BAR MANAGEMENT

AND
SERVICE OPERATION
 CHAPTERIZATION

Sr no. Index Page no.

1. Topic 1

2. Introduction 2

3. Aims 20

4. Objectives 21

5. Hypothesis 22

6. Research Methodology 23

7. Questionnaire 25

8. Bibliography 28
 INTRODUCTION

The present-day modern concept of the hotel is not just a place to provide accommodation and
food and beverage but offering to its guest every possible facility, service and
convenience.Negi, (1992) opined that the important activities of hotel includes Reception,
Restaurant, Bar, Banquet Hall, Entertainment and Recreation, Sightseeing, Transport facilities,
Swimming pool, Lounge facilities, Shopping facilities, Valet and Laundry services, Tennis
court, Golf and Squash, Health club, Business centre etc. Apart from these services beverage
service is major component and has remained an important part of hospitality industry today.
The beverage services are provided by various outlets of food and beverage department in the
hotel. These outlets are bars, room service, banquet, restaurant, 24hours coffee shop, lounges,
etc. which serves alcoholic as well as non-alcoholic beverages. Out of these above outlets our
focus of this study is on the bar & beverage operations of the hotel. In the food & beverage
operation, the alcoholic and non-alcoholic beverage plays the pivotal role. According to
Gonzalez-Gomez & Morin, (2006) alcoholic beverages demand, particularly wine is changing
& growing now days. According to Arora (2009), bar operation is defined as “a public place
where the primary business of the place is to sell alcoholic beverages to the general public, for
consumption on the premises.” This definition suggests that bars are primarily involved in the
sale of alcoholic beverages to the general public for consumption on the premises. Hence, these
definitions exclude occasions or events such as social parties, where there is no commercial
trade involved. Additionally, these definitions explicitly mention the location of consumption
of alcoholic beverages at the premises of sale and consequently, exclude liquor stores, which
provide alcoholic beverages for consumption on alternative premises (Allen & Ambala, 2007).
These definitions also mention the primary focus of bars as the sale of alcoholic beverages. In
turn, these definitions suggest that those organisations providing alcoholic beverages as
secondary or supplementary service offering should be omitted when referring to.
bars. Based on the definitions of bars presented above, it is evident that the term ‘bar’ seems to
primarily focus on the selling of alcoholic beverages to the public for consumption at the
premises of sale. Hence, the term ‘bar’ is seen to relate to hospitality organisations, which are
primarily concerned with the sale of alcoholic beverages (George, 2008). The term ‘bar’ is
derived from the specialized counter on which drinks are mixed and served. Patrons may sit or
stand at the bar and be served by the bartender. Depending on the size of a bar and its approach,
alcohol may be served at the bar by bartenders, at tables by servers or by a combination of the
two. Bar and Beverage operations also provide employment and they provide support to many
industries whose materials and products they use (Kitschier and Tanka. There are bar and
beverage operations that provide social activities, entertainment and even include a range of
dining services. Bar and Beverage operation is a high revenue generating outlet in a hotel that’s
why national and international hospitality companies alike are working hard to ensure that
professional and responsible behaviour is maintained by their bar personnel or bartenders
(Kitschier and Tanke, 1996). It is a fact that while the hospitality.
industry in the rest of the world considers bars as an integral part of the complete guest
experience; in India, the focus on bars has been limited. This is a very relevant segment,
especially given the demographic of the hotel guest in Indian hotels. With India’s economy
booming, there has never been a greater emphasis on leisure and business travel as during the
present. Indeed, whether Indians travel to the rest of the world, or, foreign guests travel to India,
or, Indians travel within India for leisure or business, you have a guest demographic which is
much more experienced and savvier and accustomed to having drinks both as a habit and as a
social need. Over the past numerous years, the world’s leading hotel brands have increased
their efforts to respond to environmental issues and invested significantly in going green. By
adopting latest technologies and work on the principle of sustainability instead of rapid
development and short-term fiscal goals, possibly there is a chance for the hotel industry to
transform itself into an example of environmentally sound operations an act as a channel of
information about sustainability. In every industry these days, encouraged by unprecedented
consumer demand for healthy, environmentally friendly products, sustainability has become
important part to survive in the industry. Now a day the green hotels are more familiar to
customers and called as environment friendly hotels. According to MDEO (2009), commercial
food service establishments and restaurants are the highest energy users’ sectors that is why
going green is important for sustainability and for the profitability considerations. According
to National Restaurant Associations (2011), 62% of consumers want to spend in the outlet
where they are following green practices. Hu et al. (2010) stated that greening plays a vital role
in surviving and prosperity for most of the industry. The term green refers to “actions that
reduce the impact on the environment, such as eco-purchasing or recycling”
. Through the last few decades, the hotel industry focusing on the environmental impact with
each hotel striving to achieve environmental goal even though there is no universally definition
of a green hotel According to Beverage Information Group’s Handbook Advance 2013,
distilled spirits increased for the 15th consecutive year, growing slightly faster than in 2012.
New products and the modernization of spirits are helpful in growth as since 2008, 3.6% is the
largest increase. Further the report revealed that the consumption of wine is also increased as
domestic wine consumption increased by 3.0%, surpassing imported brands but the fortified
and aromatized wine category is declined if compare to sparkling wines or champagne.
Throughout history, there have been many names for establishments where people gather to
drink alcoholic beverages. Bars or pubs, booksellers, brewpubs, which were formally known
as public houses or alehouses, are drinking establishments all of which have always been
central to the national culture of a great number of countries around the world. In many areas
globally and particularly in rural locations, the bar has always been the focal point and
communications hub of the community. The evolution of the bar is closely linked with the
evolution of alcoholic drinks and the introduction of hospitality. The consumption of alcohol
lowers inhibitions, can facilitate relaxation and increase the enjoyment of dining, and has
contributed towards a more sociable and convivial atmosphere between locals, invited guests
and travellers for many centuries around the world.
TYPES OF BAR & BEVERAGE OPERATION

