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Issue link: https://read.dmtmag.com/i/28636
Bar Louie has been focusing more on small plates like Adobo Shrimp Skewers (above) and has created a “Sips for the Season” promotion (to the right). At the bar itself, the operation has also made a conscious eff ort to off er drinks across all price points. “We have drink options for our customers whether they want to spend $3 or $10,” explains Rohrabaugh. But he is quick to say that the chain does not off er deep discounts. Instead they focus on off ering value at diff erent price points. For example, the chain’s beer of the month club off ers a 30-ounce draft of beer for $3.50. “T is is not your college 50-cents-a-can promotion,” he notes. “It’s a good beer at a good price.” Most recently they featured “Cuatro Hombres,” a quartet of Corona, Corona Light, Pacifi co and Modelo Especial. In addition, the chain creates seasonal cocktails to entice consumers to try something new. “We try to create something cool that they can’t get anywhere else or haven’t heard of before.” For example, the “Seasons Sips” menu—priced from $7 to $9—featured the Dark and Stormier, made with Skyy Ginger Vodka, Ginger Beer, Cruzan Black Strap Rum and a twist of lime. In addition, the chain has also made simple changes to some of the spirits they use in cocktails. For example, instead of creating an expensive cocktail with a super high-end spirit, they are often using a good quality mid-range spirit. “It’s a way to give a more aff ordable price without compromising taste,” explains Rohrabaugh. “Consumers are still enjoying the cocktail and it isn’t as expensive to create.” T e key, he emphasizes, is orchestrating a complete overall visit. “We try to give them a great experience and entice them to try something they haven’t before. We don’t upsell just for the sake of it.” T e chain has no intention of trying to compete with fast food for clientele—even at lunch. “When you think of Bar Louie, we 40 | APRIL 2011 aren’t necessarily fast. When people have 45 minutes or so for lunch, they come here. We aren’t competing with McDonald’s or Wendy’s for the 30-minute lunch.” T at said, the chain has made a renewed eff ort to reach out to local businesses to get word out that they are open for lunch. T ey have done some discounted combo items (at some locations), where they off er Louie’s Lunchbox – a burger, fries and a drink for the discounted price of $5.99. He’s fi nal advice: “Don’t fi ght against who you are.” If you do what you are known for really well, customers will continue to patronize your operation and hopefully maximize their experience at it. COMMUNITY OUTREACH At the approximately 700-room Broadmoor Hotel & Resort in Colorado Springs, staying true to its culture has been key to weathering the economic storm. When the hotel saw occupancy going down, it reached out to the potential local customers. “Colorado Springs has a good amount of people and we hadn’t really reached out to get business from the local base before,” explains wine director Tim Baldwin. “T is opened up the opportunity to bring our brand to the community.” In the past, the luxury hotel didn’t need to look to the community for supplemental income, as a greater proportion of the property’s guests were more than willing to pay a premium to eat at their high-end restaurants. “We noticed that the casual restaurants were taking more volume and spending across the board,” says Baldwin. To bring in new business, the resort reached out to the Colorado Springs community and worked with local media sources to let them know that the Broadmoor was ready to roll www.cheersonline.com