I see lot’s of posts on here regarding equipment, security, and so on, but I haven’t seen any posts regarding the “Bread & Butter” of the industry… Drinks and their price structure. If your drink prices aren't priced "properly", you can only point the finger at yourself for losing money.
Let’s start a discussion on how your establishment prices its products. Let's assume all shots are 1 oz in size.
A) Well /Rail grade liquor. (Vodka, Rye, Rum, Gin).
B) Premium liquor/liqueurs (Bailey's, kahlua, Amaraetto, etc)
C) Extra Premium liquor (Grey Goose, Belvedere, Ketal one, etc)
D) Extraoridinary liquor (Patron, etc).
DRINKS MADE WITH THE ABOVE LIQUORS
Shooters - Made from a mixed concoction of Well & Premium liquors (for the most part).
What price level do you use for these?
Bombs - Made usually from a premium liquor (Jager, Flavored smirnoff Vodka) and energy drink. Do you sell these as a "shooter" and make the customer buy a tin of energy drink on the side, OR do you sell these in the plastic bomb cups (with the 1 once shot surrounded by the energy drink). Which way do you sell these and how do price it.
Martini's (2 oz) - Some martini's use primarily the lower priced Well vodka/gin, and some martini's are made from all premium liquors. Do you have 2-tier pricing on these?
Single shots vs Double Shots - How do you go about pricing these? Do you double the price for a double, or do you give a "discount" for the second shot? If so, how much of a % discount for the second ounce?
Mixers - Pop and Juice. Do you charge extra for juice mixers (cranberry, pineapple, orange juice, sour mix, barlime, etc).
Take this example. Someone orders a shot of well rye and says to add Sour to it and asks them to shake it. Take another example. Vodka and Cranberry. What price level do you charge?
Now, i've seen some bars make all "Cockails" a standard 1.5 oz of combined alcohol (Tequila sunrise, Zombie's, Caesars, Mudslides, Melonball, Whiskey sours, Amaretto Sours, etc).
To use the above method tho, means that you have to alter the original recipes. If your making one of the drinks that calls for 4 or 5 alcohols, you're gonna have to make 1/4 oz pours to achieve a 1.5 oz drink.
Do you do use the "1.5 oz" method, or do you try and keep with the original recipie and charge accordingly for how much alcohol goes into it? (1 oz, 1.5 oz, 2 oz, 2.5 oz). If so, tell us how you structure your prices. Are they based on the Premium liquor prices or well prices?
For instance: Let's say your wells are $3.75 and let's say your Premiums are $4.50. Let's say someone orders a 2oz Black Russian (1 oz well Vodka, 1 oz Kahlua).
How would you price this drink? (your stragedy). Feel free to add your own drink example as well.
Hopefully this post will become a sticky for all to see. I think it's going to be a great source for everyone to refer to.
Please try and stay on topic.