CHAPTER - II

BAR AND BEVERAGE SERVICE OPERATION

2.1 INTRODUCTION

The present day modern concept of the hotel is not just a place to provide
accommodation and food and beverage but offering to its guest every possible
facility, service and convenience. Negi, (1992) opined that the important activities of
a hotel include Reception, Restaurant, Bar, Banquet hall, Entertainment and
Recreation, Sightseeing, Transport facilities, Swimming pool, Lounge facilities,
Shopping facilities, Valet and Laundry services, Tennis court, Golf and Squash,
Health club, Business center etc. Apart from these services beverage service is a
major component and has remained an important part of hospitality industry today.
The beverage services are provided by various outlets of food and beverage
department in the hotel. These outlets are bars, room service, banquet, restaurant, 24
hours coffee shop, lounges, etc. which serves alcoholic as well as non-alcoholic
beverages. Out of these above outlets our main focus of this study is on the bar &
beverage operations of the hotel.

In the food & beverage operation, the alcoholic and non-alcoholic beverage plays
the pivotal role. According to Gonzalez-Gomez & Morini, (2006) alcoholic
beverages demand, particularly wine is changing & growing now days. According to
Arora (2009), bar operation is defined as a public place where the primary business
of the place is to sell alcoholic beverages to the general public, for consumption on
the premises. This definition suggests that bars are primarily involved in the sale of
alcoholic beverages to the general public for consumption on the premises. Hence,
these definitions exclude occasions or events such as social parties, where there is no
commercial trade involved. Additionally, these definitions explicitly mention the
location of consumption of alcoholic beverages at the premises of sale and
consequently exclude liquor stores, which provide alcoholic beverages for
consumption on alternative premises (Allen & Albala, 2007). These definitions also
mention the primary focus of bars as the sale of alcoholic beverages. In turn, these
definitions suggest that those organisations providing alcoholic beverages as a
secondary or supplementary service offering should be omitted when referring to

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bars. Based on the definitions of bars presented above, it is evident that the term
bar seems to primarily focus on the selling of alcoholic beverages to the public for
consumption at the premises of sale. Hence, the term bar is seen to relate to
hospitality organisations, which are primarily concerned with the sale of alcoholic
beverages (George, 2008). The term bar is derived from the specialized counter on
which drinks are mixed and served. Patrons may sit or stand at the bar and be served
by the bartender. Depending on the size of a bar and its approach, alcohol may be
served at the bar by bartenders, at tables by servers or by a combination of the two.

Bar and Beverage operations also provide employment and they provide support to
many industries whose materials and products they use (Kotschever and Tanke,
1996). There are bar and beverage operations that provide social activities,
entertainment and even include a range of dining services. Bar and Beverage
operation is a high revenue generating outlet in a hotel thats why national and
international hospitality companies alike are working hard to ensure that
professional and responsible behavior is maintained by their bar personnel or
bartenders (Kotschever and Tanke, 1996). It is a fact that while the hospitality
industry in the rest of the world considers bars as an integral part of the complete
guest experience; in India, the focus on bars has been limited. This is a very
relevant segment, especially given the demographic of the hotel guest in Indian
hotels. With Indias economy booming, there has never been a greater emphasis on
leisure and business travel as during the present. Indeed, whether Indians travel to
the rest of the world, or, foreign guests travel to India, or, Indians travel within India
for leisure or business, you have a guest demographic which is much more
experienced and savvy and accustomed to having drinks both as a habit and as a
social need. Over the past numerous years, the worlds leading hotel brands have
increased their efforts to respond to environmental issues and invested significantly
in going green. By adopting latest technologies and work on the principle of
sustainability instead of rapid development and short term fiscal goals, possibly
there is a chance for the hotel industry to transform itself into an example of
environmentally sound operations an act as a channel of information about
sustainability. In every industry these days, encouraged by unprecedented consumer
demand for healthy, environmentally friendly products, sustainability has become

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important part to survive in the Industry. Now a day the green hotels are more
familiar to customers and also called as environment friendly hotels. According to
MDEO (2009), commercial food service establishments and restaurants are the
highest energy users sectors thats why going green is important for sustainability
and for the profitability considerations. According to National Restaurant
Associations (2011), 62% of consumers want to spend in the outlet where they are
following green practices. Hu et al. (2010) stated that greening plays a vital role in
surviving and prosperity for most of the industry. The term green refers to actions
that reduce the impact on the environment, such as eco-purchasing or recycling
(Wolfe and Shanklin, 2001). Through the last few decades the hotel industry
focusing on the environmental impact with each hotel striving to achieve
environmental goal even though there is no universally definition of a green hotel
(Harris & Crane, 2002). According to Beverage Information Groups Handbook
Advance 2013, distilled spirits increased for the 15th consecutive year, growing
slightly faster than in 2012. New products and the modernization of spirits are
helpful in growth as since 2008, 3.6% is the largest increase. Further the report
revealed that the consumption of wine is also increased as domestic wine
consumption increased by 3.0%, surpassing imported brands but the fortified and
aromatized wine category is declined if compare to sparkling wines or champagne.

2.2 TYPES OF BAR & BEVERAGE OPERATION

There are different kinds of bars operated by the hotel or outside the hotel which are
termed as stand-alone bars. The classification of the bar and beverage operation is
not an easy task as other food and beverage outlets because there can be so many
blends of features. Beverage services differs in many ways with different purposes
from the bar or the bar-restaurant combination in hotels i.e. Lobby bar, cocktail
lounge, restaurant bar, a night club, room service, mini bar, etc. So a broad
classification is one using the groupings bars and lounges (Kotschever and Tanke,
1996). There are a lot of differences among the operations in each of these broad
categories. Based on the definitions of bars presented above, it is evident that both
the terms bar and lounge seem to primarily focus on the selling of alcoholic
beverages to the public for consumption at the premises of sale. Hence, for the
purpose of this research study, the terms bar and lounge are seen to relate to

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hospitality organizations, which are primarily concerned with the sale of alcoholic
beverages for consumption on the premises of sale. There are bars that serve
beverages only, with some offering like light snacks such as wafers, peanuts, finger
chips etc. However some serve a limited food menu, with beverages as their primary
offering (Kotschever and Tanke, 1996). There are public bar, cocktail bar, airport
bar, piano bar, sports bar, wine bar, service bar, portable bar/mobile bar, recreational
bars, in-room or mini bar etc. (Rutherford and OFallon, 2007). There are bars
whose trade is local and whose guests are regular who visit often. Bars such as these
are gathering places, where good camaraderie and companionship are as much a
merchandising factor as the product sold. Interestingly, there are bars on busy streets
and in other areas where passersby can drop in for a beverage. Hotels usually have
these types of bars available for the in-house guest and for the outside guests as well.

Lounges may be difficult to differentiate from bars. Lounge is an area meant for
relaxing which is normally located near the reception area. Moreover, lounge is
usually located in the hotel lobby or executive floors, offer a range of specialty teas
and coffees. Some establishments have lounge bar which serves all kinds of
alcoholic beverages to the guests at the lounge where guest can stand or sit and
obtain beverages. Lounges differ from bars in that they usually provide space for
more tables and chairs and are usually better furnished and often being served to
upscale type of guests. The tables and chairs provided may be somewhat incidental
to the bar business. Many lounges are associated with the food service outlets and
the primary purpose is to serve the beverages in a separate area for the better dining
experience. Thus, a lounge may be placed near the restaurant entrance area so that
the guest can drop in and have drinks according to their choice before the meal
(Rutherford and OFallon, 2007)..

Most of the lounges are very luxuriously furnished with beautifully designed
interiors. They may have soft lighting or other merchandising features. Further, they
may have a dance floor with music and some other type of entertainment. These
features are much more similar to those of some bars. A bar in an exclusive club
may be as beautifully furnished and as well as designed as a lounge. So it is revealed
that the terms we use to define operations may be interchangeable with others. The
term bar and beverage operations is to include all possible combinations of

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establishments serving alcoholic beverages. It simply means that one operation is
not a bar and beverage operation, it is either a bar or it is a beverage operation, in
other words a lounge (Kotschever and Tanke, 1996). Bar and beverage operations
are defined by their goals and the type of clientele they serve.

A bar's owners and managers choose the bar's name, dcor, drink menu, lighting,
and other elements which they think will attract a certain kind of patron. However,
they have only limited influence over who patronizes their establishment. Thus, a
bar originally intended for one demographic profile can become popular with
another. For example, a gay bar with a dance or disco floor might, over time, attract
an increasingly heterosexual clientele. Or a blues bar may become a biker bar if
most its patrons are bikers. A cocktail lounge is an upscale bar that is typically
located within a hotel, restaurant, or airport. A full bar serves liquor, cocktails, wine,
and beer. A wine bar is an elegant bar that focuses on wine rather than on beer or
liquor. Patrons of these bars may taste wines before deciding to buy them. Some
wine bars also serve small plates of food or other snacks (Rutherford and OFallon,
2007).. A beer bar focuses on beer, particularly craft beer, rather than on wine or
liquor. A brew pub has an on-site brewery and serves craft beers. Fern bar is an
American slang term for an upscale or preppy (or yuppie) bar. A music bar is a bar
that presents live music as an attraction. A dive bar, often referred to simply as a
"dive," is a very informal bar which may be considered by some to be disreputable.
There are many types of bars, which can be categorized according to the types of
entertainment provided at the bar and by the clientele.

Bar categorised by the type of entertainment provided at the bar include: Drag bars,
which have live shows, where men dress as women and generally lip-sync to
recordings of female vocal artists; often with hilarious results; Karaoke bars, with
nightly karaoke as entertainment; Music bars, specializing in live music like
concerts. Blues bars, specializing in the live blues style of music; Comedy bars,
specializing in stand-up comedy entertainment; Dance bars, which have a dance
floor where patrons dance to recorded music. But if a dance bar has a large dance
floor and hires well-known professional DJs, it is considered to be
a nightclub or discothque. Salsa bars, where patrons dance to Latin salsa music;
Sports bars, where sports fans watch games on large-screen televisions; Topless

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bars, where topless female employees dance or serve drinks.

Further, bar categorised by the clientele who come to the bar include: College bars,
usually located in or near universities, where most of the patrons are students;
Singles bars where (mostly) unmarried people of both sexes can meet and socialize;
Biker bars, which are bars frequented by motorcycle enthusiasts and (in some
regions) motorcycle club members; Neighborhood bars, a bar that most of the
patrons know each other; it is generally close to home and is frequented regularly;
Cop bars, where off-duty law enforcement agents gather; Gay bars, where gay men
or women dance and socialize; Sports bars, where sports fans gather to cheer on
their favourite teams with other fans; Mixed gay/straight bars, mainly
targeting bisexuals.

Bar is a licensed place selling all kinds of alcoholic beverages to the customers. Bar
are found in hotels, resorts, clubs, casinos and many such establishments and they
can also be operated as independent units. Bar is one of the key revenue generating
areas of the food and beverage (F&B) department of the hotel industry
(Singaravelavan, 2011). There are different kinds of bars operating by the hotel or
outside the hotel which we called stand-alone bars. There are few different types of
beverage service, as well as the challenges associated with them. Though it is
impossible to divide bars into just a few categories as there are almost as many
variations as there are bars. So it is revealed that certain kinds have distinct
characteristics and styles of service and it may be revealing to see how they differ
and what they have in common. Further, bars can be divided according to the
beverage service or various combinations of operations and there are different kinds
of bars comes under these combinations which are as follows:

2.2.1 Hotel Bar & Beverage Operations

Beverage service is a major component and has remained an important part of

hospitality industry today. The beverage services are provided by various outlets of
food and beverage department in the hotel. These outlets are bars, room service,
banquet, restaurant, 24 hours coffee shop, lounges, etc. which serves alcoholic as
well as non-alcoholic beverages. A beverage service differs in many ways with
different purposes from the bar or the bar-restaurant combination in hotels i.e.
Lobby bar, cocktail lounge, restaurant bar, a night club, etc. There might be three or

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four bars under one roof, each with a different purpose and a different ambience. In
addition, there is room service, with a food menu that includes mixed drinks, beer,
wine, and Champagne. A new facility popular in many hotels is that of the in-room
bar, mini-bar, or honor bar. While sometimes the responsibility for inventory of
these bars rests with room service, the beverage manager in most cases is also
deeply involved in their design, marketing, and control (Rutherford & OFallon,
2007). Individual rooms often have a minibar, a small refrigerator or cabinet stocked
with a modest inventory of snacks and drinks, ostensibly for the convenience of
hotel guests. Most business travelers find the unabashed price-gouging irritating.
Industry experts now suggest that nothing in the minibar be priced higher than a
comparable item sold in the hotels vending machines. According to Lodging
magazine, there are three keys to minibar profitability: The unit must be installed so
that it is easy to use and its contents must be clearly visible, a reliable system must
be in place for prompt restocking of cabinets and correct billing of guests, finally,
guests must be enticed to somehow overlook the high prices of minibar goods. In
response to the last point, some hotels have begun packaging other types of items to
sell, such as logo-emblazoned nightshirts, intimacy kits and grooming items, in
addition to snack foods and mixed drink ingredients. Even so, the minibar is not a
major moneymaker for most hotels, and it does siphon some business away from the
hotels other food and beverage venues, especially room service. The item most
likely to be purchased is not alcohol, but bottled water. However, food and beverage
directors of large and/or luxury hotels say the minibar has become a necessary
amenity, high prices and all, for its sheer convenience, even as they acknowledge the
increased labor costs of restocking and maintenance. Others are abandoning their
minibars, however, citing results of guest surveys as well as upkeep costs, primarily
the labor involved in the checking and restocking them.