There are different kinds of bars operated by the hotel or outside the hotel which are termed as
stand-alone bars. The classification of the bar and beverage operation is not an easy task as
other food and beverage outlets because there can be so many blends of features. Beverage
services differs in many ways with different purposes from the bar or the bar-restaurant
combination in hotels i.e. Lobby bar, cocktail lounge, restaurant bar, a night club, room service,
mini bar, etc. So a broad classification is one using the groupings bars and lounges
(Kotscheverand Tanke,1996). There are a lot of differences among the operations in each of
these broad categories. Based on the definitions of bars presented above, it is evident that both
the terms “bar” and “lounge” seem to primarily focus on the selling of alcoholic beverages to
the public for consumption at the premises of sale. Hence, for the purpose of this research
study, the terms “bar” and “lounge” are seen to relate to hospitality organizations, which are
primarily concerned with the sale of alcoholic beverages for consumption on the premises of
sale. There are bars that serve beverages only, with some offering like light snacks such as
wafers, peanuts, finger chips etc.
However, some serve a limited food menu, with beveragesastheirprimaryoffering(Kotschever
and Tanke, 1996). There is publbar,cocktail bar, airport , pianobar,sportsbar,winebar,service
bar, portable bar/mobile bar, recreational bars, in-room, or mini bar etc.(Rutherford and
O’Fallon, 2007). There are bars whose trade is local and whose guests are regular who visit
often. Bars such as these’re gathering places, where good camaraderie and companionship are
as much merchandising factor as the product sold. Interestingly, there are bars on busy street
sand in other areas where passers-by can drop in for a beverage. Hotels usually havethese types
of bars available for the in-house guest and for the outside guests as well. Lounges may be
difficult to differentiate from bars. Lounge is an area meant for relaxing which is normally
located near the reception area. Moreover, lounge is usually located in the hotel lobby or
executive floors, offer a range of specialty teas and coffees. Some establishments have lounge
bar which serves all kinds of alcoholic beverages to the guests at the lounge where guest can
stand or sit and obtain beverages. Lounges differ from bars in that they usually provide space
for bore tables and chairs and are usually better furnished and often being served to upscale
type of guests. The tables and chairs provided may be somewhat incident alto the businessman
lounges are associated with the food service outlets andthe primary purpose is to serve the
beverages in a separate area for the better dining experience. Thus, a lounge maybeetle
Hotel Bar & Beverage Operations

