Beverage Sales Control

Chapter 17

Copyright © 2006 by John Wiley & Sons, Inc. All rights reserved
 Objectives of Beverage
Sales Control
• Optimize the number of sales
• Maximize profit
• Control revenue

Copyright © 2006 by John Wiley & Sons, Inc. All rights reserved
Reasons That People Patronize
Beverage Establishments
• To socialize
• To conduct business
• To eat
• To enjoy entertainment
• To kill time

Copyright © 2006 by John Wiley & Sons, Inc. All rights reserved
 Important Chapter Terms
• Market segment: Subgroup of potential patrons
with similar characteristics
• Dram shop laws: State statutes that hold the
serving establishment and the server financially
liable for damages to third parties resulting from
the serving of alcoholic beverages to intoxicated
customers
• Automated bar: Computerized device for
dispensing beverages and simultaneously
registering sales

Copyright © 2006 by John Wiley & Sons, Inc. All rights reserved
 In Beverage Operations, Profit
Maximization Is Accomplished by:
• Establishing drink prices that will maximize
gross profit
• Influencing customers’ selections

Copyright © 2006 by John Wiley & Sons, Inc. All rights reserved
 Unacceptable Bartender
Work Habits
• Working with an open • Underpouring
cash drawer • Diluting bottle
• Under-ringing sales contents
• Overcharging • Bringing one’s own
customers bottle into the bar
• Undercharging • Charging for drinks
customers not served
• Overpouring • Drinking on the job

Copyright © 2006 by John Wiley & Sons, Inc. All rights reserved