Agreement #40026059 Publican the T he Alliance ofBeverage Licensees Cellar Capone's Summer 2011 Summer Public Safety Standing Upfor Food Sales Bolstering Your byDrinks Design Your LRS & Planningfor Event Promotion becausewe know: IT TAKESA REAL SET OF BERRIES TO BREW PINK BEER.
IT’S GOOD TO BE HERE . INTRODUCING Our ultra-refreshing and award-winning False Creek Raspberry Ale.
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On the Cover Capone's Cellar Dave Formosa
Quarterly Publication for the Alliance of Beverage Licensees 26 200-948 Howe Street, Vancouver, BC V6Z 1N9 T 604-688-5560 F 604-688-8560 Toll free 1-800-663-4883 [email protected] www.ablebc.ca
2010-2011 Board of Directors President Al McCreary Past President Al Arbuthnot Vice President Jonathan Cross 10 16 28 38 Vice President Poma Dhaliwal Vice President LRS Salim Karim Vice President LP Matthew MacNeil the Treasurer Roger Gibson Executive Director Raechelle Williams Directors Brady Beruschi, Al Deacon, Mariana Fiddler, Mike Jahnke, John Lepinski, Ronnie Paterson, Kurt Pyrch, Danny Rickaby, Grant Smith, Stan Sprenger PublicanSummer 2011 Director at Large Dave Crown
Designed, Produced & Published by: EMC Publications Features Departments 19073 63 Avenue, Surrey BC V3S 8G7 Ph: 604-574-4577 1-800-667-0955 Fax: 604-574-2196 10 Event Promotion & Planning 4 President's Message [email protected] 16 Drinks By Design www.emcmarketing.com 6 Spotlight on Rum Publisher Joyce Hayne 19 Increasing Server Tips 8 Wine Report Designer Krysta Furioso Copy Editor Debbie Minke 20 Bolstering Your Food Sales 23 What's New? ABLE BC Editor Vanessa Harris 24 Wine Shield 32 Product Showcase
Copyright EMC Publications 26 Profile - Capone's Cellar 33 BCHF Update
PUBLICATIONS MAIL AGREEMENT NO. 40026059 28 Standing Up for Public Safety 34 LCLB Report RETURN UNDELIVERABLE CANADIAN ADDRESSES TO CIRCULATION DEPT EMC PUBLICATIONS 31 Hiring Tips 35 LDB Report 19073 63 AVENUE SURREY BC V3S 8G7 36 Addition by Subtraction 37 Names in the News email: [email protected] 38 Plant Power 43 Human Resources 40 What to do When Your Profits Fall Short 44 Liquor Sales & Trends The statements, opinions & points of view expressed in 42 Focus and Make Every Shift Rock published articles are not necessarily those of ABLE BC. Advertisers are not necessarily endorsed by ABLE BC. 46 Fossil Fuels Beer President's Message Al McCreary, President, ABLE BC
The "de-facto prohibition" continues. I've had Christy Clark, our new Premier, is working hard to WorkSafe BC is holding hearings in June on late numerous calls from many areas of BC, but the fulfill her campaign promises from the leadership night employees, and the association will be majority have been from the Lower Mainland. race. The new minimum wage legislation has been making presentations to protect our businesses. The police presence around pubs and liquor passed, taking effect May 1, and your association We encourage members to attend hearings in primaries continues in parking lots and on the succeeded in getting a special liquor server rate. their regions. streets. There appears to be no end to the zero The HST referendum has been announced, and the In closing, the ABLE Board and I wish to personally tolerance enforcement. mail-in ballots are due by June 24. The question is thank Kim Haakstad for her valuable contributions Your association is pressing hard to meet with the clear: "Do you want one tax - the HST, or two taxes to our association over the last three years. We new Minister, Shirley Bond, to get her perspective - the GST and PST?” If the people decide to return wish her success in her new position as Deputy on these issues. At the same time, we will to the old system, former PST employees will have Chief of Staff, Operations in the Premier's Office. present our members’ issues and concerns. Zero to be rehired ($30 million cost) and the province A special thanks to Hilda Strohan, member tolerance and police discretion are still our biggest will have to repay the federal government $1.6 services, and Vanessa Harris, administrative problems. The House will be sitting in May, and billion, all at the taxpayers’ expense. Our liquor assistant, for stepping up to the plate and some changes are planned for the .05 legislation tax will increase from 12% to 15%. I encourage keeping the association's issues moving forward (ABLE has not seen the draft legislation). you to vote to maintain the HST. while we wait for our new executive director to The "I'm not a criminal" campaign encourages the Trade practices and our relationship with suppliers start in June. While we work our way towards public and members to contact their local MLA to is under review by the LCLB. The association wants summer, the association is continuing to work on demand changes to the .05 legislation, as public to move slowly on any changes, knowing that changes to the .05 legislation, a designated driver support is essential for any changes to be made. once a revision is made, we will never go back. program, and other changes to assist in keeping Casual drinkers are not the problem, whether they However, with the pressures on our businesses at our businesses viable. are on the way home from work or attending a this time, any help with advertising, promotional special occasion with their family. products, and sales can only be a benefit.
4 The Publican
WHAT’S YOUR THREE OLIVES Spotlight on Rum by Shawn Soole
With the recent explosion of tiki culture in the nutmeg, cinnamon, and cloves, and offsetting The New World rums are catching up, but have cocktail world, particularly in Canada, we are them by using more interesting ingredients like a little ways to go to cut the same niche that the seeing the re-exploration of rum in bars. Palates sarsaparilla root, kola nut, and even juniper berry. older brands have. The move away from sweetness to more complex the world over are expanding so rapidly that the Just like other spirit sectors, especially vodka, flavours creates a more balanced spirit to mix with standard spirit is constantly evolving to meet the rum will have its spike with the flavour craze, but and therefore it is used more often. expectations of the general public, and of course, it will eventually hit an equilibrium that will see the bartender. Rum has also had a lot of success Rum is being produced the world over these days. the weak fall and the stronger flavours stay and with flavours. Starting with spiced rum, producers It was the first spirit distilled in the US, and the be popularized. With the constant, evolving bar have been creating great products for decades. resurgence in the Boston region for the rebirth industry of up and downs, what is popular today Flavoured rums are more than an additive to your of classic rum has taken hold. Rum doesn’t need may not be tomorrow. From a bartender’s point standard Mojito; they can be the next stepping to be made on a small Caribbean island; it can be of view, look for the obscure and be creative. stone to cocktail evolution. made wherever sugar cane is produced, shipped, Learn how to mold and bend the flavours and Spiced rum is the original flavoured offering from or processed. If you have a still and can get your idiosyncrasies in the rum to work for you and the the rum family. Rums have been spiced with hands on some molasses, then you can make rum. drink. Help spiced rum get out from the shadow local Caribbean spices for centuries, usually to Most rums have been made in the Caribbean for of the flavoured vodka scene and shine through. mellow rough “pirate” rum with vanilla, cloves, hundreds of years and have that family name, and cinnamon. Spiced rum is beginning to make location, history, or classic rum background that Shawn Soole is Executive Bar Keep at Clive’s Classic Lounge. a bit of resurgence in the industry, changing its makes them the mainstays of bars everywhere. reputation for being the immoral, sickly sweet tipple of the young. Distillers are looking for balanced, focussed flavours that can be enjoyed Rum Market on the rocks or in a cocktail. New World and Old World rum distillers are combining their skills to Sales in Litres source the best rum to start and then the most 2009 2010 % Change Licensee Sales flavourful spices to infuse into their styles. Captain Amber Domestic 1,140,271 1,165,771 2.2% 5.9% Morgan and Sailor Jerry are two of the best known spiced rums on the market, while distillers such as Import 652,779 702,369 7.6% 6.2% New Orleans Rum and Rogue are throwing their Dark Domestic 480,523 429,772 -10.6% 9.4% hats in the ring and competing with their versions Import 187,998 187,675 -0.2% 4.4% of this old, underappreciated style. New style spiced rums are allowing bartenders White Domestic 1,817,919 1,656,706 -8.7% 12.2% to mix with a more balanced spirit, not one that Import 114,336 105,683 -7.6% 13.6% has traditionally had a mass of sugar, caramel, and molasses added to it to make it palatable. More producers are staying away from the vanilla Total Rum Sales 4,393,816 4,247,975 -3.3% 8.9% forward flavours and going for more of the actual “spice” notes in the process, such as the classic
AWARD WINNING VODKAS IMPORTED FROM ENGLAND
Three Olives Vodkas are available in British Columbia from The Kirkwood Group. 6 The Publican For information please contact B.C. Sales manager George Angelopulos at 604-607-4776. WHAT’S YOUR THREE OLIVES
AWARD WINNING VODKAS IMPORTED FROM ENGLAND
Three Olives Vodkas are available in British Columbia from The Kirkwood Group. For information please contact B.C. Sales manager George Angelopulos at 604-607-4776. Vincor Canada invites you to have a look at Wine Report REFRESHMENT our new refreshment by Ralf Joneikies 2011 product offering for 2011. NEW PRODUCT GUIDE What Are These Oak Flavours in My Wine? At one point in the not-too-distant past, someone uttered something to the effect of “We’ve been putting wine in oak all these centuries, why don’t we just do things a little differently and put oak in wine?” From a business perspective, it was a resounding success, and better still, the public really seemed to go for the over-the-top flavours that developed with these new oak treatments. In the 80s we began to see the emergence of vanilla milkshake Chardonnays from California, Australia, and South America. Unfortunately, the use of alternatives to oak barrels was still in its infancy, VEX Light VEX and many of the new world wines made in this Original Lemonade Tangerine Tango way were pure abominations. Alternatives to oak barrels come in a variety of UNIT/CASE 6 x 4 Pack UNIT/CASE 4 x 6 Pack forms: oak chips, Xoakers™, oak staves, oak dust, CSPC 673921 CSPC 163360 oak cubes, and liquid oak. Each method will PRICE $9.49 PRICE $9.99 SALE PRICE $8.49 SALE PRICE $8.99 contribute varying degrees of oak character to until June 25th until June 25th a wine within varying time frames. On its own, micro-oxygenation is not an oak alternative, but it is a technology that must be used in conjunction with some form of oak derivative to achieve the desired effects of improved mouth-feel, enhanced colour, and softer tannins. 38 litres of wine with an average 3 months contact It is easy to see the economic appeal of oak for a new barrel effect. Staves have a one year life alternatives: they allow wines to develop an Oak chips are easy to use and quickly impart Growers Growers Growers span with 2nd and 3rd tank fills requiring longer “aged” characteristic more rapidly than barrels, the desired flavour profiles and ellagitanins (oak 1927 Saskatoon Berry Mango contact. They can be dried and reused. which means that wineries can get their product tannins that bind to and soften wine tannins) to to market sooner. They are especially useful for red wines or certain styles of white wine calling Oak dust has been shown to reduce vegetal UNIT/CASE 6 x 4 Pack UNIT/CASE 4 x 6 Pack UNIT/CASE 4 x 6 Pack small wineries that may sell out their production, for oak aging. They are often added straight characteristics in wine if judiciously used at CSPC 841932 CSPC 537423 CSPC 75671 and need to replenish their stocks more quickly PRICE $10.99 PRICE $9.49 PRICE $9.49 to the fermentation, or added post-ferment in fermentation. The average contact time is 2 - 5 after harvest due to customer demand. More SALE PRICE $9.99 SALE PRICE $8.49 SALE PRICE $8.49 bags, making for easier extraction of the chips days. Oak powders come in both American and prestigious wineries may have more than one tier until June 25th until June 25th until June 25th once their job is done. As with oak barrels, there French variations and they are aged for an average of wine, selling their lower tier quickly because are variations within an oak chip regimen: size, of 24 months. they have found a recipe using alternatives that the amount of toasting to which they have been Oak cubes have less surface area than oak chips approximates their higher end wines but at a exposed, the forest of origin, and whether or not and are slower to impart their vanilla, coconut, lower cost. Such a wine will be in high demand, they have been water soaked (water soaking will caramel etc. characteristics. Therefore, they do and the producer will need a steady supply. reduce the oak tannins imparted to the wine). allow for greater control over the oak influence in Therefore, oak alternatives are useful not just in Xoakers™ are a granular form of oak (in 24mm the wine, both in terms of the oak ellagitannins producing popular everyday drinking wines, but Arbor Mist pearls) that are added to expired oak barrels. binding with the grape tannins, and in the amount they are a crucial tool in the machinery of wine Arbor Mist White Pomegranate Berry It is recommended that they are added during of flavour imparted to the wine. marketing. Pear Pinot Grigio Pinot Noir fermentation, but they can also be added during Liquid oak extracts are water-based and natural Educate your customers that when they are UNIT/CASE 12 x 750 mL UNIT/CASE 12 x 750 mL barrel aging. The stated advantage is three-fold: (according to manufacturers), but as the degree reading a wine label, unless they see the words CSPC 380378 CSPC 610568 the benefit of oak without reconditioning the of difficulty in gathering information about them “barrel aged” or “barrel fermented”, they should PRICE $6.99 PRICE $6.99 barrel (and thereby thinning it); easy removal might suggest, highly contentious. They are assume that the oak flavours in their glasses during the cleaning of the barrel; and usage in typically used for home brewing, although some entered the wine in some other form. barrel rather than in tank, which allows for the large producers have been known to use them for minute barrel oxygenation that is believed to their lower tier mass production wines. contribute such harmonious character to barrel- Ralf Joneikies is a WSET accredited wine professional and writer with a aged wine. Appealing and popular wines are made using background in wine making and viticulture. He manages Viti Wines & alternatives, but it does require a more judicious Lagers in Vancouver. Please Enjoy Responsibly. - British Columbia Oak staves come in two variations to be inserted and experienced hand to get it just right. The final into either steel tanks or oak barrels. As with all reality is that many wineries use a combination of other oak alternatives, various forms of toast are oak alternatives and traditional barrel regimens available. Recommended usage is one stave per for their products.
