Regular customers are the lifeblood of any great bar, as crucial to its success as location, concept and the quality of the drinks. Taking care of our most loyal guests isn’t just good hospitality, it’s good business. Steady and consistent traffic keeps a place afloat on slow nights. If you don’t develop a consistent customer base, then it’s difficult to see longevity.
When alcohol and conversation are involved in close quarters, navigating the relationship with your most valued guests can get complicated. We talked to bartenders about how they deal with what can be a tricky balance.
1. Know When to Give a Discount
Buybacks [buying a drink for a guest] should be used at the discretion of the staff. It’s an easy way to make someone feel welcome and appreciated, but there’s a fine line, as some customers come to expect something free just for their frequent business. A good alternative is to put a small discount on their check, aka ‘friends and family,’ which is usually 20% to 25% off (this also helps the guest to tip accordingly).
Regulars are any bar’s “bread and butter” and developing relationships with them is inevitable. At some bars, regulars almost outnumber new guests. Although this leads to emotional connections, it shouldn’t lead to loads of free drinks. When doing something kind for your regulars, instead of removing items from their check that they requested, offer them something extra that will enhance their experience such as an ounce of a unique or vintage spirit.
2. Don’t Go Overboard
Some people will inevitably get too comfortable. Unfortunately on occasion, a regular customer that has been taken more into the fold of the bar or restaurant may try to leverage that relationship for some gain. Understandably, the guest wants to feel like a part of the team or special, but always be direct and polite with them. Make them aware that you’re still working and on the clock. Focus on serving all your guests. Most people, no matter how pushy, will figure it out.
Because people can start to feel entitled, avoid “over-hospitality.” Everyone may not want free shots or three extra courses. Read your regular and try to give them exactly what they want. It isn’t always the most hospitable thing to force-free shots of booze on someone and wheel them out the door.
3. Develop a Rapport
The best currency can be knowledge. Think of every person that comes into the bar as a VIP (until they prove themselves otherwise). Develop a relationship with your regulars so that when they show up, you know what they usually order, or what they might be in the mood to drink. This means knowing what you have on your backbar and in your wine fridge. You want to recommend something you know they will like based on their regular appearances at the bar.
Concern and discretion are other forms of currency. Always be kind to your regulars and have their best interest in mind. Never judge a guest if they’ve had a little too much the night before, and never bring it up unless they do. The bar will flourish if guests feel comfortable. For example, you can let folks wait in the bar for their taxis, even after closing, especially if the weather’s bad. Make sure they have a way of getting home safely.
“Buying” regulars with freebies doesn’t work as well as presence, inside information and kindness. Know the small touches and special things that your regulars prefer, and always do those things without being asked. This plays a huge part in maintaining regulars. Try having regulars serve as taste testers for new menu cocktails, solicit their advice/suggestions and update them on upcoming trips or staff bonding. This can make them feel involved in the “behind the scenes” of the bar or restaurant.
4. Treat It Like Any Relationship
Think of it like you would all human relationships. Not all relationships work out, and not all of them are right. Figure out which ones work for your establishment, and put energy into those relationships. Bar owners should listen to their bartenders. If they are asking for 10 comp drinks a night, question it. If they are asking for three, throughout a weekend, those are earned and more likely to be appreciated, which is what we all want in the end.
