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August 1, 2023by David Klemt David Klemt No Comments

Program for Unique Holidays: August 2023

Program for Unique Holidays: August 2023

by David Klemt

Do you want to stand out from from other restaurants and bars in your area? Change how you think about your August holiday promotions.

Several holidays are set against every date on the calendar, and this month is no exception. These holidays range from mainstream to esoteric.

Pay attention to the “weird” or unique holidays to raise eyebrows, carve out a niche for your restaurant or bar, and attract more guests. Why do what everyone else is already doing? Why program only around the same holidays as everyone else?

Of course, you shouldn’t try to celebrate every holiday, strange or otherwise. Focus on the days that are authentic to your brand; resonate with your guests; and help you grab attention on social media.

You’ll find suggestions for promotions below. However, the idea behind our monthly holiday promotions roundup is to inspire you and your team to get creative and come up with unique programming ideas.

For our July 2023 holidays list, click here.

August 4: International Beer Day

In and of itself, International Beer Day isn’t a unique or obscure holiday. However, with the vast array of brewers, beer styles, and beers on offer around the world, it can be a day to highlight unique and obscure beers.

This is one of the best holidays for you to make your guests aware of your more exclusive or lesser-known beer selections.

August 5: National Jamaican Patty Day

If your kitchen has the capability to make delicious pastries, this is a fantastic holiday. A Jamaican patty consists of layered, flaky crust wrapped around jerk chicken, beef, pork, or vegetables mixed with spices. These are delicious, great with a refreshing drink, and perfect for sharing. Oh, and you and your kitchen can decide how hot or mild to make the spices. Just make sure the flavors are authentic and that you honor the culture.

August 7: British Columbia Day, Heritage Day, Natal Day, New Brunswick Day, Ontario Civic Holiday, Saskatchewan Day, and Terry Fox Day

In order, these are holidays celebrated in the provinces of British Columbia, Alberta, Nova Scotia, New Brunswick, Ontario, Saskatchewan, and Manitoba. Depending on the province, this is either a guaranteed three-day holiday or a Monday that businesses can choose to give their employees off. That means for the most part, there’s plenty of opportunity to leverage a long weekend in seven provinces throughout Canada, perfect for highlighting food and drink promotions.

This also means that operators across America can feature F&B specials that celebrate their neighbors to the north. Get creative!

August 11: Play in the Sand Day

Should you be a beach- or lakefront property or otherwise located on sand, this is your time to shine. Set up games like cornhole, giant Jenga, and giant Connect Four, create an LTO menu that encourages groups to come socialize at your bar or restaurant, and celebrate in the sand.

August 16: National Rum Day

Again, this isn’t an unknown holiday. However, you can ensure you stand out on National Rum Day by getting your hands on unique bottles, such as funky rum styles and high-age-stagement expressions.

August 17: National Nonprofit Day

Do you, your guests, and your team support any nonprofits? If so, this is an excellent way to bring people together and raise some money for worthy causes. Further, National Nonprofit Day provides you with an opportunity to show your community that you care and give back.

August 22: National Bao Day

Much like National Jamaican Patty Day, National Bao Day gives you and your kitchen the opportunity to create fun foods that will excite and delight your guests. Just ensure your kitchen staff is up to the task of creating these delicious, steamed buns.

August 27: National Just Because Day

Have an idea for a promotion that doesn’t quite fit with anything on the calendar? This is the perfect day to let it rip!

August 29: National Lemon Juice Day

Lemon juice is a key ingredient for an incredible number of cocktails. So, shine a light on all the heavy lifting this citrus does in drinks! One way to accomplish this is by creating an LTO of your guests’ favorite drinks that feature lemon juice.

August 31: Eat Outside Day

Have outside seating? Have the capability of bringing food trucks into your parking lot or just outside your business? I think you know where I’m going with this, and what to do.

Image: Ivan Bertolazzi on Pexels

July 3, 2023by David Klemt David Klemt No Comments

Program for Unique Holidays: July 2023

Program for Unique Holidays: July 2023

by David Klemt

Do you want to stand out from from other restaurants and bars in your area? Change how you think about your July holiday promotions.

Several holidays are set against every date on the calendar, and this month is no exception. These holidays range from mainstream to esoteric.

For our June 2023 holidays list, click here.

July 5: Workaholics Day

Great bars and restaurants offer escapes from the drudgery and negativity of the rest of the world. On this day, encourage those who can step away from work to actually do so.

Barring getting workaholics to play hooky, come up with an LTO menu that’ll inspire them to at least pop by to unwind after a hard day’s work.

July 6: World Kissing Day

There are quite a few cocktails with “kiss” in the title, and these are the drinks you should use to program for this holiday.

The Kiss cocktail, for example, is a gin cocktail with Dubonnet, sweet vermouth, and Luxardo maraschino liqueur. The Widow’s Kiss consists of apple brandy, Yellow Chartreuse, Bénédictine, and Angostura bitters. In other words, it’s not difficult to celebrate this holiday through your drink menu.

July 7: Dive Bar Day

It’s difficult to beat a dive or neighborhood bar when you’re looking for a great time with friends. If you’re a dive or neighborhood bar operator, this is your day.

July 11: National Cheer Up the Lonely Day

Look, the past few years have isolated far too many of us. People are lonely, and this isolation isn’t doing anyone’s mental health any favors.

Bars and restaurants are cornerstones of their communities, so this is an excellent day to encourage people to come in, grab a bite and a drink, and try to make some new friends.