8 The Publican vexhardlemonade.com vextini.ca arbormist.com growerscider.com growerscider.com
11RE0172_NewProduct_BC.indd 1 4/8/11 2:53:03 PM Vincor Canada invites you to have a look at REFRESHMENT our new refreshment 2011 product offering for 2011. NEW PRODUCT GUIDE
VEX Light VEX Original Lemonade Tangerine Tango
UNIT/CASE 6 x 4 Pack UNIT/CASE 4 x 6 Pack CSPC 673921 CSPC 163360 PRICE $9.49 PRICE $9.99 SALE PRICE $8.49 SALE PRICE $8.99 until June 25th until June 25th
Growers Growers Growers 1927 Saskatoon Berry Mango
UNIT/CASE 6 x 4 Pack UNIT/CASE 4 x 6 Pack UNIT/CASE 4 x 6 Pack CSPC 841932 CSPC 537423 CSPC 75671 PRICE $10.99 PRICE $9.49 PRICE $9.49 SALE PRICE $9.99 SALE PRICE $8.49 SALE PRICE $8.49 until June 25th until June 25th until June 25th
Arbor Mist Arbor Mist White Pomegranate Berry Pear Pinot Grigio Pinot Noir
UNIT/CASE 12 x 750 mL UNIT/CASE 12 x 750 mL CSPC 380378 CSPC 610568 PRICE $6.99 PRICE $6.99
Please Enjoy Responsibly. - British Columbia
vexhardlemonade.com vextini.ca arbormist.com growerscider.com Thegrowerscider.com Publican 9
11RE0172_NewProduct_BC.indd 1 4/8/11 2:53:03 PM EVENT & PROMOTION PLANNING FOR YOUR by Tim Vandergrift LRS
10 The Publican It used to be a simple task to attract customers: you opened your doors and they showed up, money in hand, to purchase products. More recently, however, competition for consumers’ discretionary income has become very intense. Traditional advertising can be expensive, and LRSs face an increasing tide of competing messages from other retailers vying for the same consumer attention. In order to attract new customers as well as retain your core of established loyal ones, you need to offer an enhanced experience. Consumer events are an excellent way to both market your LRS and drive sales. Holding tasting events and product promotions may seem like a sales-driven activity, but establishing your LRS as a source of product demonstrations, product knowledge, and expertise can increase consumer confidence in your store and increase your market presence when correctly advertised and promoted. If you’ve never held an event, it may seem daunting at first: lining up the times, inviting the right customers, putting together an offer, getting a knowledgeable presenter who is correctly trained, and doing the necessary tracking to analyze your results. However, with a little help from the following checklists, and some willing allies, you can easily pull off successful, profitable events that will push you well ahead of your competition.
In-Store Sampling stands, and product offers with discounts and value-added items that you can Traditional sampling, where tastings are conducted over the course of a business use to help reinforce sales. day inside your establishment, can be very effective. According to an August 2009 As an added bonus, most beverage companies even have specialists working study conducted by Knowledge Networks-PDI in the US, sampling programs for them that can put together events from beginning to end, with professional drove an average 475% sales lift the day of the event compared to non-sampled pouring staff who can speak knowledgeably about the product, with all levels stores. Those who sampled an item were 11% more likely to purchase it again of consumers, taking the entire load off you. during the 20-week period that followed. They were also 6% more likely to buy another item from the same brand. With numbers like those, it’s obvious that Martine Caron, BC Manager for The Epernay Tasting and Promotion Company product sampling is a great marketing tactic. explains that typically her services are arranged by the beverage company. After receiving a scheduled date and time for the sampling, someone from her team contacts the licensee to introduce himself and settle all details, including making Allies sure you have sufficient stock on hand for the increased sales. He will also follow There are few people more interested in helping you drive sales in your store up with event reminders to make sure you and your staff are ready for the day. than your suppliers. After all, your success is their success, and being given the The day of the event, the company provides demonstrators, with Serving It Right opportunity to speak directly to your customers about the benefits of their certification, who bring in booths and displays for the demo. Part of their set-up products is something most of them are more than happy to do. Often they includes checking your shelves for correct pricing and signage, and arranging will already have turn-key programs that include POS material, posters, tasting the supplied POS material.
The Publican 11 In-Store Sampling Checklist While your beverage company will do most of And the number one thing to do: ask for the sale. the heavy lifting on the sampling side, it’s up to This is where many sampling events fall short; you to maximize the success of your promotion, failing to capitalize on the opportunity to sell. by announcing the event, inviting customers to Your representative will be cheerfully informing tastings, making a compelling offer (multiple consumers of your offer, but they may get purchase, direct discount, or value-added), distracted while shopping or be undecided about increasing purchase urgency, asking for the sale, the purchase. When they get to the checkout, be and following up by analyzing both customer sure to have the featured product right there, along participation and sales numbers. Make sure that with copies of the POS material and the value- you: added items (if any), and ask them if they’d like to purchase the product. Don’t worry about seeming 1. Announce your event loud and clear. Use your pushy. Your customers will know you’re doing your mailing list and email, make it available on your job, helping them find products they’ll enjoy and website, and post it as an event on your store’s passing on savings or bonuses. Not asking for Facebook page. the sale is like taking all the trouble of making a 2. Tell people when the sampling is, how long it wonderful festive meal, and then forgetting to eat will go on, what will be poured, and if there will be it – you’ve earned it, so ask. any food served. Finally, analyze your results. If your POS system 3. Advise people where your parking is. Some may allows you to mine for data on average purchases not know, and this can discourage people who per ticket, SKUs, and purchase times, you’ll be usually just park in front, and see the usual spaces able to gain a wealth of information on how the taken during a busy event. sampling affected your sales. If your system isn’t 4. Describe the product being poured and any that sophisticated, you’ll need to work a little relevant information. For example, if it’s wine, bit harder looking at your inventory and sales include vintage, region, and style. figures. Be sure to consider how your discount or the cost of your value-added item affected both 5. Mention the offer you have attached to the your margin on the product and the marginal sampling, and be sure to note that it is time limited contribution it made during the offer period. to convey a sense of purchase urgency. If a two-dollar discount cuts your marginal 6. Send out email reminders two days before the contribution in half, you’ll need to sell twice as tasting, and post a notice on your website and many units just to break even on the day. Of course, Facebook page: “Tasting tomorrow!” you want to do better than that! However you 7. Get people’s email and mailing addresses at the analyze your results, don’t skip this step: it can tell tasting: have a give-away or draw that requires you a lot about what works in your store and help customers to fill out their address and contact you plan for future samplings. information. This is a great way to increase your customer database in a hurry.
12 The Publican Holding a Promotional Event While in-store sampling can get people in the door and encourage trial, thereby increasing sales, " Many consumers want to learn more about how to the other model for promotional events involves taste wines, the language and terminology of wine a larger scale and more complex logistics, but potentially greater rewards. Typically it will involve tasting, and a bit about varietals and how to pair a themed tasting, and is limited to a finite number wine with food." of attendees. Unlike in-store sampling, this type of event isn’t and then feature those varieties from different If you’re not comfortable delivering the done on a casual, walk-in basis. It should take place countries or regions. You could focus on wine with presentation yourself, you can engage the services at a set time, for a defined duration, and you’ll need food; five wines with a dinner, each one paired with of either a professional promotion company, or a to sell tickets for it. Initially this may seem counter- a food sample to complement or counterpoint professional beverage educator. There are many intuitive, asking your customers to pay for an event the wine; wine with chocolate, featuring several fine educators and lecturers available in BC, designed to educate them to buy more products, different red varietals paired with differing grades through the BC Wine School, the Wine and Spirits but it makes perfect sense on a number of levels. of chocolate, etc. Education Trust, and others. First and most importantly, paying for an event You could also do a straight educational program, helps assure attendance. If an event is free, it is such as Wine Tasting 101. Many consumers want to much easier for someone potentially interested Promotional Event Checklist learn more about how to taste wine, the language in attending to skip it, based on other events (a and terminology of wine tasting, and a bit about In addition to the list above for in-store tastings, good hockey game on television), weather (too varietals and how to pair wine with food. Educated make sure you execute the following steps. When inclement or too sunny), or simply being too tired. customers typically purchase more frequently and people show up at the event, give each of them: With a financial commitment involved, attendance at higher price-points. 1. A pre-printed name tag, be self-adhesive, or in goes up. Other good themes could feature an educational a holder; Secondly, human beings accord value to things session on different types and price points of a 2. A booklet for the tasting that provides a list based on their cost. Free events may seem too category, such as a bourbon whisky tasting, or an of all the products being poured, and any food cheap to have actual value, whereby a nominal exotic tasting of Belgian beers. Plan a schedule of pairings that go with them. The booklet should charge actually increases the perceived value of regular monthly tasting events in your store. And include the vintage, name, varietal, and appellation the event. tie them into holidays, such as a Robbie Burns of any wines, and the name, producer and origin Finally, you can offset extra costs of staffing as Scotch tasting, or a Cinco de Mayo tequila tasting. of any spirit or beer, along with the price, and well as food and incidentals that are part of the enough space to make notes underneath each presentation by selling tickets. one. Make sure that it also includes your contact Putting Together a Program information, including your website and social Choosing a Theme Whatever theme you choose, you will need to media connections; have a presentation. It need not be long, and in 3. A pen for making notes; and It’s important to have a theme behind your event. If fact it’s better to have a short, memorable talk you intend to feature wine, you may wish to focus than a longer one, however engaging. Few people 4. An order form - make it as easy as possible for on a particular region or country, in which case like to sit through extended lectures when the people to get your products! you’ll showcase the dominant styles or varietals opportunity to taste the product waits! from that area. You could also choose varietals,
The Publican 13 In the tasting area, make sure you have: As with the in-store sampling, remind people of Repeating Your Success your offer, and don’t forget to ask for the sale. Make 1. Spit or dump buckets at each table, and pitchers sure you analyze sales to evaluate the impact of the Holding a promotional event once can increase of water for rinsing. If local tap water is objectionable, event. In addition to this, send thank you emails to sales, but in order to brand your LRS as an innovative have a few bottles of distilled or spring water; attendees and provide links to where they can get store that provides education, entertainment, and 2. Staff to empty the buckets as they fill; more information, including photos of the event. added value to the consumer experience, you will need to hold events on a regular basis. Developing 3. Some food, especially if there is no food pairing for This also gives you the opportunity to ask them to a reputation for good events doesn’t happen the event. Sliced baguettes will help people refresh complete a survey of how they felt about the event. overnight, but every time you hold another, you’ll their palates, and don’t forget napkins; and Online research companies like surveymonkey.com find greater appreciation from your customers - and 4. Small bottles of water for each attendee. have prepared templates, which will allow you to do a reward in increased sales and marketshare. powerful research for free, and more in-depth work One thing you’ll also want to have is a photographer for a sliding scale of fees. Don’t skip this step, as the to document the event, for social media purposes feedback can be very useful in determining what - including your Facebook page and website - as works with your audience. Be sure to document well as for subsequent newsletters advertising your the event process and make notes on areas for next tasting. improvement, so your next group of attendees can benefit from your experience.