Further, there is banquet service, catering to conference, convention and reception

needs. Typically, the client makes beverage choices in advance of the event, which
are served from portable bars by extra personnel hired for the occasion
(Singaravelavan, 2011). Portable bars are designed for maximum flexibility and
can be used in conjunction with beverage sales associated with guest activities
anywhere in the hotel or on its grounds. This may be extended in resort areas to

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include recreational areas (Rutherford & OFallon, 2007). This type of bar is also
called as banquet bar. This temporary type of bar set-up in the banquet used to serve
alcoholic drinks during a specific function. The type and quantity of drinks to be
served are generally predetermined at the time of booking the function. The drinks
may be either bought by those who wish to drink or paid by the host for all the
drinks consumed by the guest during the function. As similar to dispense bar this bar
also collect the stock may be from the main bar or from the cellar. There is a
possibility that, the guest would bring their own bottles of liquor in which case
corkage charges will be charged according to the norms.

Possibly the most daunting challenge of hotel beverage service is its diversity,
coupled with the up-and-down nature of demand. Since a hotels primary clientele is
overnight guests, demand for beverages rises and falls according to the occupancy
rate. This, too, is unpredictable: A hotel can be completely full for a convention and
yet have very little bar trade, depending on the kind of convention it is hosting. On
the other hand, a very low occupancy rate might net a lot of bar business. Again, it
just depends on who the hotel guests are. Resort and luxury hotels often have several
bars and restaurants, with a variety of entertainment, food, and drink, to keep the
hotel guests spending money on the premises, as well as to attract an outside
clientele. On the other hand, a small commercial hotel in a big city might need only
one bar with several stations to serve its lobby customers, a cocktail lounge, coffee
shop, dining room, and room service.

2.2.2 Bar/Entertainment Combinations

The bar like night clubs, discotheque, offering the beverage service along with some
kind of entertainment, further the range from the neighborhood bar with pool,
pinball, dartboards, or giant televisions, to comedy clubs, to ballrooms with big
bands. In between are cocktail lounges and nightclubs with live-entertainment piano
bars, country and western dancing, jazz or folk duos, or rousing rock-and-roll
groups. This concept must include the decision to make room for a stage area, sound
system, and dance floor. Having entertainment also means hiring someone
knowledgeable to book the bands or entertainers whom people will want to see and
always thinking ahead to the next fad or hottest music trend to attract the fickle
public. A concept that includes regular entertainment of any kind also includes the

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fixed costs and additional financial risk of hiring and paying the entertainers. Nights
Club operates during the nights and offers dinners, dance entertainment which is the
best suits bar in this category. Cabarets or floor shows are the main attraction of the
night club, Couples can dance floor to music performed by live bands or to recorded
music. Dinner and wine are served at the table and guests can have their meal while
enjoying the show. In India, some metro cities have night clubs: however, in some
states it is not permitted (Singaravelavan, 2011). Further, Discotheque operates
during night hours; it provides a dance floor for guest to dance on. Special sound
and lighting effect is created for an appropriate ambience. Drinks, especially beer,
and snacks are made available during the operations. The service is very informal. It
is patronized mostly by the youth and couples. It is generally located in secluded
placed in hotels so as to avoid disturbance to other guests. The entry is limited to a
certain number of guests according to the floor/ room capacity and an entry fee is
levied. In most cases the entertainment may draw the crowd, but it is the drinks that
provide the profits. If there is a cover charge, which is an admission fee per person
paid at the door, at least part of it is likely to go to the entertainers. The fortunes of
this type of bar will rise and fall with the popularity of its entertainers, unless the
place has something else going for it. Sports bars offer a different type of
entertainment. In the mid-twentieth century, the term sports bar was a nickname for
popular watering holes frequented by sports figures and sports writers, who bought
each other drinks and traded stories and colorful quotes. Today, however, you are
more likely to have your conversation yelling at a big-screen television than at a
sports columnist. Modern-day sports bars are designed for group viewing of popular
sporting events. Equipped with large television screens, the sports bar often sets a
fixed price or cover charge to guarantee a good profit because customer turnover is
so small. Large sports bars serve a menu of full-course meals, and many take
reservations in advance of popular events like boxing matches, baseballs World
Series, a Triple Crown horse race that will draw a crowd. Interestingly, it is found
that a type of bar called Pub is derived from public house which is licensed to sell
alcoholic beverages best suits this category. Pubs have been socially and culturally
distinct from cafs, bars, bierkellers (German beer halls) and brewpubs. Most pubs
offer a range of beers, wines, spirits, soft drinks and other alcoholic drinks along

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with snacks. Many pubs are controlled by breweries, so cask ale or keg beer may be
a better value than wines and spirits. Most pubs were once owned by the breweries
to market their products, but today they are operated by other business promoters.
Originally they were owned by breweries to sell their beers in India, cities like
Bangalore and Mumbai have some of the finest pubs (Singaravelavan, 2011).
Traditionally the windows of town pubs were of smoked or frosted glass to obscure
the clientele from the street but from the 1990s onwards, there has been a move
towards clear glass, in keeping with brighter interiors. The owner, tenant or manager
of a pub is properly known as the pub landlord.

Probably the most stable type of bar/entertainment combo is the smaller place with
an attractive ambience, good drinks, and local entertainment to draw a loyal, local
crowd. The success potential of this kind of establishment is much the same as the
bar-only enterprise. Larger operations featuring out-of-town entertainers have a
higher but riskier profit potential. It is likely to be either feast or famine. The bar
gears up for each crowd with temporary extra help, a large investment in liquor
inventory, and possibly extra security personnel. Weather, holidays, location, and
weeknight versus weekend crowds all heavily impact this type of business. Casinos
are another enduring combination of entertainment and beverage service. Todays
casinos might be run by a huge corporation or a Native American tribal council, and
might include everything from big name stage productions and professional boxing
matches, to restaurants and non-gambling arcades that attract families instead of
adults only (Katsigris and Thomas, 2012).

2.2.3 Food & Beverage Combinations

Food plays a pivotal role in bar & beverage operation thats why this combination is
adopting by many establishments. The success of the restaurant operation or bar
operation is behind the combination of wine with food or food with best suit the
beverage. The most common form of beverage operation is one that is linked with
some kind of foodservice. One type is the restaurant/bar, where drinks and wine are
part of the meal service, served by the same wait staff that serves the meal. The bar
is often used as the waiting area for the restaurant during busy times. Drinks may be
poured at a service bar out of public view or at a pickup station in a bar that serves
customers while they are waiting for a table (Singaravelavan, 2011). The major

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portion of the sales comes from the foodservice. However, the beverage sales often
turn the profit for the enterprise. The only added costs are for the wine and liquor,
the bartender, and a minimum investment in equipment; the other necessities,
service personnel and the facility itself, are built into the restaurant operation. A
service bar is a hidden bar designed for use by the hotels food and beverage service
staff only. It is also called as dispense bar. It may serve one or more foodservice
areas and/or room service, and it is designed specifically for efficiency and economy
of service. It serves alcoholic drinks as well to the guests in the restaurant during
their meal time. In most cases, speed is considered the essential ingredient in service
bars. Service bars typically are centrally located in the back of the house, out of
guest view (Rutherford & OFallon, 2007). The stock may be collected either from
the main bar or from the cellar. The service/dispense bar has a minimum stock of
drinks that may be suitable for aperitif, to accompany the dishes offered and as
digestives. Another type of food and beverage combination is the bar that offers
light food in addition to drinks. In this case the beverages and the bar atmosphere
dominate, and the major sales volume comes from the bar. But the food is a nice
sidelight that attracts customers and prolongs their stay. Typical menu items are
appetizers: nachos, chips or crudits and dips, spiced chicken wings, and stuffed
potato skins. However with interest revving up for organic, exotic, and ever more
titillating taste sensations, more food-beverage combo bars are offering rolled-on-the
spot sushi, domestic and imported cheeses, stone baked pizzas and skewers of
grilled chicken, shrimp and lamb. Interestingly, to attract more customers, many
food and beverage bars are adding the Happy hour specials on both food and
beverage choices. In 1980s, Happy hours would include buffets of free food but
todays Happy hours usually feature discounted prices on food & beverages
(Katsigris and Thomas, 2012).

Further, another type of food and beverage combination is the Lounge bar is that in
which the guest feel more comfortable than the other bars and where the drinks are
usually more expensive. Lounge is an area meant for relaxing which is normally
located near the reception area. Some establishments have lounge bar which serves
all kinds of alcoholic beverages to the guests at the lounge. The drinks may be
collected from the main bar and carried on a tray to the lounge and then being

54
served. A separate bar can also be setup if the volume of business is more and there
is adequate area in the lounge to address the needs of the guests. Lounge bar is often
seen in airports, clubs, casinos, luxury hotels, ships, etc. (Singaravelavan, 2011).

A special variation of the food-beverage combination is the wine bar, which first
appeared during the 1970s as Americans discovered and learned to appreciate wines.
Here the customer can choose from a selection of wines by the glass or by the bottle,
beginning with inexpensive house wines and going up in quality and price as far as
the entrepreneur cares to go. A wine bar is an elegant bar that serves only wine (no
beer or liquor). Patrons of these bars may taste wines before deciding to buy them.
Some wine bars also serve small plates of food or other snacks. This bar sells only
wines of all kinds, mainly the most expensive wines. It has a good collection of wide
range of wines. Guests usually buy bottles of wine for consuming on premises or
later outside the bar. This kind of bar is comparatively new concept and becoming
very popular amongst wine connoisseurs and affluent people. A full menu, or fruit
and cheese platters and upscale hors doeuvres, can be served. There are inherent
problems in running wine bars. The first is, of course, that serving only wine tends
to limit the clientele to wine lovers. Some urban areas have enough wine enthusiasts
to support a profitable enterprise, they respond to quality and expertise, and they
attend and appreciate special wine tastings, classes, and wine-cantered celebrations.
This enthusiasm, however, raises a second difficulty like purchasing appropriate
wines requires an expertise few people have and may require a financial investment
few are willing to make. As a result many wine bars serve liquor and beer as well.
This broadens their appeal and allows them to realize the necessary profit margin. In
effect they are simply bars that specialize in wine sales and wine knowledge. Other
wine bars may broaden their offerings by serving meals, thereby becoming
restaurants with an emphasis on wines. Some also sell wines at retail, offering
customers discounts for volume purchases. This combination of on-premise service
and take-home sales is not an option everywhere. Beverage laws in many areas do
not allow it.
Beer aficionados also have their own version of the wine bar. At a brewpub, beer is
brewed and served right on the premises. The results are in fresh, natural beers and
ales, strong in flavor and aroma, with special seasonal offerings. Developed by small
individual entrepreneurs and hobbyists, the beverage sets the theme of the restaurant.
As popular as brewpubs are in many areas of the United States, they are not legal

55
everywhere; some states still do not allow the manufacture and sale of alcoholic
beverages on the same premises (Negi 1992). A popular type of food-beverage
combination links a bar and a restaurant on an equal, semi-independent basis, with a
common roof, theme, management team, and services that complement each other.
The bar and restaurant areas are housed in separate portions of the building, and they
may be open at slightly different hours to serve both the drop-in bar customer and
the mealtime patron (Katsigris and Thomas, 2012). The food/drink sales ratio is
likely to reflect an equal status of food and drink, with bar and restaurant each doing
better than it would without the other. In many cases neither side could make a go of
it alone, but together the customer attraction and income are doubled, while the
overhead costs are split between them. Further, it is revealed that a new trend in
food-beverage combination is the distillery and restaurant. The on-site distillery is
usually housed behind floor-to-ceiling windows, allowing eating and drinking
customers a glimpse of what it takes to make the spirits they are enjoying.

