Well, Did You half ass it?
“OMG. Sales are not where we expected them to be. We did what you asked. On menu and promoted.”
The “on menu” spoken of here is tiny, with the NA options on the very back page and nearly invisible. The promotion they speak of is nothing more than a story share of a photo of said menu.. Eye Roll! That’s the best you can do, really? I see your social media feed - You are doing this all half ass!
Let’s dive in….
We have come to expect certain things to pop up in our social media feeds from the food/beverage accounts that we follow. There will likely be a post and/or a story about their beverage menu. More times than not, you are seeing a reel that was beautifully made with every detail perfected.
Take a look at this post. There are a few things here that you see in the majority of posts like these:
One, the influencer promoting the menu. She took the time to go into the business to record the content, create, edit, voice over and post the reel. She was likely paid and/or her group of friends enjoyed their experience free of charge.
Second, the level of attention to detail to present each of these drinks is impressive. They bar/restaurant went above and beyond for the cocktails to be well crafted, and visually stunning. Honestly though… that attention to detail is just next level.
Flip your eyes over to this one. This is a stunning, in-house reel made to highlight cocktails and draw the consumer in to order. The video is incredibly well done and I have no doubt that the marketing goals were met.
I have only one question!
WHY ARE YOU NOT MARKETING YOUR NON-ALCOHOLIC MENUS WITH THIS MUCH ATTENTION TO DETAIL?
Ok- two questions…
WHY ARE YOU NOT ADDING THE LEVEL OF DETAILS TO YOUR NON-ALCOHOLIC MENUS THAT YOU BRING TO THEIR BOOZEY MENUMATES?
If anything on your menu should be heavily promoted, it should 100% be your new, craft spirit free cocktail menu!! The public knows you have booze. You’re a freaking bar! If you are a cocktail bar…then we absolutely are fully aware of the fact that you have…cocktails!! Your customers however do not know that you have a spirit-free menu.
I have someone that I met recently constantly sending me names of bars/restaurants here in Charlotte that she would love to see NA options on their menu. After I reached out to them, I learned that three out of five of them actually having a decent offering. How on earth did they have a customer in their business multiple times in the past few weeks looking for spirit free options and still not know that they had options? That is ridiculous!
Let’s fix this with a few steps.
Disclaimer: Following these steps may lead to a large increase in patrons. We are not responsible for any wear and tear on your bar stools, in your booths, your floors, bathrooms, door hinges, menus, or your wait staff’s face muscles. Smiling uses 10 to 23 face muscles and muscle fatigue is expected after a 4 hour shift of smiling from non-stop customers. Proceed with caution and remember, you are strong and can handle anything.
Step 1: Set a meeting to review the brands in the Charlotte Beverage Distribution Portfolio.
Step 2: Select the products to curate your new menu.
Step 3: Pay your invoice within 24 hours and get free additional product.
Step 4: Create and print your new menu and train your staff.
Step 5: Invite at least 1 Charlotte F/B influencer to come in and capture content for you to market your new menu with. Or- create a reel in-house to market your menu. (But you have to be good at it. Reference the one above.)
Step 6: Track your sales. Not just how much is being ordered, but what else your customer is ordering with their spirit-free beverage. 94% of the time they will also order an alcoholic cocktail.
Step 7: Reorder product because you ran out.
Step 8: Enjoy your newfound wealth just from marketing and trusting Charlotte Beverage Distribution. (Studies have shown that the customer ordering off your non-alcoholic menu will spend 47% more money!)
Closing thoughts-
I joke a lot, but the reality of the situation is serious. Marketing your NA menu is key to your success. This isn’t a trend, it’s a movement and the demand is only going to continue to increase. Our community needs more booze free cocktails, wines and beers available to them. Everyone deserves a seat at the bar and a craft beverage in their hand! Except P-Diddy..or Diddy?…Puff Daddy.. Why do I think he landed on “P” for his final answer?..oh well.
Put your whole ass into it!