14 The Publican EXCELLENCE NOW COMES IN A BOTTLE
Introducing Kronenbourg 1664 Blanc in bottles, ask for it wherever fine beers are sold.
Please enjoy responsibly. The Publican 15 DRINKS BY DESIGN CREATING A DRINK MENU by Chris McBeath
16 The Publican When Tales of the Cocktail®, the world’s premier cocktail festival, chose Vancouver for its first foray beyond New Orleans, the March 2011 event was as much a celebration of the cocktail’s heady renaissance as it was a recognition that Vancouver’s cocktail culture rocks. With this kind of attention, all drink designers should take a second look at their menus. Today, consumers are looking for a drink experience of quality over quantity: beer selections should include more locally crafted, and signature brews; regional wines should be featured somewhere on the list; and cocktails - from martinis to Bellinis to premium sake (the “new” wine), should have prominence both in terms of mix and presentation value. That includes everything from using vintage glassware to seeking out vintage cocktail books.
" Even though a whole generation has been raised on bottled mixes, the authentic cocktail is breathing new life into the back bar."
The Cocktail Comeback In the roaring 20s through the 50s, especially after the Prohibition was lifted, the cocktail was king and produced classics such as the Manhattan, Side Car, and the creamy mint Grasshopper. Where drink selections are taken seriously, you might even find the Tom & Jerry making a seasonal return at Christmas. By the mid 70s, many concoctions had become so popular that convenience started to compromise taste. Pre-mixed, artificially flavoured packages, and “just add alcohol” instant blends stocked supermarket shelves as well as the back bar. These easy-to-mix solutions set a new, everyday standard for pina coladas and the like, so when bottle mixes followed, margueritas never " After all, there really needn’t be tasted quite the same. anything unhealthy about drinking - At least until now. Even though a whole generation has been raised on bottled mixes, the authentic cocktail is breathing new life into the back bar. Whether only drinking to excess.” country pub or urban lounge, cocktail artistry is creating a new clientele and establishing itself as a finessing component to multi-course tasting menus. Experiment Shawn Soole, widely regarded as “Mr. Cocktail” on the Victoria scene, has his Design for a Quality Experience pulse on the hottest trends that are elevating cocktails to their next generation. “The two priorities in building a drink menu are cost/profitability, and your “Many secondary spirits - vermouths, amaris, sherries and liqueurs - were clientele,” notes Simon Kaulback, winner of the 2009 Sortilege Cup Mixology originally used as pick-me-up elixirs or digestives in Italy and Spain,” explains Competition, and bar manager at Boneta in Vancouver’s historic Gastown. Shawn, whose Clive Lounge boasts one of the largest selections of amaris and “For me, supplier relationships are essential, especially if they have the bitters in the country. “With today’s consume-healthier consciousness, these ability to support their products in terms of glassware, promotional items, products are once again at the forefront of the drink scene. They’re particularly and other POS material.” exciting because their range is constantly expanding, which in turn provides for so many different flavour opportunities.” Simon, a self-described classic bartender, has designed a drink menu that for its relatively small size, has earned a reputation for being one of the best in Add to this the whole concept of barrel-aged spirits, alongside the recent LCLB the city. “Balance is very important,” he explains. “A menu should showcase ruling that now permits pre-mixed cocktails as well as easy-to-apply spicy edgier cocktails alongside the classics, all of which should speak quality. rimmers, and presentation drinks are earning flagship status on any menu. That means using only premium or craft spirits, and fresh ingredients such “An effective drink menu must be able to work in high volume,” advises Shawn, as natural sugars and syrups, and freshly squeezed juice. After all, there really whose bar can turn a cocktail every 90 seconds on the weekend. “There’s a very needn’t be anything unhealthy about drinking - only drinking to excess.” fine line between inventing over-the-top drinks for the cocktail-geek crowd, and Simon continues, “Whatever the number of cocktails offered, half should have keeping it simple enough to have adventure and mass appeal. Our mandate is to broad appeal and include each of the major spirits. A menu should have two set trends, so if we’ve seen a drink elsewhere, we won’t serve it here. That’s why or three in a lighter style, perhaps with gin or vodka, and a couple of signature we’re always trying out new concepts like molecular mixology with ingredients innovations that really speak to the adventurous palette.” such as acid phosphates and a soy protein called Versawhip.”
The Publican 17 Designated drivers are another fast-growing social sector where virgin cocktails can present cool alternatives. With sophistication that goes way beyond the Shirley Temple, many bartenders offer signature mixes to DDs on a complimentary basis. Even if cocktails aren’t your mainstay, the popularity of craft beers and ciders, particularly in BC, cannot be ignored. It is fueling demand for non-alcoholic equivalents, and pubs and taverns would do well to carry a selection of domestic and international non-alcoholic beers and soft ciders that provide an experience outside of traditional apple.
" With sophistication that goes way beyond the Shirley Temple, many bartenders offer signature mixes to DDs on a complimentary basis."
Know Your Focus For Brad Royale, Wine Director for Canadian Rocky Mountain Resorts, a drinks menu is as much about illustration as it is glass content. “We have eight very unique properties across BC and Alberta - two very diverse provinces in terms of the liquor industry,” explains Brad. “While our menus do share design elements across the chain, customer demand drives what products we carry. For example, our high-end restaurants attract a more wine-savvy crowd so we look for sought-after, intriguing labels as well as small batch gins and vodkas. Our other restaurants cater to visitors who are passing through, so here the selection may mix regional wines and popular spirit brands.”
The Final Word When all is said and done, though, Brad believes that it is staff that makes a menu work. “ The key is to give servers enough vocabulary and knowledge that they can assure a customer that their choice of cocktail, beer or wine is, indeed, ‘delicious’, ‘perfect with fish’, or a ‘great aperitif’. It not only supports the ambiance you’re trying to create, but it helps endorse the experience as one to savour.”
18 The Publican INCREASING
SERVER TIPSby Michael Lynn
Tipping is generally regarded in the industry as 11. Entertain the guest at the table, touching customers, and thanking more of a server concern than a managerial one. 12. Forecast good weather guests increase tips because they strengthen the For this reason, it is the rare manager who tries to 13. Write “Thank You” on the check servers’ rapport with guests and people tip more actively influence the level of his or her servers’ tip 14. Draw a picture on the check when they like and empathize with servers. incomes. I believe that is a mistake - managers can 15. Call the customer by name Managers can increase their servers’ tip incomes by and should increase their servers’ tip incomes. 16. Use tip trays with credit card insignia encouraging the servers to try the tip enhancing 17. Give the customer candy Researchers in such diverse fields as techniques described above. These actions can be 18. Provide tipping guidelines communications, hospitality management, encouraged by: 1) informing servers about their psychology and sociology have conducted Studies testing these actions found that they actions’ effects on tips; 2) giving permission for experiments and quasi-experiments on ways increased tips around 20% on average, with servers to try the techniques; and 3) supplying servers can increase their tips. This research has some actions increasing tips by 100% or more! the resources necessary to try some of the actions. found that servers earn larger tips when they use These techniques are believed to work for a Distribute copies of Mega Tips 2 to all servers. Go at least some of the following techniques: variety of reasons, and some probably work for to www.hotelschoolcornell.edu and search for it more than one reason. Among the explanations by name - it can be downloaded free of charge 1. Use makeup (for women) offered for the effectiveness of these actions are and shared with all. 2. Wear something unusual or unique the following: suggestive selling increases tips 3. Introduce yourself by name Managers and servers alike will be rewarded with because most people tip a percentage of the bill. 4. Squat down next to the table increased sales, greater customer satisfaction, and Giving guests after dinner candies increases tips 5. Stand physically close to the customer for managers, lower labour costs due to reduced because customers feel obligated to return the 6. Touch the customer server turnover. favour. Smiling, drawing pictures, entertaining 7. Smile guests, and forecasting good weather increase 8. Compliment the customers’ food choices tips because they elevate guests’ moods and Michael Lynn, Ph.D., the Burton M. Sack Professor of Food and Beverage 9. Repeat the order back to the customer people tip more when they are in a good mood. Management at the Cornell University School of Hotel Administration, is a 10. Build the check with suggestive selling Finally, introducing yourself by name, squatting nationally recognized expert on tipping ([email protected]). Visit us on the web!
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The Publican 19 BOLSTERING YOUR
FOOD SALESby Alex Van Tol
20 The Publican In an age where drinking-and-driving laws are tighter than ever and where patrons are no longer permitted to smoke in - or even around - your establishment, publicans are wondering how to keep the cash rolling. The ticket? Enhancing your food sales. “We’re at 50% food [sales] now in our pub,” notes Bruce McLean, owner of the Sasquatch Inn in Harrison Mills. “Ten or 12 years ago we were at 20-25% food.” If there’s a pub out there that’s making it on booze, says McLean, he’d sure like to hear of it. Tina Leach at Surrey’s Guildford Station Pub agrees, “Without good food, [your customers] might as well grab a bottle of wine and go home.”
