MARCH 2014 - NIGHTCLUB & BAR WHOM DO YOU TRUST
WHOM DO YOU TRUST WITH YOUR NIGHTLY MONEY DROPS?
WHOM DO YOU TURST TO ORDER YOUR LIQUOR, BEER, WINE, AND FOOD?
WHOM DO YOU TRUST WITH YOUR KEY TO THE LIQUOR ROOM?
WORLD CLASS CHEF ROBERT IRVINE SAYS, 'TRUST NO ONE WITH YOUR MONEY OR YOUR INVENTORY".
WHAT HE MEANS BY THIS, IS CAMERAS, DOUBLE CHECK SYSTEMS, TIGHT CASH AND INVENTORY CONTROLS.
HOW MANY SIGNATURES DOES IT REQUIRE TO WRITE A CHECK FOR YOUR FOOD AND BEVERAGE, OR BEVERAGE ONLY ESTABLISHMENT?
WHO TAKES INVENTORY AND WHO CHECKS THE NUMBERS?
WHO'S IN CHARGE?
YOU FLIRT WITH YOUR STAFF, INSTEAD OF LEADING THEM.
YOU SPEND TOO LITTLE TIME BEING HANDS ON.
YOU HAVE ANOTHER BUSINESS, SO YOU TREAT THIS INVESTMENT AS A STEP CHILD.
YOU PUT YOUR SOCIAL LIFE ABOVE YOUR ON PREMISE PRESENCE.
YOU DON'T EVEN KNOW HOW MUCH YOU DO EACH DAY, HOW MUCH YOU ORDER EACH WEEK, HOW MUCH INVENTORY YOU HAVE?
YOU HAVE NO IDEA, WHAT YOUR LIQUOR COSTS ARE?
YOU HAVE NO CLUE, WHAT YOUR FOOD COSTS ARE?
YOU DON'T EVEN KNOW WHAT YOUR PAYROLL IS?
YOUR NOT ALL IN !!
YOU HAVE NO PASSION, FOR WHAT YOU OWN!
YOU DON'T SHOW ANY TYPE OF LEADERSHIP.
YOU DON'T HAVE YOUR MANAGEMENT'S OR STAFF'S RESPECT.
YOU DON'T HAVE THAT EXCITEMENT ANYMORE.
YOU LET PARTNERS WHO HAVE NO EXPERIENCE RUIN, YOUR BUSINESS.
HOW CAN YOU TRUST ANYONE?
TRUST, BUT VERIFY!
If Patrons Are Coming To Your Bar, or Club or Lounge Real Late, it's because your not giving them any EARLY BAIT!!!!
Oh, you mean those cheap drinks, free cover charge, are not bringing them, like you thought they would?
WHO CARES ABOUT CHEAP AND FREE? ONLY THOSE PATRONS WHO COME FOR THOSE VERY REASONS, NOT the Quality Hot Women and Certainly Not The Men Who Spend.
They want "THE WOW", and unfortunately, you don't have any !!!!!!!
Not my Fault.
I have tried for years, and years and years, to Motivate you, Stimulate you, Activate you, to MOVE AHEAD.
But you have resisted and have lost more money, than you even want to think about.
Your not the boy who cried wolf, your the owner that fed the wolf.
STOP THE KARAOKE, YOUR NOT MAKING ENOUGH TO BREAK EVEN.
STOP THE OPEN MIC NIGHT, OH IT'S NICE TO HAVE A GOOD CROWD, BUT NOBODY'S SPENDING, THEY ARE INTO THE MUSIC, NOT THE SMALL PLATES OR BEVERAGES.
STOP THE COMEDY, IF THE COMEDIAN IS TOO FOUL, OR TOO LAME, YOU LOST THE NIGHT.
AH, SO NOW YOU ASK, THEN WHAT IS THE ANSWER?
AT 10PM, YOU CREATE YOUR "NIGHT LIFE ADVENTURE", YOU OVERTAKE EVERY COMPETING BAR OR CLUB WITH WHAT NONE OF THEM ARE OFFERING.
