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For beverage brands that sell on-premise—whether it's at restaurants, bars, hotels, clubs, or cafes—every dollar of revenue is directly tied to the actions of bartenders and servers. These frontline professionals are the gatekeepers of your brand, the individuals who interact with your target consumers daily. Their ability to understand your products, appreciate your brand story, and effectively communicate that knowledge to customers is the single most important factor in determining your success in the on-premise market.
The most effective way to drive beverage sales in a bar or restaurant is through staff recommendations. Research consistently shows that personal recommendations from bartenders and servers can significantly increase sales. In fact, 74% of guests order the drink or brand recommended by the bartender every time / almost every time. This means that your sales potential at any given account is largely a function of how well the staff understands and advocates for your products.
Without in-depth product knowledge, bartenders and servers are unlikely to recommend your brand with confidence. They might default to familiar products or brands that they feel more comfortable with, leading to missed opportunities for your brand. Educating these key players is absolutely critical.
When a bartender or server can explain what makes your product unique, suggest creative ways to enjoy it (such as in a cocktail), or share an interesting story about its origins, they are far more likely to recommend it. This, in turn, leads to higher sales and better brand penetration in the on-premise market.
In today’s digital age, video has become the preferred medium of communication, particularly for the younger generation. Platforms like TikTok, Instagram, and YouTube have shown how engaging, videos can quickly convey information. By using video-based training, you can ensure that your team fully understands and advocates for your products, helping drive sales and create memorable guest experiences.
Nitecapp provides beverage brands with a powerful tools to educate bartenders and servers at scale.
By using Nitecapp to educate bartenders and servers, beverage brands can directly influence the number of recommendations made by these key players, which in turn drives sales. The efforts you make in educating the staff at your on-premise accounts are not just nice-to-haves—they are essential for maximizing your sales potential.Every well-informed recommendation that a bartender or server makes increases the likelihood that a guest will choose your product over a competitor's. The more you invest in staff education, the higher your potential sales per account.
The most successful brands recognize the critical role of staff education and use the latest tools to provide that education effectively.
Nitecapp offers beverage brands a unique opportunity to educate bartenders and servers at scale, using the most effective training methods available today.
In a world where every penny of on-premise sales comes down to how well your brand is understood and sold by bartenders and servers, Nitecapp is the key to unlocking your full sales potential.
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