It's a simple tweak; but it works!
If you look up the word “brand” in the dictionary, you will discover that a brand is, “a mark or symbol to differentiate one’s cattle from another’s.” The key word in that definition, as it relates to your establishment, is differentiate. It takes courage to be different and faith in your vision to be successful in the long-term.
In today’s highly competitive world, developing and promoting your difference or brand is increasingly difficult, almost as difficult as it is to find adequate bartender training. There are a few companies that have done it well and have enjoyed the rewards of successful branding. For example, when you think of the Bellini, most people think of Milestone’s. The company has a great cocktail menu, yet the Bellini is their flagship cocktail, and the one that they are known for. Why is this drink so successful? Consistent quality and eye-catching presentation … you know that the drink is going to look great and taste great at the same time.
To that end, it’s worth noting that 76 per cent of all purchases are made at the first place we think of in a given category – that might be McDonald’s for burgers, Tim Hortons for coffee (two brands that have based their success around consistency). If you are to earn a position in the minds of your prospects and customers, you must firmly and consistently establish your
difference.
So how do you do it? This part is tricky, and sadly there is no overnight key to success. Branding and association takes time, but that doesn’t mean that you shouldn’t do it, in fact, it means that you must do it now! You may choose to be known for having the coldest beer, or cocktails made with the freshest ingredients, or making a drink using a method that makes it uniquely your own. Deciding what you want to be known for is the easy part, making the commitment to stand behind your decision is considerably harder.
At the Bier Markt, located on the Esplanade in Toronto, they have made a commitment to have a huge variety of premium beer, over 100 brands from 24 countries. They impeccably maintain their draught system to ensure that you get the best beer every time you come in. They understand that maintaining the number one position in the minds of beer drinkers is paramount to their success. In short, they stand by their commitment.
The Keg Restaurant is well-known for keg-sized cocktails, most notably, the Caesar. Over time they have created an association between this uniquely Canadian cocktail and their brand, and wisely so, Canadians consume over 30 million Caesars annually. They are so passionate (and well-known) for this drink that they have concocted their very own Keg Caesar Mix version of Clamato juice, to put their own unique stamp on the cocktail that makes it almost impossible to replicate.
Each of these concepts made the choice to do one thing better than everybody else. This is not lip service in their training, they live their brands. This doesn’t mean that you have to be the best in the country or the best in the world (although a commitment like that would work wonders for any brand). It just means that you are going to provide the best beer, cocktail, service, or combination in your specific market. Trying to be everything to everyone quite often results in mediocrity across the board. Do one thing really well and consistently and your guests will come back for it again and again. Pick your area of expertise or focus and own it! I recently heard that the secret to success in any business is to do the things that others aren’t willing to do. The choice is yours. Until next time keep ‘raising the bar’ in your establishment, because if you don’t, someone else will!
Turning Your Bar Green.
Fresh ingredients blow powdered mix out of the water!
While the environmental movement is at the forefront of public conscience, more and more bars are making an effort to go green with their daily business practices. I’m sure you’ve heard all the popular catch phases: renewable energy, carbon neutral footprint and the uber-popular green is the new black.
What does this have to do with operating my restaurant or bar you ask?
First of all, it’s important to identify the difference between a green cocktail and the absurdity of the healthy cocktail. Ordering up a martini made with pomegranate liqueur is not going to earn you any points in the antioxidant cup. Cocktails are supposed to be a little bit naughty anyways…
It starts with the understanding that operating a sustainable bar or restaurant is easier than you think, not to mention the opportunities to save money and increase margins. Making each business decision with the environment in mind is rewarding in many ways: socially, economically and environmentally.
When you look at your business’ carbon footprint, it gets broken down into two parts: a primary and secondary footprint. The primary footprint is the sum of the direct carbon dioxide emissions from the burning of fossil fuels, like energy consumption by furnaces, waters heaters and transportation, like auto- mobiles to get to work. The secondary foot- print is the sum of indirect emissions associated with the manufacture, shipping and breakdown of all products, services and food that your business consumes.
Fresh, seasonal, local and sustainable are really just a part of a much larger picture that involves every business decision you make, from the light bulbs you choose – there are now dimmable Compact Fluorescent Light bulbs which use up to 75 per cent less energy and can create ambiance – to the cleaning products you use and how you separate your waste. Here are some things you might con- sider when developing your next menu or are considering a new supplier.
Fresh is pretty self explanatory, and if you haven’t tasted the difference between a fresh cocktail and the one that comes off your post mix line, enter the menu make- over contest, so we can come to your bar and open your eyes with proper bartender training.
Local means supporting business within 100kms, and making the decision against importing bottled water from the other side of the world when the largest supply of clean fresh water on the planet is at your doorstep. Developing relationships with the folks at your local farmers market can inspire on both culinary and beverage fronts.
Seasonal is about using peaches on your menu when peaches are in season locally, not when peaches are in season in Argentina. When your chef is making Peach Cobbler, your bartenders, who should be thinking about themselves as Bar Chefs, should be making Peach Daiquiris, or peach Mojitos.
Going the sustainable route is not the easiest, but it is becoming increasingly accessible. You just have to ask, and you can believe that the more people who ask, the more accessible it becomes. Businesses that make the commitment can expect to be rewarded with a loyal clientele and the few pioneers of the Green Bar philosophy will attest.
San Francisco’s “Elixir” was one of the first Green bars to open. H. Joseph Ehrmann (known simply as “H”) walks the talk of fresh fruit cocktails made with organic and/or environmentally responsible products. Green and Tonic (www.greenandtonic.org) is doing the same and taking it to the next level. It is a volunteer group that consults with bar owners to help them find solutions to reducing their waste, energy, and water consumption.
The feel good “X” factor of supporting a green business is something that will have your clients talking to their friends, and your commitment to excellence will bring them back again and again in larger numbers. Fresh, local, seasonal, sustainable can no longer be looked at as options, but rather as the business decisions that make our restaurants and bars sustainable businesses as we move into a new economic environment.
As operators, managers, and staff, we have the ultimate power to choose what is offered for sale, how it is offered for sale, and how we’re going to clean it up. While many of us diligently separate food waste from recyclables and garbage at home, few of us pursue these socially responsible actions with the same vigour when we’re working in the hospitality industry. I’ve been guilty of it myself and I’m sure you can relate to the feeling that you should recycle an empty water bottle but when no recycling bin is present, it ends up in the trash. While many of us want to recycle, few of us have taken proactive steps towards putting a recycling / food waste program in place.
The truth is that respecting the planet and making money do not have to be mutually exclusive. After all, we don’t really need to “Save the Environment,” it was fine before we were here, and it’ll heal itself after we’re gone. We really need to save ourselves.
Until next time, Keep Raising the Bar in your establishment.