In Part one of this series I discussed the concern that millennials are not frequenting nightclubs in the numbers they had in the past. For club owners, this should be a concerning issue. Citing the results of an anonymous survey, there were a number of reasons given by those surveyed for not going to clubs as frequently as they used to go. Of the reasons listed, there were five which I felt could be easily remedied, partially by a business starting a bottle service that incorporates bottle locks as well. In part two of this series, I want to focus on high priced drinks mentioned as a reason millennials are not going out as frequently as they once may have done.
How can starting a bottle service impact the high price of drinks? To start with it is just that, a service that provides varying degrees of VIP service to purchasers. The club or bar owner decides on what will be included in service packages based on how large a group is. I have seen packages for as few as two people and large group packages for such things as bachelorette parties or a corporate team building events. A small group package may provide one bottle of a select wine or liquor, chosen in advance by the group coordinator. The larger the group the more bottles should be made available (understanding that the cost of the package goes up as well). A well thought out service will provide VIP guest treatment, and again, depending on the amount of the package a prime seating location. A bottle service waiter or waitress with a detachment key for bottle locks is in charge of ensuring the group has a good time and drinks are controlled and mixed by the waiter or waitress. The cost of drinks is controlled by the package price. Barring additional purchases, a patron can have a good idea of what they will be spending for the evening.
Add to bottle service the use of bottle locks on the bottles of liquor or wine provided as part of the package and a server holding the key to the locks and you have a controlled service. No one outside of the party can access the drinks without the okay of the waitress or waiter. Since only the waiter pours the drinks and mixers, drinks are measured out more accurately than if party members poured their own and bottles stretch further (which translates to value for the customers). Another advantage, albeit for the nightclub owner, is that by having the dedicated waiter/waitress and using bottle locks, the chance of an underage member of the group getting served is minimized. Also the server is able to be alert to the party member who may be getting too intoxicated and can partner with nightclub management to intervene before an incident occurs. For the group, the advantage is that if they choose to limit themselves to the bottles provided by the service, they can choose not to pay for more drinks at the prices which they had been concerned about.
You may be asking yourself, “If the customer uses the service once, why will they come back and use it again? They had their VIP treatment so they probably won’t want the experience again.” If management establishes a program focused on providing a movie-star quality service, with a reasonable price which include a top shelf liquor or wine, patrons will return again and again and advertise by word of mouth, often the best kind of advertisement. Also, the other club goers will see the service and undoubtedly inquire about it.
To quote business trainer and consultant Kate Zabriskie, “The customer’s perception is your reality.” What will your “reality” be? Add a bottle service and bottle locks to your nightclub, make it reasonably priced and change your customer’s perception of what a night out can be.
Get more information on bottle service, contact us or call 1.770.426.0547 today.
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