2.2.4 The Beverage Only Bar

This type of category plays very pivotal role in the bar & beverage operation and the
beverage operation has its roots from this combination. The beverage-only bar
serves beverages alone along with light snacks like peanuts, pretzels, cheese and
crackers. This type of category or bar serves beer, wine, spirits or mixed drinks, and
other non-alcoholic beverages as well. It might be a neighborhood gathering place, a
way station for commuters on their homeward treks, or a bar at an airport or bus
terminal or bowling alley. Public bar also comes under this category, in which the
guest can, if he or she so desires, interacts with the bartender and other service
personnel. There are provisions for guest seating at the bar itself, which may be part
of a restaurant or a separate room or area. Separate tables and stand-up areas may
also be available for beverage service (Rutherford & OFallon, 2007). Further,
Cocktail bar can be a part of this category which serves all kinds of cocktails along
with other alcoholic drinks. It may be found in airport, casinos, hotels, ships, etc.
(Singaravelavan, 2011). Business at such bars typically has a predictable flow: a
daily pattern of peaks and valleys, a weekly pattern of slow days and heavy days,
with the heavy days related to paydays and days off. There might also be seasonal
patterns. In airports and bus terminals, business is geared to daily, weekly, and
seasonal travel patterns, and according to the time of day; light beverages are served

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during morning and afternoon, and heartier drinks are served as the working day
ends. Because only one type of product is sold and business is generally predictable,
the operation of a beverage-only bar is relatively simple, from production, to staffing
and purchasing, to keeping track of the beverages, money, and profits. This type of
bar also usually has a specific reason for success, perhaps its location, its reputation
as a friendly place mainly famous for pouring well-made drinks, or simply its lack of
competition or perhaps it has just always been the place where everybody goes.
Often such bars thrive by being the same as they always were. Customers become
sentimental about them and would not tolerate change. Further it is demonstrated
that, as the mood of the country changes, many neighborhood bars are adding food
to their offerings. Hotel chains, such as Marriott, Radisson, and Hyatt, have phased
out their cocktail-only lounges in favor of food and beverage combinations. Some
states do not allow beverage sales without food sales interestingly other bar owners
have decided that it is simply more responsible to offer people food if they will be
drinking. Master concessionaires, such as Host Marriott, now run more than 1,800
restaurants in 73 airports, and the trend has been to upgrade these facilities to pour
more premium beverages, serve better food and offer entertainment for travelers
awaiting their flights. In short, beverage-only bars are definitely a minority today.
Although some are highly profitable, most bars find that serving liquor alone is not
enough to attract and keep customers. So the majority of bars offer something else
including entertainment or food or both which attracts the clientele towards the
business.
2.2.5 Bars and Smoking Combination

This has been found another combination in the beverage operation. The cigar bar
has been a trendy addition to the beverage scene and a profitable one, too.
Customers who enjoy high priced cigars also have the opportunity to order premium
spirits, wines, beers, and after-dinner drinks to accompany them (Katsigris and
Thomas, 2012). The cigar boom is not legal in all venues since smoking is
prohibited in many public places by local and/or state ordinance. But a place that
install heavy-duty ventilation systems, humidors and has the separate smoking
sections in the outlet and offer extensive cigar selections, as well as single-malt
Scotches, small-batch Bourbons, Cognacs, and Ports are filling an interesting,
upscale niche. Sometimes, in states or cities where smoking is illegal in foodservice
establishments or public buildings, these businesses must be operated as private

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clubs that charge membership fees and restrict access to minors. However, likely
because of increased pressure from safety and health advocates, the cigar bar is on
the decline stage. Further, Hookah Bar is in the trend. At the end of 2008, there
were 470 hookah bars listed on the website called hookahbars.com in the United
States, and an average of five open every month. Most hookah bar enthusiasts are in
the under-30 crowd and have welcomed the trendy water pipe smoking as the new,
hip things to do. However, with most states banning cigarette smoking in degrees
small and large in public places, cigar and hookah bars may not be long-lasting
establishments. This brings up a controversial issue in the bar and restaurant industry
today whether or not to allow smoking. In many cities and states, allowing bar
customers to smoke indoors is no longer the prerogative of the business owner. At
this writing, 25 states, Washington DC and Puerto Rico have passed smoke-free
laws that include restaurants and bars, exclude standalone bars. Even in the
southeastern United states, where most states have not passed smoking prohibitions,
hundreds of cities and countries have passes their own local ordinances. Generally,
although the individual laws are quite specific and worded very technically, a
business is considered a bar if it earns most of its profit from alcohol sales and
refuses entry to minors, it is considered a restaurant if it earns most of its profit from
food sales and serves customers of all ages.

These laws are not being passed to harass smokers or put restaurateurs out of
business, but to minimize workers and the general public exposure to second hand
smoke. Even the tobacco companies have agreed that cigarette smoke contains a
variety of harmful chemicals, including Group A carcinogens. In past years these
companies have suggested installing larger, more powerful ventilation systems to
whisk the smoke away. However, multiple scientific studies have shown that while
ventilation dilutes the smoke and helps with odor control, it does not rid the air of
the chemicals. Further, state-of-the-art ventilation is expensive, and many small
businesses simply cannot afford it. It is easier to ask smokers to light up outdoors, or
not at all. The dilemma for businesses that are hospitality-oriented is how to make
smokers feel welcome without allowing them to smoke. After decades of smoky
bars, there are those who will always associate smoking with drinking. The modern
day challenge for restaurant and bar owners is to get customers to stay and drink

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without the extra enticement of allowing smoking in the establishments.

2.2.6 In-flight Beverage Service

Airlines industry is part of the hospitality industry as the food & beverage are served
on airline flights. The restrictions of space, time, weight, and equipment are
formidable as cruise lines and passenger trains have similar storage limitations.
Airlines drink menus are limited as compare to other establishments. Liquors, beers,
wines, and a few types of cocktail mixes are handed out in small, individual bottles
or cans. The cups are nesting, plastic disposables, except in first- and business-class
cabins. Flight attendants push a beverage cart down the aisle and, working from both
ends, can garnish glasses and fill them with ice, pour beverages or hand out the
individual-sized drink components, and collect the money. The process is a marvel
of organization. Tight control systems follow the little bottles everywhere since they
are extraordinarily tempting to both airline employees and customers. In recent
years, wider enthusiasm for food and wine has prompted airline companies to seek
advice from high profile wine consultants to upgrade their beverage service. In some
cases, the in-flight menus reflect the local tastes and preferences of the destination
city or country. For higher-paying passengers, drinks are free and service typically
includes real glassware, a choice of wines, Champagne for breakfast, and sometimes
specialty drinks are served.
The world bar and pub market includes the various bars, taverns, nightclubs, pubs,
lounges and other places which provide alcoholic beverage to the public. Out of the
above mentioned establishments some are serve beverage that are consumed on the
premises. In discotheques and nightclubs they offer food service as well along with
the alcoholic beverage as their main source of revenue is selling alcoholic beverage
in the outlets. These types of establishments have the high product turnaround, but
low profit margins (Report linker, 2013).

2.3 BAR LAYOUT & DESIGN

As previously discussed, the beverage services are provided by various outlets of

food and beverage department in the hotel. These outlets are bars, room service,
banquet, restaurant, 24 hours coffee shop, lounges, etc. which serves alcoholic as
well as non-alcoholic beverages. There are different kinds of bars operating by the
hotel or outside the hotel which are termed as stand-alone bars. Further, bars can be
divided according to the beverage service or various combinations of operations and

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there are different kinds of bars comes under these combinations. Still there are
many factors, which need to be implemented in the design of all types of bar. These
factors can be categorized and changed according to the different variables like
types of bar, owner and designer preference, climate, types of customers etc.
According to Robson (1999), human beings continually scan their environments for
information and stimuli, which help them to make conscious and subconscious
judgments about the surroundings, and to determine what actions and attitudes are
most appropriate. Peoples attitudes, behaviour and well-being are influenced by the
aesthetic quality of the environment (Scott, 1993). Belman (1996) revealed that
changing customer demands and their increased expectations, are driving design in
the bar and restaurant industry. With an increase in the number of people eating out,
the demand for more sophisticated and ambience-rich settings is also increasing
(Ursin, 1996). Hammaker (2000) stated that restaurant visitors are looking for
entertaining environments with aesthetic qualities, which can reinforce and enrich
the overall dining experience. Ambient, social and design factors are elements that
can contribute to the creation of a food & beverage outlet environment that provides
a positive dining experience to visitors (Robson, 1999). The type of bar design has
direct relation with layout design, as a result, study focusing different bar practices
which has a relationship with design and layout of the outlet. To create a bar, good
plan is necessary and designing a good plan is not happening, unless it has
appropriate design layout. Generally, the overall goal of each layout design is to
create a straight and smooth flow of food & beverage service, employees and
equipments with no cross or back traffic. According to Arora (2007), the raw
ingredients and materials should enter from receiving area and follow a logical path
to the storage, bar, preparation, serving area and returns to the back of the house. In
designing a bar layout there are areas that need to be considered long away. These
areas are receiving, kitchen, bar, services, cashier area, staff space, office, restroom,
storage and employee restroom. Each one of these areas are essential and need to
consider and design well (Piotrowski, 2007). Receiving area is generally located at
the back of the house with the access from the main street it is also located close to
the kitchen and bar and it is the first point that the alcoholic beverage and supplies
are taken into the bar. Therefore, it should be designed carefully. Arora (2007)

60
stressed that the receiving area must be protected from the snow, rain, heat and other
excessive temperature and at the same time should not be visible to the customers
but should have visual accessibility from the managers' office. It is proper to say for
serving varieties of drinks/alcoholic beverages it is necessary to design high quality
bars. Each beverage outlets needs a room for their staff. The staff can leave their
belongings and change their cloths. Moreover, staff needs separated restroom
separately from customers' restroom it is possible to add shower in their area. Office
is another part in bar design, which is necessary for the bar manager and head
bartender. The managers' office needs to be secured and located in a closet door
properly demarcated from the back area (Stipanuk, 1992). Restroom needs to have
direct access, but not visual access to bar area. Restroom should have opening like
window to provide fresh air for guest. The term bar is derived from the specialized
counter on which drinks are mixed and served. Patrons may sit or stand at the bar
and be served by the bartender. Depending on the size of a bar and its approach,
alcohol may be served at the bar by bartenders, at tables by servers, or by a
combination of the two. A bar is made up of three parts: the front bar, the back back
and the underbar. Each section has special functions.

2.3.1 The Front Bar

The front bar is the customer area, it is the meeting point for the customers and the
bartenders where the customers order for their drinks and are served by the
bartenders. The front bar should be functional and have adequate space for pouring
the drinks and serving them. The height of the bar is normally 42-48 inches. The
width of the bar is 16-18 inches with the surface of water proof and alcohol proof
material and should be easy to clean. Most bar surfaces are laminated plastic or
made up of high quality granite. It may or may not have armrest running from one
end to the other. If provided, around 8-inch space must be added up to the width of
the bar and the armrest should be padded for comfort. The waiters pour the drinks
along with the mixers, such as soda, water, etc. into the appropriate side. Glass
arranged in the glass rail (drip rail) which is recessed for about 3 inches at the
bartender (George and Chatterjee, 2008). The vertical structure supporting the front
bar, known as the 'bar die' is like a wall that separates the customers from the
working area. The customer side may be padded, decorated with carving, or left

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plain. A footrest runs the length of the counter on the customer side from the floor of
about 9-12 inches. If sit-down bar is designed, it will have high stools, tall enough to
convert the bar to table and each stool will have the space allocation of 2-feet length
of bar. The stools should be very comfortable with proper height with rungs for
footrest or the footrest of the front bar should be within the reach. On elegant
mahogany bars of the 1800s the footrest was a brass rail, and underneath it every
few feet were brass spittoons. The prohibitionists made the brass rail a symbol of the
wickedness of drink, along with swinging saloon doors (Rutherford & OFallon,
2007). The elements of the front bar- the surface, die, armrest, footrest and stools are
part of the public perceptions, so their look must be carefully planned in conjunction
with the total dcor.

2.3.2 The Back Bar

The back bar has a dual function: as a decorative display area and as a hard-working
storage space. It is located at the back of the front counter leaving sufficient space
for the bartenders to do their work. The back bar consists of display rack set over the
storage cabinets. The back bar holds all kinds of liquor bottles and sparkling-
assorted glassware in an attractive manner which enhances the appearance of the
bar. Often the back bar is lined with mirror at the back which reflects the bottles
stored in the rack. It also acts as a merchandising device by displaying the bottles.
The mirror adds depth to the room, helps the bartenders to observe the customers
discretely, and the customers to view others in the room. Many bars include pictures,
posters, tainted glass, plants, antiques, etc. to make the back bar more attractive and
to break the monotony. In most bars, the overhead slotted racks are fitted to store the
stemware which makes the bar very attractive. The base of the back bar functions as
a storage. The base of the back bar functions as a storage space and the part of it
may be a refrigerated cabinet (Katsigris and Thomas, 2012). The extra stock, such as
drinking straws, napkins, cocktail umbrellas, salvers, jugs, condiments, sugar, etc.
are stored. The base of the bar may accommodate special equipment, such as bottle
cooler, glass froster, espresso machine, non-alcoholic beverage dispenser, cash
register, etc. The base bar is wider than the display rack. The design of the back bar
must be functional and at the same time very pleasant to look at from the top to the
bottom as it is the center of attraction in any bar and is in constant view of the

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customers. The design must blend with overall decor of the bar. However, it must be
visually pleasing from top to bottom, since customers look at it and it must
coordinate visually with the dcor of the room.

