An enticing cocktail menu should feature a diverse selection of unique and creative drinks that appeal to a wide range of palates. The menu should also include detailed descriptions of each cocktail, including the ingredients used and the flavors that can be expected. Additionally, it is important to showcase any special techniques or garnishes used in the preparation of the drinks. A visually appealing layout and good organization can also make the menu more appealing to customers.
When you think about starting your own restaurant business at that time first you need to make a menu. PhotoADking is an online graphic design tool that allows users to create a variety of menu templates, design elements, and editing tools to help users create professional-looking designs without the need for advanced graphic design skills.
You’ll need a strong cocktail menu if your restaurant has a liquor license. Profitable cocktail programs follow the same basic procedures as those outlined above: examine sales data, build a menu matrix, change drink prices, and highlight your top performers, cash cows, and reworked riddles. That’s how you assure that each cocktail is driving revenue.
1. Examine the sales data for your cocktails.
You must first base your choices on past sales statistics if you want to increase the profitability of your cocktail menu. Fortunately, your point of sale should be able to generate clear sales figures for a certain period.
Instead of focusing on the profitability of a single unit, consider the overall number of units sold when calculating the profitability of a cocktail. If you don’t sell a large enough number of high-profit items, they won’t have a favorable financial impact on your company.
Consider the monthly sales figures for your drink menu as an example.
You feel you can increase the Mojito and Pimms Cup’s selling prices without having a detrimental effect on their sales volume based on the data that shows both drinks are well-liked.
You decide to increase the Pimms Cup’s price from $6.50 to $9.00 and the Mojito’s price from $8.00 to $11.00.
Your monthly gross sales for those two beverages were $398.50 before you changed their prices. If the monthly sales volume for those two cocktails stays constant, the two price changes will increase your total gross revenues from those two drinks to $550. This is more than $150 a month and $1,800 annually!
And simply by tweaking two drinks. Profits can increase dramatically if you repeat this process for each of your best-selling menu items.
2. Change the cost of your cocktails
Imagine if despite selling a lot of your cash cows, stars, and redesigned puzzles, your company was still losing money. It is something we want to keep away from.
Usually, this occurs as a result of predetermined pricing that doesn’t account for COGS, labor costs, overhead costs, and profit after all of those costs have been paid.
The selling price of each cocktail should be increased to be between 100% and 300% higher than its COGS to achieve this.
Although it may seem like a large sum, the markup will pay for a variety of costs: Your COGS comprises your cocktail napkins as well as your garnishes, glasses, labor, rent, and equipment. Additionally, each drink you sell must help pay the rent for your office space, which may make up to 30% of total sales.
As an illustration
Suppose you wish to change the price of your $8.50 Tom Collins, one of your restaurant’s top sellers. In the beginning, your pricing was based on.
However, this cost does not take into consideration labor, your lease, or the garnishments you use. Assume your bartender needs two minutes to prepare a Tom Collins.
Your drink’s true cost increases by 10% when labor, overhead, and other costs are taken into consideration.
The sales price of your Tom Collins increases from $8.50 to $10.20 if you mark it up by 300% from what it costs. That represents an increase of $1.70 per sale.
Given that you sold 67 Tom Collins last month, your income loss comes to $113.90. That results in a loss of $1,366.80 each year!
Even how many napkins you use might affect how much money you make on a drink. Include these costs in your asking pricing right away to ensure that you can pay for all of your business expenditures while still making a profit.
3. Decide which drinks to include on the menu.
Of course, if you have a bartender on staff, you should accept specific requests from visitors. However, your cocktail menu should only include the libations you wish to highlight specifically.
In general, menus with fewer selections are preferable.
When given too many options, customers become overwhelmed and, as a result, are less happy with their selections (should I have bought the Mojito instead of the Pimms Cup? This is also referred to as FOMO (FOMO).
Recall the previous menu matrix. It’s useful in this situation. Just don’t forget to put standouts, moneymakers, and revised puzzles on the menu. Your menu’s duds—items that are neither popular nor profitable—should be completely removed.
Chris Tanner, head bartender at trendy London club The Vault, suggests the following additional factors for designing a killer cocktail menu:
Don’t stray from the character of your establishment.
You want your cocktail menu to represent your restaurant’s identity, much like the main menu and interior decor do.
Don’t be afraid to be a touch eccentric; a distinctive cocktail menu will help you set your place apart from the competition and build a following of devoted patrons. Decide what you want your business to stand for and stick to it.
Keep up with the latest trends and season
You want to offer customers a compelling incentive to come back repeatedly. To do that, think of giving traditional drinks a unique seasonal touch. It’s an easy method to update your menu without much work.
Is the weather chilly and winter-like? A Negroni with winter spices may be the answer. Summary? Instead of warming you up, have a fruity Tom Collins. The secret to maintaining the freshness of your cocktail menu is to give traditional drinks a seasonal twist.
Create a compelling story.
Your menu must be simple to read and have a coherent story from start to finish.
It’s challenging to interact with a menu if it’s disorganized, according to Tanner. Bar owners need to involve their customers in the tale they are attempting to tell, just like any writer does.
Having a unifying theme may help you construct a menu story by tying everything together. For instance, you can choose components based on the season they were harvested in or their place of origin. You may also choose to base your theme on the location of your business.
Anything may serve as a topic, just make sure it stands out and is simple enough for your audience to comprehend.
Produce quality rather than quantity.
According to Chris, bar owners and operators should put quality before numbers when it comes to client loyalty and repeat business. Tips for restaurant menus can help you to improve the price of your menu items.
People have spent less frequently since the financial crisis, yet they spend more on each excursion. When they go out for drinks, they choose quality over quantity, he claims.
The flavor and quality of a cocktail are significantly influenced by the use of premium ingredients. Select premium spirits and seasonal, fresh fruit and herbs to add a stronger taste.
Your COGS per menu item will naturally rise if you employ high-quality ingredients. If you decide to proceed this way, remember to change the pricing of your drinks as we said above.