The list is printed on a separate
menu (always a good idea) with
country of origin flags placed
next to each beer. He also
has a large chalkboard above
the bar that promotes new or
temporary brews.
How a beer is presented can
affect future sales. “
Operators can elevate the image of
beer by using special, iconic
glassware that heightens the
appearance, taste, aroma and
operator profits,” Stahlschmidt
says. “The new look of draft
towers has made the bar and
the consumer’s draft experience more appealing.”
Don’t Get Stale Much like chefs often change
their food menus, reevaluating
the beer list should be routine.
“When consumers get the
brands they want and have a
good experience, they become
loyal customers, ” Stahlschmidt
says. “Operators should review
their beer mix monthly to make
sure each and every brand is
generating profits. If a glass
of beer has a high profit but
doesn’t sell, then it is not really
profitable for the operator.”
cents more.” Addition-
ally, Ruby Tuesday’s
in today’s economy, will pay for
quality.” He recommends of-
fering smaller portions for very
expensive drafts, which drops
the price, reduces waste and
encourages experimentation.
Luxury Is No Loser
Don’t shy away from high-end
crafts and imports for fear of investing in a loss. Think of these
beers as a lobster salad or
Porter House steak — people
will treat themselves every
once in awhile, and chances are
they’ll come back for seconds.
“Belgians, lambics, etc. aren’t
as unprofitable as you might
think,” Bond notes. “People
are more educated and, even
Beyond Beer
“We’re seeing mixologists
experimenting with beer and
spirits and it’s catching on,”
Bond says. “Beer mixes, as we
call them, are a great way to
expose people to new beers.”
Popular mixes include the
Monaco, with Harp, Chambord
and Sprite, and the Irish Car
Bomb, a half-pint of Guin-
ness with a blended shot of
Jameson and Baileys dropped
into the bottom. “We’ll also
mix beers — we’ll take a peche
or framboise and mix it with
Hoegaarden. People have a
taste for something new.”
we Tweet about it. It’s lightning
in a bottle.”
To effectively sell beer, staff
must be educated. In addition
to trainings and tastings, Bond
prints out descriptions for
servers to keep in their books.
Sometimes he’ll offer an incen-
tive to move a beer, which is
usually quite motivational.
Fan Favorites
Whether it’s nachos or clam
chowder, most restaurants feature a few popular, inexpensive
dishes that keep customers
coming back. A well-priced,
quality beer will do the same.
With its location in a large city
like Boston, Silvertone’s management could easily charge
high prices but they don’t. “We
don’t believe in overcharging
for anything,” Palmer says.
“Miller High Life — our house
favorite — has been $3 since
we opened in March 1997.
I’m always shocked to go to
another bar and pay $5!” Another option is an inexpensive
upgrade. “In addition to offering great variety, we are also
committed to providing great
value,” Ruby Tuesday’s Scoggins comments. “We proudly
use a true 16-ounce pint glass,
not a smaller look-alike version, and guests can order a
22-ounce tall draft for only 99
The Daily Special
If Bond wants to promote a
new beer or push one before it
loses shelf life, he’ll often drop
the price. But if he really wants
it to go fast, he turns to the
Internet. “We do a lot of social
networking with Twitter and
Facebook. We promote rare
beers and many sell as soon as
The Little Things
Success often lies in the de-
tails. “Bars should remember
that their beer selection as well
as the quality of their product
can rule their establishment in
or rule them out as a consid-
eration for potential clientele,”
Commer remarks. “Having a
broad beer offering does little
good if adequate attention is
not given to maintaining quality
through clean beer lines and
drains as well as offering appro-
priate, clean glassware.”
Ultimately, the best menu
will be the one that’s most ef-
ficiently managed. As Commer
says, “A smaller list delivered
well will beat a bigger list deliv-
ered poorly.” NCB
Maia Merrill Gosselin writes about
food and beverage, travel and tourism
from the North Shore in Massachusetts.
Food & Beer: Quite a Pair
With the craft and micro boom, beer has evolved into a diverse beverage that’s a perfect comple- ment to cuisine. Charlie Storey, senior vice
president of marketing for Boston-based Harpoon Brewery
says: “Beer pairing and beer menus are a growing trend
that’s becoming increasingly popular. Being able to pair beer
with food is a core competency for a craft brewer. It’s a good
opportunity for brewers to get out and share their passion
for and knowledge about craft beer.” Many operators offer
wine recommendations printed on the menu; the same can be
done with beer. “Pairings should bring out the best in both the
beer and the dish,” Storey says. “Most suppliers will want to
ensure that their products will be prominent on a menu, but
will also suggest additional offerings for the menu to address
the restaurant’s customer base.”
Collaborating with a brewer to host a dinner can set
your venue apart from the competition. “Beer dinners offer
restaurants exposure to a customer base they may not have
otherwise connected to, and vice versa. Aligning with a
well-respected brewery can be a strong endorsement for a
restaurant. Some suppliers might have large consumer data-
bases through which they promote special menus or events,
which can be invaluable. In addition, we typically host beer
dinners on slow nights for the restaurants. This brings bodies
in the door and fills up seats,” Storey says.