Keep It Cheap So how can you provide that great dining experience for your patrons? “It’s got to be inexpensive because people can’t afford it otherwise,” explains Leach. By the time your customers pay for their liquor and cabs, there’s not a lot left over for spending on a splashy dinner. At Offer Quality and Consistency Create a Niche the Guildford Station Pub, classic menu offerings “Our focus is quality,” describes Kelly Lund, Finding a signature dish helps differentiate like shepherd’s pie, steak, and pasta still ring in assistant general manager of Jackfish Dundee’s yourself from the crowd, observes McLean. His at a low price. “We’ve kept our food prices really Pub in the Northern BC community of Charlie Sasquatch Burger with handmade patties - a reasonable,” admits Leach, but it hasn’t been Lake. Using the freshest ingredients and keeping classic since the place started - is still the biggest without difficulty. Leach notes, however, that it’s consistency both in menu offerings and the seller, bringing in around half of his entire food still possible to make a profit from food. “Even if quality of the patron experience has helped this sales. “We really push the Sasquatch Burger,” the food costs run at 50%, you’re still making 50%.” pub develop a loyal following. states McLean. At the Guildford Station Pub, Other publicans ask Leach how she’s always so Toad-in-the-Hole is a classic menu item that can’t McLean agrees on this front. “You have to have busy in these tough times. What it comes down to be found in most other places. It’s just that little quality and consistency. One of my customers is offering a great menu at a good price. “Thirteen extra offering that makes the place a favourite for moved into the area 12 years ago. He’s seen bucks for a hamburger?” she asks. “Who’s going to many customers. cooks come and go, but he can’t believe how the pay for that?” Leach’s Station Burger still rings in food stays the same. He’s one of my biggest fans.” Even a constant rotation of specials can act as at $6.95 - a scream of a deal for a six-ounce patty, The key? Cooks mentoring cooks, so that as new your signature, as is the case at Jackfish Dundee’s. cheddar, bacon, mushrooms, onions, and fries or cooks join your kitchen, the experienced ones can “‘Chef’s Signatures’ is a features menu that runs a salad. Keep an eye on the finer points of your pass on their knowledge - before they move to a every Thursday to Saturday from 5 pm to 10 pm pricing too, advises Leach. Although the difference different establishment. and showcases fine dining choices,” explains Lund. might only be a dime, customers are more likely “With this menu he’s developed a following of to ante up for an item that costs $6.95 than one regulars that have come to see what he’s doing that costs $7.05. every weekend for years.”
The Publican 21 Cater to Your Customers’ Needs “Attention to our customers’ needs enhances our food sales greatly,” admits Lund. A presence on Facebook and feedback, from online and the oil folk who travel through on business, about what restaurants in the Big City are doing has helped the pub get a better handle on their demographic - and its demands. A feedback loop from floor staff to the kitchen helps the chef further break down people’s preferences and make adjustments accordingly. “ Chef Bernard goes the extra mile for all of our customers,” Lund boasts. “He has taken dietary special needs and created features that made regular customers feel they were really being looked after.” Offering special items on your menu, such as gluten-free, vegetarian, or dairy-free selections, shows you’re sensitive to changing trends. Offer choice not only on the menu, but in terms of convenience. At Jackfish Dundee’s, lunch is all about bringing people in from a ten-minute drive out of town, feeding them a good meal, and discharging them quickly so they’re able to make the drive back to work in time for the afternoon.
" Offering special items on your menu, such as gluten-free, vegetarian, or dairy-free selections, shows you’re sensitive to changing trends."
Embrace Change - and Use It to Your Advantage Perhaps one of the wisest ideas is to be flexible, and try new things that will keep bringing your customers in. “We try a new idea, and if it doesn’t work, then we try something else,” explains Lund. “In the last two years we’ve tried and incorporated various schedules of live music, comedy acts, open mike/jam sessions, and karaoke for entertainment.” Creating events and enlisting help from experts to offer things like sommeliers’ dinners has been a great way to pack the place, notes Lund. Hosting tournaments and fundraisers helps too. Look for things that are unique to your area, or riff on cultural celebrations. “We celebrate ... the unusual,” Lund admits. “Oyster fest is wildly popular - and a feat in both creativity and endurance for Chef!” The Mexican Revolution and Cinco de Mayo are two other fun ways to celebrate at Jackfish Dundee’s. Pay attention to what your food reps tell you is selling elsewhere. What’s new? Where is it taking off? Can you incorporate aspects of it into your menu? “It seems there's always some change to talk about and an anticipation for what is coming next,” Lund finishes. (Maybe even an oyster bar?) Regardless of your current status, there’s probably room for improvement in how you make food work for your bottom line. Food sales are no longer the little brother of liquor sales. The times are changing, and forward-looking publicans know they need to stay on top of a constantly shifting profit breakdown. When he first took over the Sasquatch Inn from his dad a couple decades back, Bruce McLean says he never looked at food as a profit centre. “But now, it has to be a profit centre.”
22 The Publican What's New? by Debbie Minke
RTDs From the award-winning Central City Brewing Co. comes something completely Wine different. Splash is a new, craft brewed RTD made with natural fruit flavouring, fair trade white peony tea, a splash of vodka, and light carbonation. Try all three Chile’s Terra Andina Chardonnay is juicy and fresh with flavours - Peach, Blueberry/White Grape, and Strawberry/Pineapple. 355ml cans, pineapple and citrus notes and a silky texture. The Terra Andina $7.45 per 4-pack Carmenere Syrah is intense with plummy fruit flavours, accented with notes of cedar and cloves. Great value. Both LTO 750ml Smirnoff has unveiled a new Classic Lemonade in its Premium Malt Mixed Drinks $7.99 Retail Spec lineup. Inspired by freshly made lemonade, this RTD combines triple distilled Smirnoff vodka with natural flavours. 4 x 330ml $9.99 Retail 2010 Argento Classic Malbec offers powerful aromas of blackstone fruit and notes of chocolate. Blackberry and black currant flavours, with a touch of sweet spice lead into a long, lingering finish. 2010 Argento Classic Pinot Grigio offers Beer delicate floral aromas. Light and clean with ripe apricot and A new lineup of high quality Belgian beers has just arrived in BC. From the peach flavours, and notes of chamomile. Great value. Both 750ml Achouffe Brewery comes La Chouffe, Mc Chouffe, Houblon Chouffe Dobbelen $12.99 Retail Spec IPA Tripel, and Chouffe N’Ice Christmas. 330ml bottles $3.45-3.85; 750ml bottles Selection Lafazanis Red is primarily made from the Greek $7.80-8.75 Retail Spec From the Brewery St. Bernardus comes St. Bernardus Agiorgitiko grape, grown at 250m above sea level. This Greek Triple, Abt 12, and Prior 8. 330ml bottles $3.50-3.99; 750ml bottles $7.95-9.00 wine is bright and clean, with a soft, round mouthfeel. 1L $12.95 Retail Spec Retail Spec Molson M is a microcarbonated lager, precision brewed with a gentler process to 2010 Zonda Chardonnay - This white blend has aromas of retain all the goodness of the hops and the subtle flavours created by the yeast apricots, peaches, and honey. It’s crisp and refreshing on the during fermentation. 8 x 355ml cans $15.39; 12 x 341ml bottles $21.49 Retail palate. 750ml $14.99 Retail Spec Brewed only for the summer of 2011, Miller Chill Lemon is a light beer with natural lemon flavours.12 x 355ml cans $22.29; 12 x 355ml bottles $23.99 Retail, In honour of the Roman goddess of wine and health, Oregon’s limited release. For those who don’t usually choose beer, Molson Canadian 67 Sokol Blosser Winery presents its new red blend, Meditrina. This Sublime is a premium light beer, only 67 calories per bottle, with a hint of lemon- easy-drinking wine teams Pinot Noir, Syrah, and Zinfandel to lime flavour. 6 x 341ml bottles $11.49 Retail create lush raspberry and spice flavours. 750ml $20.99 Retail Spec
Great Western Brewing Company celebrates its original 16 founders with a 2009 Zorzal Malbec Rosé from Argentina is fresh and full-bodied new premium beer brand, Great Western Brewing Company Original 16. This with floral, red fruit and cherry notes. It’s well-balanced with a Canadian Pale Ale is made with 100% two-row prairie barley and produced via long finish. 750ml $15.99 Retail Spec a double aging process, resulting in a balanced, smooth-tasting brew with a delicate citrus hop flavour and fruity aroma. 4 x 473ml cans $9.99; 6 x 341ml From Italy’s Venito region, the 2009 Fabiano Soave Le Coste bottles $11.99 Retail D.O.C. is 80% Graganega, 15% Trebbiano di Soave, and 5% Chardonnay. It has an intense golden delicious apple flavour Spirits with a tangy finish of grapefruit and almonds. 750ml $13.70 Spec Ursus Original is a clean, smooth tasting vodka with a hint of sweetness, crafted from a recipe developed by a traditional Icelandic family in the early New Products 12th century. Ursus Punch offers a blend of bright tropical fruits with notes of pineapple, citrus, and red fruits. With a lovely hue, Ursus Blue Raspberry has Bioflavia™ is a unique natural health product made of organic the taste of juicy, freshly picked raspberries and offers a bright, tart finish. All are red wine grape skin powder, containing very high levels of 750ml $23.75 Retail powerful antioxidants. After organic grapes are crushed for wine production, grape skins and seeds, or the pomace, are Pomorie Special Rakia is an indigenous Bulgarian high alcohol drink comparable left over and usually discarded. The pomace is first put through to grape brandy, with fruit flavours and a delicate finish. Rakia is usually enjoyed a complete drying process before the skins and seeds are before dinner and stimulates the appetite. 700ml $26.41 LRS Spec separated. The grape skins are furthered dried to a specified moisture level and milled to a fine powder. Organic grape The makers of Lucid Absinthe adhere to the strict techniques used over a powder and Vitamin C are then added. century ago, resulting in a genuine, historically accurate product. 750ml $69.99 Retail Spec
The Publican 23 Waste Not with Wine Shield ... and pocket the savings There’s no doubt that North Americans take their wine seriously, surpassing even the French in consumption last year. Thanks to an innovative new product called Wine Shield, even the smallest operator can not only meet their customers’ rising demand for quality products and boutique selections, but can do so without losing the profits to waste. Guaranteed. Backed by science, and tested extensively in the marketplace, this is no lofty claim. Wine Shield is a simple, revolutionary new product that reduces oxidization to the point where wine kept in an opened bottle remains as fresh as the first glass poured, for up to five days. Consequently, with minimal risk of spoilage, it also provides the opportunity to get the last drop of profit out of every bottle.
