Low Hanging...Bottles

When we're in the same venue week on week, it can be easy to overlook the subtle changes in procedures and customer service which negatively impact the business.

When we first notice that things aren't working, it's natural to assume that major changes are required. But sometimes, the most significant gains come from tackling the low hanging fruit – those readily achievable improvements that can yield immediate and noticeable results.

Having spent almost a decade working with upscale nightlife, we wanted to share some of the no-brainers we see frequently that allow you to elevate your venue’s performance without requiring a complete revolution.

1. Switch to direct bookings  & stop leaving money on the table

We’ve said it before, and it’s worth repeating: if you're still relying on convoluted or indirect booking methods, you're likely missing out on eager customers. Guests expect instant gratification and if your VIP host is on another call and forgets to text back, or the booking process is simply too hard, they will go elsewhere

Pro Tips

1. Implement a user-friendly booking process and make it prominent. Don’t make guests go hunting for cellphone numbers or “Contact Us” forms. If your VIP offering is core to what you do, you should assume it’s the main reason a prospect is visiting you.
2. Collect a deposit. You're blocking out valuable real estate, so you want to be sure the guest is actually committed. Getting a deposit might cost a few bucks in merchant fees, but it reduces no-shows and provides a more secure foundation for your staffing and inventory planning.
3. Offer immediate confirmation where possible. There's a reason airlines never ask for passport details when you book: you'd never finish the process! Protracted booking processes can lead to lost interest and, just like an airline, you can collect the identity data before you let them inside.

Data Capture: Make effective use of the information you're given

You're interacting with hundreds, even thousands, of guests. Are you truly leveraging those interactions beyond the night itself? Data is the lifeblood of a forward-thinking venue but many neglect to collect and use it.

Pro Tips

1. Insist on a complete guest list. This means all guests, not just the booker's details. Each member in the group has or is about to form a relationship with you. Knowing who's there, what they have done and who with, allows you to turn anonymous guests into future bookers. (To avoid impacting booking conversion, do this after you have reservation commitment)
2. Implement a simple after-service audit or table closeout process for your VIP hosts and servers. Encourage them to note guest preferences, significant interactions, and any other valuable insights. Don't just sit on this information, discuss potential opportunities, upcoming events and ways you can bring those guests back.
3. Maintain a robust CRM. How you store guest data is almost as important as what you collect.  Try to link guest history, preferences, and spending habits using a unique identifier like a cell phone number. This makes it easy to find and avoids duplication.

Pace: Deliver on the promise of premium service & leave enough time for up-sell.

In VIP guests are paying for an elevated experience, and that includes swift and efficient service. Slow service erodes the perceived value but also hinders your team's ability to up-sell. If you don’t have the luxury of a 24 hour license, you'll want 90 mins in the bank to upsell before last call.

Pro Tips

1. Empower your team to take payments. Venues like to tightly control access to payments by staff, but this causes bottlenecks, especially when guests pay upfront. Payments innovations like Tap-to-Pay put payment control securely in the hands of your team, drastically reducing order times and manager involvement.
2. Measure your order turnaround. This doesn't need to be perfect, but take a sample of 5-10 tables and note the time between guest request and fulfilment. This should include bottles AND service items like mixers and ice. Form a benchmark and improve upon it.
3. Eliminate Ambiguity. Errors and miscommunication cause delays. This is why we're not fans of group chat or radio. If you have to use these kinds of tools, reduce the number of people who need to engage with them at once. For example, form sub-teams of 2-3 focused around sections.

Optimising Upsell: It's about enhancing the experience, not just the spend

Upselling isn't about being pushy; it's about understanding your guests' preferences and offering them ways to enhance it. A high upsell rate is a strong indicator of guest satisfaction.

Pro Tips

1. Up-skill your servers. Ensure your servers are knowledgeable about your product mix and can confidently make personalised recommendations for premium options. If your team is new, run a pre-trade briefing and pre-plan each table's propensity to upgrade.
2. Remove barriers to consumption. Swift fulfilment of basic requests (mixers, ice, fresh glasses) keeps the momentum going and creates opportunities for further orders. Your Servers should be instructed to keep the table in "arrival state" all night.
3. Make rewards transparent and simple. So often we encounter complicated formulas for commission that cause headaches at the end of the night, and leave VIP servers pleasantly surprised or confused and disappointed with the result. A clear commission structure motivates them to drive sales and enhance the guest experience.

Sales vs. Fulfilment: Clarify roles to maximise efficiency & impact

Asking VIP servers to handle every single task can result in them being stretched thin and less effective in their primary role: building relationships and driving sales. Making a clear distinction between sales and fulfilment activities is key to avoiding fatigue (and sore feet!)

Pro Tips:

• Clearly define the roles of your VIP servers. Servers should focus on engaging with guests, anticipating needs, and driving upsells.
• Delegate fulfilment tasks. This includes both non-revenue tasks like fetching ice, mixers, and fresh glassware, and delivering bottles and shots. Servers waiting at dispense for bottles to be processed absorbs time which could be better dedicated to guests.

By freeing up servers from these logistical tasks, you empower them to spend more quality time with guests, fostering relationships and identifying upselling opportunities.

Go Get 'em

None of the tips above are radical changes, but they smart, strategic adjustments that allow you to create space and collect data for your operating teams to thrive.