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.
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