ADVERTISING FEATURE A New Way to Get the Last Drop of Profit out of Every Bottle Retail Pack Jumbo Pack
Wine Shield at Work Test and Track the Investment Remainders are the bane of a bar manager’s bottom line, These testimonials are typical of those who have tried Wine Shield, which in large part because as soon as a bottle of wine is opened, priced from 35 cents per shield, earns a return on investment within weeks. it begins to oxidize and deteriorate in aroma and taste. Re- In fact, the folks at Wine Shield Canada are so confident of the savings they corking or replacing the screw cap does not stop this process due to the air generate that they offer a deal that’s hard to refuse: free Wine Shields for a in the headspace, and even if you vacuum that air out, the action also takes defined time of one, three, or six months, in return for the pour cost of every with it the bouquet of the wine. re-claimed wine sale at the end of the agreed period, determined with the help of an independent 3rd party, such as BEVINCO, the global leader in profit Wine Shield changes those parameters. Made out of an FDA approved food- management for bars & eateries. contact recyclable material similar to that used on the inside of a screw cap, Wine Shield’s fringe-edged, disc design will fit most bottles. Floating on the “It’s all about looking at an old problem in a new way, and empowering users surface of the wine, it provides a barrier between the wine and the air, thus to help manage their stock more effectively,” explains Andrew Rowe, VP Sales & significantly slowing the oxidation process. As any bar manager knows, this Marketing, Wine Shield Canada. “It’s food-safe and exceptionally easy to apply, can result in substantial savings. Consider an industry average of between and once the bottle is empty, there’s no need to retrieve the Wine Shield; it is 5 - 25% wastage, and we’re talking about savings of around $25,000 per year. separated when the glass is crushed for recycling.” The company also offers a service to calculate lost revenues due to spillage Wine Shield is simply a floating lid, which as well as to track, measure, and total the results of using Wine Shield. A prevents oxidation for up to 5 days. user-friendly web-based tool, iPhone and Blackberry apps are also under development. “I loved the concept the instant I saw it, and the investment to try Wine Shield was so economical, there was very little to lose,” explains Kurt Pyrch, General Simple Solution Manager of the Best Western, Cowichan Valley. “We have an extensive wine- by-the-glass program. I don’t use it for bottles that have a 24-hour turnover, “Einstein always said that if there are two or more solutions to a single but for labels that take longer to move it’s been a huge success. In less than problem, the simplest solution is always the best,” concludes Kurt. “And you three months, I’ve probably saved more than $300, and the product has paid really can’t get any more simple or cost effective than Wine Shield. I just can’t for itself many times over. But more than that, I’m able to expand our wine- say it any simpler; this is a great product.” by-the-glass menu, relatively risk free, and I’m no longer giving expensive leftovers to the kitchen.” Set up a wholesale account and order online. Find details at For Collin Casey, Wine Director at Bar Bambino, an extensive wine-by-the- www.wineshieldcanada.com, and keep your wine fresh to the last glass! glass menu is vital to his restaurant’s dining experience. With some 30 wines listed, Collin has done a lot of research on wine preservation techniques, Benefits at a Glance including the use of argon gas, which until Wine Shield came along, had always been his preserver of choice. “Over the years I have used a variety • Every glass as fresh as the first of products, but I tested the Wine Shield and fell in love with it. To my mind • Scientifically proven to preserve now, it is the only thing that works.” • FDA approved and BPA free • Low-cost investment Emily Wines, Master Sommelier and Wine Director for the Kimpton Hotel & • Significantly reduces waste and spillage Restaurant Group, agrees. “I was skeptical at first, but I tested it, and that was • Savings guaranteed, delivered within weeks all it really took. After a week, testing it with two different wine preservation • Contributes to effective stock management methods, I was convinced. The Wine Shield allowed the integrity of the wine • Easy visibility confirms Wine Shield is deployed to remain.” • Increases customer satisfaction • Packaged for easy retail • Takes 4-5 seconds to deploy
Neck-tag
ADVERTISING FEATURE The Publican 25 Capone's Cellarby Alex Van Tol
Featuring Mob Memorabilia, Organic Wines & More Publican (and sometime Harley Davidson long- hauler) Dave Formosa has had a head for business from the get-go. The owner of Capone’s Cellar in Powell River is a force in the business world. From delivering papers and cutting lawns as a youngster to now owning a pub, liquor store, hotel, housing developments, and even a taxi business, Formosa is a business dynamo. “It all started out with a semi truck,” recounts the 53-year old father of four, recalling how, as a young man, he quit the mill to drive a truck, and guided by his father, channeled his earnings into real estate. Now, with a diversified portfolio in residential and commercial real estate, Formosa owns all the real estate where his retail outlets are located - and manages a few other businesses besides, such as the community para-transit and HandyDART. Newest among Formosa’s ventures is Capone’s Cellar, a bustling LRS that’s approaching its first anniversary in its new location this August. Originally, the liquor store was tethered to Formosa’s popular Shingle Mill Pub on Powell Lake, but he moved it into town when the government loosened up its licensing requirements, as a result of other LRSs moving in on his Powell Lake trading area. When the lease came up on the space Formosa had been renting for Capone’s, the intrepid entrepreneur decided to take his business down the street a little ways. With his business partner, lawyer Robert Villani, Formosa purchased two buildings. The first they renovated to accommodate their offices, breathing new life into the worn-down structure by adding granite rocks, broad beams, and creating a home for a handful of classy merchants as well. After the offices were complete, they renovated the second building for Capone’s,
26 The Publican Newest among Formosa’s ventures is Capone’s Cellar, a bustling LRS that’s approaching its first anniversary in its new location this August.
realizing it was the perfect spot for a liquor store. high-end ceilings, floors, and walls, nice cabinetry “It’s the busiest corner in the town, with the and mouldings.” But to be sure, one of the greatest jail cell at The Rock and his armoured car round highest traffic count,” describes Formosa. “It’s a draws at Capone’s is the mob memorabilia. “We out the mix. prime location.” tried to create a theme,” explains Formosa. “The “They love it,” laughs Formosa of his customers’ Building a retail operation is nothing new for Shingle Mill Pub has a theme, and so for Capone’s reactions to the décor. “It’s been very well Formosa. In 1986, wrestling with a lack of builders we went with the rumrunners, the distilleries, and received.” And business in his little corner of and materials while Expo was hogging all the the alcohol market.” His first purchase? A large Powell River is up by about 25%, which means tradespeople a few hundred kilometres to the photo of Al Pacino in a scene from The Godfather Formosa can kick back with the odd bike tour with south, Formosa, along with the invaluable help, with a 1928 signature that was obviously cut his cronies, or a visit to ski at Mount Washington knowledge, and crew of his contractor cousin Fred off a letter. Framed photos of gangster Carlo with his wife and children. What’s not to love? Formosa (Falcon Homes), raised the Shingle Mill Gambino (godfather of the Gambino Pub. “It was quite a learning curve,” he reflects. But crime family and a descendent of Al he managed to get the work done, establishing Capone’s crime family) and other mob- solid connections with Vancouver merchants and related memorabilia soon followed. “I builders along the way. The pub soon expanded have a signed cheque from Gambino to include a dining room and the establishment’s that someone got somewhere along very own taxi service. “I bought the local taxi the line,” reveals Formosa, “and a framed company so that parties of four or over could get picture of Al Capone himself, with a free rides to and from the pub,” Formosa explains. 1928 signature I purchased that was “They just had to call the Shingle Mill Express!” obviously cut off a letter.” Add to that a little chunk of concrete from the mess Shortly after he decided to move Capone’s hall at Alcatraz, where Capone served Cellar to the city’s busiest corner, Formosa was four and a half years. Photos of Capone’s approached by an organic market deli that was looking to expand into a larger space. Bring it on, he said, making a note to stock a variety of high-end and organic wines in order to appeal to the organic market’s clientele. “Basically, we try to carry everything that the government liquor store does, and as far as wine and beer goes, we are also carrying products they don’t any more” describes Formosa, noting that he’s competing with the government liquor store about a mile away. “Our wines, ciders, and coolers we mark up a bit higher than the government liquor store, but we match their prices for beer and hard liquor. It’s working for us.” The novelty of the store is working too. “When I moved it from Powell Lake into the centre of the city, I changed the name to Capone’s,” notes Formosa. While the first location was attractive, Formosa admits they really went all out on the new location, inside and out. “Solid granite, archways into our Capone’s cellar, a huge cooler, The Publican 27 STANDING UP FOR
PUBLIC SAFETY by Terri Perrin
28 The Publican Vancouver’s Barwatch combines community collaboration with technology to ensure patrons are safe in local nightclubs Remember the hit television comedy, Cheers? Yes, those were the good old days, when Fraser Crane and friends dropped into their neighbourhood pub every day, and everybody knew their names. While the ambiance of many neighbourhood pubs remains the same as it did when Cheers was a television sensation, there is no doubt that pub owners have had to rise to meet new challenges. Today, gang violence, drink tampering, and a myriad of other illicit activities are a very real threat to the safety of pub patrons, staff, and property. John Teti, a partner in Gibson Investments, which owns a number of bars including Vancouver’s popular Shark Club and the Foggy Dew Pubs in Richmond and Coquitlam, has experienced has watched Barwatch evolve year by year. metal detection equipment and the Barwatch- the evolution of the pub industry over the past The need for dramatic improvement, however, approved EnterSafe ID scanning equipment three decades. In an effort to be reactive to the became paramount in November 2007, when The must be used. ever-increasing problems faced by pub owners, Vancouver Sun ran a front-page story that labeled The introduction of the ID scanning equipment Teti became one of the founding members of Vancouver’s crime-ridden Granville Street as a initially met with some controversy over privacy a community safety program called Barwatch, “Street of Shame.” of personal information concerns. However, in initiated in 1995. “We recognized that the Vancouver Police 2010 Privacy Commissions in BC and Alberta both “The original motivation behind Barwatch was Department (VPD) and Barwatch members had legislated in favour of the technology. One of the to address problems involving gang activity,” to work more collaboratively,” explains Robinson. problems was that general public confused the explains Teti, Barwatch’s current chair. “We were “I went to a Barwatch meeting with the intention Barwatch program with EnterSafe, the ID scanning concerned about a rise in violent crime, problem of developing better trust between us. We technology that all members use. patrons, intimidation by gang members, and identified what needed to change and then Owen Cameron, President and CEO of Vancouver- the overall safety of patrons and staff. Looking developed a series of strategies to improve and based TreoScope Technologies Inc, the makers back, the problems were minuscule then … build a foundation of trust. Nightclub owners and of the EnterSafe system, explains that since they compared to now … but by forming Barwatch, managers went that extra mile to comply, hold were introduced in 2002, EnterSafe systems have all the industry stakeholders came together to each other accountable, and develop a genuine been installed all over North America, and more explore options that have mitigated some of the working relationship with police.” recently, in parts of Australia as well. It has gained challenges we all faced.” Today, about 35 pubs and nightclubs in and International attention as the most advanced The Lower Mainland’s Barwatch program, one of around Vancouver participate in Barwatch and security and database technology available. the first in Canada, is modeled after the highly have signed Social Contracts that ensure they will “EnterSafe is a tool to assist Barwatch members successful Block Watch initiative, and involves work in partnership with other members as well as in collecting personal information in a correct pub owner/operators as well as representatives the city and its various departments. Commercial and responsible manner,” explains Cameron. “Bar from The City of Vancouver Bylaw Enforcement, video surveillance equipment, archiving footage owners have no ability to copy, print, or email Police and Fire Departments, Public Health, the for a minimum of one month (recommend for the EnterSafe data. They simply scan government Liquor Control Board, ICBC, Worksafe BC, and other six months), must be professionally installed and issued ID cards of all patrons and collect basic community stakeholders. monitored by a security company (not in-house). information such as name, age, and photograph. For nightclubs with a seating capacity of 150+, Retired Vancouver Police Sergeant Curtis Robinson In the event that there is a problem with a patron,
The Publican 29 an incident report is created and shared amongst Barwatch members. If an individual is deemed to be an ‘undesirable’ person, by virtue of their overt behaviour or involvement in serious and/or violent criminal activities, then they are refused entry to the premises.” “EnterSafe puts public safety in line with personal privacy,” adds Teti. “The key component of this program is the voluntarily participation of the bar owner/operators and information sharing, and as a result, it keeps gangsters and drug dealers … and the related violence … out of bars.” Another important Barwatch initiative was providing input on the need for a more standardized training program for door staff. Proper training of door staff, in particular, is critical to insuring public safety. Problems experienced in liquor primary establishments are unique, quite different to those which might be presented to a security guard in an office building or shopping mall, for example. Door staff needs to be able to effectively deal with weapons and the effects of drugs and alcohol as well as hone their expertise in “verbal judo”, laws relating to the use of force, and general interpersonal skills. As a result of some of the measures initiated by Barwatch, many situations have been kept out of establishments, making it easy for the police to deal with the problem patron on the sidewalk. "Door staff needs to be able to effectively deal with weapons and the effects of drugs and alcohol, as well as hone their expertise in ‘verbal judo'..."