YOU ATTRACT LOTS OF MILLENIALS, YES, BEAUTIFUL WOMEN AND MEN WHO SPEND.
AND SPEND THEY DO.
THERE ARE NO CHEAP DRINKS, CHEAPER BEER, SURE YOU "SPOTLIGHT A BRAND", BUT YOU NEVER GIVE YOUR BAR AWAY.
YOU NEVER DEMEANOR YOUR VENUE AND BEG FOR BUSINESS.
STOP BEING SO SET IN YOUR WAYS, STOP THINKING WHAT YOUR DOING IS WORKING, SINCE YOUR BANK ACCOUNT SAYS OTHERWISE.
STOP TAKING IT OUT ON YOUR STAFF.
STOP LISTENING TO PEOPLE WHO WANT YOU TO SIGN ON THE DOTTED LINE AND THEN DISAPPEAR WHEN WHAT THEY PROMISED DID NOT HAPPEN.
AREN'T YOU TIRED OF LISTENING TO WHAT THOSE WHO KNOW NOTHING ABOUT THIS BUSINESS ADVISE YOU TO DO, YOU DO IT, AND THEN YOU ARE WORSE OFF THEN BEFORE?
WHY DO SO MANY OWNERS INSTEAD OF REFUSE TO LOSE, RUSH TO CLOSE?
AT ONE TIME, A BEAUTIFUL UPSCALE RESTAURANT OPENED WITH AN AWARD WINNING CHEF, I WENT TO INTRODUCE MYSELF TO THE CHEF/OWNER AND SEE HIS BEAUTIFUL VENUE.
HE ARRIVED AMIDST A SEA OF MEDIA SALESPEOPLE, ALL WANTING TO SELL HIM ADVERTISING.
AS HE OPENED THE DOORS, THEY ASKED HIM "WHO HANDLES YOUR MARKETING", HE TURNED TO THEM ALL AND POINTED AT ME AND SAID "HE DOES".
I HAD NEVER MET HIM BEFORE. BUT WE HAD A LASTING RELATIONSHIP.
WHAT A THRILL, TO TAKE FOUR STAR DINING TO NEW HEIGHTS, BY SPECIFICALLY TARGETING 21 TO 40 YEAR OLDS. HE WANTED AN UPSCALE, UPBEAT, UPSTYLE CROWD.
A STRICT DRESS CODE, DON'T EVEN BOTHER THINKING ABOUT ENTERING, WITHOUT BEING "GQ".
THE BAR WAS ALL TOP SHELF AND CALL BRANDS, NO WELL LIQUOR, NO WAY.
A LITE NITE MENU, THAT HAD AS MUCH FOOD AS BEVERAGE BEING ORDERED.
HE WAS A WORLD CLASS CHEF, WHO KNEW THAT LATER NIGHT DISHES HAD TO BE TOTALLY UNIQUE TO THE INDUSTRY, TASTE DELICIOUS, PRICED RIGHT AND SERVED SUPERBLY.
I ONLY ADVISED NIGHT LIFE, FOUR NIGHTS A WEEK, WED- SAT.
WE HAD THE IDEAL DOOR PERSON, SHE WAS GREAT LOOKING, GREAT PERSONALITY, AND HANDLED HERSELF VERY, VERY WELL.
COVER CHARGE ON WEEKENDS, ON "WOW FACTOR NIGHTS", NOBODY RESISTED, BECAUSE WHEN YOUR "THE HOT SPOT", EVERYONE WANTS TO BE PART OF IT.
IT'S ALMOST IMPOSSIBLE TO EVEN EXPECT ANYONE TO PAY A COVER, WHEN YOUR CLUB IS EMPTY.
I WAS CHALLENGED, BECAUSE HE WANTED A FRESH THEME EVERY WEEK, HE DEMANDED THE BEST OF EVERYTHING.
NO PROBLEM. WHEN FACED WITH THIS " WEEKLY WOW FACTOR", YOU SIMPLY TAKE MUSIC, ART, ENTERTAINMENT, FASHION, LIFESTYLES, POP CULTURE INTO THE MIX, AND DESIGN A "WOW", A "FACTOR" AND PUT THEM TOGETHER FOR A "WOW FACTOR".
