Once upon a time, it was nearly impossible to tell where Las Vegas left off and the annual Bar & Restaurant Expo, formerly known as the Nightclub & Bar Show, officially began. Models wearing little more than a sneeze passed out suggestively named beverages to attendees delighting in the effects.
Those days are long gone, as this year’s event readily attested. The hardcore business focus would’ve had accountants remarking, “Whoa--serious crowd.”
With beverages in the spotlight for all components of the hospitality industry, the 13,000 attendees were clearly there to embellish the business-driving power of their drink programs, not to knock back shots at a toga mega-party. The mood was far from somber, but the aim clearly was to learn, from the presenters and from one another.
Defining what form that additional business takes was a major topic of Day One education sessions. Several speakers stressed the importance of setting specific targets.
“Sometimes the goal is money. Sometimes it’s feet through the door. Sometimes it’s press,” said Cate Hollowitsch, Chief Marketing Officer of the three-unit Burrachos fast-casual chain in Wisconsin. She led a three-hour workshop on revitalizing established restaurants.
“For LTOs,” she continued, referring to limited-time offers, “it’s really important to identify your objective.”
Otherwise, Hollowitsch warned, the unintended consequences can defeat the whole purpose. For instance, a value offer could backfire. Instead of drawing new customers, it ends up discounting meals that loyal patrons would have purchased in any case, eroding revenues.
Hollowitsch championed the use of hardcore data to guide the planning for a promotion. That, in turn, can bring into play technology. She noted that Burrachos currently has 22 technology platforms fueling its operations and data collection, a network she acknowledged as being in need of simplification.
Other presenters offered specific tactics for bolstering traffic. Jacob Travino, owner of The Lonely Pine Steakhouse in Cincinnati, recounted the payback he’s enjoyed from involving the restaurant’s distributors in the planning for promotions. Often, he explained, they can provide support for the offer or special occasion, be it table tents flagging the upcoming event or hard promotional dollars.
Here are some of the other traffic and business-building ideas that were aired during the education sessions.
“This is the fastest growing trend right now in beer,” said Adam Teeter, who delivered a presentation on the trends in consumer preferences. He was referring to the challenge that’s spread through the bar sector at lightning speed, as a show of hands by his audience demonstrated. Easily 40% of the attendees indicated that they were participating.
The craze involves drinking Guinness out of the beer brand’s signature glass, which sports the Guinness logo in gold filigree. The objective is taking a first sip that lowers the bottom edge of the foam atop the dark brew to intersect the “G” of the logo precisely in the middle.
According to Teeter, customers will buy multiple Guinnesses just to give the challenge a try.
A generous shot-sized serving of classic cocktails or 1:1 blends of two complementary alcoholic beverages has become a rage in fining dining, Teeter recounted. ““All the high-end restaurants in New York are doing them,” the consultant said.
He explained that some customers opt for the shot before having wine with their meals, or as an alternative to dessert.
Bar patrons are crazy about margaritas—except when it comes to brunch, said Teeter.
For whatever reason, he explained, consumers don’t view America’s best-selling cocktail as an appropriate selection for brunch. The alternative margarita fans are embracing is The Palamino, a mix of lime juice, tequila and grapefruit soda.
Teeter also advised attendees of his breakout session to consider adding hops water to their beverage menus. The sparkling hops-flavored drink has the crisp taste of beer without the alcohol. It’s likely to be a breakout non-alcoholic product of 2025, he suggested.
The calendar is filled with days or months commemorating a particular food—National Pickle Day (Nov. 14) or National Moscow Mule Day (March 3). For someone marketing a bar or drinks program, those occasions are “the greatest gift to the world,” said presenter David “Rev” Ciancio, co-founder and Chief Marketing Officer of Burgers & Brew in New. York City. He explained that any tie-in to those occasions enjoys considerable tail wind from all that’s being posted about them via social media. The buzz gives relevant posts an SEO boost.
As Managing Editor for IFMA The Food Away from Home Association, Romeo is responsible for generating the group's news and feature content. He brings more than 40 years of experience in covering restaurants to the position.