OGY I


n the bustling world of bars, success is about much more than just serving drinks. It stems from creating an unforgettable experience for customers, whether that means focusing on a bar’s visual appeal, staying ahead of the latest trends in drinks and bar food, or tailoring the environment to a specific demographic. Te potential options are endless, so a clear vision is a must. “As a designer, the most difficult thing is when the client only has money, but no ideas,” says Roberto Assi FCSI, CEO of Prima Consulting in Serbia. “My first question is whether they have someone to run the F&B operations, then I ask what customers they want to attract. You must meet the needs of the customer, so I never do a bar project without a good study of the kind of consumers they are targeting.” “Te visual impact of the bar makes it clear what kind of service the consumer will get,” adds foodservice and laundry consultant Michael Flatow FCSI of Flatow & Drews Consulting in Germany. “It is particularly important to be aware of what competitors offer and to cater for new trends in an original way. More than ever a unique experience is what customers want.” Constantly chasing new


trends can be costly and risky, so that innovation must stem from a firm foundation of fundamental elements that underpin success and allow some degree of futureproofing.


So what are the ‘must- haves’ for a successful bar?


A PLATFORM FOR SUCCESS


For MAS consultant Karen Malody FCSI, owner of Culinary Options in Portland, Oregon, some of the elements for a viable bar operation are very clear. “Te bar is a unique


space, but far too few have an identifiable spirit, personality, design, and brand,” she says. “We work hard to create restaurant concepts and identities. Tough it should be harmonious to the theme or decor of the restaurant or hotel, it deserves its own signature and vibe.”


Understanding liquor is


a given. Just as a chef must grasp the essentials of food preparation and flavors, so must a great bar create drinks based on understanding of layering flavors and ingredients. Tat said, simplicity is key. “Far too many drinks


offered today simply don’t make


flavor sense,” explains Malody. “No great


cocktail requires 10 or 11


ingredients. Tis not only slows down service, but it muddies a true flavor profile.” Similarly, a well thought out menu and clear menu copy help customers understand the nature of each drink. Menus should educate and inform,


“The bar must be beautiful but only after the equipment has been laid down should we then look at how to make it appealing to guests”


helping guests to make the right choice. Curated liquor selections also lean towards simplicity. “A bar does not need


hundreds of bottles,” Malody continues. “I believe this often occurs because the bar doesn’t have a clear concept. As with a well-run restaurant, all drinks should have recipes and costing. All liquor elements for a drink should be measured. Tis assures consistency. Restaurants can have bloated menus, and this can occur in the bar. Something-for-everyone should not be the driver. Focusing on the bar’s core purpose and theme is more important than offering a wildly vast selection.” Beyond the products on


offer, efficient layouts that create the right amount of space between the backline and frontline are important. “Often, the space of


operation is sacrificed to improve space for guests, so the operation is not efficient and functionality is jeopardized,” says Richard Haddad FCSI, a consultant with Hospitality Consulting and Investment Group based in Abu Dhabi. “In many bars this is a problem.” In short, thoughtful design


must begin with the choice of equipment that will support the bar’s offering. “Te bar must be beautiful,


but only after the equipment has been laid down should we then look at how to make it appealing to guests,” says Haddad. “Te design for layout and equipment is at the center. How many times are you seated at the bar and five people are leaning over you to order or pay? You need a clear service area for other guests. Defining zones is very important so you don’t create a crossover between guests and servers.”


ON ICE If equipment is the starting point for any design, then choosing the right ice machine is essential. Ice cubes serve an important function in any bar, and running out of ice is a cardinal sin. While trends in shape


come and go, the key is to comprehend the purpose the ice serves in the drink. Currently, large cubes are on trend, but >


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