WE DIDN'T HAVE A DANCE FLOOR, BUT WE CREATED ONE, WITHOUT SPENDING A PENNY.
WE DIDN'T HAVE A DJ AREA, BUT WE CREATED ONE, WITHOUT SPENDING A DIME.
WE DIDN'T HAVE A STAGE, SO WE BATERED OUT ONE EACH WEEK FOR FOOD AND BEVERAGE, NOT COSTING A DOLLAR IN CASH.
WE WERE HUGELY SUCCESSFUL, FIRST FOR "FOOD", THEN FOR "FUN".
CHEF SOLD OUT A YEAR LATER TO A SET OF NOVICE OWNERS, WHO DID NOT WANT NIGHT LIFE.
THEY LASTED ALITTLE LESS THAN A YEAR, THEN SHUT THE DOORS FOR GOOD.
WHAT A DIFFERENCE AN OWNER WITH AN UNDERSTANDING OF FOOD SERVICE AND NIGHT LIFE CAN GENERATE, CREATE VS JUST BEING AN UPSCALE EATERY, RUN BY KNOW NOTHINGS.
WHEN YOUR IN THE POCKET AND EVERY CYLINDER IS CLICKING THE PISTONS FIRED UP, THE ENGINE ROARING THERE IS NO BETTER FEELING IN THE WORLD.
BUT WHEN YOU HAVE NOBODIES WHO THINK THEY ARE SOMEBODIES, AND END UP WITH NOTHING, THUS IS THE REALITY OF THIS INDUSTRY.
THE DAYS OF "DUELING PIANOS" HAVE PLAYED THEIR LAST DUEL!
I had an Owner contact me who's sole format is "Dueling Pianos". This is not a format, it's a novelty.
Rolling it out, once and awhile is fine, but to depend on it, seven days a week, is off the keyboards.
There was a time long,long ago,in a far away place, that "Dueling Pianos" were so popular a Franchise based on the Nightly Concept was opening everywhere.
But then the Foot Pedals came crashing off the pianos.
You cannot, nor should you rely on a single format to pack your bar, your club, your restaurant.
Not even Strip Clubs should rely solely on Dancers to pack their clubs.
Those days are goneeeeeeeeeeeeeeeeeeeeeeeeee.
I have a friend who is "HUGELY" successful in the Beer Distributor Business, he had the foresight to see and envision the impact of "Craft Beers", so instead of just selling his National Brands, he hired the smartest Craft Beer Person in the area, bought the rights to distribute as many Craft Beers as he could find that passed his taste, demand, and price tests. And now, his biz is creating it's own in house competition, rather than watching his market share sink, it's soaring.
That is HOW YOU HAVE TO THINK IN THESE TIMES.
I can't even fathom how many food and beverage establishments don't even have a web site, rely on Face Book ONLY,and have no clue what a Mobile App can do????????
How much longer do you anticipate staying in this business, making a living,and showing a profit?
Because instead of staying ahead of the times, they are passing you by, don't expect to be opening those doors much longer. I can't make it any more simple than that!!!!
READY TO MOVE FORWARD?
Email RichUnger@promotingnightclubs.com or want the "STRAIGHT UP ON YOUR PLACE"?
Then just fill out www.promotingnightclubs.com/contact.htm
doesn't cost a penny to do.
I HAVE SEEN SO MANY PEOPLE GO INTO THE BAR, CLUB, RESTAURANT, SPORTS BAR, LOUNGE BUSINESS, THAT THINK THEY KNOW IT ALL, WHEN THEY KNOW NOTHING, SPEND WAY TOO MUCH MONEY ON RENOVATING, HAVE NO FUNDING FOR THEIR FORMAT, GIVE THE BAR AWAY FOR THEIR GRAND OPENING, AND THEN WONDER WHY NOBODY IS COMING IN? IT CAUSES MARRIAGES TO BREAK UP, FAMILIES TO NOT SPEAK ANYMORE, FRIENDSHIPS TO END, ALL BECAUSE THEY DIDN'T ASK ME FIRST. THAT'S RIGHT. I CAN TELL YOU BEFORE YOU EVEN SIGN THE LEASE, IF IT WILL FLY OR IT WILL DIE.