Beverage service is a major component and has remained an important part of hospitality
industry today. The beverage services are provided by various outlets of food and beverage
department in the hotel. These outlets are bars, room service, banquet, restaurant, 24 hours
coffee shop, lounges, etc. which serves alcoholic as well as non-alcoholic beverages. A
beverage service differs in many ways with different purposes from the bar or the bar-restaurant
combination in hotels i.e. Lobby bar, cocktail lounge, restaurant bar, a night club, etc. There
might be three or four bars under one roof, each with a different purpose and a different
ambience. addition, there is room service, with a food menu that includes mixed drinks, beer,
wine, and Champagne. A new facility popular in many hotels is that of the in-room bar, mini-
bar, or honour bar. While sometimes the responsibility for inventory of these bars rests with
room service, the beverage manager in most cases is also deeply involved in their design,
marketing, and control (Rutherford & O’Fallon,2007). Individual rooms often have a minibar,
a small refrigerator or cabinet stocked with a modest inventory of snacks and drinks, ostensibly
for the convenience of hotel guests. Most business travellers find the unabashed price-gouging
irritating.
Industry experts now suggest that nothing in the minibar be priced higher than comparable item
sold in the hotel’s vending machines. According to Lodging magazine, there are three keys to
minibar profitability: The unit must be installed so that it is easy to use and its contents must
be clearly visible, a reliable system must be in place for prompt restocking of cabinets and
correct billing of guests, finally, guests must be enticed to somehow overlook the high prices
of minibar goods. IN response to the last point, some hotels have begun packaging other types
of items to sell, such as logo-emblazoned nightshirts, intimacy kits and grooming items, in
addition to snack foods and mixed drink ingredients. Even so, the minibar is not major money-
maker for most hotels, and it does siphon some business away from the hotel’s other food and
beverage venues, especially room service. The item most likely to be purchased is not alcohol,
but bottled water. However, food and beverage directors of large and/or luxury hotels say the
minibar has become a necessary amenity, high prices and all, for its sheer convenience, even
as they acknowledge the increased labour costs of restocking and maintenance. Others are
abandoning their minibars, however, citing results of guest surveys as well as upkeep costs,
primarily the labour involved in the checking and restocking them. Further, there is banquet
service, catering to conference, convention and receptionists. Typically, the client makes
beverage choices in advance of the event, which’re served from portable bars by extra
personnel hired for the occasion(Singaravelavan, 2011). Portable bars are designed for
maximum flexibility and can be used in conjunction with beverage sales associated with guest
activities anywhere in the hotel or on its grounds. This may be extended in resort areas to
include recreational areas (Rutherford & O’Fallon, 2007). This type of bar is also called as
banquet bar. This temporary type of bar set-up in the banquet used to serve alcoholic drinks
during a specific function. The type and quantity of drinks to be served are generally
predetermined at the time of booking the function. The drinks may be either bought by those
who wish to drink or paid by the host for all the drinks consumed by the guest during the
function. As similar to dispense bar this burls collect the stock may be from the main bar or
from the cellar. There is possibility that, the guest would bring their own bottles of liquor in
which case corkage charges will be charged according to the norms.
Bar/Entertainment Combinations Possibly the most daunting challenge of hotel beverage
service is its diversity, coupled with the up-and-down nature of demand. Since a hotel’s
primary clienteleisovernight guests, demand for beverages rises and falls according to the
occupancy rate. This, too, is unpredictable: A hotel can be completely full for a convention and
yet have very little bar trade, depending on the kind of convention it is hosting. On the other
hand, a very low occupancy rate might net a lot of bar business. Again, it just depends on who
the hotel guests are. Resort and luxury hotels often have several bars and restaurants, with a
variety of entertainment, food, and drink, to keep the hotel guests spending money on the
premises, as well as to attract an outside clientele. On the other hand, a small commercial hotel
in a big city might need only one bar with several stations to serve its lobby customers, a
cocktail lounge, coffee shop, dining room, and room service.
bands. In between are cocktail lounges and nightclubs with live-entertainment piano bars,
country and western dancing, jazz or folk duos, or rousing rock-and-roll groups. This concept
must include the decision to make room for a stage area, sound system, and dance floor. Having
entertainment also means hiring someone knowledgeable to book the bands or entertainers
whom people will want to see and always thinking ahead to the next fad or hottest music trend
to attract the fickle public. A concept that includes regular entertainment of any kind also
includes the fixed costs and additional financial risk of hiring and paying the entertainers.
Nightclub operates during the nights and offers dinners, dance entertainment which is the best
suits bar in this category. Cabarets or floor shows are the main attraction of
thenightclub,Couples can dance floor to music performed by live bands or to recorded music.
Dinner and wine are served at the table and guests can have their meal while enjoying the show.
In India, some metro cities have night clubs: however, in some states it is not permitted
(Singaravelavan, 2011). Further, Discotheque operates during night hours; it provides a dance
floor for guest to dance on. Special sound and lighting effect is created for an appropriate
ambience. Drinks, especially beer, and snacks are made available during the operations. The
service is very informal. Its patronized mostly by the youth and couples. It is generally located
in secluded placed in hotels so as to avoid disturbance to other guests. The entry is limited to a
certain number of guests according to the floor/ room capacity and an entry fee is levied. In
most cases the entertainment may draw the crowd, but it is the drinks that provide the profits.
If there is a cover charge, which is an admission fee per person paid at the door, at least part of
it is likely to go to the entertainers. The fortunes ofthis type of bar will rise and fall with the
popularity of its entertainers, unless the place has something else going for it. Sports bars offer
a different type of entertainment. In the mid-twentieth century, the term sports bar was a
nickname for popular watering holes frequented by sports figures and sports writers, who
bough teach other drinks and traded stories and colourful quotes. Today, however, you are
more likely to have your conversation yelling at a big-screen television than at
asportscolumnist. Modern-day sports bars are designed for group viewing of popular sporting
events. Equipped with large television screens, the sports bar often sets affixed price or cover
charge to guarantee a good profit because customer turnover issue small. Large sports bars
serve a menu of full-course meals, and many take reservations in advance of popular events
like boxing matches, baseball’s World Series, a Triple Crown horse race that will draw a crowd.
Interestingly, it is found that a type of bar called Pub is derived from public house which is
licensed to sell alcoholic beverages best suits this category. Pubs have been socially and
culturally distinct from cafés, bars, booksellers (German beer halls) and brewpubs. Most pubs
offer a range of beers, wines, spirits, soft drinks and other alcoholic drinks along with snacks.
Many pubs are controlled by breweries, so cask ale or keg beer may r better value than wines
and spirits. Most pubs were once owned by the breweries to market their products, but today
they are operated by other business promoters. Originally they were owned by breweries to sell
their beers in India, cities like Bangalore and Mumbai have some of the finest pubs
(Singaravelavan, 2011).Traditionally the windows of town pubs were of smoked or frosted
glass to obscure the clientele from the street but from the 1990s onwards, there has been a move
towards clear glass, in keeping with brighter interiors. The owner, tenant or managerof a pub
is properly known as the pub landlord. Probably the most stable type of bar/entertainment
combo is the smaller place within attractive ambience, good drinks, and local entertainment to
draw a loyal, local crowd. The success potential of this kind of establishment is much the same
as the bar-only enterprise. Larger operations featuring out-of-town entertainers have higher but
riskier profit potential. It is likely to be either feast or famine. The bar gears up for each crowd
with temporary extra help, a large investment in liquor inventory, and possibly extra security
personnel. Weather, holidays, location, and weeknight versus weekend crowds all heavily
impact this type of business. Casinos are another enduring combination of entertainment and
beverage service. Today’s casinos might be run by a huge corporation or a Native American
tribal council, and might include everything from big name stage productions and professional
boxing matches, to restaurants and non-gambling arcades that attract families instead
Food & Beverage Combinations

