I was recently in an online discussion with industry leaders about which business model is best for nightclubs: bottle service or bar service. It seems there’s not one simple answer to this question, and everyone has a different viewpoint. However, most resonated with the idea that it doesn’t have to be one over the other; that they’re both critical to the success of a venue.
I believe treating the two as exclusive parts of your venue hurts you more than it helps. Both bottle service and bar service are important aspects of your club’s performance. The bar crowd controls the atmosphere and ambiance of the venue, which attracts the bottle patrons who bring in the revenue. Having a strategy to blend the two together is what makes the biggest impact as a whole.
The most successful clubs are those that integrate both areas with a similar level of priority, and treat all customers – whether bar or bottle service customers – on a personal level. Not only do guests prefer to go to these venues, but they’re the ones that are advancing their business most rapidly. When everyone in your venue (including your bottle service staff, your security, and your bartenders) is focused on a level of personalized service based on that guest’s past habits, that’s when you truly win. That’s when you start building loyalty, organic word of mouth growth, a higher spend per person, and your next wave of bottle service customers all in one.
While it’s true your big spenders at the VIP tables deserve the ultimate personal service, your bar crowd deserves some personal touches, too. And in the age of big data, people are used to being treated as an individual by brands more than ever before.
So how could this work?
With the combination of an ID scanning system that’s tied to your POS system, you get insight on every guest that walks through your door. You’ve likely had this level of insight on your bottle service guests already with your reservation management system. Now it’s possible to tie it back to the general bar crowd.
Every guest needs to have their ID to drink, so it’s an easy thing for you to leverage. You scan their ID and notice it’s their 10th time coming in a month. Use that information to personally greet them and cover their first drink. If your ID scanner is tied to your POS, you also get insight on spending habits. Notice they spend a lot each time they come? Offer them a VIP table instead.
It’s the small details that make a person feel like you notice them, and that’s what makes the biggest difference. This is true regardless if they’re a bar customer or a VIP, it’s just that historically there hasn’t been enough information on the bar customer to provide them with that level of service. So even though it’s natural to want to pour your energy and resources into your VIP section, don’t forget about your bar crowd. They’re an important aspect of the entire atmosphere of your venue and, with the right tools, can be persuaded to spend even more.