Indecision is stealing your profit in 3 ways
How many times have you seen a customer open your cocktail menu, see all the options and freeze — line building behind them, music loud, bartenders waiting.
That exact moment kills margin because one of three things happens next…
The beer back-out
"Just a beer please — I don't do cocktails."
Instead of a drink with up to £8 profit, you make ~£0.80.
If that happens 30× per week, that's roughly £12,000/year disappearing.
The Russian Roulette
A panic pick that misses is worse than a beer — because the customer doesn't stay. If the first drink doesn't hit, they're far less likely to order a second round.
Safe and simple (and forgettable)
Your venue, your staff, your menu — all built to feel premium — gets wasted the second someone plays it safe with the same drink they've had everywhere else.
What if every customer had a reason to order a cocktail, spend more, and stay all night?