According to Teti, in the 16 years since it was started, Barwatch has resulted in decreased crime in pubs and nightclubs, increased communication between bar owners and police members, and initiatives that permit police to remove persons of “notorious character” without the involvement of staff. Other important initiatives under the Barwatch radar include proactive handling of no-smoking and anti-noise bylaws, working with ICBC to implement Safe Home programs, and a number of other initiatives that foster a safer environment for patrons, employees, and communities. “Barwatch is, quite simply, a program that makes people, premises, and communities safer,” concludes Teti. “We believe that anyone who is in the business of primarily selling alcohol should investigate membership in Barwatch. This is a great example of a problem-oriented policing project, which has been a benefit to the police department, licensed establishments, and the public.” Robinson believes that Vancouver’s Barwatch is the best program of its kind in Canada and agrees that it has significantly improved the level of safety in nightclubs. When he retired in 2009, responsibility for championing the Barwatch program was put into the capable hands of Sergeant Randy Regush, who continues to work diligently to ensure all stakeholders work collaboratively. Regush is assisted by “an extraordinary and dedicated detective”, VPD Liquor Coordinator Constable Alex Clarke, who he says is doing a tremendous job of recognizing all of the positives of being part of the Barwatch program. “We have all learned a lot in the last 16 years,” reflects Robinson. “The Barwatch message is simple: ‘If you choose to act out in an unsafe manner, you will be banned from Barwatch establishments.’ There has been a significant and measureable decrease in crime and a significant reduction in the level of tension between bars and police. As a result of the efforts of John Teti and others, Vancouver bars and nightclubs now provide a friendly, safer, and more positive environment all around.”
The Vancouver Barwatch experience is proof that collaboration and trust amongst all community stakeholders is the key to starting a successful safety program. If you are interested in learning how you can initiate Barwatch in your community, contact John Teti at 604.657.4111. (Note that as of publication date the official Barwatch website was under reconstruction.) 30 The Publican HIRING TIPS
When it comes to hiring staff, you may be able to learn some tips from the BC Public Service. The following excerpts are from the government’s website, www.employment.gov.bc.ca, where you can also see videos on hiring procedures including interviewing.
Selection We review all of the applications and choose those candidates whose qualifications most closely meet our requirements. We may ask candidates to demonstrate their knowledge, skills, competencies, and other position- related requirements by using additional selection methods such as tests, presentations, role-plays, and so on. The order and type of selection method appointment, and will include an employment reference from a supervisor will vary, depending on the type of position. or equivalent. Past work performance checks usually are the final step in our As part of the selection process, candidates may be asked to come in for an recruitment process, however they may be conducted earlier. initial interview, which may happen in person or over the phone. We often use a team of interviewers, called a panel. Frequently, our interviewers will ask candidates competency-based questions. Competencies are any behaviour Competency-based Interview Questions or personal characteristic, which a person demonstrates when doing a job, More and more, the BC Public Service is not just looking to fill positions based that enables a person to do their job well. For more information, review the on a candidate’s knowledge, skills, and abilities, but is looking for the right competencies section. people to fit the role. This is why we often use competency-based questions or All appointments to and from within the BC Public Service are based on the behavioural interview questions as part of the interview process. This provides principle of merit. Past work performance is a factor of merit. Our policy requires an opportunity for candidates to share their experiences and let us really get to that an assessment of past work performance must be conducted for each know them. A detailed list of competencies is on the website.
The Publican 31 Product Showcase
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The32 Publican The Publican32 BC Hospitality Foundation by Renee Blackstone
With a new look, a new chapter forming on wonderful group of enthusiastic volunteers we Vancouver Island and a redesigned website, have in Victoria who will help us develop the 2011 is shaping up to be the best year yet for Foundation’s profile on the Island. This is the the BC Hospitality Foundation. A full schedule start of ‘chapter development' that will ensure of fundraising events and growing support from that the BCHF is not Vancouver-centric,” notes individual businesses is also stoking the fires of board chairman Geoffrey Howes. As well, the enthusiasm for all the BCHF is doing and hopes board approved a new look for all its business and to do. promotional materials, a colourful logo that better reflects the foundation's mission of “working The biggest fundraising event, the 4th annual together to help our own.” The foundation is also BCHF Golf Tournament, supported by the currently redesigning its website. BC Hotel Association (BCHA), the Alliance of Beverage Licensees (ABLE BC), and the BC Meanwhile, other organizations and individual Restaurant and Foodservices Association (BCRFA), businesses are making the BCHF beneficiaries of is being held again this year at the spectacular their own special events. The Okanagan's Blue Westwood Plateau Golf and Country Club. This Mountain Vineyard and Cellars raised $7,000 for year's tournament includes a casual pre-golf the foundation by hosting an evening of fine ELYSIAN AVATAR lunch, driving range, golf carts, on-course food food and wine at Vancouver’s Four Seasons Hotel JASMINE IPA and beverage, skill competitions, reception, in January, while the Canadian Restaurant and Beer full buffet dinner, and much more (details at Foodservices Association held a breakfast at their USA www.bchospitalityfoundation.com). January trade show in Vancouver to benefit the foundation. A new incarnation of India The foundation is also planning to launch an Pale Ale industry-wide fundraiser by the fall that it hopes These events are a tremendous help to the BCHF. will become the mainstay of its annual fundraising “Third party fundraising is the most efficient form Tasting Notes - Pours golden efforts. Though details are not yet available at of revenue generation for the BCHF,” explains copper with a lively head. press time, BCHF Business Development Manager Sacks. “We encourage companies to consider the Avatar has a very floral nose Alan Sacks says the primary aim is “for everyone BCHF as a beneficiary for their next event - be it a while the taste is an elegant in the industry to be involved, from line cooks to golf tournament, dinner, or other activity.” balance allowing the subtle housekeeping staff, from servers to CEOs. Imagine With so much going on, and in order to ensure flavor of jasmine to prevail if we could raise just one toonie a year from that every dollar raised goes to fulfilling the while still delivering the IPAs everyone working in the industry.” essential hoppiness. foundation's mandate, we need volunteers, At its annual meeting in February, BCHF board who are key to every successful event. If you Malts - Pale, 45° Crystal, Munich directors and advisory board members were also are interested in helping out, please email and Cara-hell delighted to hear that a new chapter is forming in [email protected]. Victoria to support and enlarge the foundation's Hops - Bittered with German work on Vancouver Island. “I am excited by the Renee Blackstone is a member of the BCHF Advisory Board. Northern Brewer, finished with Glacier and Amarillo hops
Special - Dried jasmine flowers Next Issue added in the boil and hopback
the ABV: 6.3% Publican Fall 2011 650ml $5.91 SKU 139022 • Building Profitable Partnerships • Improving Competitiveness
604-619-4565 for your Pub • Non-Liquor Items for your LRS www.beerthirst.com • Upselling in your LRS
Call 1-800-667-0955 to book your ad by June 30.
The Publican 33 LCLB Report by Karen Ayers
Liquor Fine Signs You can find a link to the signs on the Publications, As of March 2011, there were 10,014 licensed/ Legislation, and Resources page of our website at appointed establishments in BC: In January 2010, violation ticket fines increased for www.pssg.gov.bc.ca/lclb/resources/index.htm. liquor-related offences such as public intoxication • Licensed restaurants and minors purchasing liquor. Most fines doubled (food-primary establishments): 5,572 from $115 to $230. These fines are typically issued LCLB’s Liquor Line • Bars, pubs, night clubs by police. However, liquor inspectors can also (liquor-primary establishments): 2,363 By the time you read this you should have already issue the tickets to patrons and staff in licensed • Private liquor stores (licensee retail stores): 668 received a copy of our very first newsletter - Liquor establishments if the situation warrants it, such as • Wineries, breweries and distilleries: 297 Line. I hope that you will find it full of useful if a server knowingly serves intoxicated patrons. • UBrew/UVin establishments: 302 information. If, for some reason you have not Licensees continue to be responsible for all • Offsite Appointed Wine Stores: 54 received a copy of this newsletter, you can request activities occurring in their establishments. The • Onsite Appointment Stores: 233 an electronic copy by emailing the branch at ability to issue tickets is another tool to promote • Liquor Agent/Importer: 256 [email protected]. Your comments, suggestions, compliance, and signs setting this out are a tool • Manufacturer Agents: 269 and feedback are welcome and may be directed for you and your staff to make this known to Licensing Transactions for the 2010 Calendar Year: to [email protected]. your patrons. • Applications received: 617 To assist licensees, should issues arise within their • Licences issued: 545* establishments, signs for liquor-primary, licensee Licensed Establishment Statistics • Applications in progress: 181* retail stores, and food-primary establishments Recently, the total number of liquor licences/ • Change applications received: 4,054 listing the potential fines are available at no cost appointments in BC surpassed the 10,000 mark. • Change applications approved: 3,491* from our website. If customers are resisting being Occasionally we get inquiries as to the breakdown • Change applications in progress: 571* cut off, these signs can form part of your staff’s of licence classes, so I am listing them below. *Some applications were received in previous years. strategy in dealing with them.
34 The Publican LDB Report by Donna Mohn
Payment Card Industry: Security Changes The major credit card companies have been working hard to develop PCI security standards to help companies prevent credit card fraud and improve You may remember this news story: A few years ago, American retailer T.J. Maxx security in the handling of credit card information. learned that its point-of-sale devices had been hacked, putting thousands of its customers at risk of identity fraud. The LDB is committed to provide a high level of data security, and to comply with the new PCI security standards. That is why, as part of the worldwide PCI For them and many retailers like them, business has never been the same. There compliance initiative, the LDB is undertaking fundamental steps to ensure has been a large increase in credit card fraud over the past number of years that processes and technology are in place to protect customer credit card that has resulted in significant financial losses for businesses and inconvenience information. for customers. This includes changes in the way that credit card information is provided for The Payment Card Industry (PCI) Council - major credit card companies - wholesale customer purchases at both the Vancouver Wholesale Customer recognized they needed to reduce their financial risk and stop fraud on an Center and government liquor stores. international scale. Together they established new rules for data security. Now retailers and wholesalers around the world are required to be PCI compliant. These changes were detailed in memos that were distributed to all wholesale customers in February 2011. Customers that have not had an opportunity to “The BC Liquor Distribution Branch (LDB) has always been careful with the way read these memos can access them on the ldbwholesale.com website under we handle our customers’ financial information. However, the digital age has the Resources tab. provided more opportunities for people interested in obtaining this data for fraudulent reasons,” said Roger Bissoondatt, Chief Financial Officer. “As a result, The LDB appreciates your patience in adapting to these new processes which we have had to introduce new and innovative ways to further protect ourselves will greatly increase the security of your credit card information. If you need and our customers in this digital age.” more information, please do not hesitate to contact the Wholesale Customer Centre at 604-775-0681, or your supplying liquor store.