2.3.3 The Under Bar

This area is usually the last section of the bar to be designed, after the front of the
bar has been created. It refers to the area under the front bar of the bartender's side.
The under bar should be designed keeping in mind the kind of drinks to be made,
equipment required, and mixes needed for the drinks. In other words, work flow
must be considered while designing the under bar. It is the main centre for the entire
bar operations as the bartenders will be facing the guests while preparing their
drinks. The under bar may be divided into many workstations according to the
volume of the business and the length of the counter. Each station will have its own
supply of fast moving liquor, mixes, ice, glasses, blender, sink, garnishes, etc. within
reach. The liquors in each station are grouped into well brands' and 'call brands'.
Well brands are house brands that are served to the guest who do not specify a
particular brand of liquor. They may just ask for scotch, bourbon, rye, gin, etc.
Hotels will be serving the brand that is kept in stock. Call brands are the brands
requested by the guest by name. For example, Blue Sapphire Gin, Johnnie Walker,
Red Label, etc. If blender is required for most of the drinks then the blender may be
provided in each section; otherwise kept separately at the back bar. Most busy bars
will have automatic dispensing system for mixes in each station. If draught beer is
served, beer dispensing unit must also be provided. Clean glasses should be grouped
according to the type and stored in the glass shelves near the station, on the back bar
or in the overhead racks, and the prepared glasses for the drinks should be kept
ready in the glass rail or near the ice box. Storage area should be provided for
storing reserve stock of spirits, wines, liqueurs, beers, and kitchen supplies. Under
bar should have provisions for waste disposal and hand wash. Some restaurants may
not have dispense bar attached to it; so, the waiters or sommeliers will be collecting
the drinks from the main bar. In that case, one or two sections must be completely
devoted to catering to the needs of the restaurant guests. The bartender should have
adequate area to collect the BOT (bar/beverage order ticket), prepare the drinks,
issue to the concerned waiters/ sommeliers, receive empty glasses, empty bottles,

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prepare the bill, etc. If separate section is not set aside, the restaurant staff will be
forced to collect the drinks from the stations moving through the customers' station.
This will result in accidents and confusion. All the three parts of the barfront bar,
back bar, and under barmust be functional keeping the requirements of the guests
and the bar staff in mind. The minimum space from the back of the back bar to the
front of the front bar is 8 feet for a comfortable operations (George and Chatterjee,
2008).

2.3.4 The Bar Floor

The bar floor should be hard and non-porous e.g. tiles, for the comfort of the feet,
but spills and breakages are higher. Bartenders are on their feet for hours. Carpets
and woods are not recommended. Rubber and plastic mats used to minimize
slippage but must be cleaned regularly (Katsigris and Thomas, 2012).. There are
ways to improve floor comfort and safety. Slotted plastic panels allow spills to go
down between the slats, to minimize hazards of slipping. But these panels must be
taken up for cleaning, which is a nuisance. According to Durocher (2010), there are
some factors that needs consideration and should be design carefully in each bar
types: Lighting design, colour design, sound and acoustic design, heating cooling
and ventilation design, material selection, exterior space design and bar layout
design. According to Potak (2004), light and shade can render and give
characteristic to the space, light also can change the human moods, brightness can
make people feel happy and absence of light can cause sadness. Usually there are
three major aspects in lighting design: function, human health and aesthetic (Ozay,
1998). Light is use for creating and making both light and dark surfaces, they also
can visually create texture, materials and colours (Potak, 2004). Beside of natural
light which is necessary for both visual access and day light artificial light in interior
space can make lots of pleasant, desirable and dramatic effects. Further Miller
(1985), stated that the various colors that emitted and released by light bulbs can
change the colors of room illuminated. Designing light is one of the important
factors in interior design and should be considered, specially, when there are
different artificial light in the interior space. Since late centuries the light and it
characteristics was represented in architecture and it has classification from
psychology to art. Generally, light distributed in spaces to create and image for
vision and give information about the world (Evan, 1948).
Interestingly, revealed that colour and light linked closely to each other without

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light, colour cannot be perceived. Different elements can affect design. One of the
significant elements is colour. Faravar (2010) demonstrated that colour can
transform the temperature feeling, which is divided to warm and cool hues, where as
other colours like cream and gray are counted as neutral colours and they do not
transform any temperature felling. Hesselgreen (1969) opined that colour perception
can be transformed in to temperature conception in human mind. Colour has a great
capability to change the space dimensions as well. Colour can dramatically change
the space and environment, further it is revealed that colour can make a small room
seems bigger or dark room look lighter. Kerrigone (1992) analysed that architect and
designers should choose proper colour to create pleasant atmosphere and satisfy both
restaurant customers and owners. Before choosing the colours, designer should
choose the mood that wants to express in the space. Generally, bright colours and
colourful tones are mostly dedicated to the fast foods and quick service restaurant
which could be recognizable and attract people from proximity, while full service
restaurant offer more muted tones (Piotrowski, 2007). Maybe it is possible to say
Park Avenue Restaurant in New York, is the only restaurants that the menu and the
interiors' is changing according to the seasons, spring, summer, fall and winter.
Further, Kopacz (2004) pointed out in her book colour in three-dimensional design
mentioned that colour can have influence on the length of stay beside the contrast, in
other words higher contrast could decreases the average of stay.
Most of the bars seem to be the noisy place, out of that night clubs, discotheques,
sports bar are in top of this list lounge bar and public bar has less noise compared to
them. It is realistic to say everything that happening in beverage outlet are making a
noise, from cutting, washing and preparing drinks to chair moving, guest traffic,
food delivering, drinking, eating, dancing and talking, and more over there is
background music and entertainment that increasing the noise. Controlling all these
sounds is impossible, unless using acoustic and sound absorbance material in bar
design. Sound is an essential part of all environments, and ability to control it is a
science. Noise shows its importance while people are working and living closely
together. Specialist in acoustic design concept and consult on task related issue, that
involves conference rooms, concert halls, offices, residences, restaurants etc.
Teleconferencing and video rooms needs the sound to be adjustable. Further,
Knackstedt (2012) analysed that a particular amount of noise is needed in a
residential area and restaurants, so it is possible to say in all kind of spaces there can
be sound suitable to the hearing or disturbing from residential to the outer-most part

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of the technologically demanding environments. According to Piotrowski (2007) the
acoustic materials can be use in ceiling as sound absorbance or in floor as carpet.
Dividing and separating the dining area in to smaller parts by using partition can
reduce the sound also using chair and table cloths and acoustic panels in the wall and
other sound absorbance will control the sound as well.
Heating and air-cooling system have begun to taken for granted over the years in
most of the beverage service outlets. Having an air conditioning system A/C and
HAVAC in place would make the environment more user friendly. According to
Kubba (2010), a well-situated air conditioning system during construction would
provide a better controlled heating, cooling and well-ventilated atmosphere. It could
also be a centralized and automated by computer system technology. Further
Durocher (2010) pointed out that one of the important and also expensive
considerations in any restaurant design is heating, cooling and ventilation system.
The most efficient way to control the air quality and temperature in restaurant is by
air chandelling unit. Each kitchen in any type and size, creates heat and smell and
when it comes to the big and crowded kitchens for restaurant ventilation system
plays an important role, on the other hand, heating and cooling system can protect
the customers in restaurant during summer heat and winter cold, which ends to the
better sale for owner and customers satisfaction (Mealey, N.D).
According to Durocher (2010), floor is more than a pattern for covering the surface.
Floor can work as a directional signal; elegancy, comfort ability; work as sofa and
either reflect or absorb sound. Further, Ozay (1998) stated that function of the
building, the using conditions of the interior and the users are three aspects that help
designer to choose acceptable material for space; at the same time making harmony
between materials are important and needs to be considered. It is essential to choose
appropriate cover for floor, aside from being easy to clean it should not get dirty fast
as well, also it should not be slippery but be smooth at same time, and it is better to
be sound absorbance and does not cause much sound while chairs are moving and
people are walking in top of it (Durocher, 2010). Further, Ozay (1998) analysed that
by using same and common materials creates a unity and shows the circulation in
whole space, while different materials can separates spaces from each other and
divides functions. Usually, materials are used to covers the floors, walls and as
finishers. Binggeli (2011), suggested that the finishes and materials that use in front
of the house are different from the materials that are used in back of the house, but

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they should be chosen in a way to support the quality level and try to follow the
general concepts of the outlet.
Ozay (1998) stressed that wall material and finishes can have effects on atmosphere,
interior areas and entire design in the restaurants. They can be wood, stone, plaster,
brick, glass, concrete, metal, plastic or wall paper; these materials can have different
colour, pattern and texture. Like restaurants floor covering materials, wall covering
materials for restaurants also should easily get clean and stay clean for as long as it
can, it is better to be sound absorbance and at the same time be resistance to tear and
wear.
In every establishment, windows and doors are important parts of wall (Durocher,
2010). For controlling the sound and noise which comes from outside it is possible
to use double glazing window or there are materials such as curtain, blinds, screens,
draperies, shutter and roller shade. These materials are available in different colour,
texture, these materials should be washable and cleanable and as a same time have
harmony with entire space. According to the health department requirements, the
materials and finishes that using in food handling area have to be sanitary and get
clean easily while floor finishes being slip resistance as well. Flooring cover and
bases should be according to the local health department. Wall surface must be
fiberglass reinforced plastic and the panels and other materials like tiles, should be
acceptable by food and drug administration (FDA), also the ceiling material should
be cleanable, like vinyl-faced panels (Binggeli, 2011).
For the success of the beverage outlet it is necessary to be a good exterior design of
the building. It has a direct relation to the perception of the customer and visually
gives the first thought and general idea about what is happening inside also reflect
the personality of building. With this knowledge is possible to understand the
importance of exterior space design. According to Piotrowski (2007), exterior design
itself is dividing to three categories like Faade design, Entrance and signage design
and Sitting area. However, designing a window in restaurant faade can create a
visual communication between inside and outside and gives passersby the idea of
what is happening inside the outlet. Windows also can shows how crowded is inside
the outlet area and how is the interior design of the place. Sky lights and windows
creates focal points and emphasis the interior space by passing the light, visual
relation with surrounding can bring about attention and it can practically divide the
space (Mehyar, 2008). When we talk about the exterior space design, Berkman

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(2004) demonstrated that the entrance is the transitional and intersectional point
between indoor and outdoor; it is separator and connector between human space and
nature. Beverage outlet is recognizing by its entrance and signage therefore it should
be attractable and recognizable among other outlets and places, besides it should be
designed and defined in a way to be welcome and attractable. Good examples to this
areas are the golden arches of McDonalds and the huge guitars of Hard Rock Cafs,
although the architecture and designer of Hard Rock Caf is different in each
location, the signage is recognizable in all around the world, when people see the big
guitar they know where they are (Piotrowski, 2007). The signage needs to stand out
and be visible always and it also has to be designed in a unique way to identify
easily. It is better to have visual access to inside of restaurant that people can have
an idea about the interior area and the situation inside the place. Further Ching
(1996) revealed that there are two main options for positioning the entrance, first is
place the entrance in the center of street faade, which is better for those building
that, has symmetry in plan and second is placing entrance in one of the frontal edge
of the building plan. Interestingly Durocher (2010) opined that in some restaurant
the exterior area is designed for sitting usually front of the outlet, this area could be
use during some special seasons, if it is used for all the seasons it should be designed
in a way to protect customers from unpleasant weather. For the comfort of workers
is better that the exterior sitting area have direct excess to the final preparation area,
kitchen, storage and for sure to services.
Imaginably, layout design is the most significant factor for designing any beverage
service operation. Service organizations ought to provide and offer what their
customers requires, what they need and in a way, they want it. Jones (2006)
supported that the efficiency, capacity and quality of this operation will noticeably
get affected through the layout design, so the layout design must be considered from
the start. To archive a good bar layout there are elements that needs to be
considered. These elements are proximity between spaces, size of the space,
sequences of the space, relationship between functions, flow pattern, directions and
the design for the disable groups that should apply correctly in each part of bar.
Proximity is important in all types of building from house plans to airport and
hospital plans. There are spaces needed to be closed or away from each other. One
of the important bar characteristics is to be sure drinks are served according to the
standard operating procedure and on time to the customers. The proximity of the
serving point to the guest seat should be proportional. Therefore, it is important to

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emphasize on the proximity between bar counter and service area. Bar layouts need
to cater to the need for division of the space into smaller areas, through level
changes, low barriers, or floor finishes, etc. in order to make the place feel busy.
Robson (1999) stated that open kitchens and tableside activity add to the complexity
of the environment and lead to higher arousal levels. The environment should be
easy to understand and assimilate, and should provide a good view of the main areas
from the entryway. Effective use of retail areas as buffers between the host area and
the main dining area can be used to achieve this result. Hard finishes on furnishings
and floor contribute to higher arousal levels through increased sound as music and
noise bounce off these surfaces and reverberate through the space. Practically
speaking, these surfaces are easier in terms of maintenance. Use of many different
textures and materials contributes to the complexity of the environment, which is
highly arousing.