Food plays a pivotal role in bar & beverage operation that is why this combination is adopting
by many establishments. The success of the restaurant operation or bar operation is behind the
combination of wine with food or food with best suit the beverage. The most common form of
beverage operation is one that is linked with foodservice. One type is the restaurant/bar, where
drinks and wine are part of the meal service, served by the same wait staff that serves the meal.
The bares often used as the waiting area for the restaurant during busy times. Drinks may be
poured at a service bar out of public view or at a pickup station in a bar that serves customers
while they are waiting for a table (Singaravelavan, 2011). The major portion of the sales comes
from the foodservice. However, the beverage sales often turn the profit for the enterprise. The
only added costs are for the wine and liquor, the bartender, and a minimum investment in
equipment; the other necessities, service personnel and the facility itself, are built into the
restaurant operation. A service bar is a hidden bar designed for use by the hotel’s food and
beverage service staff only.
It is also called as dispense bar. It may serve one or more foodservice areas and/or room
service, and it is designed specifically for efficiency and economy of service. It serves alcoholic
drinks as well to the guests in the restaurant during their meal time. In most cases, speed is
considered the essential ingredient in service bars. Service bars typically are centrally located
in the back of the house, out of guest view (Rutherford & O’Fallon, 2007). The stock may be
collected either from the main bar or from the cellar. The service/dispense bar has a minimum
stock of drinks that may be suitable for aperitif, to accompany the dishes offered and as
digestives. Another type of food and beverage combination is the bar that offer slight food in
addition to drinks. In this case the beverages and the bar atmosphere dominate, and the major
sales volume comes from the bar. But the food is a nice sidelight that attracts customers and
prolongs their stay. Typical menu items are appetizers: nachos, chips or crudités and dips,
spiced chicken wings, and stuffed potato skins. However, with interest revving up for organic,
exotic, and ever more titillating taste sensations, more food-beverage combo bars are offering
rolled-on-the spot sushi, domestic and imported cheeses, stone baked pizzas, and skewers of
grilled chicken, shrimp, and lamb. Interestingly, to attract more customers, many food and
beverage bars are adding the Happy hour specials on both food and beverage choices. In 1980s,
Happy hours would include buffets of free food but today’s Happy hours usually feature
discounted prices on food & beverages(Kasseris and Thomas, 2012).Further, another type of
food and beverage combination is the Lounge bar is that in which the guest feels more
comfortable than the other bars and where the drinks are usually more expensive. Lounge is an
area meant for relaxing which is normally located near the reception area. Some establishments
have lounge bar which serves all kinds of alcoholic beverages to the guests at the lounge. The
drinks may be collected from the main bar and carried on a tray to the lounge and then being
served. A separate bar can also be setup if the volume of business is more and therein adequate
area in the lounge to address the needs of the guests. Lounge bar is often seen in airports, clubs,
casinos, luxury hotels, ships, etc. (Singaravelavan, 2011).A special variation of the food-
beverage combination is the wine bar, which first appeared during the 1970s as Americans
discovered and learned to appreciate wines.
Here the customer can choose from a selection of wines by the glass or by the bottle, beginning
with inexpensive house wines and going up in quality and price as far as the entrepreneur cares
to go. A wine bar is an elegant bar that serves only wine (nobler or liquor). Patrons of these
bars may taste wines before deciding to buy them. Some windbags also serve small plates of
food or other snacks. This bar sells only wines of all kinds, mainly the most expensive wines.
It has a good collection of wide range of wines. Guests usually buy bottles of wine for
consuming on premises or later outside the bar. This kind of bar is comparatively new concept
and becoming very popular amongst wine connoisseurs and affluent people. A full menu, or
fruitsand cheese platters and upscale hors d’oeuvres, can be served. There are
inherentproblemsin running wine bars. The first is, of course, that serving only wine tends to
limit the clientele to wine lovers. Some urban areas have enough wine enthusiasts to support a
profitable enterprise, they respond to quality and expertise, and they attend and appreciate
special wine tastings, classes, and wine-cantered celebrations.
This enthusiasm, however, raises a second difficulty like purchasing appropriate wines requires
an expertise few people have and may require a financial investment few are willing to make.
As a result many wine bars serve liquor and beer as well. This broadens their appeal and allows
them to realize the necessary profit margin. IN effect they are simply bars that specialize in
wine sales and wine knowledge. Otherwise bars may broaden their offerings by serving meals,
thereby becoming Restaurants with an emphasis on wines. Some also sell wines at retail,
offering customers discounts for volume purchases. This combination of on premise service
and take-home sales is not an option everywhere. Beverage laws in many areas do not allow it.
The results showed that water was the most commonly consumed beverage at dinner.
Moreover, two of the three strongest correlations contained alcoholic beverages (spirits and
white wine). The most important predictive factors for combinations were where the dinner
took place, age and employment of the consumer.
This provided information on correlations in reported consumption of food and beverage as
combinations, which can explain the occurrence of specific patterns. Therefore, these findings
offered a new understanding of everyday food choices and could be useful in guiding culinary
professionals in their food and beverage pairings, as well as for optimising restaurant experins
the results from Paper III, which show how sommeliers understand food and beverage
combinations, this paper focuses on the practice of creating them. While food and beverage
combination research has mainly on sensory evaluations of product characteristics or customer
preferences, this paper focuses on the professional practices involved in their creation of such
combinations. The data come from in-depth focus group interviews conducted with Swedish
sommeliers. The study explores how sommeliers perform food and beverage combinations as
a social practice