Position your company as a key supplier to the hospitality industry
THE PUBLICAN ALBERTA HOSPITALITY INNFOCUS The official publication of The official magazine of The official voice of the the Alliance of Beverage the Alberta Hotel & BC Hotel Association Licensees Lodging Association www.emcmarketing.com
PUBLICATIONS Call 1-800-667-0955 today to build your marketshare
The Publican 35 ADDITION BY SUBTRACTION PRUNE YOUR DEADWOOD NOW
by Jim Sullivan
Have you ever see a great team in a bad store? • Managers’ time is misspent on daily disciplinary Logically, which of those two choices makes the I've long maintained that it isn't the people you issues, reports, and discussions with low most sense for the future of your business? Un- fire who make your life miserable; it's the people performers that could be better spent building hire the people who make your job harder, your you don't fire. business team mediocre, and your customers disappointed. • A terrible message is sent to everyone else: Create an environment where low performance Leaders must train and empower unit managers to you can underperform consistently and is simply not an option. Your people - not your understand their rights and responsibilities, take complain regularly and we still have a place marketing campaigns - are the face of your brand charge of their talent pool, and help them apply for you, in fact, a place right alongside our most to the customer. brand standards relative to tenure and turnover. valued employees and even a place interacting How can you or your managers realistically We're not in the food and beverage business with our most valuable appreciating asset: our tolerate and retain low performers given all that serving people; we're in the people business customers. serving food and beverage. they can do to negatively impact your brand? Here are two lists that summarize the upside and Now is the time for your company's executive, Benefits of swiftly terminating low performers: downside of either grooming or brooming low operations, HR and training departments to sit performers: • High performers stay longer and recruit their down and have a serious heart-to-heart about friends (talent is contagious) If you retain low performers: adding "Superstar Teams" to your standards, • Other low performers are put on notice values, and mission. And that addition may likely • Positions are full and at least you don't have to • Average performers typically raise their game begin with subtraction. place a want ad • Crew is more focused • You suffer more theft and lower productivity • Customers get better service Jim Sullivan is CEO of Sullivision.com that delivers workshops on leadership, • Managers work and sleep better service, selling and iPod generation training. You can follow him @ • Productivity and profitability rises Sullivision on Twitter or email him at [email protected].
36 The Publican Names in the News by Debbie Minke
On behalf of ABLE BC and all our members we 2010 from the British magazine Drinks Business at Flying Canoe. Pizza fired in an authentic Forno would like to welcome Raechelle Williams as our their Green Awards on March 7. Cono Sur achieved pizza oven supplements the classic pub fare. new executive director. Raechelle will be joining ISO 14 064 certification in 2010, recognized A custom crush winery, Okanagan Crush Pad, us on June 6 and we look forward to working with throughout the 50 largest export markets. They will be open for the 2011 harvest. Located in her for many years to come. are first winery in South America and the third in Summerland, this 7,750 sq ft facility will facilitate the world to measure its carbon footprint. We want to thank Kim Haakstad for serving production of multiple small lots of wine from ABLE BC as the Executive Director for the past Summerhill Pyramid Winery is celebrating its 20th many difference sources. It will ultimately have three years. We wish her well in her new role with anniversary this year, and along with an updated the capacity to produce 25,000 cases annually. Premier Christy Clark as the Deputy Chief of Staff, interior, it has now opened a private tasting room. Winemaker Michael Bartier will head cellar Operations. The Honourable Pat Bell, (MLA for Select Wine Merchants has adopted a new name operations aided by internationally renowned Prince George-Mackenzie) becomes Minister of and logo, Select Wines & Spirits, which better consulting winemaker Alberto Antonini and wine Jobs, Tourism, and Innovation and Honourable reflects the diversity of their portfolio. advisor David Scholefield. Shirley Bond, (MLA for Prince George-Valemont) A new book has been published about the assumes her new role as Solicitor General. In the Comox Valley, the Flying Canoe West Coast Pub has opened its doors, bringing the beauty and craft brewers of BC and Alberta. Jon C. Stott ABLE BC is pleased to welcome a new associate bounty of the West Coast indoors for all to enjoy. has authored Beer Quest West, which contains member, Frank Poratto of Allworld Packaging The former Gulliver’s Pub has been extensively information about more than 70 microbreweries Supplies. renovated with the use of timbers, stone, and - their location, history, profiles, core list of beers, and more. Congratulations to Cono Sur Vineyards & Winery, a spectacular dance floor made with reclaimed which won the title of Green Company of the Year Stanley Park wood, and was rebranded as the
The Publican 37 PLANT POWER by Debbie Minke
38 The Publican A pair of eye-catching, flower-laden pots straddles although cedar will last fairly well and doesn’t the entrance to the patio, inviting all to enter a require painting. They can be built to the exact sanctuary where they can find good food, drink, size you need. The portability of containers is and relaxing surroundings. As spring promises a real plus, since you can move pots around to warmer temperatures and good times in beautiful suit the amount and type of light they get, to BC, it’s time to plan for a “summer look” that will make watering easier, or just to create a new not only cheer customers, but entice passersby to arrangement. Larger containers can be placed enter and enjoy your offerings. Whether you have on saucers with wheels, or you could attach a pub - with or without a patio - or a LRS, as long casters to the bottom of a wooden pot or planter. as you have a front door, colourful flowers and Containers between 15 and 120 quarts capacity plants can welcome people in. work best - smaller pots restrict the roots and dry Scientific evidence has proven that being around out very quickly. flowers can promote feelings of happiness and No matter which container you choose, be sure well being, in addition to making us more sociable that it has adequate drainage. Holes should be and relaxed, something we can all use more of in at least 1.5cm across. You can line the bottom this fast-paced, stressful world. Not only will your of the pot with newspaper to prevent soil loss. customers feel happier being surrounded by If possible, set containers on bricks or blocks to greenery and flowers, studies have also shown allow free drainage. that workers are more productive, creative, and better problem solvers when their work environment includes flowers and plants. Growing Mixture Location, Location, Location Is it possible to create this kind of atmosphere Local garden centres sell “soilless” potting mixes Most plants need regular sunlight, so where you when all you have is a bit of space at your entrance, that work best in containers. These mixes are plan to place your containers is key. If you have a on your patio, or on windowsills? Yes! You will be lightweight and free from soil-borne diseases and hot, sunny spot, pots will lose moisture quickly amazed how much will grow in a relatively limited seeds of weeds. Soil from a garden will compact and may need to be watered more than once a area with a small amount of effort and care. All it under the pressure of repeated waterings, and will day. As a general guideline, most containers need takes is a bit of money, a bit of time (as little as five harden very quickly, rather like concrete. Some at least five hours of direct sunlight, preferably in minutes a day or less), and a bit of knowledge. If mixes contain slow-release fertilizer, which means the morning and/or later afternoon. you don’t have the time or energy to do it yourself, less work for you, at least initially. hire a gardening service to provide and maintain Plants to Consider your plants. Watering & Feeding Geraniums, petunias, and osteospermum do The key to watering containers is to apply enough especially well with lots of sun exposure, and Which Container? every time so that it runs out of the bottom of the add dramatic colour to any area. Impatiens and First, determine how much space you have pot. Then wait until the surface is just dry to the begonias tolerate less sun, but not total shade. available, and what kinds of containers will work touch, and soak the plant again. If you don’t give Add trailing flowers such as bacopa (an excellent best. Planter boxes, wooden barrels, hanging enough water, the soil at the bottom of the pot grower with tiny white flowers) or lobelia for baskets, and flower pots of various sizes could be dries out and restricts growth. contrast. The potato vine is vibrant green and is very easy to grow, and looks fantastic. Throw in a considered. Cheap plastic pots may deteriorate Fertilize regularly. As you water from the top, spikey dracaena plant for texture and variety. The from exposure to ultraviolent light, and terracotta nitrogen and other important nutrients are possibilities are endless. pots tend to dry out quickly. Glazed ceramic pots dissolved and carried out. Fertilizers that contain work well but must have several large drainage nitrogen, phosphorous, and potassium are good Take advantage of the summer sunshine to holes. Wooden containers are susceptible to rot, for growing healthy plants. When you purchase present a vibrant display that will inspire guests, your soil, ask about fertilizers and frequency. customers, and staff alike.
The Publican 39 WHAT TO DO WHEN YOUR PROFITS FALL SHORT
by Robert Plotkin
Beverage operations have to be hitting on all from your mistakes and you need to know now cylinders to crank out maximum profits. When how to turn your pub or bar into a profitable entity, they fall out of tune, profitability quickly takes here’s a strategy designed to keep the learning a beating. Keeping the operation running at curve short and shallow: optimum efficiency takes knowing what to look Monitoring PC - Determining your bar’s ongoing for and making the necessary adjustments at the cost percentages - pour costs - reveals your level of appropriate time. profitability. As your cost of goods increases, gross Unfortunately when it comes to beverage profits diminish. Success behind the bar greatly well as handle all sales proceeds. Compounding management, most of us are graduates of the depends on safeguarding your profit margins. No the peril, this all occurs before your register or POS school of hard knocks. We graduated only after profit, no success. system knows anything about the transaction. making every possible mistake several times, until Tracking your cost percentages is a fundamental For some, the temptations of handling a steady it dawned on us to do things differently. Don’t form of control. The more frequently you conduct stream of cash can be irresistible. Implement solid laugh; it’s an effective way to learn. The downside an audit and determine your pour costs, the more cash controls and look to reduce your vulnerability to this curriculum track is that it takes years to insight you’ll have into the operation. If the audit to theft. The savings often spell the difference earn your diploma and the tuition is unbelievably indicates a problem, you’ll be able to respond between financial viability and the unpleasant expensive. Another consideration is that good quickly and appropriately. alternative. businesses needlessly suffer while you’re trudging up the learning curve. Reduce Shrinkage - One of the plagues of the Track Profitability - Every industry tracks employee beverage business is the scourge of shrinkage. productivity except ours. In this case, we’re looking If you’ve looked at your day planner and decided Bartenders control both ends of every transaction to measure each bartender’s productivity, or that you don’t have the ten years or so to learn at the bar. They portion and prepare product as sales per hour, which is calculated by dividing
40 The Publican the shift’s gross sales by the number of hours the person worked. A bartender with chronically low sales per hour may indicate a serious problem. On the positive side, a bartender with consistently high sales per hour deserves acknowledgement. If a bartender’s sales per hour consistently fall below the staff average, five things are possible. He may work too slowly and literally can’t keep up with demand. He could make lousy drinks, so people don’t stick around for a second or third lousy drink. His personality and attitude could be so off-putting that customers leave early, or his sales ability could be so unrefined that he consistently undersells. The last explanation is that he is likely stealing from you. There isn’t a method of theft that won’t negatively affect productivity. Suds Watch - Industry wide, we lose roughly 20% of our draft beer due to waste, spillage, and theft. That translates to losing one out of every five kegs of beer we purchase. Clamping down on the associated cost is essential. Proper maintenance of the delivery system and staff training are fundamentally important. Operations that depend on draft beer sales to remain financially viable should also consider investing in a draft beer control system. These microprocessor-driven systems are capable of tracking every ounce of beer dispensed, detailing exact usage, and providing cost percentages per brand. It’s an effective way to close what has been a chronic black hole for operators. Loss of Control - Running a pub or bar requires making a significant investment in liquid inventory, stock that can disappear at an alarming rate. Failing to implement an effective inventory control system places the capital you’ve invested in that inventory at risk. To be profitable, you need to know exactly what inventory you have, what you paid for it, at what rate you use it, and exactly where it is at any point in time. Tracking inventory throughout your operation doesn’t require specialized software, it’s a question of accurate bookkeeping. Weak Links - Your business is only as strong and vital as your weakest employee. The bartending staff impacts every aspect of your operation, from portioning and marketing your bill of fare to rendering prompt and gracious hospitality to your clientele. It is therefore critical to assemble the most professional staff you can. One of the most important steps in this process is implementing an ongoing training program. What your people don’t know can most certainly hurt you and reflect poorly on your business. Educating your staff is an investment, not a hardship. Shoddy Product - A pub that doesn’t routinely change its menu will always have plenty of open tables. The same holds true for the bar. Add some pizzazz to your beverage line-up. Shake up your specialty drinks. Change spices things up and helps keep your guests interested. Likewise, bartending staff typically operate without a clearly defined set of recipes. The result is a loss of product consistency, fluctuating costs and shoddy, hit-or-miss drinks. Determine what they’re to pour, or they’ll do it for you. Slash Marketing - The only marketing some operators do is to slash prices occasionally. Promote your business from the inside out. People are open and receptive to timely suggestions on what to drink. Develop bar menus and table tents that market your house specialties. If you’ve created delicious signature drinks, make sure you announce your success. You’ll likely notice that sales for whatever you actively promote will skyrocket. Alcohol Orientation - Increasingly more people are socializing without alcohol. Fortunately our stock and trade is hospitality, not alcohol. It is critically important to market to this growing segment of the population with a diverse and dynamic selection of alcohol-free beverages. They’re loaded with profits and incur no third party liability.
