You don’t have to own a bar to make decisions like these. When they’re younger, people like to spin and interact, so I don’t put backs on the stools.” So I put backs on barstools for an over 35 demographic. “When women 35 years old, they get very sensitive about their back ends. "The offer and the premise are the same."Īnd here’s another observation he made about young and older bar patrons: "More upscale bar customers will not react well to a card or a coupon, but they will react positively to a mailing that looks like a more formal and exclusive invitation - it's simply a matter of design and delivery," writes Taffer. In an interview with Entrepreneur, Taffer had this to say about promoting to two different potential customers. He uses that to inform how he’ll repackage the bar at the end. Every episode begins with Jon Taffer telling his team a bit about the location of the bar-the median age, median income, and a nearby city center or known landmark. ![]() Which is a better idea: starting it in the Mohave Desert or in the Amazon Rainforest? You’d be surprised how many failing businesses owners don’t factor in the demographics of a town. Imagine you have a dream of starting an umbrella stand. You want your customer to sit up and say, “I can’t believe how easy it was to move my couch!” 2. You might think, that’s great for a burger, but what about my app/store/drone furniture moving service? It’s still the same. He's making a human reaction.The product is the reaction. The cook in the kitchen might think he's making an entree. If nothing happens then that operating restaurant is stuck in mediocrity forever. Either you sit up and look at it and react to it, or nothing happens. In his book, Raise The Bar, he explains what happens when you sit at a table and the server brings you your food: You’ve heard the phrase, “ sell the sizzle, not the steak.” It’s similar to that. What does that mean? The thing you sell is secondary to how it makes your customer feel. Jon Taffer considers himself in the reaction management business not the service business. The same techniques that led Taffer to success can be used by any industry. ![]() ![]() Like Gordon Ramsay, Robert Irvine, or any other “angry chef” as I call them, he comes to a failing bar, identifies why the bar is failing, butts heads with the owner some, then reopens the bar with a new look, new equipment, and a plan for the owners to follow for success.Īfter watching every episode and watching several interviews with Jon Taffer, I’ve noticed that most of what makes him successful has nothing to do with drinks and bars. If you’re not familiar with it, it’s a restaurant makeover show. Jon Taffer is the host of the TV show Bar Rescue.
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