Perceived Value Archives | Sparkler City

Coat Check

Little Touches Make a Big Impact on Profits

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When you already have a successful bar or nightclub, the next logical thing that you’ll want to focus on is increasing your margins. This is a delicate dance because if you raise your prices too much, you can drive away the quality of customers that you serve on a given night. At the same time, chances are each of those guests has a little more cash in their pocket that could go in your register, so elevating the venue just a little bit can play a huge role in growing your profits. Here are a few little touches that the most elite clubs use to take their customer’s experience to the highest level.

Coat Check

Coat check is a very nice service to offer your guests and can take an average nightclub to a whole new level. When you offer top notch services like coat check, you can attract bigger spenders and charge more for drinks and food. You’d be surprised at how much your public perception will improve if you offer free coat check, especially if you’re in a northern state like New York or Minnesota.

Upgraded Bathrooms

There’s nothing worse than going to a nice bar or nightclub only to find a trashed and disgusting bathroom. In the nightlife industry, women are the key demographic because the men will follow wherever they go to drink and unwind. Consider offering fine bathroom accessories like clean hand towels, handmade cold process soaps, and even little breath mints or candy to make the experience as great as possible.

Visible Security

There’s nothing worse than feeling like you’re in danger when you’re out for a fun night on the town, so it’s your job to make sure you provide good security at the club. Just as important is making sure that the security guards are visible and easy to spot because this will make your patrons feel safer and spend more money while at the same time discouraging any would-be offenders from trying anything violent. By simply making security’s presence known, you can reduce the chances of an incident drastically.

Quality Everything

I talk a lot about perceived value, and I feel like it is once again worth touching on that subject. By simply serving a cocktail in a little nicer glass, you can easily charge and extra twenty-five or fifty cents without anyone complaining. The same thing goes for any food you happen to serve. If the plates look elegant and have some good weight to them, the customer will feel like they are getting a better value; even if you raise the prices a little to offset the cost of new dishes. Even the napkins need to be as high quality as possible because there is a big difference between the way a thin and inexpensive napkin feels in your hand compared to a thinker one made from quality cotton or even fabric.

Essentially, if you want to make more money you have to give your customers a little extra flare in the little touches. Though you’ll need to invest a little more money in materials, you can add a small markup to each of your items and actually improve your margins while giving your customers a better experience.


The Importance of Perceived Value

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When you’re expecting someone to cough up a large chunk of change for food, drinks, and entertainment, one of the most important ingredients for success is to have your customers feel like they’re getting their money’s worth. If every customer that you have come through your door feels like they’ve been ripped off at the end of the night, you won’t be in business for very long. This doesn’t necessarily mean that you need to give them larger portions of food, more expensive liquor, or lower your prices, but rather you need to make their perception of what their paying for palatable. This practice is a combination of science and art, and it is known as perceived value.

In essence, perceived value is the appearance of a product, service, or experience being more valuable than it actually is. Let’s face it; it would be a whole lot cheaper for your customers to go to their local liquor store and stock up on their favorite beer, wine, or liquor instead of coming to your bar or nightclub, so you really need to take a hard, long look at what you’re really selling. The answer my friends is an experience, and there are a few ways that you can make it a great one for your customers and have them paying more money for the exact same items.

Curb Appeal

First impressions matter in the bar and nightclub business, and for us it starts right at the curb. As your guests approach your venue, you want it to look like a fun and classy place that is safe to hang out at for the evening. Additionally, you want it to seem like it’s a little upscale but without that stuffy experience that many of the downtown nightclubs offer. If you can manage to pull all that off, you’re most of the way there already.

Interior Ambiance

Once your guests walk through the door, everything should be perfect. The decorations, the lighting, and the general mood of your entire bar or nightclub needs to be just right so that guests feel like staying longer and be willing to spend a little more on their food and drinks. The best way to do this is to make sure your venue is designed for the market in your area and follows a logical theme throughout the entire building.

Staff and Service

One thing that can make a customer’s experience terrible regardless of how nice your venue appears to be is bad service. Customers won’t tolerate waiting at a bar that’s way too packed to get service or at their table hoping a waitress will realize they exist. By hiring a great staff and giving them all the proper training, you can ensure that your customers get first class service and will come back again and again.


Lastly, presentation is everything in the nightlife industry, so you need to be at the top of your game in this department. By simply mixing and garnishing your cocktails properly and serving them in a high quality glass, you can easily charge more for the exact same drink. Similarly, by making your plates look more decadent than they really are, customers are willing to pay more for smaller portions as long as the food is delicious and visually seems to be worth the money; which means that you will have higher margins without increasing your costs.

In the end, perceived value is all about creating the illusion that the customer is getting more than they actually are. You may think this is a little devious, but you just need to remember that the customer is paying for an experience. As long as you are providing that in abundance, most of your guests won’t mind the small upcharge for your bar or nightclubs efforts.

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