Robert Plotkin is a judge at the San Francisco World Spirits Competition and recently authored his 16th book, Secrets Revealed of America’s Greatest Cocktails - The Hottest Spirits, Freshest Places and Coolest Drinks. He can be reached at www.BarMedia.com or by email at [email protected].
The Publican 41 FOCUS AND MAKE EVERY SHIFT ROCK! by Jim Sullivan
Too many pub and bar owners use their P&Ls as reactionary tools to gauge performance. A disappointing P&L means they start wagging paper at their managers (treating symptoms) instead of taking the time upfront to give their managers the tools, resources, insight, and encouragement necessary to understand the piece of real estate known as "The Weeds". A key what we call “a thousand conversations with 20 peculiar architecture of running and leading a strategy is the so-called "figure 8" walk-through. people” (staff) during the shift. During those successful shift. Picture your pub from overhead. An effective shift 30 second-and-less conversations you provide manager routinely moves in a figure-8 pattern, praise, direction, encouragement, constructive But a P&L is a history statement, not a supervisory visiting the front door, host station, eating and feedback, and help. action plan. The P&L does not measure "profit and drinking areas, kitchen, and back again. This gives loss", but actually how successful a series of shifts Lead Your People, Don't "Manage" Them - The her constant access to her team and customers, was that your team managed in any previous time most successful manager-leaders do three key and allows her to provide guidance, energy, or period. So it stands to reason that we improve our things during a profitable shift: 1) they first talk help without getting stuck. Know how to tell if P&Ls by focusing on cause, not the effect. This all of their people into position (communicating you're in control as a manager? When your team space is not big enough to detail all the disciplines expectations for customer traffic, anticipated sees you, do they say, "Here comes help" or “Here and interactive elements necessary to understand problems, and specific goals); 2) they talk them comes trouble"? the architecture of a successful shift, but here are through the position (make the necessary a few key elements that cannot be overlooked: Each One Teach One - How many shifts per week adjustments based on the flow); and finally 3) can a successful general manager realistically they talk them out of position ("great job, today, All Supplies in Place, All Equipment Works - This supervise? Six? Seven? That means your junior or and don't be afraid to ask for help next time; is so basic, it's routinely overlooked. So underline assistant managers are supervising the majority awesome effort"). In effect, these three steps set it. Every successful shift starts here. of the other shifts (anywhere between 8 and 14 up the momentum - if any - for the next shift as Energy and Focus - "The number of hours is fixed weekly). So if I'm a GM, I'm going to be pretty well. By the way, this communication rule is just as in a day, but the quantity and quality of energy certain that those junior managers are getting the critical for opening managers who are passing the available to us is not," author Jim Loehr says. full benefit of my expertise, insight, and guidance. shift on to the closing or mid-manager. "Energy, not time, is the fundamental currency of After all, they're directly affecting at least 50% of Run It Like You Own It - The best managers lead high performance." Recognize the power of full my bonus! their shifts with an owner's mindset. Make sure engagement by your managers and their crew Merchandise the Menu - Here's the deal, pure and the energy is flowing, the team is humming, the with your customers. The best managers know simple, once and for all: the kitchen must make all customer is smiling, the waste is minimal, the they have the potential to generate energy and that the servers can sell and servers or cashiers menu is merchandised and the enjoyment is enthusiasm at both peak periods and slower must sell all that the kitchen can make. maximized. Throughout it all, they know that it's times. In fact, like exercise, the more energy you people that make the difference. "Management expend at work, the more capacity you have to Teamwork - All work in a pub is teamwork. Foster problems" always turn out to be people problems. generate sales. collaboration. If you have a contest for customer- facing servers, be sure to have one for the kitchen Yep, shifts happen. Anybody can run one. But Perform in the Storm - Collaboration under crew too. profitable shifts are planned, managed and led. pressure is a key characteristic of a successful pub, Win the battle of the shift every day, and your P&L and the manager sets the tone with her focus, 1,000 Conversations with 20 People - Beyond will never be an unpleasant surprise. fairness, and fun. The level of customer service is an energetic and effective pre-shift rally, a great directly proportional to the amount of time your manager has to focus on ways to sustain that Jim Sullivan is a popular speaker and consultant. You can follow him at kitchen and server crew spends in that unique momentum throughout the shift. He must have Sullivision at Twitter or email him at [email protected]. 42 The Publican Human Resources by go2
How to Optimize Staffing Levels for Profitability The reality of operating a pub or bar is that there are peak times and slow times. The challenge is that your customers demand the same level of service at all times. Staffing levels play a key role in your ability to deliver excellent customer service. In order to make sure you have the right staffing levels in place, consider these operational planning steps. Although they might seem obvious at first glance, it’s a worthwhile exercise to review them in order to ensure you deliver consistently great service to your customers.
Minimum Required Positions Develop a list of minimum jobs required during both slow and peak times to assist in determining the required staffing levels. What are your peak times and how long do they last? How many servers, dishwashers, and cooks do you need on a slow night? How many do you need on a busy night? Use these lists as a starting point for scheduling purposes.
Coverage Once you have your lists of minimum required positions, make sure there are enough people to cover breaks/lunches to give staff a rest. Not only are breaks required by law, they also provide an opportunity for your staff to re-charge and provide better customer service when they return to their duties.
Desired Service Levels If you promise your clients fast and friendly service, make sure that you have enough staff with the right skills to deliver on your brand promise. records to find out what your sales were in the previous year, say for the month of October, and looking at revenues generated, sales mixes, etc. “Over a given Cross-Training time period in the previous year, such as a weekend, find out what was selling, Consider cross-training all staff, or give scheduling priority to staff that are and at what time. Most point-of-sale machines have the capability of providing cross-trained. This would allow them to cover off more than one job and save this information easily. It is also worthwhile to do an analysis of your sales staffing costs. For example, if you have a server who can cover off hostess and volume per hour. This information will tell you how many items you've sold cashier responsibilities, you have much more flexibility in handling customer during busy and slow times of the day. This will enable you to schedule your needs during shifts. This also helps when employees are ill or on holidays. staff much more accurately.” Furthermore, Morelli advises doing some research and finding out what special events are occurring in your neighbourhood that might drive in extra Desired Table Turnover customers. “If the Canucks are in town, or the Lions are playing and you’re in How often are your tables turning over? Do you want them to turn over faster? that neighbourhood, you need to plan for that. Even Monday night football Faster turnaround times might require having more staff in the kitchen and games might drive in extra customers.” serving, so take this into consideration when planning schedules. “Weather can play a huge role as well, particularly in the winter. You may have a full house or nobody.” Find out what the upcoming forecast says, and plan accordingly. Anticipate Peak Times By following these simple operational planning steps when determining staffing No doubt this is every operator’s biggest challenge. However, it’s important to levels, your clients, staff, and bottom line will win. With the right staffing levels, consider all the factors that affect this because during busy times, when there your staff will be in a better position to deliver excellent customer service and are not enough staff scheduled, both staff and customers suffer. Staff suffer drive repeat business to your establishment. because they are overworked and rushed; customers suffer by waiting longer or not getting the best service. Anticipate volumes for key shifts, such as Friday and Saturday nights, in order to schedule the right amount of staff. go2 is BC’s tourism and hospitality human resource association responsible for coordinating the industry’s Workforce Carmine Morelli, a former instructor in the Hospitality Management program Development Action Plan. For more information on using human resources to improve your business's bottom line, at Vancouver Community College, recommends going back into your sales visit www.go2hr.ca.
The Publican 43 LIQUOR SALES AND TRENDS April 1, 2010 - February 25, 2011
Beer
Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 75,541,998 -4.3% $320,528,633 -2.7% 31.3% LRS 104,355,399 -7.0% $440,167,821 -5.5% 43.0% Licensee 56,222,385 -11.5% $203,733,568 -9.0% 19.9%
Product Total from All Sources 250,258,299 -7.4% $1,024,720,933 -5.5%
Wine
Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 28,889,812 1.8% $389,344,530 3.6% 48.9% LRS 12,936,025 4.9% $161,646,312 5.1% 20.3% Licensee 7,519,976 -6.6% $121,347,088 -4.9% 15.2%
Product Total from All Sources 55,324,545 2.1% $796,753,490 3.7%
Spirits
Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 10,868,566 -4.2% $343,776,254 0.0% 49.4% LRS 7,000,636 1.7% $215,890,434 5.5% 31.0% Licensee 2,832,058 -11.7% $90,336,048 -4.9% 13.0%
Product Total from All Sources 22,198,251 -3.5% $696,415,585 0.2%
Refreshment Beverage Volume % Change Gross Sales % Change Marketshare Litre Sales BC Liquor Stores 8,521,246 -1.1% $38,941,567 -2.3% 34.4% LRS 11,832,417 -0.7% $56,125,179 -2.6% 49.6% Licensee 2,087,745 -15.3% $10,393,799 -17.1% 9.2%
Product Total from All Sources 23,983,001 -2.3% $113,067,123 -4.1%
Note: (1) Measured in Gross Retail Sales Dollars. (2) Report includes all liquor sales from BC market. Source: BC Liquor Distribution Branch
44 The Publican Marketplace
The Publican 45 FOSSIL FUELS BEER was 45 Million Years in the Making
by Nick Wilson
A Biology Professor Has Brought Back to Life a Yeast from Prehistoric Times, and is Using It in a New Brew A scientist’s mission to bring a 45-million-year-old yeast back to life has succeeded - and spawned a new beer. Raul Cano, a California Polytechnic biology professor, discovered the yeast in amber from Myanmar (also known as Burma) while conducting research in the 1990s. Cano gained international recognition for his discovery that micro-organisms could be brought back to life by extracting them from amber - fossilized tree pitch. The micro-organisms are able to lay dormant for long periods of time Despite initial skepticism from some about the taste the beer would produce, without air or food. He was interested in finding out how it could be used in Cano says the flavour turned out surprisingly good and unique. Critics have food or drinks. described the taste as one with lots of spice, resembling cloves, along with “Beer was the obvious product from an organism such as yeast,” Cano said. “It tinges of ginger and pineapple. was either that or bread. But beer seemed more adventurous.” One thing that makes the yeast different is its genetic makeup, which allows Fossil Fuels Brewing Co., the beer company he formed with three partners, the beer to finish with a desirable clear colour instead of a cloudy look because now produces beer for sale primarily in Northern California bars. Fossil Fuels of how the prehistoric yeast strain ferments sugars, Cano said. Brewing Co. has used Cano’s initial extraction of yeast to grow a much larger Cano explained that the two-year-old company brews about 20 barrels a month batch that is used in the beer-making process. “Our main beer is a wheat beer, - a small amount, but he has high hopes. and we also have a pale ale, but we’re really working on others, including an Reprinted with permission from the San Luis Obispo Tribune. amber ale and an Oktoberfest,” Cano said.
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46 The Publican CCBC_SPLASH_FP_Publican_2011.pdf 4/5/11 5:17:43 PM Publican_May2011_HI RES.pdf 1 3/16/2011 1:20:36 PM
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