2.4 BAR STAFFING

The beverage industry grows in popularity every year. Restaurant U.S.A., the
official publication of the National Restaurant Association, reported in 1995 that
total sales for bars and taverns neared the $11 billion mark. For the year 2005, total
sales for bars and taverns are expected to exceed the threshold of $15 billion in
sales. Hotels, restaurants, and resorts have for some time regarded the beverage
sector as a profitable one. In a medium to largesize hotel, a typical beverage
department can produce a profit of over 50 percent of sales. In comparison, a food
department shows, at best, a profit of between 15 and 18 percent of sales. Beverage
is also gradually gaining a larger share of sales. Hotel operators report that while two
decades ago the sales ratio was 8515 (85 percent food sales, 15 percent beverage
sales), today the average is closer to 8020. Before World War II, in a small to
medium-sized hotel and restaurant operation, the person in charge of the beverage
department was the restaurant manager. In many properties, a lead bartender or the
wine steward was given the responsibility to run the department. Today, in a
medium to large-size hotel operation, the beverage department has a distinct place in
the organization chart, and the beverage manager is the person in charge of running
and supervising all of the department activities. The organization chart is a diagram
that shows the operations working positions and how they interconnect. The
beverage manager usually reports to the food and beverage director. In a very large

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hotel operation (over 2,000), the F&B director reports to the vice president of food
and beverage. During the last decade, some properties have adopted a different
strategy where there are separate food and beverage directors. In these properties the
executive chef, who in most cases acts more as a food director than a hands-on chef,
is placed in charge of the food department. He or she enjoys a higher degree of
independence and reports directly to the general manager, vice president of
operations, or, in some instances, directly to the hotel president. The same is true of
the beverage director.

Figure: 1 Organization Chart of Beverage Department in a

Medium to Large Hotel

General Manager

Hotel Food and Beverage Director

Beverage Manager

Assistant Beverage Manager

(Head Bartender)

Bartenders Beverage Servers

Bar Backs
(Bartender Assistants)

Source: (Rutherford & OFallon, 2007).

2.4.1 Food & Beverage Director

The food and beverage director is in charge of a hotel's food & beverage service
operations, including any restaurant, banquet and bar within the hotel property. This
position often demands an experienced leader, who may be the sole manager at a
smaller hotel, or who might oversee a number of managers at a larger one. He is
responsible for the achievement of budgeted food sales, beverage sales, labour costs

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and profitability, completion of Customer Follow-up calls on a timely basis, timely
analysis of Food & Beverage Prices in relation to competition, participation and
input towards F&B Marketing activities, entertainment of potential and existing
customers, preparation of Sales Promotions & Mailings, competitive analysis every
six months by calling competition and gathering data such as banquet kits, room
rental rates, etc., telemarketing to previous clients to inquire about possible future
bookings, development and maintenance of all department control procedures,
handle all Food & Beverage inquiries and ensure timely follow up on the same
business day, to co-ordinate with all large group meeting/banquet planners their
specific group requirements with the services & facilities offered, to confirm all
details relative to group functions with meeting/banquet planners, supervision of
daily paper flow including Proposals, and Function Contracts, maintenance of Hotel
credit policies, directly responsible for large function billings and overseeing
medium/small function billings with particular regard to accuracy and timeliness, to
assist in menu planning and pricing, assure the maintenance of bar control policies,
assure the ordering and purchasing of beer, wine, liquor, premix canisters and
canned soft for Food& Beverage and vending, responsible for staff training and
development.

2.4.2 Bar/Beverage Manager

A bar manager is an individual who directs, controls and plans the activities of a bar.
Strong employees are workers who are healthy and happy but also collaborative,
creative, innovative, accountable and decisive. The duties and responsibilities of a
bar manager in scheduling strong employees revolve around planning, supervising
and allocating the day-to-day operational activities of the bar. Work scheduling also
involves empowering employees through delegation of duties and training to better
their experience. Empowerment is a significant element that contributes towards
nurturing strong employees. The bar manager is responsible for all functions of the
bar and the dispense bar. He helps in recruiting staff and training them for bar
operations, monitoring performance and activities of bar and dispense bars,
supervising alcohol service, forecasting volume of sales, maintaining a close watch
on movement of bottles, preparing budget for bar and dispense bars, identifying
alcoholic beverages suppliers and procuring from them, formulating beverage

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control system, purchasing bar equipment, maintaining record of stock, maintaining
quality of services, maintaining bar profit level in all beverage outlets, reducing cost,
handling guests' complaints, preparing sales report.

2.4.3 Assistant Beverage Manager/Head Bartender

Head bartenders generally perform similar duties to other bartenders; however, their
jobs differ because the head bartender is in charge of the overall bar area and reports
to the bar manager or bar owner. Bartenders generally make minimum wage or
slightly higher than minimum wage, plus tips. However, the head bartender may
make slightly higher because of her duties, which include some clerical work and
some management experience. Head bartenders are usually in charge of the main bar
area in a restaurant or establishment that serves alcohol. They are most commonly
found in large establishments that employ several bartenders. Head bartenders report
to the manager or the owner, yet are in charge of overseeing the other bartenders
performance and schedules. Head bartenders also must be able to perform the same
functions as the other bartenders. He/she is responsible for the overall function of
the bar and his/her duties include the supervising bartenders, scheduling rota and day
off for bar staff, receiving stock from the cellar against the requisition, maintaining
par stock level (certain level of inventory) in the bar, training bar staff in making
cocktails, preparing glasses for drinks, garnishing drinks, service procedures,
recording orders, and so on, issuing stock to dispense bar against requisition and
empty bottles, taking closing and opening stock, maintaining empty bottle record,
assisting the bar manager in his daily duties and relieving him during his day off and
holidays (Singaravelavan, 2011) .

2.4.4 Bartenders

A bartender also known as a barkeep, barman, barmaid, or a mixologist is a person

who formulates and serves alcoholic beverages behind the bar, usually in a
licensed establishment. Bartenders also usually maintain the supplies and inventory
for the bar. In America, where tipping is a local custom, bartenders depend on tips
for most of their income. Bartenders are also usually responsible for confirming that
customers meet the legal drinking age requirements before serving them alcoholic
beverages. They are responsible for the mixing and serving drinks to guests seated at
the counter, pouring required measures against BOT for bar waiters to serve guests

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at the table, washing glassware and bar tools, recording sales, receiving cash from
guests or getting bills signed by residential guests taking note of their room number,
establishing good relationship with customers, helping drunken guests, keeping his
counter clean, taking opening and closing stock.

2.4.5 Bar waiter/Servers

The person who helps in serving the drinks to the guest on the appropriate table
called the bar waiter. Their responsibilities are keeping the mise-en-place ready for
beverage service at the table, recording beverage order on BOT and collecting them
from the bar, serving guests alcoholic drinks at the tables in bar, restaurants, or
lounge, clearing glasses and leaving them for wash, collecting payment from the
chance guest or getting the bill signed by residential guest, keeping tables clean,
referring any complaints to head bartender.

2.5 BAR CONTROL

Managing beverages is described as something that appears simple, yet can be

difficult. According to Keiser & DeMicco (1993) one important concept is a certain
beverage may vary in cost from drink to drink or during different service periods,
such as lunch or dinner. Controlling is the management process of comparing actual
performance with establishes standards and, when necessary, taking corrective
action to bring performance up to standards. Control systems in the bar and beverage
operations use a variety of methods, each with a specific control objective. Bar
control system involve establishing and maintaining standards for product control,
sales and profitability control and cash control. Managers of successful bars and
beverage operation repeatedly emphasized that practical bar and beverage
management is controls. Irrespective of how well planned or organized your
operating functions, bar and beverage operations seldom work out precisely as
planned. Visualize your operating functions as a path that you travel down to reach
the perfect combination of guest satisfaction and organizational profitability. Bar
control systems enables you to keep your strategic plans moving down to path with
only slight control deviations. Bar and beverage managers who develop and
consistently monitor a control system are more suitable to reach there established
goals.

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Pricing can differ depending on the type of operation. Knowing all costs for all
different types of beverage alcohol, including product, labour, and others, ultimately
influence the price of the drink, so these need to be incorporated into the price
(Keiser & DeMicco, 1993). Wine pricing is recommended at double the cost for
inexpensive wines and one and one-half times for expensive wines. Further Keiser &
DeMicco (1993) also include the practice of some operators to add a flat dollar
amount to all wines, except limited wines, since the different prices will balance
each other out and he describe the Beverage cost control systems in detail. The
systems, such as Percentage System, Inventory or Quantity Control, Standard-
Cost, and Standard Sales, are explained with examples to assist food service
managers. The Percentage System divides the beverage cost by the beverage sales.
The Inventory or Quantity Control monitors all of the drinks sold and calculates
the quantity of spirit needed to produce the drinks. The Standard-Cost System
compares the actual cost of goods sold to the cost of goods sold that should have
occurred. Finally, the Standard Sales method compares the estimated sales for the
accounting period to what the actual quantity of generated sales (Keiser & DeMicco,
1993). In every establishment there is a managements responsibility to establish the
system of control. Well-designed control systems supported the bar or beverage
manager, to maximize the time you spend with your employees and guests. Control
system should not be viewed as a paper trail of insignificant data and record
keeping. Relatively they are information system that should be used in an ongoing
effort to achieve guest satisfaction and organizational profitability. Many planning
and operational functions are closely linked with bar control system. Good hiring
practices can help reduce the problem of employee theft before it begins.
Interestingly, proper training establish products and staff adherence to cash handling
procedure. A good control system should be use to affect positively the performance
of all the employees. Control systems are closely related to the operational planning
process. In the planning process, objectives are established for performance. These
objectives set the standards to be used by control system. Control system should be
designed so that corrective action can be implemented whenever necessary. If your
control system indicates a deviation from standards, take corrective action
immediately, not a week or month later. The cause deviation from standard should

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also be investigated to determine if adjustments needs to be made in the training
program or the purchasing process. Beverage cost represents a significant
expenditure in most bar and beverage operations.

Further it is revealed that there are three primary control systems needed in bar and
beverage operation: product control, sale and profitability control and cash control.
Product control works on basic two objectives which are to assist in control of
quality and of costs. In beverage operations the product a case of vodka, a bottle of
cognac, a case of champagne is expensive and deserving of very rigid controls. In
comparison with food, beverages are relatively easy to control. In most situations,
beverages are delivered by the case or the bottle. This control system is supported by
many standards established by management which makes ensure that the guest
always receive quality drinks at a fair price.

For the better beverage control a bartender or management should establish the
standards for preparing the drink. Standard define the level of performance that
management expects. Establishing level of performance allows projecting potential
sale and profit for each shift. Management should be responsible for establish and
maintain standards. There are various standards and policies which management can
establish like standard recipe, use of portion control tools and procedures, automatic
dispensing systems etc. A recipe plays a pivotal role in the preparation of drink.
Recipes are standardized so that all drinks are uniform in either taste or appearance.
Establishing standards recipes includes determining drink size, which is amount of
alcohol that is poured into each and every drink. Portion control tools and
procedures help you standardized your drink. If your control system is to be
effective, the size of your drink must be same every time. In todays scenario, there
is variety of options of controlling including measure through shot glass or
automatic dispensing system which helps to dispense exact amount of drink.
However, free pour system of pouring removes almost all control over the amount of
product poured and greatly influence the overall effectiveness of total control
system. Further it is pointed out that measure pouring may be done using the shot
glass, jigger or a measuring device which is a part of pouring spout you can attach to
each bottle. Shot glasses can be used for measuring the drink. Jiggers are double-
ended measuring devices typically made of stainless steel. Each end of the jigger

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holds the different measuring amount for example 30ml, 45ml, 60ml. Further, in bar
operations it is analyzed that mechanical pourers allow the bartender to dispense an
exact amount of liquor. This type of pourer has a ball bearing which stops the liquor
to dispense after a particular amount and reduce the spillage which can occur when
pouring directly from the bottle. These pourers can be color coded to denote
different price levels and different pour sizes. Further it is noticed that automatic
dispensing system or automatic, electronic and computerized and dispensing system
improve portion control, inventory control and quality control, as well as the
accuracy of guest checks and the adherence to standard recipe. Drinks are dispensed
from a gun or a pouring spout at the touch of a button. Many of the system dispense
mixes as well, assuring the guest of a consistent drink each time the button is
pushed. Most of the systems are attached to the Point of sale system which helps to
provide with an instant tally of drinks served by bartender. It can also be tied into the
inventory system, automatically deducting the amount of product sold from the
beginning inventory each time a drink is dispensed. The accountability achieve
through using automated dispensing system is hard to beat. There are some
additional advantages of the system which includes the accuracy and consistency of
product is improved, there is less spillage and guest service is faster, the need for
bartender training is reduced because the recipe and prices are all programmed,
prices can be easily change do accommodate special pricing period such as happy
hour. Pricing decisions are totally under management, almost all of the theft
problems identified has to be eliminated, the security of product inventory is
improved as there are no bottles at the bar, the bartender never handles the liquor
bottles, each guest is provided with an itemized receipt at the end of each sale, sales
and profitability control is improved, a more accurate and up-to-date inventory is
available any time it is requested. Further, demonstrated that a varieties of
automated dispensing systems in the market today. Not all of them provide with all
of the advantages but nearly every bar and beverage operation can afford the
investment in at least a basic system. Higher priced systems should be more
sophisticated and provide greater control (Katsigris and Thomas, 2012).

