Page 47 - MENU Magazine - Jan/Feb 2018

example of “working in the business instead of on it.”
BAR DESIGN TODAY
Today cute doesn’t work. Consumers expect us to be more sophisticated. The kinds of environments that work today circle back to relevancy. “We have to be everything to someone, not everything to everyone,” says Taffer. Be careful with jumping on trends with too much enthusiasm. “Every trend ends. If you build to a trend you will have a day and a time that it is no longer cool...I’m the kind of guy who goes down the path of mass appeal and trends within it. Speaking as an investor, over embracing a trend puts a stopwatch on your future.”
Taffer finishes with an anecdote about simply embracing what works. He was consulting on a Texas remodel, the kids were taking over. The operators repainted using an epoxy primer that went on pink and then they couldn’t put the beige they’d selected overtop. Their revenue went up 300% while
it was pink. “People walked in who had lived in this town and had never noticed the restaurant before.” So the columns stayed pink.
INNOVATION MEANS SOLUTIONS TO PROBLEMS & DIRTY ICE IS ONE BIG PROBLEM! There is an episode of Bar Rescue where Taffer takes a white towel and wipes the evaporator unit. The towel comes out black. “Ice machines are a pet peeve of mine. Or the scoop is not washed in a month. Is the filtration system draining proper- ly? Or is there stagnant water? Cold
plates for soda guns...under those mold will develop. I’m guessing some bar operators have never opened and cleaned it themselves and it drives
me nuts. Anytime I get really angry on BR, it’s always over sanitation.” Taffer goes on to say that serving food and beverages, we have a moral responsi- bility. We are putting food into peoples’ bodies. “Understand your equipment. Cutting boards behind a bar never get cleaned. In a kitchen, they’d be run through the dishwasher...Treat the bar like the kitchen!”
TECHNOLOGY BY TAFFER
Technology means nothing if the operator doesn’t take advantage of
it. “Do you know how many operators use POS with report systems at the push of a button, and they never push that button!” Taffer has partnered with Harbortouch by Lighthouse Network to deliver the industry’s first smart POS System. “It’s a problem-solving, tactical revenue partner.” The product tracks spends, customer counts and any time numbers drop, the system “lights up your phone with custom- ized revenue-generating tactics...The future of technology in our business
is audience acquisition. That to me
is exciting, that’s the future. As an industry, we need to focus on that, not simply putting tablets between you and your customers.”
SEE JON TAFFER AT RC SHOW 2018
Reserve your seat! Register at rcshow.com today
JANUARY / FEBRUARY 2018 MENU 47