The Beverage Only Bar

This type of category plays very pivotal role in the bar & beverage operation and the beverage
operation has its roots from this combination. The beverage-only bar serves beverages alone
along with light snacks like peanuts, pretzels, cheese and crackers. This type of category or bar
serves beer, wine, spirits or mixed drinks, another non-alcoholic beverages as well. It might be
a neighbourhood gathering place, away station for commuters on their homeward treks, or a
bar at an airport or bus terminal or bowling alley. Public bar also comes under this category, in
which the guest can, if he or she so desires, interacts with the bartender and other service
personnel. There are provisions for guest seating at the bar itself, which may be part of a
restaurant or a separate room or area. Separate tables and stand-up areas may also be available
for beverage service (Rutherford & O’Fallon, 2007). Further, Cocktail bar can be a part of this
category which serves all kinds of cocktails along with other alcoholic drinks. It may be found
in airport, casinos, hotels, ships, etc.
(Singaravelavan, 2011). Business at such bars typically has a predictable flow: daily pattern of
peaks and valleys, a weekly pattern of slow days and heavy days, with the heavy days related
to paydays and days off. There might also be seasonal patterns. In airports and bus terminals,
business is geared to daily, weekly, and seasonal travel patterns, and according to the time of
day; light beverages are served during morning and afternoon, and heartier drinks are served
as the working day ends. Because only one type of product is sold and business is generally
predictable, the operation of a beverage-only bar is relatively simple, from production, to
staffing and purchasing, to keeping track of the beverages, money, and profits. This type of
bar also usually has a specific reason for success, perhaps its location, its reputations a friendly
place mainly famous for pouring well-made drinks, or simply its lack of competition or perhaps
it has just ‘always been the place where everybody goes’. Often such bars thrive by being the
same as they always were. Customers become sentimental about them and would not tolerate
change. Further it is demonstrated that, as the mood of the country changes, many
neighbourhood bars are adding food to their offerings. Hotel chains, such as Marriott, Radisson,
and Hyatt, have phase-out their cocktail-only lounges in favour of food and beverage
combinations. Some states do not allow beverage sales without food sales interestingly other
bar owner shave decided that it is simply more responsible to offer people food if they will be
drinking. Master concessionaires, such as Host Marriott, now run more than 1,800restaurantsin
73 airports, and the trend has been to upgrade these facilities to pour more premium beverages