Richie's RIGHT RANTS:
^ Demographics always need to be Priority 1, when spending money on marketing.
^ You can't just throw $ at advertising and hope it sticks.
^ Technology Implementation is the difference in Food and Beverage Between Failure and Success.
^ Battling Bigger Bars, Bigger Clubs, So What?
Size does not matter!
^ In 2012 "Spirits" was the fastest growing Beverage Segment in Restaurants, Chains, Independents, Clubs, Bars, Especially high priced Brands.
^ Stealing the Spotlight from Cheap Drink Bars & Clubs is as easy as RichUnger@promotingnightclubs.com
THE TOP TEN BEST ROMANTIC GETAWAYS IN NORTH AMERICA ARE:
1. ST. PAUL
2. SAVANNAH, GA.
3. VICTORIA, BRITISH COLUMBIA
4. SANTA FE
5. NEW ORLEANS
6. NAPLES, FLA.
7. BAR HARBOR, MAINE
8. MENDOCINO, CALIF.
9. CHARLESTON, S. C.
WHICH MEANS THE RESTAURANTS, LOUNGES, UPSCALE BARS, NIGHTCLUBS IN THESE AREAS SHOULD RIDE ON THE ROMANCE BY APPEALING TO LOVERS, COUPLES, AND THOSE IN LUST, TO DRINK, DINE, DANCE AND A TOUCH OF ROMANCE AT THEIR VENUE.
COME ON, IT'S A NATIONALLY REPORTED SURVEY, AND WIDELY RESPECTED, SO DON'T KISS AND TELL, BUT RATHER LURE AND SERVE.
EMAIL RichUnger@promotingnightclubs.com FOR "ROMANCE WOW".
THE WINNERS OF THE TEN BEST COCKTAILS ARE:
3. BLOODY MARY
7. VODKA MARTINI
8. GIN & TONIC
9. OLD FASHIONED
10. BOURBON & COKE
A VORTEX OF PROMOTIONS:
This is the time of year, the next 8 months, when You should be hoisting the Flag of Promotions, Four Nights a Week. Stop relying just, on Friday and Saturday Nights.
Stop complaining about competing bars, clubs, lounges.
Stop wasting money on advertising THAT NOBODY IS RESPONDING TO~
Right now, while your frustrated.
There are many Owners making serious revenues.
They are not giving the bar away.
They are not giving the food away.
They are not giving the cover charge away.
As hard as it is , for you to comprehend, YES, there is ANOTHER WAY TO DO BUSINESS.
There are methods to the madness.
This is not Rocket Science.
Scott Young of www.extremebartending.com brought up a question, that, the answer to me is carved in stone.
"Should Bartenders be allowed to drink during their shift?"
I responded, Absolutely Not.
Why would any Customer, want a bartender serving them, who is also able to drink while working?
There is no logical reason, practical explanation to allow such a policy.
But, of course, there were the Owners, Managers and Bartenders themselves, defending the practice.
How can a Bartender act responsible, monitor how much they are serving each customer, remember the credit card for the tab is on the clip below, in front of each customer, think to ring up each drink, keep your focus on your entire bar, and often you are the service bartender as well.
Why should any bar let a bartender on the clock, working to pay the bar's rent, representing the bar's best service, having a great attitude, DRINK WHILE WORKING?
A RESOUNDING NO..................................
Recently a businessman was pulled over for DUI.
He had been drinking beers at a "Bar and Grille" Chain.
The Police Officer asked him, "How many drinks have you had tonight?"
The businessman responded " one beer at _______________ or maybe the Bartender served me two, anyway ask the bartender".
Now, fortunately, no one was hurt or killed, but my point is, when the said Bartender served this businessman, they actually over served him, the Manager let him walk out with his keys in hand to his huge truck, and then drive.