July 13: National French Fry Day

When a French fry is done right, when it’s hot with a crunchy exterior and creamy interior, it’s a perfect food. If you think your team makes amazing French fries, brag about it on social and prove it to your guests.

Better yet, this is a great day to show off your French fry skills with signature loaded versions.

July 14: National Nude Day

Unless you’re running an incredibly niche concept with excellent community and guest support, please don’t celebrate National Nude Day with nudity.

Instead, draw guests in through an enticing LTO menu. You can, for example, highlight your bar team’s prowess for creating the Naked & Famous cocktail, a mezcal cocktail made with Aperol and Yellow Chartreuse. Of course, there’s also the Porn Star Martini, along with other cocktails with names that imply nudity.

July 20: National Moon Day

It may seem like this holiday is related to the previous one, but please behave. You and your guests can celebrate Earth’s sole natural satellite via cocktails.

Not only are there drinks like the Moon cocktail (made with gin and sherry), you can also offer blue, purple, and black cocktails served with large ice cubes.

July 25: Culinarians Day

Are you proud of your kitchen team? Proud of the culinarians that are working hard to make your restaurant a success? This is the day to highlight the mastery of their craft and your signature menu items.

Alternatively, if you can afford to do so, you can also go dark on this day to give your culinary team a break.

July 28: National Get Gnarly Day

If you have some “out there” menu items, this is the day to highlight them. Do you have a food challenge? Promote it! Have some “interesting” bottles in your inventory? Promote them!

Image: Ivan Bertolazzi on Pexels

Martini with lemon twist on marble tabletop

June 13, 2023by David Klemt David Klemt No Comments

Drink Donnybrook: Let’s Talk Martini

Drink Donnybrook: Let’s Talk Martini

by David Klemt

We celebrate the Martini twice in June, once on 17th for World Martini Day, and one more opportunity on the 19th for National Martini Day.

That means you and your bar team have some time to dial in your builds and presentations.

In addition to its potential to boost revenue over the course of a few days, the Martini is also surging in popularity. As things stand in the US, the Martini is currently the top challenger to the Margarita’s crown.

There’s also the staggering number of Martinis going out each night at Bemelmans Bar in NYC: 1,000 per night. With younger legal-age drinkers driving this surge in popularity, it’s important for operators to make sure their Martinis are crowd pleasers.

Technically, this means making stirring London Dry gin and dry vermouth—perhaps a dash or two of orange bitters—for at least 20 seconds. Next, pour a crystal-clear Martini—without any shards of ice—into a Martini glass. Finally, add a lemon twist and serve gracefully.

There you have it: a perfect, classic Martini.

Now, if the instructions above make you bristle, good. Much like the Margarita, the Martini can cause fierce debate amongst bar professionals.

So, let’s have some fun now that one build is out of the way.

The Family

It’s true that really, we don’t know the exact origin of the Martini. We aren’t even certain who should get credit for its creation.

So, what if I tell you that the Manhattan and Martini are family?

A prevailing theory posits that the former is the latter’s great-grandfather. From the Manhattan we get the Martinez, from the Martinez we get the Marguerite, and from the Marguerite we get the Martini. However, some people believe the Martinez is perhaps only a distant relative and the family tree goes Manhattan – Marguerite – Martini.

At any rate, this may seem ridiculous at first. A whiskey cocktail is the great-grandfather or grandfather of a gin cocktail. Well, when we look at the common threads, yeah.

This family of cocktails shares the following traits:

a base spirit
vermouth
bitters

The Manhattan and Martinez also use maraschino or brandied cherries. The latter swaps out whiskey for Old Tom gin, and the Marguerite calls for Plymouth gin and eschews the maraschino.

As you know, the Martini swaps Plymouth gin for London Dry. Interestingly, “modern” versions of the Martini are often made without bitters, which has been happening for many decades.

Dry Vermouth?

According to some cocktail historians, the accuracy of the build above is debatable.

Technically technically, the original form of the Martini is sweet. The OG recipe calls for sweet vermouth, not dry.

That is, of course, if you choose to believe that sweet vermouth recipes you find in books from the 19th century represent the prototypical Martini.

If you’re not familiar with the Perfect Martini variant, it’s an interesting compromise, in a way. For this particular version we use equal parts sweet and dry vermouth. Someone kicking off a quarrel over original Martini specs? Put a Perfect Martini in front of them and see if their head explodes or they abandon their argument.

Vodka?

Again, technically, a Vodka Martini is a riff on the original recipe.

Whereas we can (reasonably) trace the original Martini back to the late 1800s, the vodka version shows up in the 1950s.

So, if that’s an accurate timeline, the Gin Martini’s vodka-based sibling doesn’t appear for 60 to 70 years after its genesis.

To build a classic Vodka Martini, we simply swap out the gin for vodka. The rest of the specs can remain the same, save for some guests preferring an olive or cocktail onion as a garnish.

Of course, now that we’re on the topic of swaps and specs, ratios play an important role when making a Martini. Bars and bartenders often play around with the ratio of gin or vodka to vermouth.

In fact, there’s can be a fairly large swing depending on the bar or bartender. Some bartenders may build their Martinis with a 4:1 ration, and others may go 8:1 or greater.

Still others leave the vermouth out altogether. That can really start a knock-down, drag-out Martini feud.

Check this Out

With the Martini crash course over, here are a few “fun facts” for you to savor.

Neither the Espresso Martini nor the (in)famous Cosmopolitan are true Martinis. While we serve them in the Martini glass and one has “Martini” in its name, that’s where their relation to the original ends.