In-flight Beverage Service

Airlines industry is part of the hospitality industry as the food & beverage are serve don airline
flights. The restrictions of space, time, weight, and equipment are formidable as cruise lines
and passenger trains have similar storage limitations.
Airlines drink menus are limited as compare to other establishments. Liquors, beers, wines,
and a few types of cocktail mixes are handed out in small, individual bottles or cans. The cups
are nesting, plastic disposables, except in first- and business-class cabins. Flight attendants
push a beverage cart down the aisle and, working from both ends, can garnish glasses and fill
them with ice, pour beverages or hand out the individual-sized drink components, and collect
the money. The process is a marvel of organization. Tight control systems follow the little
bottles everywhere since they’re extraordinarily tempting to both airline employees and
customers. In recent years, wider enthusiasm for food and wine has prompted airline companies
to seek advice from high profile wine consultants to upgrade their beverage service. In some
cases, the in-flight menus reflect the local tastes and preferences of the destination city or
country. For higher-paying passengers, drinks are free and service typically includes real
glassware, a choice of wines, Champagne for breakfast, and sometimes specialty drinks are
served.
The world bar and pub market include the various bars, taverns, nightclubs, pubs, lounges and
other places which provide alcoholic beverage to the public. Out of the above mentioned
establishments some are serve beverage that are consumed on the premises. In discotheques
and nightclubs, they offer food service as well along with the alcoholic beverage as their main
source of revenue is selling alcoholic beverage in the outlets. These types of establishments
have the high product turnaround, but low profit margins (Report linker, 2013).

BAR LAYOUT & DESIIGN

As previously discussed, the beverage services are provided by various outlets of food and
beverage department in the hotel. These outlets are bars, room service, banquet, restaurant, 24
hours coffee shop, lounges, etc. which serves alcoholic as well as non-alcoholic beverages.
There are different kinds of bars operating by the hotel or outside the hotel which are termed
as stand-alone bars. Further, bars can be divided according to the beverage service or various
combinations of operations and there are different kinds of bars comes under these
combinations. Still there are many factors, which need to be implemented in the design of all
types of bar. These factors can be categorized and changed according to the different variables
like types of bar, owner and designer preference, climate, types of customers etc. According to
Robson (1999), human beings continually scan their environments for information and stimuli,
which help them to make conscious and subconscious judgments about the surroundings, and
to determine what actions and attitudes are most appropriate. People’s attitudes, behaviour and
well-being are influenced by the aesthetic quality of the environment (Scott, 1993). Bellman
(1996) revealed that changing customer demands and their increased expectations, are driving
design in the bar and restaurant industry. With an increase in the number of people eating out,
the demand for more sophisticated and ambience-rich settings is also increasing(Ursine, 1996).
Haymaker (2000) stated that restaurant visitors are looking for entertaining environments with
aesthetic qualities, which can reinforce and enrich the overall dining experience. Ambient,
social and design factors are elements that can contribute to the creation of a food & beverage
outlet environment that provides positive dining experience to visitors (Robson, 1999). The
type of bar design has direct relation with layout design, as a result, study focusing different
bar practices which has a relationship with design and layout of the outlet. To create a bar,
goodliness necessary and designing a good plan is not happening, unless it has appropriate
design layout. Generally, the overall goal of each layout design is to create a straight and
smooth flow of food & beverage service, employees and equipment’s with no cross or back
traffic. According to Arora (2007), the raw ingredients and materials should enter from
receiving area and follow a logical path to the storage, bar, preparation, serving area and returns
to the back of the house. Undesigning a bar layout there are areas that need to be considered
long away. These areas are receiving, kitchen, bar, services, cashier area, staff space, office,
restroom, storage and employee restroom. Each one of these areas are essential and need to
consider and design well (Piotrowski, 2007). Receiving area is generally located at the back
ofthis house with the access from the main street it is also located close tothe kitchen and bar
and it is the first point that the alcoholic beverage and supplies are taken into the bar. Therefore,
it should be designed carefully. Arora (2007)

