In 2006 the newspaper San Francisco chronicle published an article about 5 drinks (some) bartenders hate to serve. I don’t agree with the reasons they give, neither with the idea of “hating” to serve a drink. You can find the original article here and in this other blog as well (a good blog BTW).
Now in 2012 there’s is an article in the NY post where some NY bartenders confess that they hate making Mojitos because it is “simply too time-consuming to make, while at labor-intensive cocktail bars, it’s been deemed out of fashion” (yes Mojitos!, that iconic flavorful money making drink!).
For example: “It’s a matter of basic economics” …“Time is money. You can make six or seven other drinks in the same time [it takes to] make three mojitos,” he (Freddy Thomas, 41) says.
A good mise en place and proper technique allows you to make Mojitos quickly, I am a bartender myself and I can testify this. But most important: they are missing a key point of pricing strategy (and basic economics): people are willing to pay an extra 50 cents for a Mojito, because they like it and because it has added value over a Rum and coke. Added value is the same reason why guests are willing to pay more for freshly squeezed juices than juices from a carton box. Added value is why they go to your bar.
Another reason they give for not serving Mojitos: “Once one person is seen with a mojito, others are inspired to order it. “It’s like a disease,” says [downtown bartender Freddy] Thomas.”
But, isn’t that what you want in your business? People consuming high profit margins items? And if it encourages others to order it, is it out of fashion?
A Mojito is a happy drink. A drink that makes people talk to each other not only about their lives but about the drink itself, they’re talking about your product. It is a drink that brings positive energy to your business. How can you refuse to serve a jewel of the crown?
It is worth remembering that there is a bar in Paris called “Mojito Lab”, where it mainly serves…well, you guessed! Mojitos! Or the bars “La Floridita”, from Cuba to the world over. Bacardi’s marketing campaign is based on the Mojito itself and, God they know about selling rum!
If a Mojito is time consuming, will they ban Dry Martinis as well?
My minty advice: have a talk with your front of the house staff and make sure you’re surrounded with the best staff you can afford. It is your business, get rid of lazy bartenders and bring on those who want to work an help you build profits making your guests happy.
Be my guest, Lucas Ranzuglia.