Well, the clue is in the title. For every drink (and meal) served, there is a 'perfect' way to serve it. Let's focus on drinks for simplicity. Perfect serves are about presenting the drink in the best possible way, making it look good and taste its best.
Consistency is Key
Perfect serves need to be consistent. There is a right way and then every other way to serve the drink. EVERY premium drink has a perfect serve. However, many venues ignore this, fail to train their staff on it, or don’t give it enough importance. They are missing out, and here’s why.
Humans and Habits
We are creatures of habit and ritual. While novelty keeps us interested, what makes us feel safe is the familiar. We like trying new things, but we prefer them to be consistent and predictable.
The Importance of Ritual
Humans love rituals. We know what a wedding looks like, how a proper picnic should be set up, and the right way to set a dinner table. Rituals make moments special. This extends to our drinking habits too. For instance, Pimms is for summer, Mulled Wine for Christmas, Champagne for special occasions, and tequila and sambuca are served as shots. These rituals enhance our experience and satisfaction.
Social Signals
What you order at the bar can signal social status, aspiration, and group membership. Sometimes, the selection isn’t about what you want to drink but about fitting in with the group and signaling that you are like them.
The Marketing Power of Rituals
Brands know the power of rituals and have used them in marketing for a long time. Pringles, Galaxy chocolate, Oreos, and Cadbury’s Creme Egg have all shown us specific ways to enjoy their products, creating rituals around their consumption. This works because consumers who follow rituals enjoy the product more, rate it higher, and are willing to spend up to 25% more.
The Perfect Serve in the World of Drinks
We all know the perfect serve for tequila and sambuca, the correct glassware for prosecco and ale, and that Baileys should be served over ice. When drinks aren’t served properly, it leads to disappointment.
Most drink brands have long understood this. For example, Guinness has spent decades enforcing their brand through a perfect serve. There are few Guinness drinkers who will tolerate being served in anything other than the correct branded glassware. Similarly, Stella Artois relaunched as a premium product by teaching both operators and customers the nine steps to a perfect serve.
The Impact of the Perfect Serve
Enhances Customer Experience: Perfect serve makes customers feel special and valued, enhancing their overall experience.
Obligation to Premium Brands and Customers: Serving premium products correctly honors both the brand and the customers who pay for them.
Encourages Spending: Customers are likely to spend more and feel happier about doing so.
Reflects Care and Attention: Perfect serve signals that your venue cares about the customer experience.
Conditioned Satisfaction: Much like Pavlov's dogs, customers learn to associate the perfect serve with a positive emotional response.
The perfect serve enforces other rituals, including the ritual of coming to your hospitality business. It enhances the customer experience, encourages regular spending, and demonstrates care and attention to detail. It’s a vital part of your customer care experience and should be integral to your values and brand. What people drink and how they drink is symbolic, and serving it right makes all the difference.