Automated dispensing equipment typically has computerized or electronic control

mechanisms attached to each bottle that monitor and control the amount of alcohol

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dispensed. The bartender requests a particular drink from the pouring station by
pushing a button on a keyboard. The liquor and other mix ingredients travel from the
liquor storage area to the pouring station through hidden plastic tubing. The system
dispenses the drink when the bartender holds the glass under the pouring nozzle. The
drink is then garnished and served to the guest. Product control and quality are
emphasized in all aspects of this system. All liquor is stored in racks in locked
storage room. Sodas and other mixes are also stored in this room. When the
bartender requests a drink, the liquor and necessary mixes travel to the pouring
nozzle through separate lines to maintain quality and mixes taste. Most of the people
are not prefer gin or bourbon travelling through the line prior to their ordering.
Specific drink portion sizes and prices are all programmed by management and
stored by the automated system. The pouring station from which the drink is
dispensed may be connected to a guest check imprinter who records every sale as
the drink is dispensed. On some systems, the guest check must be inserted into the
imprinter before the drink will be dispensed. Such systems eliminate over-rings,
under-rings and forgetting to ring the guest check. Automated systems also generate
control reports. Many systems provide complete sales and inventory records. Sales
reports can be generated that include the product category, time of day, server sales
and tips from charge slips as well as the sales for each pouring station. Sales can be
broken down into regular versus happy hour totals. Voids and complimentary drinks
are all accounted for. Inventory reports can include brand name, bottle size, bottles
poured, and even ounces poured. Analyzed from above discussion it is revealed that
the more sophisticated the system is, the more control it maintains and the less
control the bartender has over product. A malfunction in a system which controls
every liquid a bartender pour can literally shut down the bar operation until you
either switch the system on to bypass or bring in bottles from the storeroom.

2.6 CLOSING & OPENING DUTIES OF A BAR

The duty of the opening bartender is to ensure the bar is set up properly by opening
time with or without the assistance of a bar back. During the shift a bartender should
be able to work without running out of any essential supplies such as beer, wine,
liquor, juices, glassware, garnishes, etc. Correct and proper set up is essential to
delivering efficient service. There should be enough mise-en-place for the next shift,

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which means the opening bartender should continue to prep throughout their shift.
Bar staff engage in doing the activities of mise en place, preparation and sales, and
end of the day s operations. Bar may operate during specific hours of the day
according to the policy of the establishment. Before opening the bar for operations,
complete mise en place should be carried out for efficient service. Mise en place
literally means keep things in their place. Everything must he kept ready for service
including the garnish for the drink. In the absence of mise en place situations, such
as searching for glasses, running around for ice, searching for drip mats and straws,
etc. will occur which will not only delay the service but lead to high level of
customer dissatisfaction. An efficient bar operations is guaranteed if good mise-en-
place work is carried out. There are many mise-en-place activities to be carried out
in the morning like cleaning of the area: front, back and under bar, ensuring the bar
stools and other piece of furniture are in place, opening the windows to drive out any
liquor and tobacco smell, ensuring the toilets are clean and equipped with soap,
checking the glassware for chips/cracks/cleanliness and keeping them in their place,
frosting glasses, returning the empty bottles and collecting the bottles from the cellar
for day operations to maintain par stock level, placing the ashtray on tables maintain
par stock level are already, placing the bottles received from the cellar in its place,
collecting the kitchen supplies and storing them in their places there, preparing
garnish for the drinks, filling the ice bin with adequate quantity of ice, checking the
supply of mixers like soda, tonic water, 7-Up, sprite etc., keeping the jiggers, shot
glasses, mixing glasses, cocktail shaker, strainer, salver ready, checking if all the
pourers are in good condition, keeping the computer and printer on, ensuring money
in cash register is sorted, counted, and has enough coin denominations for
transaction, ensuring cold and hot water supply, checking BOT, credit card slip and
credit card machine are in place, checking bar tools, such as bottle opener, cork
screw, bar spoon, knives, etc. and other supplies, such as drinking straws, drip mats,
napkins, etc. should he in good supply and kept at their respective place, closing the
windows and switching on the lights, sending the previous day's revenue amount to
the accounts department. The opening checklist must be followed and signed off on
by both the bartender and manager. Management will also provide a Daily Prep List
to ensure everything is stocked to the proper par levels. All team members are

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expected to work neatly, keeping their work area clean and organized. More
importantly, team members are expected to work as a team. While everyone has
their designated job functions they are not limited to these responsibilities alone.
Team work is the only true way to operate a successful establishment. Shouting or
yelling is never an acceptable form of communication; remember everyone is
invested in the success of the bar so help each other wherever and whenever
possible. Stations should be broken down and closed as business begins to decline
leaving the most productive station for last.

The closing bartender must leave the bar and liquor storage areas clean, restocked
and well organized ensuring the opening bartender is set and ready to succeed the
following morning. Any duties assigned on the cleaning schedule should be fully
completed and just as for opening, there is a closing checklist that must be followed
and signed off by both the closing bartender and manager. However, at the end of
the day's operations, the team of bar staff carry out the some duties like lock the
main door at the authorized time and turn off the air conditioner if not in use,
remove all empty bottles, sort them and place in their cases or crates, prepare
requisition for alcoholic drinks for next day's operation, according to the par stock
set, check the kitchen supplies and make requisition for the same, open the windows
to allow the fresh air in and dispel smoke and other odour, collect the used glasses
and deposit for washing, wash all the glassware and place them upside down on a
clean surface to dry, empty the trash, clean, and line with disposable bag, collect the
ashtray and clean it with small brush, wipe and stock in its place, place the chairs on
the bar tables and thoroughly clean the floor, remove unnecessary and soiled things
from the under bar, back bar, and the front bar and clean, clean the area between
back and under bar thoroughly, throw away the used ice if any, store the fresh ice
and clean the ice bin, clean the sink and close the taps, beer dispensing and mixes
dispensing system are closed, water jugs and carafes are cleaned and wiped, check
and clear the tills and lock it in the safe or deposit in the front office, enter the sales
amount in the bar summary sheet, switch off the computer and all other electric
equipment except ice machine, bottle, cooler, refrigerator, and other cooling
cabinets, check the toilets and lock the door, close the window, turn off the lights
and lock the internal doors and place the keys in safe.

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2.7 BAR SERVICE OPERATION PRACTICES

When we talk about operation practices in terms of bar, practice refers to the
established system and behavior in an organization. Davis et. al., (2003), defines
operation practices as the extent of established system and behavior practiced by
management in relation to the structure of the operations system of a bar. Today,
the nature of bar and beverage industry has changed entirely to cope with the
diversity of changes in requirements of guests. A vast variety of services ranging
from welcoming to checkout of guests have become part and parcel of todays
hospitality industry. Edvardsson and Olsson (1996) stated that service is an activity
or series of activities, which take place in interactions with a contact person and
provides guest satisfaction. In fact, service is a term that is used to describe the
manner and method in which beverage is served to guests in operations (Meiren and
Thomas, 2010). Managing restaurant table capacity is recognized as an effective
operational strategy that can be used to reduce customer waiting times without
costly capacity expansion. Further Durocher (2005) opined that it also involves
management of when the seats are assigned and how the server handles the station.
Proper table management helps to increase revenue by increasing table turnover
(Kimes & Thompson, 2004; Thompson, 2002, 2003). By adjusting the configuration
of restaurant tables, the owners or managers can try to reduce the table waiting time
and helps to provide the speedy service which leads to the increased customer
satisfaction and service quality. Despite recognizing the benefit of managing tables,
researchers have traditionally limited their focus to revenue management (Bertsimas
& Shioda, 2003; Kimes & Thompson, 2004; Thompson, 2002, 2003). Further
Prewitt (2008) analyzed that to maintain profitability is to increase prices in order to
improve product margins. Still the other option is to reduce the portion size. To
maintain the product margin and profitability reducing portion size is a better option
as commodity pricing is increasing day by day. In setting up the pricing strategy a
beverage operator needs to take into account the costs of doing business. A
restaurant or outlet operator can price items on the basis of preferred pour cost
(OBrien, 2004). The best menu will drive sales through high margin items.

Godsmark, (2003) stated that in most of the bar and beverage service operations are
lacking proper management and supervision. According to Borchgrevink et al,

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(2003), theft is commonplace in hotel bars. Plotkin and Goumas (2000) opined that
in the bar environment there is a countless opportunity for theft because this is the
only department in the hotel where bartender works without any supervision and it is
quite difficult to detect the theft. Slora (1989) stated that employee theft refers to the
unauthorized taking of cash, merchandise, or property. Many restaurants and bars
fail due to employee theft. Theft is very costly to employers in terms of losses in
profits, inventory, morale, and image. The National Restaurant Association
estimates that four cents out of every foodservice dollar is consumed by in-house
theft (Sheridan, 1997). There are many practices used to do theft in a bar which
includes undercharging for drinks, giving free drinks to customers, selling
unrecorded drinks or drinking alcohol behind the bars. Further Nelson (2007),
revealed that proper supervision and control helps to prevent the employees from
stealing. Managers need to be given training and informed the staff through proper
education and training of the control system and policies (Smith, 1997).
Management efforts prevent internal theft by creating good team for an outlet and
make staff feel that they are from the same family (Malone, 2003). Further Rande &
Luciani (2001) demonstrated that maximum people must go through a sort of
internal rationalization before they steal. In the perception of theft every employee
holds different rationalization. The first decision they must make is whether or not
the money or merchandise they are about to take is worth the possibility of losing
their job. Thus, the other way the chance of getting caught may be sufficient enough
to discourage them. Once they feel it worthwhile, they rationalize the theft as
something different and the utmost common rationalizations are resentment, larceny
and greed, financial need. Hefter (1986); Hollinger et. al. (1992); Pauly (1983)
revealed that the employees age, the length of tenure with the employer and the
perception of employer fairness/unfairness are the three factors that can be directly
attributed to employee theft. Many employees who just started their career with the
bars specifically younger employees are more likely to display certain aberrant
behaviors or become involved in certain types of unacceptable activities. The
employees who is not working from long periods and do not having good
relationship with guests or commitment to the organization may engage in certain
unusual acts, and employees who perceive biased treatment may engage in certain

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inappropriate acts. According to Scarpa (2006), technology plays a pivotal role in
the prevention of theft in the bars. Most of the operations are switching from pouring
to dispensing beverages. This type of practice helps to do the direct and labor cost
savings as well as to make the control easier in the outlet (Coltman, 1989).
Bartenders are rarely tried to steal if bars are using mechanically dispensing units or
measures instead of free pouring of liquors. Further Kotschevar and Tanke (1996)
stated that computerized and electronic beverage dispensing equipment helps in
inventory control, improves the portion control and even helps in classic drinks
recipes. Hanson stated that these electronic dispensing equipments helps to control
over pours as well because bartenders usually use jiggers which can be avoided.
Coltman (1989) revealed that electronic dispensing equipment usually linked to the
sales register. Further Kotschevar and Tanke (1996) stated that most of the systems
are attached to the point of sale system which tells about the total sales, drink
dispensed, drink brand and even helps in inventory control by providing the exact
amount of left over drinks by abstracting the amount of drinks sold from the opening
inventory. Moreover, many establishments could lose a considerable amount of
money by allowing bartenders to free-pour beverages. To limit this liability Portion
control pourers are good ways. These devices fit over the top of the bottle, the spout
regulates the flow of alcohol and controls the amount distributed to one or two
ounce depends upon the pourer. Outlets can guarantee that a controlled amount of
distilled spirit is always dispensed by using the portion control pourer. Use of
controlled pourers relives bartender tension and eliminates the cost of constant
washing of shot glasses. For easy use the bar staff even color code their pourers for
fast service and easy operation. The devices are also useful in protecting the
beverages from insects and dust (Lipinski, 1996). To control the inventory and bar
frauds the computer-operated pouring system is another way. Katsigris & Porter
(1991) opined that to keep accurate record these systems are usually interfaced with
the cash register for all sales transactions. Before pouring the drinks the bar staff
must first ring up a guest check. In many organizations bartenders are unhappy with
mechanical pouring, because in this case they feel like management does not trust
them while working in operations. Moreover, automatic liquor-pouring systems
require a sizable investment. In terms of personalized service, customers also do not