stressed that the receiving area must be protected from the snow, rain, heat and other excessive
temperature and at the same time should not be visible to the customers but should have visual
accessibility from the managers' office. It is proper to say for serving varieties of
drinks/alcoholic beverages it is necessary to design high quality bars. Each beverage outlets
needs a room for their staff. The staff can leave their belongings and change their cloths.
Moreover, staff needs separated restroom separately from customers' restroom it is possible to
add shower in their area. Offices another part in bar design, which is necessary for the bar
manager and head bartender. The managers' office needs to be secured and located in a closet
door properly demarcated from the back area (Stefanik, 1992). Restroom needs to have direct
access, but not visual access to bar area. Restroom should have opening like window to provide
fresh air for guest. The term ‘bar’ is derived from the specialized counter on which drinks are
mixed and served. Patrons may sit or stand at the brand be served by the bartender. Depending
on the size of a bar and its approach, alcohol may be served at the bar by bartenders, at tables
by servers, or by combination of the two. A bar is made up of three parts: the front bar, tieback
backend the underbars. Each section has special functions.
The Front Bar

The front bar is the customer area, it is the meeting point for the customers and the bartenders
where the customer’s order for their drinks and are served by the bartenders. The front bar
should be functional and have adequate space for pouring the drinks and serving them. The
height of the bar is normally 42-48 inches. The width of the bar is 16-18 inches with the surface
of water proof and alcohol proof material and should be easy to clean. Most bar surfaces are
laminated plastic or made up of high quality granite. It may or may not have armrest running
from omened to the other. If provided, around 8-inch space must be added up to the width
ofthis bar and the armrest should be padded for comfort. The waiters pour the drinks along with
the mixers, such as soda, water, etc. into the appropriate side. Glass arranged in the glass rail
(drip rail) which is recessed for about 3 inches at the bartender (George and Chatterjee, 2008).
The vertical structure supporting the front bar, known as the 'bar die' is like a wall that separates
the customers from the working area. The customer side may be padded, decorated with
carving, or left plain. A footrest runs the length of the counter on the customer side from the
floor of about 9-12 inches. If sit-down bar is designed, it will have high stools, tall enough to
convert the bar to table and each stool will have the space allocation of 2-feet length of bar.
The stools should be very comfortable with proper height with rungs for footrest or the footrest
of the front bar should be within the reach. On elegant mahogany bars of the 1800s the footrest
was a brass rail, and underneath it every few feet were brass spittoons. The prohibitionists made
the brass rail a symbol of the wickedness of drink, along with swinging saloon doors
(Rutherford & O’Fallon,2007). The elements of the front bar- the surface, die, armrest, footrest
and stools are part of the public perceptions, so their look must be carefully planned in
conjunction with the total décor.
The Back Bar

The back bar has a dual function: as a decorative display area and as a hard-working storage
space. It is located at the back of the front counter leaving sufficient space for the bartenders
to do their work. The back bar consists of display rack set over the storage cabinets. The back
bar holds all kinds of liquor bottles and sparklingassortedglassware in an attractive manner
which enhances the appearance of the bar. Often the back bar is lined with mirror at the back
which reflects the bottles stored in the rack. It also acts as a merchandising device by displaying
the bottles. The mirror adds depth to the room, helps the bartenders to observe the customers
discretely, and the customers to view others in the room. Many bars include pictures,
posters, tainted glass, plants, antiques, etc. to make the back bar more attractive and to
breakthemonotony. In most bars, the overhead slotted racks are fitted to store the stemware
which makes the bar very attractive. The base of the back bar functions as storage. The base of
the back bar functions as a storage space and the part of it may be a refrigerated

