs; In brief, customers ‘drink lessdrink lessdrink lessdrink less’ and demand better ‘qualityqualityqualityquality’ and ‘experienceexperienceexperienceexperience’, instead of just an ‘evening outevening outevening outevening out’.
  57. 57. FBM-343 Beverage and Bar Management .57575757 Bar sizeBar sizeBar sizeBar size The overall depth is about 8 feet The minimum length should be determined from the inside, according to equipment needs. Additional length and shape can be determined from the outside, which depend on the numbers of customers, the size of the room and the overall design requirement The inside factors are determined by the kinds of drinks served and the number of pouring stations needed The outside factors deal with the concept (image), clients, dcor and available space The last consideration – the space available – what is left over after everything else has been planned/placed
  58. 58. FBM-343 Beverage and Bar Management .58585858 The bar itself (cont.) Bar shapeBar shapeBar shapeBar shape Bars can be in many different shapes – straight, curved, angled, horseshoe, round, square, or free form A decision involves room size and shape, mood, dcor and function Bar position in the roomBar position in the roomBar position in the roomBar position in the room Usually, the best place for the bar is near the door where customers can head straight for it; However, don’t forget to consider the customers’ reactions after they enter the room
  59. 59. FBM-343 Beverage and Bar Management .59595959 The bar itself (cont.) The bar: a control centerThe bar: a control centerThe bar: a control centerThe bar: a control center A control center is where you keep records of the stock on hand, the drinks poured and their sales value The cash register: • A common cash register • A separate cash register Smaller: specialized barsSmaller: specialized barsSmaller: specialized barsSmaller: specialized bars Service bar – a bar that pours for table services only, usually in conjunction with food service; Portable bar – a typical extension of a hotel’s beverage service, where banquets, meetings, receptions, conferences or conventions are being held
  60. 60. 60 CHECKLISTCHECKLISTCHECKLISTCHECKLIST OFOFOFOF BARBARBARBAR----DESIGNDESIGNDESIGNDESIGN ESSENTIALSESSENTIALSESSENTIALSESSENTIALS CHECKLISTCHECKLISTCHECKLISTCHECKLIST OFOFOFOF BARBARBARBAR----DESIGNDESIGNDESIGNDESIGN ESSENTIALSESSENTIALSESSENTIALSESSENTIALS
  61. 61. FBM-343 Beverage and Bar Management .61616161 CHECKLIST OF BAR-DESIGN ESSENTIALS 1. Target clientele 2. Services to be offered 3. Overall concept 4. The competition 5. Projected volume of business (number of seats, turnover, drinks/patrons per day, days open, annual gross income) 6. Types of beverages you’ll serve
  62. 62. FBM-343 Beverage and Bar Management .62626262 CHECKLIST OF BAR-DESIGN ESSENTIALS 7. Size and shape of bar area (an architect’s plans for an existing structure if you have them) 8. Activities to take place in bar area 9. Relationship of bar to dining and service areas (kitchen, storage) 10. Existing decor, equipment, furniture, and fixtures you expect to keep 11. Licensing, zoning, health, fire, and building code requirements 12. Time limitations 13. Budget limitations (This is a must before you consult anyone else, unless you are hiring a consultant only to give cost estimates for the job.)
  63. 63. FBM-343 Beverage and Bar Management .63636363 Consider the Structure.Consider the Structure.Consider the Structure.Consider the Structure. Available options; andAvailable options; andAvailable options; andAvailable options; and Financial feasibilityFinancial feasibilityFinancial feasibilityFinancial feasibility
  64. 64. 64 Q&AQ&AQ&AQ&AQ&AQ&AQ&AQ&A
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