Maximising Happy Hour: Using POS Merchandising To Drive Beverage And Food Sales

Happy hour is a staple in the bar and restaurant industry, offering customers discounted drinks and appetizers while providing an opportunity for establishments to increase foot traffic and boost sales during typically slower hours.

However, the success of a happy hour isn’t solely dependent on having great deals—it’s about effectively promoting those deals and creating an experience that encourages customers to indulge in more than just discounted drinks. One of the most effective ways to drive both beverage and food sales during happy hour is by leveraging the capabilities of modern Point of Sale (POS) systems.

POS systems have evolved far beyond simple order-taking tools. Today, they offer a variety of features that can enhance marketing efforts, improve customer engagement, and streamline operations. When strategically used, POS systems can become a key player in maximising sales during happy hour, encouraging customers to try signature cocktails, upsell appetizers, and make repeat visits.

Promoting Happy Hour Deals

The most obvious way to leverage a POS system during happy hour is by highlighting your special promotions. When customers are presented with multiple options, it's easy for them to overlook the value of the deal. A POS system can help cut through the noise and showcase the happy hour offerings in an attractive and prominent way.

Many POS systems allow for customisable digital displays or pop-ups that can appear on both the front-end and back-end screens. For example, a digital display on the order screen can showcase the happy hour drink specials as soon as the bartender or server logs in. This immediate visual reminder helps to prompt staff to offer these specials to customers, making it more likely that they’ll opt for the discounted drink or a special cocktail.

Staff training is essential here, but the POS system can serve as a consistent reminder to upsell deals, even if staff forget to mention them at the beginning of the order process.

Additionally, POS systems can be used to highlight deals on customer-facing screens or table tablets. In a more tech-savvy environment, these screens can feature promotions for signature cocktails, special snacks, or combo deals. By displaying attractive imagery or catchy descriptions of these items, bars and restaurants can create a more enticing happy hour experience, which could potentially result in customers spending more.

 

Highlighting Signature Cocktails

Signature cocktails are an essential part of many bars and restaurants' brand identity, but it can be challenging to get customers to try them, especially when they’re faced with the allure of generic drinks or discounted beer options. This is where POS systems come in to help bars upsell their unique creations.

In many modern POS systems, bars and restaurants can program their signature cocktails to be promoted front and centre. For example, when a customer orders a standard cocktail, the system can prompt the server or bartender to suggest an upcharge for a signature drink or an exclusive cocktail, which can be marked as a "happy hour special." The POS could even allow the staff to input a quick description of the drink—what’s in it, why it’s special, and why they should try it.

To make the promotion even more effective, POS systems can track customer preferences. If a regular customer consistently orders a gin and tonic, the system can prompt the bartender to offer a gin-based signature cocktail that aligns with their usual taste. This personalisation makes the promotion feel more tailored, which increases the likelihood of the customer accepting the offer.

POS systems can also be used to encourage repeat purchases of signature cocktails. For instance, after a customer has enjoyed one signature cocktail, the POS can prompt the server to offer a second drink at a discounted rate or as part of a "buy one, get one free" promotion.

This sort of upselling works particularly well when the POS system is integrated with a loyalty program, where customers can earn points or rewards for trying specific cocktails or spending a certain amount during happy hour.

 

Upselling Appetisers And Small Plates

While drinks often steal the show during happy hour, food is an equally important revenue stream. Upselling appetizers or small plates can significantly increase the average spend per customer. POS systems can be leveraged to not only encourage customers to order food, but also to suggest items that complement their drink order, boosting the total value of the sale.

One common feature in many modern POS systems is the ability to set automatic prompts for food pairings. When a customer orders a cocktail, wine, or beer, the system can remind the server to suggest a complementary appetizer or snack.

For instance, if a customer orders a margarita, the POS system could prompt the server to suggest guacamole or nachos to go with the drink. These pairings can be based on popular choices or tailored to the particular cocktail being ordered, encouraging customers to order food that enhances their drink experience.

Additionally, the POS system can automate upselling through timed promotions. For example, when a customer orders a drink, the system might offer a discount or special deal on certain appetizers when ordered within a specific time frame. These promotions could be displayed on the digital screens, enticing customers to add that extra dish to their order.

For more complex menus, POS systems can also allow servers to quickly suggest food items based on categories or customer preferences. If a customer orders a large cocktail, the POS system could suggest sharing platters or larger appetizer portions, increasing the likelihood of upselling and driving higher sales.

 

Seamless Integration With Marketing Campaigns

POS systems can also be used to tie happy hour promotions into broader marketing campaigns. By integrating your POS system with email or loyalty programs, bars and restaurants can create targeted campaigns that reward customers for attending happy hour.

For example, offering a special discount on signature cocktails or appetizers for customers who have previously used your POS system to order similar items. These targeted promotions encourage repeat visits, creating a loyal customer base while simultaneously increasing sales.

 

Monitoring Sales Trends For Continuous Improvement

One of the most powerful features of a modern POS system is its ability to track and analyse sales data in real-time. By monitoring which happy hour items are selling the most and which ones aren’t, restaurant and bar managers can make informed decisions about which promotions to tweak or adjust.

For instance, if a particular cocktail isn’t getting much attention despite heavy promotion, the POS system can generate reports to show sales trends, enabling managers to either adjust the pricing, change the offer, or enhance staff training to encourage more upselling.

 

Happy Outcomes Through Happy Hours

Happy hour is a prime opportunity for bars and restaurants to increase both beverage and food sales, and POS systems can play a pivotal role in maximising this potential. From promoting drink specials and signature cocktails to upselling appetizers, the versatility and functionality of modern POS systems can turn happy hour into a dynamic sales tool.

By using POS merchandising to create an interactive, personalised experience for customers, businesses can maximise their revenue during peak hours and create an atmosphere that encourages customers to stay longer, spend more, and return again.