Wondering why some restaurateurs make millions with cocktail machines while others fail? The difference lies not in the machine - but in the secrets that only insiders know.
These seven pro tricks separate winners from losers. Welcome to the circle of insiders.
Secret 1: The 80/20 rule of cocktail cards
Professionals know that 20 per cent of cocktails generate 80 per cent of sales. Instead of offering 50 different drinks, they concentrate on the most lucrative classics.
Mojito, Caipirinha, Moscow Mule - these three drinks alone can account for 60 per cent of cocktail sales. Why? They are well-known, have high margins and work perfectly in machines.
An experienced restaurateur revealed: "I reduced my menu from 40 to 12 cocktails. My turnover increased by 150 per cent."
Secret 2: Timing is money - primetime optimisation
When do guests drink cocktails? Between 7 and 11 pm. These four hours determine the success or failure of the entire day.
Professionals optimise their machines for precisely these peak times. Fully stocked tanks, chilled ingredients, additional service staff. While amateurs have to top up at 10 p.m., professional systems run until midnight.
The result: 40 per cent more sales in the most important hours.
Secret 3: Psychology of pricing
This is where the wheat is separated from the chaff: cocktails made with machines cost 2.50 euros to produce. Amateurs sell them for 8 euros. Professionals charge 12 euros - and sell for more.
Why? Guests associate higher prices with better quality. A 12-euro cocktail from the machine is rated better than the same drink for 8 euros.
The golden rule: at least 300 per cent mark-up on production costs.
Secret 4: The hidden sales multiplier
The best-kept secret: cocktails sell more than just themselves. Guests who drink cocktails order 60 per cent more food than beer drinkers.
A professional restaurateur explains: "Cocktails turn guests from fast eaters into connoisseurs. They stay longer, order starters and desserts. The cocktail is just the beginning."
Average bill with beer: 28 euros Average bill with cocktails: 47 euros
Secret 5: Maintenance is profit optimisation
Amateurs see maintenance as a cost factor. Professionals know: Correct maintenance maximises profits.
- Daily cleaning prevents loss of quality
- Weekly calibration saves 5 per cent on spirits
- Monthly check prevents expensive repairs
- Preventive maintenance reduces downtimes by 90 per cent
One day of downtime costs more than a year of professional maintenance.
Secret 6: Data-driven decisions
Top professionals work with numbers, not gut feeling. Modern cocktail machines deliver precise sales data:
- Which cocktail is on at what time of day?
- When are the tanks empty?
- Which drinks have the highest margins?
- Where do losses occur?
This data enables millimetre-precise optimisation. One restaurateur increased his profits by 25 per cent simply by making data-based adjustments to his cocktail menu.
Secret 7: The personal hack
The last secret is surprising: cocktail machines don't make staff redundant - they make them more valuable.
Instead of employing frustrated bartenders who make mistakes under stress, professionals rely on service-orientated staff. They concentrate on selling, advising and inspiring.
Result: Higher tips, happier staff, better guest experience.
The secret behind the secrets
Why don't successful restaurateurs share these tricks? Because knowledge is power. The fewer competitors know these secrets, the greater your own advantage.
But now you know them too. The question is: will you use them - or continue to act like an amateur?
The seven secrets are your advantage. Use them before others do.