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like the computer pouring devices, because they perceive less personal service in the
method. According to Ansel & Dyer (1999), restaurant industry has lesser adoption
of technology in comparison to overall hospitality industry. There are some specific
areas of the restaurant where they made some progress especially in the area of Point
of Sale (POS) technology, inventory management software. To minimize the
employee theft a video surveillance system can be integrated with the POS system
and cash register which helps to identify the particular employee who is giving the
incorrect change and to find the theft issues. Upon that this video can be turn into
text and helps to match the orders being placed or punched into the POS system
(Kooser, 2009). POS system usually works with other programs which can be used
in different ways such as to create online orders, process gift cards and credit cards
(Kooser, 2009). Further Lipinski (1996) demonstrated that there is another way of
controlling by dispensing system in which distilled spirit bottles are placed upside
down in a plastic dispenser. The way to operate this system is by glass is placed
underneath and a lever on the dispenser is pushed up to pour out, with 100%
accuracy, a measured amount of distilled spirit. During the same time a meter
registers and shows in a visible readout each drink and how many drinks per bottle
have been dispensed. In this way it simplifies inventory control and gives a full
accounting of all sales. According to Katsigris & Porter (1991) automatic pouring
systems helps in cutting the pouring costs in different areas like savings of using
large-size bottles, speed, the savings of getting the last shot out of the bottle that in
hand pouring sticks to the bottles sides, the savings in labor because of faster pour
often eradicating the need for an extra bartender at peak periods. It offers the best
control measures and consistency which is the best advantage of this system which
is very difficult to achieve with hand-pouring. The gun called as cobra gun is also
very smooth to handle. To control the beverage system bars usually use a draught
beer serving system consists of a keg, the beer box, the tap (faucet), the dispersion
line between the keg and the tap, and a carbon dioxide tank connected to the keg
with another dispersion line. The beer is usually served chilled so that to hold the
keg of beer at the temperature of 36 F. to 38 F is must. The keg is usually placed
below the tap which is mounted on the front bar top, so that the line between the keg
and tap is as short as possible (Costas & Katsigris, 1991). The computerized beer

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pouring systems works by implementing a digital tap interfaced with the
computerized cash register. It calculates the number of beer served to the register. In
term of rate, consistency, and guest perceptions this system is much more like the
liquor pouring system. Though, both systems are demonstrated to greatly reduce
alcohol beverage theft (Lipinski, 1996).

Responsible beverage service (RBS) is an environmental prevention strategy that

researchers have found to be effective in reducing hazardous alcohol use among bar
and restaurant patrons. Babor et al. (2003); Hawks et al. (2003) revealed that the
most effective measures for preventing alcohol problems within a population are
regulations of the physical and economic availability of alcohol. Over the past few
years the rise in alcohol-impaired automobile crashes, injuries, and fatalities after a
dip in those rates reminds us how headstrong this problem is. Situational influences
help the people ability to alter their habit, prevention specialists must twisted their
courtesy to dropping the risk of alcohol-impaired driving through variation of the
drinking environment itself. Further in RBS server intervention denotes to a broad
set of strategies to create safer drinking environments which firstly, reduce the risk
of intoxication and, secondly, reduce the risk that intoxicated persons will harm
themselves or others. This type of strategies is meant for managers and the
sommeliers/bartenders that serve the beverage, but could also comprise raising the
prices of alcoholic beverages, promoting food, and altering decor to foster safe
drinking. According to ODonnell (1985), many establishments or licensed liquor
shops sell the alcoholic beverage to intoxicated person thats why many of them
driving while intoxicated come from a place licensed to sell alcoholic beverages.
Holder (1998) stated that a systems approach to alcohol prevention involves
changing the environment in which a person consumes alcohol. A society is built on
several actors and forces that together constitute a system. Important subsystems that
have an impact on the alcohol situation within a community are consumption
patterns, availability, social norms, the judicial system, enforcement, sanctions, and
social and medical factors. Public support can motivate authorities to focus more on
monitoring of licensed premises, but can also motivate restaurant owners to train
their staff in responsible beverage service. Alcohol sales outlets that are licensed to
serve alcohol on-premises include restaurants, bars, pubs, and nightclubs. Licensed

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premises are an integrated part of modern society. Restaurants and bars provide an
opportunity for people to socialize, eat and drink together.

A common practice that redistributes tips among employees called pool system in
which workers other than servers, including cooks, dishwashers, and bussers may
earn tips. This practice is very common in the restaurant industry but the manner
through which tips are collected and redistributed varies. Sometimes tips are pooled
based on a percentage of sales, and sometimes tips are pooled based on a percentage
of total tips a worker has earned. Employers or employees can manage tip pools. For
example, tip pools might be collected bartenders and stewards by an employer, who
later redistributes tips to employees who may not be paid tips from customers
directly. By this system the tip is redistributed on the basis of hierarchy, working
hours, etc. Lynn, Jabbour, & Kim (2012); Lynn & McCall (2000) stated that tips are
a voluntary sum of money that guests leave for staff in the service industry that have
served the consumer. Lynn and Withiam (2008) revealed that service charges and
tips practices have its advantages and disadvantages as well. Pool-tipping has a
disadvantage that it may be given to an employee along with the instruction that it
must go to the pool. A steward may pocket the some of the tipping amount as his
own. In this situation would be to advise the guest to deposit the tip amount in the
box directly which is kept in the guest service area. Pooling of tips practices found
to be unfair labor practice as non- tipped staff have objection on this that they should
also paid the similar amount as the other staff are getting because they also
contribute to the final service of the product. According to McCarty et. al. (1990) in
the food service business the tip is a function of aspects of the customer, perceptions
of service quality and situational factors. Further he stated that situational factors
could be the number of people at the table or who is present with the one paying as
the tip could be to impress someone. In the sixteenth century visitors to private
homes were also expected to give money to the hosts servants if they were given
service beyond their job description (Segrave, 1998). Psychological motivations like
help the staff, desire to reward good service and gain social approval or status could
explain tipping (Lynn, 2006; Lynn et. al., 2012). Further Lynn & McCall (2000)
identified that the idea people tip as a reward for good service is consistent with
equity theory. Services and tips are the inputs and outcomes in exchange

85
relationships between servers and customers, and for the better service, customers
should always tip double or more to maintain equity in their relationships (Lynn &
Grassmann, 1990; Lynn and Graves, 1996). A person may receive tips directly from
a customer in an amount left at the discretion of the customer mainly who is working
as a steward or bartender. On the other hand, a restaurant may use an auto-gratuity
system, where an automatic service charge, which can vary in percentage, is added
to a bill. Restaurant customers derive utility from service and are motivated to tip
because of a willingness to pay for service (Bodvarsson and Gibson, 1997). The
greater is the quantity and quality of service, the higher the utility from the
restaurant experience and consequently the higher willingness to pay or to tip. By
tipping, a steward/waiter provides an excellent service and rewarded by the guest as
a gratuity.

Further, atmosphere is come across through the senses and is described in sensory
terms. Sound, accent, touch and view are the main sensory channels of the
atmosphere (Kotler, 1974). Many researches by Countryman and Jang (2006),
Heung and Gu (2012), Jang and Namkung (2009) and Ryu et al. (2012) highlights
the positive effect of dining atmospherics on customers satisfaction and behavioral
intentions. Ha & Jang (2012) stated that dining atmospherics can be as serious in
impacting customer satisfaction, mainly because customers responses to the
environment form part of their consumption experience. Restaurant atmospherics
has a major and direct effect on customer satisfaction (Heung and Gu 2012; Ryu et
al. 2012). Further Kim et al. (2009) and Ryu and Han (2010) revealed that dining
atmospherics is also a significant determinant of customer satisfaction. Heung and
Gu (2012) describe atmospherics as the sensible design of a space in order to inspire
particular emotional effects in the customer, to ultimately enhance his/her
willingness to buying a product or service. According to Ha and Jang (2012), dining
atmospherics can be considered critical in influencing customers level of
satisfaction because customer responses to the environment form part of their
consumption experience. To gain a proper understanding of dining atmospherics, it
is important to describe the various dimensions that comprise dining atmospherics.
Robson (1999) identified that lighting, scent, sound, social factors, exterior design

86
features, restaurant layout and furniture and finishes are the factors which
contributing to enhance the mood and pleasure.

2.8 RESPONSIBLE BEVERAGE SERVICE

In todays scenario, alcohol consumption problem seems to be a great public health

concern. According to Baker et al. (1992); Hayward et al. (1992); Roizen (1982,
1993); Stall et al. (1986); Leigh (1990), health problems, such as traffic crashes,
suicides, homicides, sexual assaults, drownings, and recreational injuries are all
associated with alcohol use. Protective factors reduce or moderate the effects of
exposure to risk. Hawkins (1992) demonstrated these factors in further into two
groups: individual and interpersonal factors, and contextual (societal) factors.
Individual and interpersonal factors include biological and psychological factors
such as genetics, sensation seeking personality, early problem behaviors, self-
efficacy, academic failure, family management practices, school environment,
attitudes favorable to drug use, and peer relations. Societal factors are laws
regulating availability within a society, such as minimum drinking age, BAC levels
(blood alcohol concentration) in traffic, and enforcement of extant rules. Social
norms concerning alcohol use are also included in the second group. This indicates
that alcohol prevention strategies benefit from a multifactor approach, addressing
factors at several levels in parallel. Further Caswell (2000) stated that community
action initiatives are intended to motivate and mobilize various groups of actors
within a community to coordinate extant resources to prevent alcohol-related
problems. Holder (1998) revealed that a systems approach to alcohol prevention
involves changing the environment in which a person consumes alcohol. A society is
built on several actors and forces that together constitute a system. Important
subsystems that have an impact on the alcohol situation within a community are
consumption patterns, availability, social norms, the judicial system, enforcement,
sanctions, and social and medical factors. The system with its subsystems
determines the prevalence of alcohol and drug problems within the community.
These sub-systems are connected, but are not exchangeable. A maximum effect
requires a combination of efforts targeting as many important sub-systems and risk
factors as possible. A systems approach is more than the summation of prevention
efforts. Efforts at several levels parallel can lead to synergy effects. One example

87
could be a media campaign that increases the support for efforts to reduce
intoxication at licensed premises. Public support can motivate authorities to focus
more on monitoring of licensed premises, but can also motivate bar owners to train
their staff in responsible beverage service. The more risk factors at different levels
that can be addressed within the system, the more the effect are enhanced.

An important goal in serving alcoholic beverage is to offer a service that pleases and
satisfies guests while at the same time causing no harm to them or to others. Most
bar and beverage operations try to ensure that guest have an enjoyable time by
providing them with a friendly atmosphere, good quality of food and drink,
relaxation and entertainment, and a chance to socialize. When a guest enters an
establishment, a relationship of host and guest is established. It is the duty of the
good host to see the need of the guest. Specifically, in the service of alcoholic
beverages, this means that the host has a responsibility to see that guest do not
consume excessive quantity of alcohol.

2.8.1 The Effects of Alcohol

The amount of alcohol in the blood is typically measured in terms of the Blood
Alcohol Concentration (BAC). The BAC expresses the weight of alcohol per unit
volume of blood, usually in grams per 100 milliliters (or per deciliter). A BAC of
0.10 means that there is one tenth of a gram of pure alcohol in every 100 milliliters
of blood (Buglass, 2011). In other words, there is approximately one drop of pure
alcohol for every 1,000 drops of blood. Most states hold that an individual is
intoxicated when the BAC is 0.10, but some states set a lower threshold. Someone
with a BAC of 0.04 or less is not apt to lose many faculties; at 0.05 to 0.09, there is a
possibility of such a loss; above 0.09 one is almost certain to have lost some
competence. A person can feel the physical effects of alcohol almost immediately
because alcohol passes directly through the stomach walls into the bloodstream. In a
short time, it is able to affect the brain and nervous system. Alcohol first affects the
frontal lobe of the brain, reducing inhibitions, hindering reason and judgment and
slowing down reaction time. More alcohol a BAC of around 0.15 induces a loss of
muscle control. The drinker may stagger and be unable to walk a straight line. A
BAC of 0.20 to 0.30 induces confusion and stupor or loss of consciousness. At this
point, alcohol can act as a poison, causing the drinker to become ill and vomit. A

88
BAC of 0.30 to 0.40 may make the drinker exhausted. A BAC of 0.40 to 0.50 can
affect the part of the brain controlling respiration and heart action. If this occurs, the
person can die. Fortunately, most individuals lose consciousness before drinking this
much.

The physical effects of alcohol vary among individuals. People with large bodies can
tolerate more alcohol than smaller people. This is related to the amount of water in
the body. The more water in the body, the less the effect. However, differences can
exist even between people of the same weight; people with muscular bodies and
little fat tend to put less alcohol into their blood stream than people with a higher
percentage of body fat. Several studies have been done to find out how fast alcohol
can build up in the blood. A 140 pound person drinking three drinks in a 40 minute
period would have a BAC of approximately 0.09 less 0.01, or 0.08. On average,
individuals weighing between 150 and 180 pounds add from 0.02 to 0.03 to their
BAC for each drink. Thus an employee serving a 160-pound man four 12-ounce
beers in an hour should know he is approaching intoxication or is intoxicated
(Katsigris and Thomas, 2012).