Once again using the qualifier “technically,” the Espresso Martini is an alias. It’s real identity is Vodka Espresso.

If we really want to throw a debate haymaker, the Espresso Martini and Cosmopolitan aren’t even kin to the Gin or Vodka Martini. Neither uses vermouth, meaning they’re don’t claim the same family tree. In reality, the Cosmo belongs to the sour family.

Finally, one more fun tidbit to toss into this debate, should you find yourself arguing Martinis. The Reverse Martini is more of a sibling to the original than the Espresso Martini. After all, it’s still a combination of spirit and vermouth. It’s just that the vermouth is the star of the show, often utilizing a 2:1 ratio, vermouth to gin.

So, there you have it. Enough information to cause a friendly “fight” over Martini history, specs, and family members. Cheers!

Image: Rick Barrett on Unsplash

Martinis at Bemelmans Bar inside the Carlyle hotel in New York City

June 9, 2023by David Klemt David Klemt No Comments

Own Your Team’s Excellence

Own Your Team’s Excellence

by David Klemt

If you and your team are producing an incredible food or drink item, don’t just be proud—make it your signature and own it.

As Chef Brian Duffy says during his demos and speaking engagements, people can eat and drink anywhere. Further, with just a handful of major food suppliers operating throughout North America, operators are using much of the same ingredients.

With that in mind, then, it’s crucial that operators and their teams innovate. Doing so ensures that hospitality professionals are staying current on consumer demands and trends; constantly seeking be educated and share information; and making sure their business stands out from others.

A commitment to standing out can also motivate a team to elevate their techniques. In turn, they can truly “own” an item. Creating something incredible—and replicating it order after order consistently—can become a brand and team’s calling card.

Does your kitchen team turn out a fantastic signature burger? Has your business become known as the place for chicken wings because of your kitchen team?

Has your bar team perfected the Margarita? Are they so good at crafting Frozen Irish Coffees that your bar is on Glendalough Distillery‘s radar?

When you identify what your team is producing at an extraordinary level, you need to make certain you loudly own it.

A Real-world Example

For a high-level example of what I’m talking about, we can look at the Carlyle in New York City.

This landmark Rosewood Hotel is known for delivering peerless service. However, a venue inside this sophisticated resort is known for a specific item.

Bemelmans Bar, an escape from the hectic streets of New York, is known for the Martinis the bar team produces. (They’re also known for their red jackets, but those aren’t for sale.)

It may be a bold statement considering the level of bars and cocktails in the city, but Bemelmans Bar (and therefore the Carlyle) owns the Martini in NYC. In fact, the bar serves a staggering 1,000 Martinis a night. More often than not, the Martinis that cross the bar or leave the service well are dirty or extra dirty. This has been the case since at least 2021.

So famous are the Bemelmans’ Martinis that the Carlyle sells an at-home kit, yours for just $395. It’s their latest promotion, though, that makes it evident Bemelmans and the Carlyle are taking ownership of the Martini.

Guests of the Carlyle can now book their Martini Retreat, a two-day experience that centers around their signature cocktail. If, perhaps, you think that $400 is a bit steep for their Martini Box, prepare for true sticker shock. The Martini Retreat experience starts at $4,895 for two guests.

However, the package is rather impressive and encapsulates the Carlyle’s ownership of the Martini. The Carlyle Martini Retreat includes:

a two-night stay in a Madison Room or Premier Suite;
a Bemelmans Bar Martini Box;
enrollment in the Bemelmans Master Martini Class (valued at $495), a 45-minute experience during which guests learn how the bar team crafts multiple variations of vodka and gin Martinis, and their new Madeline’s Vesper cocktail;
a two-course Martini lunch at Dowling’s at The Carlyle; and
a curated list of where to go to try other great Martinis throughout NYC, put together by Dimitrios Michalopoulos, bar manager at Bemelmans.

Takeaway

So, am I suggesting that operators create an experience that costs thousands of dollars? Well…I mean, if your concept can succeed with such a promotion, absolutely. If doing so would resonate with enough guests to make it feasible and become a steady (and impressive) revenue stream, go for it.

However, what I’m really attempting to drive home here is the power of becoming known for even a single signature item. And, hey—your item, in your market, may be the Martini.

Owning an item means screaming from the rooftops and hills that it’s yours. That your team’s version is the one to have; the one people in the know have to have. Taking ownership of your team’s excellence translates to becoming a destination for it, to driving repeat visits once people have experienced it.

Of course, with that ownership comes the responsibility to elevate all other elements of your business. Every other item on the menu must be produced and served at the highest level. This ensures the entire guest experience wows the guests, and the signature item is essentially a driver and the cherry on top.

It’s time to review what your team produces so well that your brand owns it. Should this introspection yield no results, it’s then time to see what other operators are known for and discover what item or items you and your team can improve upon. What’s something that works with your brand that you feel confident you and your team can own?

There’s power, money, and long-term success in something on your menu. It’s time to uncover it and take ownership.

Image: The Carlyle

June 1, 2023by David Klemt David Klemt No Comments

Program for Unique Holidays: June 2023

Program for Unique Holidays: June 2023

by David Klemt

Do you want to stand out from from other restaurants and bars in your area? Change how you think about your June holiday promotions.

Several holidays are set against every date on the calendar, and this month is no exception. These holidays range from mainstream to esoteric.

For our May 2023 holidays list, click here.

June 3: National Repeat Day

This holiday is the perfect time to encourage guests to buy the ever-important second drink. Likewise, it’s the right day for encouraging people to order a dish or two to take home.

