How to entice customers back to hospitality venues with a winning drinks menu

Dave Rigby explains how operators can harness the latest drinks trends to tempt back old customers and attract a new audience.

 

As the final lockdown restrictions ease, operators across the country are looking at ways to encourage the public back into bars, restaurants and pubs. But with consumer habits having changed throughout lockdown, how can operators ensure they’re offering customers something different to coax them away from their homemade quarantinis and back garden bars?

 

Responding to the consumer shift

 

During lockdown, consumers have had their eyes opened to all manner of food and drink ideas and built their confidence trying new flavours. From virtual masterclasses to ordering premium ready-to-pour cocktails and cook-at-home restaurant meals, there has been some truly brilliant innovation in this area from businesses that have been unable to welcome guests physically through their doors.

 

This has driven a demand for consumers to delve deeper into the provenance of what they’re eating and drinking and led to a greater understanding of personal preferences. There’s now a unique opportunity for operators to build on this newfound consumer knowledge by promoting the provenance of their products and introducing premium ingredients within menus that will appeal to consumer appetite and drive revenue growth.

 

The joy of the serve

 

It’s fair to say many have missed the pleasure of the hospitality experience – of tasting an expertly crafted cocktail or dish that’s been lovingly put together by a professional team. Operators have a chance to re-engage customers with the quality of service and should be encouraging teams to push the boundaries on development and presentation – looking at how they can introduce local or seasonal ingredients or develop their own signature serves.

 

We’ve seen a growth in the rum and premium vodka categories over the past 18 months, particularly from operators looking to introduce their own house pours to provide something exclusive to their customers. Using these as a base to create eye-catching cocktails or bespoke spirits and mixers, for example, as a limited edition or seasonal special, will help to encourage customers to try something new. This works particularly if operators can create a ‘hype’ for new cocktails by drip-feeding images or videos on their social media channels.

 

Start your seasonal planning early

 

When it comes to product development, operators looking to create bespoke drinks should be aware that preparation is key to capitalising on seasonal periods like Christmas. The food and drink supply chain has been affected by a number of factors, therefore sourcing ingredients and specialist components is taking longer than usual in most cases. Operators need to factor in time for research, flavour matching, product tasting, bottling and label development to create a finished product that will stand out to consumers, both on the backbar and on the menu.

 

Operators need to factor in time for research, flavour matching, product tasting, bottling and label development

 

Operators should also carefully consider stock quantities of bespoke products and order ahead of busy seasonal periods, with demand expected to rise over the coming months.

 

With careful consideration for planning and production, operators can ensure they’re able to offer customers a taste of something truly unique as they welcome guests back to venues.

 

Dave Rigby is managing director and master distiller at Alcohol Solutions

 

Photo: Cabeca de Marmor/shutterstock.com