People of different temperaments handle alcohol differently. Some become quiet,

while others become volatile. Tired or ill people may get a faster effect than a more
alert or healthy person. Unhappy or de-pressed people may get unhappier or more
depressed as they drink, while happy people may get happier. Some people have
livers that break down alcohol more efficiently than average (which is about 0.75
ounces per hour); these people feel the effects less. Active people seem to be able to
hold their liquor better than inactive people. Also, the body can adjust to alcohol
intake to a certain degree; people who drink infrequently often may find that they
get a quicker and greater effect than people who are accustomed to drinking.
Drinking on an empty stomach intensifies and hastens the effects of alcohol. Food in
the stomach can slow the physical effects of alcohol. The food absorbs alcohol and
keeps it from passing through the stomach wall. Fatty foods are especially effective
because they coat the stomach with oil, making the wall less permeable. Fats also
tend to increase the stomach's churning, further reducing the amount of alcohol
absorbed through the wall. Bubbly drinks like champagne take effect faster than still
ones. Thus, a 4-ounce glass of bubbly wine will have a faster effect than a 4 ounce

89
glass of still wine. If drinking occurs in a relaxed atmosphere where there is a lot of
conversation, dancing or other social activities, the rate of drinking is slower. At
cocktail parties, beer fests, and other events where people are engaged primarily in
drinking, the drinking rate is faster and alcohol consumption is increased. Alcohol is
a part of western culture, and the European countries have the highest alcohol
consumption in the world, with an average level over two-and-a-half times that of
the rest of the world. This high level of consumption contributes to serious problems
for society as well as for individuals. Anderson & Baumberg (2006); Babor et al.,
(2003) revealed that the problems that can be measured in financial terms, alcohol
contributes to a great deal of personal harm, causing criminal, social, and health
damage. From a public health perspective it is important to reduce overall alcohol
consumption as well as prevent harmful alcohol consumption within the population
(Babor et al., 2003; Howat et al., 2007).

2.8.2 Social Concern

Bar and Beverage Management has changed drastically in the several decades,
especially in the United States. It has become more than just providing alcoholic
beverages to a public that wants to be served. Growing social concerns about the
problems caused by improper alcoholic consumption have forced the industry to
change its management style and take steps to see that abuses in consumption do not
occur. These concerns have become such an important factor influencing
management system. Alcoholic beverages go well with food and do much to grace a
meal. Social drinking is associated with pleasantness, friendship, and fraternity.
Sharing the cup has long been a symbol of hospitality between host and guest and
among family and friends. Alcohol is often a part of religious ceremonies and
celebrations such as weddings, holidays and birthdays. In moderate amounts, alcohol
promotes relaxation and comfort. Sometimes, it is actually used medicinally to
produce these effects. Alcohol also carries the active ingredients in many medicines.
There is some evidence that a moderate amount of alcohol each day can reduce the
chance of heart problems. In addition, the alcohol industry is an important sector of
our economy. Many people gain their livelihood from it and other industries, such as
lodging and food service, find the sale of alcoholic beverages an important source of
income. But in todays scenario social concerns about the costs of irresponsible

90
alcohol consumption are growing. These social concerns and the actions springing
from them have sparked a moment to clearly define the responsibilities of those
serving the alcohol. Management must assume a leading role in discharging these
responsibilities; it should understand the problems and how to cope with them.
Policies and procedures must be defined, and employees should be knowledgeable
about them and their use. Beverage servers should understand alcohols physicals
effects and be able to detect over drinking and problems caused by it. Such an
understanding enables those serving alcohol to make that service a more positive
experience. Servers should also understand their own role in seeing that alcohol is
served responsibly. The most recent report of the WHO ranks alcohol 3rd from the
top among all causes of disability. In developed countries, alcohol problems account
for 9% of all disability adjusted life years lost (WHO 2002). In this scenario
responsible beverage service plays a pivotal role. The majority of alcohol problems
are caused by multiple risk and protective factors. By definition a risk factor occurs
before an alcohol problem and is associated with increased probability of the
problem in question. Further, it is revealed that an abstainer is a person who has
not consumed any alcohol for at least a year. A light drinker is a person who
consumes less than 0.22 of an ounce of 100% alcohol per day. A moderate drinker
consumes an average of 0.22 to 0.99 of an ounce of 100% alcohol per day. A heavy
drinker consumes an average of 1.0 ounce or more of 100% alcohol per day.
Kotschevar and Tanke (1996) demonstrated that a long period of time of drinking
can lead to alcohol dependence. There are several forms of alcohol dependence. One
is the inability to stop drinking until intoxicated. Another is the compulsive need to
have a drink at a certain time of day. However another is binge drinking; it may
abstain for months and then drink heavily for days. Alcohol dependence is a disease
that can be controlled by physical and psychological therapy. About 6% of all
people who consumes alcohol develops alcohol dependence over period of time.

2.8.3 Legal Concern

In Bar & Beverage operation legal concern has to be take care by bar staff.
Employees selling the drinks during off hour are deliberately violating the law. Such
sales are usually made by employees seeking to make some extra money. A
responsible enterprise should have little difficulty in controlling this problem.

91
Management should set up an enforce policies and rules prohibiting it. Bar staff or
others who might engage in such activities should be monitor. House liquor should
be put back under lock immediately after closing. Storage areas should not be open
until needed for operation. Employees should not bring in their own liquor and store
it in their lockers or elsewhere. Good observation can detect this type of problem
and give rise to responsible beverage service. Further it is noticed that in most states,
minors bear some legal responsibilities for falsifying records to misrepresent their
age. However, minors often misrepresent their age, and their originality in trying to
escape detection should not be discounted. Detection and refuses is a challenge to
those providing alcohol. All states have minimum age standards for alcoholic
beverage service. Most, not at all, states now set the legal age at 21. It is important
for the bartender to know about the states or localitys age restrictions while serving
alcohol to the public and look out on the various documents such as drivers licence,
government or military ID card, passport, adhar card, etc. In some bar & beverage
operations there is a separate section were minors can order non-alcoholic
beverages. If legal drinkers are admitted to this area and allowed to purchase
alcoholic beverages, some type of identification should be use to set these
individuals apart from the minors. It may be important to see that minors allowed
into such areas do not slip into areas where legal drinkers are; many states prohibit
minor from being in such areas. Further the other legal concern is serving to
intoxicated guest. An intoxicated person is often a source of embarrassment
annoyance to other guest. If people commonly become intoxicated the other guest
may stop patronizing your business. Knowing the alloying or helping an individual
to become intoxicated can lead to civil and even criminal liability in most states.
According to Stockwell et al. (1993), intoxication or alcohol-related aggression at
licensed premises is predominantly a male problem. It is young men who most often
become intoxicated at bars. They are also over-represented in alcohol-related
aggression at bars, both as perpetrators and victims (Lang et al. 1995; Rossow 1996;
Graham et al. 2000). Homel & Clark (1994) opined that some studies have even
identified bars as culturally designated places for male violence. Observational
studies of barroom aggression have found that the rate of aggression was
significantly associated with the overall level of male intoxication (Homel & Clark

92
1994). The majority of women involved in aggressive incidents at bars are victims,
e.g. of sexual harassment (Graham et al. 2000).

2.8.4 Training for Responsible Beverage Service

Training of servers and implementing stricter policies helps in encouraging

responsible beverage service. Saltz (1987); Russ & Geller (1987); Gliksman et al.
(1993) analyzed some studies indicated that it was possible to reduce alcohol-related
problems by promoting responsible beverage service. Significant effects were
indicated with regard to the refusal rate of alcohol service to intoxicated patrons and,
for more comprehensive programs, to reductions in patrons BAC levels (Saltz
1987). Another group of studies could not show any effects of serving practices
(McKnight 1991; Rydon et al. 1996). Other outcome measures for responsible
beverage service programs have been alcohol-related traffic crashes, as they have
focused on drinking and driving. Based on experiences from previous research
studies, minimum requirements for RBS programs have been identified. According
to Mosher et al., (2002) there are several requirements that can influence the
effectiveness of RBS training programs. Relevant information includes
physiological effects of alcohol and social problems associated with alcohol use.
Another relevant component is the legal requirements of relevance to alcohol
service. Further, by simply providing information, the chances of promoting
behavior change or increasing the skills level are limited (Bandura 1977, Glanz et al.
1997). As is it important that servers are taught specific skills to manage responsible
service techniques (e.g., refusing alcohol sales to an intoxicated patron), role-playing
or other skill-building techniques need to be used. Further, it is analyzed that
managers must also be targeted, as they are responsible for supervising the servers
and therefore need to be familiar with the servers responsibilities and skills.
Further, to encourage managers to develop written house policies increases the
chances of implementing RBS at the establishment. A policy signals that the
establishment expects and supports the use of responsible service practices. The
most effective RBS programs last at least four hours. Graham (2000) opined that
experiences from RBS training programs indicate some positive direct effects on
alcohol problems, especially when such programs are mandatory.

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2.9 MODERNIZATION IN THE BAR & BEVERAGE SERVICE OPERATION

The beverage industry is the unique market where competition is fierce and keeping
up with the trend is one of the essential key to success. Even if a person is not in the
business, keep up with the latest beverage trends can make their occasion a hit, make
him a more informed consumer, or ensure he never miss an opportunity to try the
latest drink. The beverage trend of today focuses upon martinis, garnishes and non-
alcoholic beverages.

2.9.1 Non-alcoholic Beverage Trend

By looking todays scenario companies all over are realizing the potential revenue
that can be generated from the non-alcoholic segment of the beverage industry. As
people are living healthier life styles and responsible beverage consumption greatly
emphasized, there is a niche for the non-alcoholic beverages. Furthermore, teens and
young adults are becoming more active and social, which provides another
demographic for specialty nonalcoholic drinks. These specialty nonalcoholic
beverages are not just sodas and juices; they are combinations just as exotic, creative
and beautifully garnished as alcoholic cocktails (Gupta et. al. 2015).

2.9.2 The Beverage Trend: The Cocktail, Wine and Spirits

Vodka Replaced by Whiskey: Bourbon, rye, blends and Scotch are enjoying a
renaissance because drinkers want more body. They are more distinctive with lots of
variation from brand to brand. And theres the rub-off from the wine culture, these
products get better with age in the barrel.
Wine on Tap: Bars are going green and serving up even their higher-end favorite
wines via kegs vs. individual bottles.
Mini-Cocktails: The short cocktail, or miniature versions of full-sized cocktails, will
give guests a taste at lower prices.
Beyond Beer: Cocktails with beer in them are finding favor in trendy bars. For
example a beer based drink called Micheladas with a taste of sauces, spices.
Herbal Liqueurs: Mysterious ancient blends of botanicals, flowers, spices, citrus
peels, herbs, tree barks are new again, to new generations of drinkers. Chartreuse,
maraschino, Benedictine, and, especially, absinthe are now adding body and depth to
inventive cocktails.

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2.9.3 The Martini Beverage Trend

Martini a famous cocktail and a drink is a blend of gin and dry vermouth garnished
with green olives, however, the martinis of today are far from tradition. The majority
of martinis contain vodka instead of gin, and a variety of flavored liquors and
cordials replace the vermouth of the traditional martini. Exotic garnishes or colors
top of these modern martinis. The apple martini gave the martini craze its start, as
this green drink garnished with a maraschino cherry was eye catching and greatly
enjoyed by the drinkers. The popularity of the apple martini combined with the
amount of specialty liquors on the market gave way to endless creative opportunities
for specialty turnovers. The majority of restaurant or bar operations feature a martini
list or an entire menu dedicated to specialty martinis. Managers expect bartenders
these days to maintain knowledge of martini in order to excel on the bar. There is
something sophisticated about the martini that attracts customers to the drink,
especially for the younger adult market. The more creative the martini becomes,
especially with the garnishes, the more likely they are to draw the attention of the
patrons.

2.9.4 Beverage Garnishes

Garnish plays a pivotal role in a drink; it attracts the guest by seeing a drink. Fresh
fruit garnishes, such as pineapple wedges and strawberries are adorning drink
glasses everywhere. The rims of the glasses are no longer only being rimmed with
salt for margaritas; instead lining grass rims with colored sugar, powder chocolates
and various spices is a popular beverage garnish. Furthermore, candies, chocolate
sticks, various sugar and chocolate art are accompanying cocktails. Guest is looking
for the wow factor, thus the garnish beverage trend is all about adding this factor to
drink. Not only will the patron drinking the beverage be wowed but also exotically
or creatively garnished drink will catch the eye of customers and spark interest in the
beverages.

Hybrid Spirits: Pandering to millennials and women, manufacturers accelerate

sweetening name-brand brown whiskies with honey, maple syrup or flavoring them
with cinnamon, apples, ginger, vanilla, cherries, or even pumpkin pie spice.

95
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