June 8: World Oceans Day

Leaders around the world are committed to the 30×30 initiative: protecting 30 percent of our oceans, waterways, and land by 2030. World Oceans Day is about focusing on this initiative, which people can do, in part, by filling out this short survey.

You and your guests can also support the oceans and conservation efforts by supporting brands like Gray Whale Gin. This award-winning gin is produced with sustainable, ethically, and locally-procured ingredients. Additionally, Gray Whale supports Oceana and 1% for the Planet by donating a portion of their proceeds.

June 10: National Black Cow Day

For those who may not know, a Black Cow is a float. It’s incredibly simple to make: drop a scoop of vanilla ice cream into a mug, add root beer.

Of course, you can also get creative with the Black Cow. One way is to make an adult version, perhaps with a vodka like Vodkow, or a cream liqueur like Vodkow Cream. Another option is to feature craft root beer and local vanilla ice cream.

June 13: National Kitchen Klutzes of America Day

Look, some people just aren’t great cooks. Some aren’t good in the kitchen. In fact, some aren’t even mediocre when it comes to cooking—they’re complete disasters.

Luckily, you probably have a kitchen inside your venue. So, give the not-so-great cooks in your area a reprieve from cooking with excellent lunch and dinner LTOs.

June 14: National Bourbon Day

Hey, do you have bourbon? At the risk of being too assumptive, I bet you do. Guess what you should do on this holiday.

June 16: National Take Back the Lunch Break Day

What a perfect day to motivate people to have lunch in your venue. It’s also a great day to motivate people to order delivery, carryout or pickup from you.

June 21: National Daylight Appreciation Day

This holiday does exactly what it says on the tin, as they say: it celebrates daylight. Venues that take advantage of sunlight—great windows, garage-style roll-up doors, amazing patios—should do what they can to entice guests to visit in the morning and afternoon. So, small-bite and lunch LTOs and promotions; sessionable beer, wine, and cocktails; and healthy, refreshing zero-proof beverages are the order of the day.

June 26: National Coconut Day

Summer and coconut go hand in hand. An LTO menu that shines a light on summery drinks and bites is the perfect way to celebrate the coconut.

Feel free to rile up guests by asking them a “simple” question: Is a coconut a fruit, a nut, a seed, or a drupe?

June 27: National Onion Day

Onion rings. Onion dip. Bacon-onion bites. Onion pinwheels… And those are just appetizers. The humble onion is, as we all know, a powerhouse in the kitchen. For some, onions are also cocktail garnishes.

I think you know what to do on National Onion Day.

June 28: Tau Day

For the most part, we’re taught in school that Pi—a circle’s circumference divided by its diameter—is rounded to 3.14. Pi Day is March 14 each year and the holiday (and mathematical constant) tends to get the meme treatment.

Well, some believe Pi is incorrect. Instead, these people use the constant Tau, which is a circle’s circumference divided by its radius. Tau, with a value of 6.28, is celebrated on June 28. One of the simplest ways to celebrate this holiday is to enjoy twice the amount of pie as one would normally. So, a smart promotion that celebrates Tau Day could be one that encourages couples to come in to enjoy two slices of pie for dessert.

Image: Ivan Bertolazzi on Pexels

Mint Julep in copper Woodford Reserve cup

May 23, 2023by David Klemt David Klemt No Comments

Sugar. Water. Whiskey. Mint.

Sugar. Water. Whiskey. Mint.

by David Klemt

…and sometimes Angostura bitters.

Get ready to break out the stainless steel and copper cups, whiskey, and crushed ice: National Mint Julep Day is right around the corner.

This classic cocktail’s traditional time to shine—Derby Day—has come and gone. However, we celebrate this ice-cold drink on May 30. This year, FYI, this bar and restaurant holiday falls on a Tuesday.

While many people associate the Mint Julep with the Kentucky Derby and the South, the drink traces its origin to Persia. According to some historians—the fun experts who love researching culinary and drinking history—”julep” is a derivation of “julepe,” which derives from “golâb.” “Julepe” is a Spanish Arabic word that comes from “golâb,” a Persian word that translates to “rosewater.” As one might expect from the translation, golâb was a drink made by combining water with rose petals.

Over time, it’s believed, the rose petals were replaced by people making Juleps in the Mediterranean. The replacement? Mint leaves native to the area.

Eventually, like so many centuries-old drinks, medicinal elements were introduced. The English Julep, for example, added alcohol and camphor. To think, there are decades of human history where doctors prescribed cocktails to patients.

The Kentucky Connection

Of course, like so many centuries-old drinks, it’s difficult to separate the fictitious from the factual. Some say mentions of the Mint Julep can be traced to 1770s, others say the early 1800s.

As far as the Kentucky connection, there are historians that say Henry Clay, who served as a Kentucky senator and congressman, brought the Mint Julep to Washington, DC in 1850. Clay is said to have shared the recipe with the Round Robin Bar at the Willard’s Hotel (now the Willard InterContinental). The hotel’s website makes reference to this part of the Mint Julep’s history (or legend, as it were).

Chris Morris, Master Distiller for Woodford Reserve for 20 years and now the distillery’s Master Distillery Emeritus, supports the idea, historically, that the Mint Julep was a medicinal cocktail.

“The Mint Julep has a long history, and in the 1800s it was considered a morning drink,” Morris has said. “People working on horse farms or in the horse-racing industry during this time period may wake up with aches and pains.”

It’s safe to say Morris and Woodford know their way around a Mint Julep.

