Josef Koefer, general manager of the Highlawn Pavilion in West Orange, N.J., holds frequent meetings with beverage staff, attends seminars on new beverage introductions and personally eyeballs how the bar is operating. When the bar is active, there's a temptation to give drinks away. We free-pour and that's hard to control. It takes a professional staff. Though Koefer prices drinks about 25 cents more than the competition, he defends the tactic, noting that people will pay more for a properly made drink and handsome presentation.
Martinis arrive in a fishbowl-style glass on a bed of crushed ice.
IT Hiring an extra pair of eyes is another effective way to control profits. Spotters pose as guests. You have to teach employees to think of beverage from a control point. It has cash equivalency. Using the right glass for the specific drink also reinforces control and influences customers' perceptions, Westfield continues.