Creating Valuable Demand
In a down economy, restaurateurs are reaching out to consumers in new and unique ways.
By Michelle Paolillo Lockett
for unique ways to maximize the customer’s experience at each visit. From drink specials and new menu items to community
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outreach, managers agree that the key to increasing sales and visits is in reinterpreting the idea of value, which isn’t a matter of price alone. “Value isn’t only a price thing,” says Blake Rohrabaugh,
beverage director at the 47-location Glenview, Illinois-based Bar Louie. “People are willing to pay for a good drink, but it has to be worth it. It has to be a really cool drink so they feel good about spending money.” Robrabaugh is hardly alone in the ranks of operators who are
trying to provide more to their customers while making each of their visits more profi table.
SMALL PLATES With the economic slowdown, Rohrabaugh is continuing to
see a shift in how consumers are spending their money when eating out. “Over the last 18 months or so, our food sales have gone down and beverage sales are up,” says Rohrabaugh. “People are staying home to eat and then coming out to drink.” After noticing the trend and realizing that 50 percent of his guests
where coming in larger crowds, Rohrabaugh at Bar Louie created a new menu to appeal to this clientele. Launched in May, it features a variety of small plates to give people more sharable options. T e menu off ers items like chicken nachos and small pizzas, which are priced from $5.99 to $9.99 and are good for groups. “We have absolutely seen an increase in the small plates
category—especially between the hours of 4 and 10 p.m.,” Rohrabaugh explains. He adds that the new menu has increased bar food sales by almost 10 percent. In addition, the chain has also changed some of its seating
The Heathman Restaurant now features its happy hour all the time. www.cheersonline.com
options to better appeal to larger parties. “Big groups can’t all fi t at our bar, he says. “We added large high-top tables so they can still get the bar experience.”
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s consumers continue to struggle in a down economy, they are defi nitely spending less on eating out. T is leaves restaurant and bar operators across the country looking