Further, if you dig deep enough, you’ll come across mentions of horse jockeys taking home Julep cups as trophies. Literal trophy cups, if you will.

Consequently, given its ties to horse racing, it makes sense that the Mint Julep would one day become the Kentucky Derby‘s official drink. Of course, as this brief and (hopefully mostly) factual history shows, the Mint Julep undoubtedly had a presence at the famous race long before 1939.

Craft Your Own

Below you’ll find two recipes for your National Mint Julep Day LTO menu. However, this is one classic that people don’t seem to gatekeep much.

In fact, industry experts like Chris Morris encourage experimentation and creation of signature Mint Juleps. So, engage your bar and culinary teams, highlight flavors authentic to your menu and brand, and come up with your own variation.

To help you get started, bear in mind that while spearmint is a common ingredient, there are other species of mint available. The base spirit can also be substituted. Per some cocktail historians, genever-powered Mint Juleps were a common variation in the 1800s.

There’s nothing wrong with sticking to tradition. However, the Mint Julep practically begs for experimentation. Flavored syrups, all manner of spirits and liqueurs, garnishes… National Mint Julep Day is perfect for the LTO treatment.

Cheers!

Mint Julep

2 oz. Bourbon
0.25 oz. Simple syrup
6 to 8 Mint leaves
Mint sprig to garnish
Angostura bitters to garnish (optional)
Crushed or shaved ice

Add simple syrup and mint leaves to Julep cup, and muddle. Next, add bourbon and crushed or shaved ice. Tightly pack ice in cup, then stir until frost builds on exterior of Julep cup. Top with more crushed or shaved ice, and form a dome on top of cup. Add mint sprig to garnish. If desired, also garnish with two or three drops of Angostura bitters.

Woodford Reserve Secretariat’s Mint Julep

This recipe is for the special Mint Julep served at this year’s Kentucky Derby.

2 oz. Woodford Reserve Kentucky Straight Bourbon Whiskey
1 oz. Housemade chestnut liqueur
1 sprig of Mint, for garnish
1 stalk of Virginia bluebells, for garnish

Pack a Julep cup with crushed ice, making sure to make a dome over the lip of the cup. Add the whiskey and liqueur to a mixing glass and stir. Pour over the prepared cup. Garnish with one sprig of mint and one stalk of Virginia bluebells.

Should you prefer a more traditional build, express the oils of a mint leaf inside the cup. Add the bourbon, chestnut liqueur, and crushed ice. Garnish with more crushed ice, mint, and Virginia bluebells, then serve.

Image: Adam Jaime on Unsplash

May 17, 2023by David Klemt David Klemt No Comments

Leverage These 3 Sports for Growth

Leverage These 3 Sports for Growth

by David Klemt

Sports receive more than three million mentions daily on social media and in online communities, and three sports are driving conversations.

Media-monitoring and SaaS platform Meltwater‘s recent report shows growth in media mentions and community engagement. The report, “2023 Industry Snapshot: Sports,” also identifies three sports that are growing globally.

Most restaurant and bar concepts, at least throughout North America, can benefit from sports. They have televisions, at least decent audio, and the proper licenses to air sports and other programs.

At the risk of oversimplifying, that means that any bar or restaurant can be a sports bar. Before anyone begins furiously hammering out an email to send me, I’m not saying any bar or restaurant can automatically become a great sports bar because they have TVs. I’m simply saying that operators who want to leverage sports and specific sporting events are at a good starting point to do so.

With that caveat out of the way, let’s check out what Meltwater has uncovered regarding sports.

Sports Conversations

According to Meltwater, sports is a hot topic every day of the year. On average, there are 3.16 millions mentions of sports each day.

And that’s just on a “normal” day. Last year, that number jumped to well over 12 million mentions during the FIFA World Cup.

Meltwater identifies 2022 as a particularly strong year in terms of growth for sports conversations. That boost is expected to carry into 2023, providing savvy operators with opportunities to leverage sports.

Per Meltwater, sports social media handles, hashtags, and keywords have grown by more than 20 percent. That’s significant growth.

Now, let’s look at the sports driving much of that growth.

Football

When I say “football” in this context, I mean the sport some people call “soccer.” So, not American football, which Dave Grohl and Crown Royal pointed out is a Canadian invention during Super Bowl LVII.

For the past few decades (at least), much has been made of Americans maligning football (soccer). Well, all the tropes of that mockery may be wearing very thin.

Last year, mentions of football keywords were up 56 percent—in the US. The second-place country was Nigeria with an increase of 33 percent.

Globally, the sport’s online conversations went up by 32 percent. The day of the FIFA World Cup final? That number exploded to 630 percent. Could be smart for operators to begin planning their World Cup promotions soon.

Baseball

There are some interesting stats surrounding baseball and online conversations.

Last year, conversations of this sport grew by just three percent. And for a country that claims the sport as their national pastime, American baseball convos saw a notable dropoff: a decrease of 11 percent.

However, baseball grew by nine percent in Canada in 2022. Japan saw an increase of 36 percent, and Venezuela was up 22 percent.

Unsurprisingly, the sport’s two largest organizations dominate baseball conversations.

Leading the charge, Major League Baseball mentions grew by 16 percent in 2022 globally, and by 54 percent in Japan. Right on MLB’s heels, Nippon Professional Baseball 23 percent globally and 28 percent in the US.

For those who are curious, three teams stood out in the baseball conversation: the Los Angeles Dodgers (+59 percent), New York Yankees (+55 percent), and NY Mets (+46 percent). However, LA Angels pitcher Shohei Ohtani saw truly incredible growth with an increase of 74 percent.

