You’ve seen plenty of cocktail menus in bars, pubs and deluxe venues. With the familiar, the unknown, the overpriced and even the outrageous. So how are the profit margins – not just on individual cocktail recipes (they usually work out OK), but across the whole range? Is it a profitable list, or an ego trip? Does it reduce the sale of other easily-made, profitable drinks? Does it appeal to the majority of your customers, and the people you want to see more often? 

In this interview Ken Burgin talks with Jason Jelicich of Barmetrix about how to go beyond the cocktail list and create a profitable cocktail program. Designed for popularity and bottom line results, based on research and knowledge of customers and marketing objectives. Cocktails that can be produced quickly during busy times, and appealing to men as well as women – there’s a lot you can do to improve results.