tailieunhanh - Lecture The bar and beverage book (5th Edition): Chapter 3 - Costas Katsigris, Chris Thomas
Chapter 3 - Creating and maintaining a bar business. This chapter will help you: Develop an overall concept and tailor it to meet the needs and desires of a particular clientele; study the market, choose an appropriate location, and determine financial feasibility; plan an atmosphere and décor suitable to a concept and its intended clientele;. | © 2011 John Wiley and Sons, Inc. All Rights Reserved CHAPTER 3 CREATING AND MAINTAINING A BAR BUSINESS © 2011 John Wiley and Sons, Inc. All Rights Reserved © 2011 John Wiley and Sons, Inc. All Rights Reserved Develop an overall concept and tailor it to meet the needs and desires of a particular clientele. Study the market, choose an appropriate location, and determine financial feasibility. Plan an atmosphere and décor suitable to a concept and its intended clientele. Plan the efficient use of available space. Analyze the design and space needs of the bar itself. Weigh the pros and cons of hiring professional design consultants. Examine the major factors before investing in a specific location or building. THIS CHAPTER WILL HELP YOU TARGETING YOUR CLIENTELE Types of Customers Diners at restaurants where drinks are served. Drop-in customers who are on their way elsewhere. Meet-and-go customers. Entertainment seekers. Sports fans. Regular patrons. © 2011 John Wiley and Sons, Inc. All . | © 2011 John Wiley and Sons, Inc. All Rights Reserved CHAPTER 3 CREATING AND MAINTAINING A BAR BUSINESS © 2011 John Wiley and Sons, Inc. All Rights Reserved © 2011 John Wiley and Sons, Inc. All Rights Reserved Develop an overall concept and tailor it to meet the needs and desires of a particular clientele. Study the market, choose an appropriate location, and determine financial feasibility. Plan an atmosphere and décor suitable to a concept and its intended clientele. Plan the efficient use of available space. Analyze the design and space needs of the bar itself. Weigh the pros and cons of hiring professional design consultants. Examine the major factors before investing in a specific location or building. THIS CHAPTER WILL HELP YOU TARGETING YOUR CLIENTELE Types of Customers Diners at restaurants where drinks are served. Drop-in customers who are on their way elsewhere. Meet-and-go customers. Entertainment seekers. Sports fans. Regular patrons. © 2011 John Wiley and Sons, Inc. All Rights Reserved TYPES OF CUSTOMERS SUBGROUPS Women Latino Customers Baby Boomers Generations X and Y Connoisseurs and Sophisticates © 2011 John Wiley and Sons, Inc. All Rights Reserved SELLING HIGH-END SPIRITS The experienced entrepreneur concentrates primarily on a single, definable customer group, or market segment, whose members will have similar reasons for visiting a bar. © 2011 John Wiley and Sons, Inc. All Rights Reserved PLANNING SERVICES TO DEFINE YOUR IMAGE Much of what will set your bar business apart from competitors’ is your overall image. Make an effort to define whatever special character your bar exudes that will entice people to visit your establishment instead of your competitors’. © 2011 John Wiley and Sons, Inc. All Rights Reserved PLANNING SERVICES TO DEFINE YOUR IMAGE Some components of image involve very practical decisions. What services will you perform for your target market, and how? What kind of bar do you envisage? What kinds of drinks will you serve? An .
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