An important takeaway: Baseball fans in America appear quite interested in watching (or listening to) NPB. That gives operators another organization—and all their scheduled games—to leverage.

Formula 1

Ah, my favorite sport. I’m happy (for the most part) to see this motorsport growing around the world. In fact, Formula 1 keyword mentions grew 13 percent globally, and #F1 was among the hashtags used most in 2022.

On July 3, 2022, Ferrari driver Carlos Sainz, Jr. (driver #55) won the British Grand Prix at Silverstone. Red Bull’s Sergio Perez (#11) took second and Mercedes’ Lewis Hamilton (#44) took third. And on this day the F1 conversation skyrocketed, growing by 338 percent.

The country leading the way for F1-related keyword mentions in 2022 was Japan, growing by a staggering 91 percent.

Much of the increase in interest in F1 can be traced back to Netflix and its Drive to Survive docu-series (some call it a reality-TV drama).

Looking at American interest in the sport, it helps that there are now three races on the calendar that take place in the US: the Miami Grand Prix, the US Grand Prix at Circuit of the Americas in Austin, TX, and the Las Vegas Grand Prix. That’s three opportunities (Miami has already happened) for American operators to take advantage of this sport’s growing popularity.

Last year, former Aston Martin driver Sebastian Vettel (#5), Red Bull driver Max Verstappen (current champion and #1), and Ferrari driver Charles Leclerc (#16) saw the most growth in terms of individual drivers.

I can only hope that my other favorite motorsport, MotoGP, starts to become more popular throughout North America.

Takeaways

Some operators may find that sports don’t work for their concept, such as a high-end cocktail bar or fine-dining restaurant. Those are two venue types that tend to eschew televisions as they don’t work with their vibe and aesthetic.

That said, each operator must choose how to best implement sports and related promotions. This includes understanding which sports, teams, and players their guests like. Then, of course, it’s also a matter of gauging interest.

With that determined, operators must also decide how to make sports work with their concept. Some things to consider are themed F&B menus, sports-related LTOs, FoH uniforms, and how far to go with promotions. That latter consideration will depend on how rabid a fan base each operator is targeting. A truly dedicated fan base encourages some bars to “officially” support a certain team.

Another important consideration? Will leveraging a particular sport or team alienate other guests due to rivalries or a lack of interest or comfort? Sometimes the cost of implementing promotions includes pushing away a percentage of guests on particular days.

Because I live in Las Vegas, I have an array of venues available to me around the clock. It’s conceivable that I could find a home bar or restaurant to watch F1 and MotoGP. Personally, the capability of comfortably watching my two favorite sports would boost my loyalty and visits. However, there may not be a large pool of people like me in this market. Would a bartender want to turn on an F1 race just for me?

There’s a lot to consider when choosing how to best leverage sports. The upsides include converting customers to loyal, repeat guests; a realistic idea of what to consider in terms of labor and inventory for specific days, weeks, months, and seasons; and boosts in traffic, revenue, and online engagement (which in turn can translate to more traffic and revenue).

Image: Photo by PRAT clement via Pexels

Exterior of Ocean Casino Resort at sunset

May 15, 2023by David Klemt David Klemt No Comments

Ocean’s Summertime Celebrations

Ocean Casino Resort Summertime Celebrations

by David Klemt

Ocean Casino Resort is celebrating an impressive milestone all summer long through creative local business partnerships.

This summer, the resort will reach its fifth anniversary. The festivities will begin May 26, a month before Ocean’s “birthday.”

However, rather than focus solely on the resort and casino, Ocean is choosing to celebrate the community it serves as well. These fifth birthday activations and initiatives are an excellent lesson for operators across all hospitality business categories.

I’m sure operators—all hospitality professionals, really—will agree that restaurants and bars are integral elements of any community’s bedrock. Increasingly, the same can be said of hotels. In fact, large hotel groups are investing in the development of smaller imprints that are tasked with the mission of serving locals and local businesses.

When a restaurant, bar, hotel, or nightclub reaches annual milestones, it’s largely due to community support. Sure, businesses in destination cities benefit greatly from tourist visits. However, for most markets, longevity is anything but assured without local backing and buy-in.

It’s clear that the importance of local support isn’t lost on Ocean. This summer’s celebrations include several local partnerships and community initiatives to pay that support back.

Local Partnerships

Last year, the Ocean leveraged the demise of the Choco Taco. So far in 2023, Ocean has supported Philly and KC during the Big Game, and gotten creative with cocktails that raised funds for the Girl Scout Troops of Southern and Central New Jersey.

Local partnerships are key to Ocean’s five-year celebration:

The Seed: Created Seeds of the Ocean for Ocean’s five-year anniversary.
Tennessee Avenue Beer Hall: Seeds of the Ocean lager will also be available at this local beer hall.
Rhythm & Spirits: Joining forces with Little Water Distillery to feature their gin in the Oceans 5 cocktail.
Little Water Distillery: Their Rusted Revolver Indigenous Gin is the star of the Oceans 5 cocktail, mentioned above. The distillery has also created the Chocolate Cake Martini, featuring Bar 32 chocolate shavings.
Hank Sauce: For those who prefer their celebrations spicy, Ocean and Hank Sauce have collaborated on Across the Boards. This hot sauce will accompany food items at restaurants inside Ocean.
Tony Boloney’s: They’ve created the High 5 pizza to celebrate Ocean’s birthday. This is another collaboration within a collaboration, as it features Seed of the Ocean lager and Across the Boards hot sauce.
Bar 32: What celebration is complete without something sweet? Bar 32 (a bean-to-bar chocolatier) and Ocean will be offering three commemorative chocolate bars: the Berry Pretzel Bar, Party Pretzel Bar, and Salty Peanut Butter Bar.
Mudgirl Studios: Ocean has commissioned several handmade, one-of-one pieces from this non-profit that will be featured not just in common areas on the property but also in some of the guest rooms.
Atlantic City Arts Foundation: To help celebrate its fifth birthday, Ocean has collaborated with the ACAF for a three-panel mural that will have a home at Tennessee Avenue Beer Hall.

