Bartending. Adam Freeth

       BARTENDER A: SOMEONE WHO WORKS BEHIND A BAR

      • Customer approaches the bar.

      • Bartender looks at the customer, no smile, no words.

      • Customer asks for a bottle of beer.

      • Bartender takes the first bottle of house beer from the fridge and places the beer in front of the customer, then holds out his hand for payment.

      • Customer hands the bartender a note.

      • Bartender tenders the note and gives the customer the change.

       BARTENDER B: A PROFESSIONAL BARTENDER

      • Customer approaches the bar.

      • Bartender acknowledges the customer, whilst wiping down the bar and placing a napkin in front of him.

      The bartender greets the customer and asks what they would like.

      • Customer asks for a bottle of beer.

      • Bartender suggests a range of beers.

      • Customer asks for one of the suggested beers.

      • Bartender commends the customer for their choice and asks if they’d like a glass for the beer.

      • Customer says ‘yes please’.

      • Bartender asks the customer if they would like anything else.

      • Customer says ‘no thanks’.

      • Bartender takes a cold bottle of beer from the fridge and presents the label to the customer for approval and provides a clean glass.

      • Bartender tells the customer how much it will be.

      • Customer hands the bartender a note.

      • Bartender calls out the note, tenders it and gives the customer the change.

      • Bartender completes the order by thanking the customer.

      It may seem that Bartender B does three times as much and takes much longer to serve the customer than Bartender A, but apart from the few seconds of interaction with the customer the service takes the same time but has a much more positive impact on the customer’s experience.

      The quality of a service experience determines both customer satisfaction or dissatisfaction and the likelihood of a return visit. Have a passion about what you do; if you are having a good time at work, then your guests will also have fun.

       THE CUSTOMER JOURNEY

      Almost 30 per cent of customers will not return to an establishment as a result of poor service received from the person serving them or dissatisfaction felt for the product they have been served.

      As a bartender, customer satisfaction should always be at the centre of what you do. Use the following customer journey as a guide to ensure that your guests receive superior service from the moment they enter your bar to the moment they leave.

       THE SMILE

      When a customer enters a bar, the last thing they want is a miserable bartender to grunt at them after they have just finished a hard day at the office. First impressions always last and this begins with a simple smile and positive eye contact.

       THE WELCOME

      Try to greet each new customer within 20–30 seconds of them entering the venue and don’t just focus on the ones you are serving. This is one of the most important processes of the customer journey. If you are cleaning glasses, stocking fridges, sorting change or making a drink you should always acknowledge any new customers to the bar. This can be in the form of a nod, a simple greeting or a courteous ‘I’ll be with you in just a moment’. By acknowledging your guest you are telling them that you know they are there. This gives them reassurance, especially when the bar is busy, and they will be more inclined to wait.

       THE ACKNOWLEDGEMENT

      If you are four-deep with customers, then try to just acknowledge or say ‘I’ll be with you in a moment’. Even if you are busy, try to give a waiting guest a drinks menu if they haven’t already lunged for one. When you are ready to serve a new guest/group, place a napkin in front of the guest or more appropriately a number of napkins for the size of the group.

      The use of napkins or drinks coasters is also a good way of letting other bartenders know who is being served; no napkin means the customer is waiting. For this system to operate properly everyone you work with should know this rule and ensure that once the guests have been served the napkins are cleared from the bar.

       THE ORDER

      When taking an order always be polite and make sure you get the whole order by asking the guest if they would like anything else; it will save you a lot of time. Use expressions such as ‘Can I get you anything else?’ or ‘Is that everything?’.

       THE SALE

      This is your sales opportunity, an opening to up-sell or suggest an appropriate drink. Some bartenders simply take orders whereas professional bartenders offer service that sells.

       THE MAKING

      Always try to prepare the drink in front of the customer. Whether it’s pouring a beer or making a Manhattan, every drink should be served efficiently and to the highest possible standards, taking into consideration factors such as temperature, presentation, glassware, garnish and much more besides. Try to make the drinks in a rational way by building an order gradually; larger orders can be broken down into twos, threes or fours. Also break down orders that require different methods. For instance, in the following round of drinks, you would deal with them by order of complexity, starting with the easiest first:

      2 bottled beers › open the bottled beers

      1 glass of wine › pour the wine

      2 Vodka and Cranberry and

      1 Cosmopolitan › make these three

      drinks together

       STYLE AND ENTERTAINMENT

      Because of your personality, your style of service will probably be different to the next bartender. Developing your personality behind the bar is like an actor developing their character profile; the bar is your stage so always give a great performance. This can be demonstrated in the smallest of ways, from the flourish in presenting a bottle of beer and glass and bringing them together neatly on a napkin, to the way in which you pour, shake and make your drinks.

      To deliver impeccable service you must ensure that the guest leaves feeling delighted that you took the standard of service that one step further. This can be through interaction, bar tricks, light humour, general conversation and occasional flairing. Flairing is becoming increasingly popular with successful bars; the simplest of moves can have the largest impact on a guest’s experience – practise the moves and only when you have mastered them and feel confident, try them out and see the response you get.

       THANK YOU

      A simple thank you to the customer after serving them is common for bartenders to forget. When returning change to a customer or completing an order always remember to thank them.