Bartenders: A Message to Those Who SUCK and a Toast to Those Who Don't

Let me begin by stating that I'm not a bartender, never have been and doubt I ever will be. I don't know how to mix a drink (well maybe a rum and coke) and I suck at pouring beer.  But none of that matters because, just like one doesn't need to be a Hollywood critic to know Jim Careys penguin movie is gonna suck, Ive been enjoying the occasional drink long enough to know a good and a bad bartender when I meet one.  Plus, this isn't about the technical aspect of bartending.  Its about the quality of service that is lacking in many South Florida Bars and how the answer to generating more revenue and repeat business is right underneath the bar owners noses.  No, I didnt pay $500 for a weekend bartending course, but I can pretty much tell when a bartender needs to go back to handing out crayons and kids menus.

Ive lost count of how many South Florida Bars have shut down and am already running out of fingers trying to keep track of the ones about to follow suit.  With that said, one would assume the ones left standing would work extra hard to keep their patrons happy, hydrated and coming back for more.  Instead, to my dismay some South Florida Bar owners are raising prices, short pouring and putting little to no time and money into their most valuable asset...consistent quality service and a qualified happy staff.  It's a fundamental and wise business practice to invest in human capital, yet for some odd reason, several South Florida Bars have been overlooking what is arguably the single most important component to their business....their BARTENDERS.

Lets face it, whatever the underlying reason, most people frequent bars to get their buzz on and socialize.  Whether these goals are met is in large part determined by whoever's behind the bar.  Before I continue, let me clarify the difference between a server and a bartender so theres no confusion.  A server "serves" drinks, while a bartender "SELLS" them.  Anyone can be a server provided they're willing to work their tail off.  But to be a successful "bartender" you must be willing and able to work hard and sell even harder.  Bartenders are cut from an entirely different cloth, which is usually drenched in sweat, alcohol amd a couple of tears shed on those slow nights when it seems they did such a great job at selling drinks, their customers forgot to tip.

To be successful at selling anything, one must first understand the concept of reciprocation.  In order to get what you want (which in this case is frequent drink orders and repeat business), you must first give the patron what they want. What follows are a few examples of what people really want from a bar and what it will take for them to stick around long enough to run up a healthy drink tab more than once:

1. Smile: Put a smile on your face.  Practice a few times in the mirror if you have to.  If you have a look on your face that says you'd rather be somewhere else, chances are your patrons will be going somewhere else next time lady liquor calls their name. 
2. Pack a Personality: If you're an introvert who has trouble sparking conversation with complete strangers, then bartending may not be for you. In a world where everyone would rather send a text than call, for most people its comforting to engage in conversation with anyone who seems to be even the least bit interested in how their day went.  If you get them talking, you'll keep them drinking and if you make a friend, it's you they'll come back to every single time.
3. Don't Short Pour: I'm not in any way suggesting you should over pour, but whatever you do, don't ever short your customers drink "especially" if they order a stiff drink or one high in alcohol content such as a Long Island.  Although some may tell you when they're drink just isn't strong enough, most will just turn around and never come back
4. Remember the Drink: Make a mental note, jot it down on a sticky note, take a cell phone pic...do whatever it takes to remember what your regulars drink and get it right each time. Even if you forget their name, remembering what they had the last time they were in, will make more of an impression.  Besides, if you took the time to talk to them, chances are you'd remember their name too.

Here's the bottom line.  People are going to go where the drinks are strong, the specials are frequent and the bartenders are hot, fun or "both".  But since finding a bar with all three is about as rare as finding a winning lottery ticket in the streets of Brooklyn, most of us will settle for 2 out of 3.

So bartenders step your game up, loosen up, smile a little and don't be cheap on the pour. Bar owners, be a little selective with who you put behind the bar and make a habit of treating the ones you do have with a higher degree of respect.  After all, a good bartender is essentially the lifeline of your establishment and deserves every ounce of respect and recognition you can give.  I think we can all drink to that!