Creative & Compelling

What I find most notable about these local partnerships is how several of them intertwine.

Not only did Ocean commission an exclusive beer, a local restaurant chain is using it for a pizza. That same restaurant chain is also using a hot sauce Ocean had created to celebrate their milestone. There are other collaborations that bring Rhythm & Spirits, Little Water Distillery, and Bar 32 together.

However, Ocean is doing more than just supporting a select group of local businesses. Mudgirl Studios employs and empowers at-risk, homeless and formerly incarcerated women. The ACAF, as one would imagine, inspires and empowers people to pursue the arts. Both support and strengthen communities throughout Atlantic City, and Ocean is giving back by supporting them.

In addition to all of that, the celebrations kick off on Memorial Day Weekend with a $300,000 sweepstakes. All in, there will be more than $5 million in promotions and giveaways in play over the course of this summer. From June 24 to July 4, Ocean is putting up one million dollars for a second sweepstakes.

Then there are Tesla giveaways, birthday fireworks, the Birthday Bar Pop-up Experience at 1927 Lounge inside Ocean Resort Casino, and Ocean’s sponsorship of the Atlantic City Beer and Music Festival.

Nola's Bar & Lounge inside Ocean Casino Resort

Look for Ocean’s birthday drinks at property bars like Nola’s Bar & Lounge

Again, it would be easy for Ocean to have simply planned a celebratory weekend, week, or month, focusing solely on themselves. Instead, they’re involving several small businesses and community organizations.

Takeaways

Do I expect restaurant and bar operators to somehow offer $5 million in giveaways to celebrate a milestone? Or even $300,000? Perhaps a Tesla?

No, of course not.

However, I do think operators should really put thought into celebrating their annual milestones. Surviving the first 12 months is a huge achievement. Making it through the first 18 months and hitting the two-year anniversary is just as challenging.

So, operators should take four to six months to plan their celebrations. Additionally, they should view these events as a way to thank the community for supporting them. And, of course, that includes being grateful for beneficial business relationships.

When considering marking these achievements, it’s wise to include local businesses. Craft brewers and distillers, local farmers and vintners, non-profit organizations… All the better if the selected partners can collaborate with one another to make the celebration and partnerships that much more impactful.

Operators should take a page out of Ocean’s celebration handbook and look for creative, thoughtful collaborations. Doing so lifts up others and pays local support forward, in turn making the entire community stronger.

It’s perfectly acceptable for an operator to be proud and celebrate milestones. But it’s even better for operators to celebrate those who help them thrive.

Images courtesy of Ocean Casino Resort

May 8, 2023by David Klemt David Klemt No Comments

3 Ways to Build Revenue on Mother’s Day

3 Ways Restaurants Can Build Revenue This Mother’s Day

by Austen Asadorian

With Mother’s Day quickly approaching, there’s no doubt that operators across the country are preparing for the celebratory—yet extremely busy—day.

During their preparations, it’s important that operators find and incorporate new tools and innovative marketing tactics. Doing so will not only fill seats, it will ensure they capitalize on a key opportunity to drive incredible revenue.

Below are three simple but powerful ways operators can generate revenue and loyalty on—and beyond—this Mother’s Day.

Encourage Reservations & Offer Upgrades

An easy way to make this busy day seamless for guests—and, ultimately, staff—is to encourage and allow guests to make a reservation before they arrive. Reservations give operators insight into who will be dining with them, help optimize seatings and covers, and provide a idea of how much to order to eliminate food waste if a special menu is being offered.

Using a reservation system also provides operators with the opportunity to offer diners upgrades during the booking process, even including prepayment should they want to go that route. This not only allows operators to earn additional revenue before a guest even visits, but also a convenient way to offer guests peace of mind knowing they’ve handled that “something special” for Mom way before the big day.

These upgrades don’t have to be anything crazy or extreme (although that’s always an option). In fact, according to the National Restaurant Association, consumers want special touches and discounts over everything else. So, an upgrade can be something as simple as a beautiful flower arrangement waiting on the table to a special off-menu dessert brought out at the end of the meal.

Use Email & Social Media to Your Advantage

Properly promoting Mother’s Day offerings to guests is extremely important because if no one knows about it, who will come?

Operators should utilize tools like email marketing to send personalized communications to their guest database promoting the venue’s Mother’s Day reservation availability or special offerings. Better yet, these tools can be used to offer loyal guests reservations before they open to the general public, further creating a special experience for those faithful diners.

In the same vein, operators should harness the power of social media, too. Operators can target paid marketing efforts on social channels like Facebook and Instagram to drive even more awareness and revenue for their restaurant by creating an event, including the details of the activities, specials, or Mother’s Day promotions, and exporting the names of top guests and email data.

Surprise Them with a Second Visit

While Mother’s Day is the focus right now, it doesn’t stop there for operators. To drive the revenue they need, it’s important to turn these celebratory diners into repeat guests.