The Police go back to the "Bar and Grille", ask the Bartender, "How many drinks did you serve him", the Bartender can't recall, of course not to protect themselves and the establishment.
But, perhaps,in addition,because the Bartender was drinking as well.
The incident was reported in the Daily Newspaper for the area, and the establishment was named.
The Owners should have known better, they have been in the biz for years and years. But you become successful, you let your guard down, you don't show up as often as you use to, you rely on those who have no ownership role, just management, ( One Manager stole thousands from this very same chain)
Now the Chain only consists of five locations, it's not like a major Chain with 100 units all over the USA.
These locations are all within ten miles of each other and there are 2, I repeat 2 what were "Hands on Owners". And now appear to be "Hot Shots", because this is not the first incident.
Oh, btw, the businessman flunked every DUI Test given at the scene and was way past the legal limit in the Breathalyzer Test.
Lesson to be learned, there are a few;
A. Never ever let your Bartenders drink while working.
B. Have all your Staff on the Floor and Behind the Bar take the "RESPONSIBLE VENDOR COURSE".
C. Every Manager should never let a bar patron walk out the door with car keys. Take the keys, call a cab and keep the customer calm and collected, unless, they have a friend who has not been drinking or only had a drink, let them drive.
This same chain, had a Manager who took a young lady's keys from her, then when she walked outside, they locked the door to the "Bar and Grille", so she could not re enter.
So in high heels, drunk, in a short skirt, she walked along the highway, got hit by a car, lost the ability to have children, all because an "UNPROFESSIONAL MANAGER", showed no concern for her life or welfare, but rather wanted her gone, so he locked the front door. She had awful injuries, and suffered through life threatening surgeries. She lived but not able to have Children.
All because of a locked front door. I have been in this biz for over 40 years, never, ever, heard of a Manager locking a person out, rather than calling 911 if the situation was that bad.
"WHY NOT", ASKING PERTINENT QUESTIONS REGARDING YOUR RESTAURANT:
1. AN EXCITING MENU THAT CONSISTS OF CREATIVE NEW DISHES, SOME THAT FEATURE "Siriacha", I know right now, none of your menu items has this ingredient in any of them. Why NOT feature the Art of the Spice in your foods?
2. Why do you continue to serve frozen foods? WHY NOT offer fresh,local produce, fresh seafood?
2. AN Eclectic Atmosphere, why the drab walls, the ugly carpet, the torn chairs, the beaten tables, the bent silverware, why even open with these elements like this.WHY NOT have all these issues resolved and new?
3.Why have Staff that does not dress properly, does not give excellent service, and takes smoke breaks, while they have tables with dining patrons? WHY NOT have a fresh staff of caring professionals?
4. Why have a dirty restroom, dirty kitchen, and a Chef who is a slob? WHY not have sparkling rest rooms and a CHEF who is immaculate in the kitchen? WHY NOT?
5. Why have a restaurant, that stops service at 10pm and closes, rather than open as a Night Life Adventure catering to upscale Millennials. WHY NOT?
6. Why run Instructional Advertising that does nothing to bring in dining patrons, but simply wastes your valuable marketing dollars? Rather use Social Media Marketing, that is FREE and can double, triple your weekly business, WHY NOT?
7. Why is your ice machine have dirt, slime and filth in it, rather than creating sparkling clean ice, WHY NOT?
8. Why haven't you discharged your Manager who shows no regard for any of the issues I have listed, yet you pay him, you leave him to operate your Restaurant, when he should be replaced? WHY NOT?
It's time to answer "WHY NOT", with " LET's DO IT!".
THESE ARE THE MONEY MONTHS, RIGHT NOW, RIGHT HERE, YET YOU CONTINUE TO CLOSE SOME NIGHTS, YOU ACT AS IF YOU DON'T GRASP THE CONCEPT OF BEING AGGRESSIVE, BEING SAVVY, BEING AHEAD OF THE REST, THINKING OUTSIDE THE BOX?
AGAIN I ASK,