How to Make a Restaurant Bar Successful

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Today, in many cities around the world, restaurants operate their own in-house bars – as separate “profit centers” and as essential parts of the overall concept. Even in Germany, where there has traditionally been a clear divide between restaurants and bars, the fusion of kitchen and cocktails is gaining popularity.

But what are the advantages of this approach? Where are the challenges or even potential pitfalls? And what kind of strategy can help unite the best of both worlds for guests, while also being economically viable?

At BCB 2024, someone who knows the ins and outs of bar-restaurants spoke on this topic: Leo Robitschek. As far back as 2005, he developed the cocktail and bar concept at New York’s “Eleven Madison Park” (which has held three Michelin stars since 2012). Today, he serves as Head of Bars and Partner at the Sydell Group, overseeing the expansion of the company’s own bar-restaurant concepts, especially “NoMad,” which now has locations in New York, Los Angeles, Las Vegas, and London.

Together with Gareth Evans, like Robitschek, a trained bartender and Global Director of F&B Development at Ennismore, he presented the pros and cons of a hybrid restaurant-bar concept to industry professionals.

© Jan-Peter Wulf

The Advantages of Restaurant Bars

1. Creative Collaboration Between Kitchen and Bar
   As a bartender in a restaurant, you can work closely with the kitchen team. This collaboration allows for an exchange of techniques, leading to creative, harmonious flavor experiences, including cocktail and food pairings. Chefs, particularly head chefs, bring a deep understanding of ingredients and flavors, which can enrich cocktail creations. 
2. Access to Diverse Ingredients and Specialized Equipment
   Having access to kitchen equipment and ingredients enables bartenders to create innovative cocktails that would not be possible in a standalone bar. Using combi steamers, Thermomix, and other equipment, bartenders can prepare components for drinks in advance. Additionally, kitchen “leftovers” that are no longer usable in dishes can become the base for shrubs, cordials, syrups, and other bar ingredients – a sustainable approach that can also save costs.
3. Higher Revenue Potential
   Cost savings on one hand and increased revenue on the other: restaurant bars can boost beverage sales by offering cocktail pairings with meals. A well-crafted bar menu enhances guest satisfaction and can lead to higher profits when guests are willing to pay more for cocktails tailored to the restaurant’s concept and offerings.
4. Targeted Marketing and Differentiation
   A well-thought-out bar concept contributes positively to a restaurant's brand identity, helping it stand out from competitors. For instance, offering cocktails not listed on the menu as a treat for regulars can strengthen customer relationships. Additionally, according to Robitschek, cocktails are much more photogenic for social media than wine bottles or glasses, which is valuable for “user-generated content” (free marketing).
5. Meeting the Sophisticated Modern Zeitgeist
   Since the end of Covid, consumers are more focused on quality. When dining and drinking out, people value an outstanding experience even more. “People are drinking differently and smarter,” says Leo Robitschek. This cultural shift plays into the hands of restaurant bars, as they offer good food, great drinks, and a unique overall experience.

The Challenges of Restaurant Bars

Despite the advantages, restaurant-bar concepts come with their own set of challenges:

1. Challenges in Collaboration with the Kitchen
   While cooperation with the kitchen brings many benefits, it also has its challenges. Not all chefs, according to Robitschek, recognize the value of an in-house bar and may even see it as competition for attention. This can lead to a lack of cooperation or restricted access to the kitchen for the bar team. Successful collaboration often requires intensive communication and coordination.
2. Limited Visibility of the Bar
   Unlike in dedicated bars, most guests in a restaurant are seated at tables rather than at the bar, which means the “stage” and show effect that cocktail preparation often involves may be missing. This can be a limitation for both guests and bartenders, who may need to accept this setup (and not all bartenders are keen on doing so).
3. Difficulties in Recruiting Qualified Bar Staff
   It can be more challenging to find bartenders for a restaurant-bar concept, as they may need a broader skill set. They not only need expertise in cocktails but also knowledge of other beverage categories such as wine, beer, and restaurant service to meet the varied demands of a hybrid concept. If the establishment has a sommelier, then coordinating between the cocktail and wine specialist is crucial.
4. Timing
   Timing of cocktails is crucial in restaurant bars to avoid disrupting the dining experience. In a set menu, cocktails need to be served at the right course at the right time, which requires additional planning and coordination between the kitchen, bar, and service staff.
5. Increased Pressure on Drink Program Development
   The bar program must be thoughtfully curated and aligned with the restaurant’s concept. It’s important to offer drinks that complement the restaurant's unique features. Robitschek recalls a New York restaurant with Italian cuisine but a tiki cocktail menu – a mismatch that did not resonate. Additionally, restaurant guests may be less familiar with cocktails than food and might not have as strong an interest. Therefore, drinks should be accessible and designed to complement the food without overpowering it. Robitschek and Evans recommend offering two menus: one for meal pairings (simpler, with fewer ingredients) and another for pre- and post-dinner drinks.

5 Strategy Tips for a Successful Restaurant Bar

Finally, Robitschek and Evans shared their top tips for a successful strategy:

1. Regular Coordination Between Bar and Kitchen
   Regular exchanges between teams ensure that cocktails align with the menu. Management should also ensure bartenders are trained to meet kitchen standards, correctly use kitchen equipment, and handle the space responsibly.
2. Thoughtful Menu Design
   The cocktail menu should be clearly structured and include various categories such as aperitifs, low- or non-alcoholic drinks, and digestifs. This helps guests select the right drinks to pair with their meals.
3. Tasting Together
   When new dishes are added to the menu, and new drinks are designed to accompany them, a joint tasting session should be held. This ensures harmony between the beverages and dishes, so no part of the experience overwhelms another.
4. Efficient Bar and Service Setup
   Since the bar needs to sync with the dining rhythm and serve as a gathering place before and after the meal, its setup and process flow must be well thought out. A well-designed layout can speed up service and simplify operations.
5. Creating Table-Side Experiences
   Increasingly, restaurants are reviving classic service styles, such as tableside flambé. The bar can boost its visibility by mixing cocktails tableside – a revival of the bar cart – rather than simply delivering them on a tray. It adds an element of surprise and creates a memorable experience for guests.