To do so, operators should consider offering Mother’s Day diners complimentary gift cards or discounts (even via email post-visit) to bring them back. This could be for an upcoming graduation, Father’s Day (so Dad can also get the love), or even for a future birthday.

This “surprise and delight” factor is one of the easiest strategies to capitalize on holiday traffic and get diners to return to a restaurant once again as a loyal guests.

Here’s to You, Mom

Moms should be celebrated every day, but especially on Mother’s Day, and it’s important to make sure they have the best experience when dining out.

By incorporating simple tactics like offering reservations and custom upgrades or even a special surprise at the end of the meal, operators not only succeed in making the day memorable, but create a guest who will return over and over again.

About Austen Asadorian

Austen Asadorian is the Vice President of Sales at SevenRooms, where he is tasked with supporting SevenRooms’ global expansion efforts and accelerating the company’s goal of being the best-in-class solution for hospitality operators globally. Prior to joining SevenRooms, Austen was Peloton’s Director of Sales, leading the company’s go-to-market strategy for retail growth and expansion. He started his career at Hillstone Restaurant Group where he cut his teeth learning how to run efficient and profitable restaurants at scale. Austen was ultimately promoted into an executive role where he oversaw the company’s Manager in Training Program and Back of House Operations. Austen graduated from the Culinary Institute of America (CIA).

Image: grumpymonstergroup via Vecteezy.com

Heroica Puebla de Zaragoza Puebla, Puebla, Mexico

April 28, 2023by David Klemt David Klemt No Comments

Cinco de Mayo Isn’t Independence Day

Cinco de Mayo Isn’t Mexico’s Independence Day

by David Klemt

When planning and executing Cinco de Mayo promotions and menus it’s important to be respectful and understand what this day commemorates.

One step toward honoring this holiday rather than making a mockery of it? Knowing that Cinco de Mayo honors the Battle of Puebla, which took place in 1862.

This day isn’t—and I can’t stress this enough—Mexican Independence Day.

Fight for Independence

Mexican Independence Day is September 16, not May 5. Mexico was also called “New Spain” when the land was a colony under Spanish rule. And by most historical accounts, this 300-year rule wasn’t benevolent.

A Catholic priest named Miguel Hidalgo y Costilla, colloquially known as Father Hidalgo, dared to call for independence on September 16, 1810. Father Hidalgo rang the bell of his church in Dolores and delivered the famous “Grito de Dolores” speech (“Shout (or Cry) of Dolores).

It took over a decade of ferocious, brutal fighting for Mexico to earn its independence. Spain withdrew from the Mexican War of Independence on August 24, 1821. On that same date, Spain recognized Mexico as independent country. Mexico honors their independence by celebrating the day that Father Hidalgo, the Father of Mexican Independence, delivered his rousing speech.

Battle of Puebla

Just over four decades after defeating Spain, Mexico would be forced into another pivotal fight. I won’t get into the entire history here but France invaded Mexico.

Initially, Spain and the United Kingdom supported the invasion. Further, much of the world believed France would easily and quickly emerge victorious. After all, France sent a military force with superior equipment.

This wasn’t the first time France invaded Mexico, and it wouldn’t be the last. That’s another important detail to keep in mind: Cinco de Mayo isn’t Mexican Independence Day, and it doesn’t the mark the end of the Franco-Mexican War.

Cinco de Mayo, mainly celebrated in the Mexican state of Puebla, is about national pride. Outnumbered two to one and outgunned, Mexico forced the retreat of a military force that hadn’t experienced defeat for several decades on May 5, 1862.

The war didn’t end until the French withdrew from Mexico in 1867. During this time, the American Civil War was raging. Additionally, United States policy at the time was to remain neutral regarding wars in other countries. That said, historians point to Secretary of State William H. Seward as helping encourage France’s withdrawal.

However, I’d posit that it’s likely fierce resistance and failure to achieve victory easily over Mexican military forces that inspired France to abandon their campaign in Mexico.

Celebrate with Respect

It’s generally accepted that the first Cinco de Mayo celebrations in the US took place in California. Well over a century after Mexico’s victory at the Battle of Puebla, restaurants and bars across America were leveraging the holiday.

Again, it’s important to remember that Cinco de Mayo isn’t celebrated the same way in Mexico as it is the US. There are celebrations in Puebla but overall, it’s seen as a minor holiday.

When planning Cinco de Mayo promotions, it’s important that operators and their teams be respectful. May 5, 1862 wasn’t a party—hundreds of people died during the Battle of Puebla. Perhaps this comparison will help: Americans should know better than to say, “Happy Memorial Day,” on Memorial Day. It’s a day of mourning and remembering those who sacrificed their lives fighting for the country.

So, please celebrate with respect. Respect for Mexico and respect for Mexican culture and heritage. Don’t have your team put on sombreros, don fake mustaches, shake maracas, or engage in any other ridiculously racist stereotyping. I shouldn’t have to say this but don’t engage with racial or cultural stereotypes any day, ever, for your marketing and promotions.

Along those lines, don’t speak Spanish disrespectfully. That includes rejecting “Cinco de Drinko” or “Gringo de Mayo” in your marketing.

That said, if Mexican food and beverage staples make sense for your concept, feature them. Does your kitchen team make amazing, authentic tamales, tacos, and other items? Awesome. Showcase your tequilas, mezcals, and Margaritas. Offer the Batanga (but probably don’t give guests the knife).

Just be thoughtful and respectful with your Cinco de Mayo promotions.

Image: Jorge__ Medina_ on Pexels