The Under Bar

This area is usually the last section of the bar to be designed, after the front of the bar has been
created. It refers to the area under the front bar of the bartender's side. The under bar should be
designed keeping in mind the kind of drinks to be made, equipment required, and mixes needed
for the drinks. In other words, work flow must be considered while designing the under bar. It
is the main centre for the entire bar operations as the bartenders will be facing the guests while
preparing their drinks. The under bar may be divided into many workstations according to the
volume of the business and the length of the counter. Each station will have its own supply of
fast moving liquor, mixes, ice, glasses, blender, sink, garnishes, etc. within reach. The liquors
in each station are grouped into well brands' and 'call brands'.
Well brands are house brands that are served to the guest who do not specify particular brand
of liquor. They may just ask for scotch, bourbon, rye, gin, etc. Hotels will be serving the brand
that is kept in stock. Call brands are the brands requested by the guest by name. For example,
Blue Sapphire Gin, Johnnie Walker, Red Label, etc. If blender is required for most of the drinks
then the blender may be provided in each section; otherwise kept separately at the back bar.
Most busy bar swill have automatic dispensing system for mixes in each station. If draught
berserker, beer dispensing unit must also be provided. Clean glasses should be grouped
according to the type and stored in the glass shelves near the station, on the back barer in the
overhead racks, and the prepared glasses for the drinks should be keep readying the glass rail
or near the ice box. Storage area should be provided for storing reserve stock of spirits, wines,
liqueurs, beers, and kitchen supplies. Underbars should have provisions for waste disposal and
hand wash. Some restaurants mayn’t have dispense bar attached to it; so, the waiters or
sommeliers will be collecting the drinks from the main bar. In that case, one or two sections
must be completely devoted to catering to the needs of the restaurant guests. The bartender
should have adequate area to collect the BOT (bar/beverage order ticket), prepare the drinks,
issue to the concerned waiters/ sommeliers, receive empty glasses, empty bottles, prepare the
bill, etc. If separate section is not set aside, the restaurant staff will be forced to collect the
drinks from the stations moving through the customers' station.
This will result in accidents and confusion. All the three parts of the bar—front bareback bar,
and under bar—must be functional keeping the requirements of the guest sand the bar staff in
mind. The minimum space from the back of the back bar to the front of the front bar is 8 feet
for a comfortable operation (George and Chatterjee,

AIMS:

❖ Building a brand name for a bar.

❖ To serve good service, food, and drinks.

 ❖ Creating a good customer experience for increasing sales.

❖ Not shying away from valuable feedback.

❖ Introducing new things in bar and doing marketing.

❖ Analysing compotator for keep up to date and being ready for adopt the change in
industry.

OBJECTIVES:

❖ To identify major bar service operations practices in the Indian hotel

Industry.
 ❖ To study the relationship between the dependent variable of perceived bar
service operation practices and the independent variables of specific hotel
characteristic.

❖ To examine the relationship between bar service operations practice and

organizational performance.

❖ To examine the relationship between organizational performance and

demographic variables.

❖ To suggest measures to improve bar service operations practices and bar

performance in particular sample respondents and in general others.

HYPOTHESIS:

❖ There is a set of bar service operations practices in the Indian hotel industry
that is most important.

❖ There is a positive relationship between bar service operation practices and

specific characteristics of hotel organizations such as category, age, capital,
number of employees and type of ownership.

❖ There is a positive association between bar service operations practice and

organizational performance.

❖ Organizational performance and demographic variables are positively

associated.
 RESEARCH METHODOLOGY

Research Instrument

In this study, bar service operation practices identified through various review of literature was
used. Data were collected using a self-administrated questionnaire developed by the researcher,
through a review of previous literature. A structured questionnaire was developed consisting
of three parts. The first part contained six questions on demographic profile of the hotel, the
second part of 59 bar practices which are used by the bars of the star hotel and the third part of
the questionnaire consists of 12 performance variables. Likert-type 5-point scale ranging from
1=strongly disagree, 2=disagree, 3=neutral, 4=agree and 5=strongly agree for importance. In
order to validate the research instrument, the questionnaire was tested for clarity and length by
administrating it to a sample of respondents. Through the use of the respondent’s comments
and suggestions, the research instrument was revised to its updated form used for this study. A
set of 59 bar service operation practice items were generated from a review of literature.
Respondents were asked ogive their level of agreement that mostly closely corresponded with
the adoption of practices in their outlet. It was assumed that these practices would be most
appropriate which are used in the hotel industry.

Sampling and Data Collection

Data were collected from the hotel managers in India. Prior tocollection,questionnairewaspre-
tested with asampleof150BarManagers. LBasedonthepertest,severalitemswererevisedandsome
changes were made to thequestionnaireformat. Sample hotels were identified frohighly
respected directory of the Ministry of Tourism, Govt. of India and FHRAI that serves as a
resource Centre for business information and maintains relevant databases of hospitality firms.
The research focuses on India as its universe and Bar are the sample. Study will be based on
both primary and secondary data. Primary data will be generated through self-administered
questionnaires and interviews. To initiate the sample 560Bar Managers were contacted and out
of the total sample only 362 (64.64%) bar managers responded and agreed to participate in the
survey. A survey methodology was chosen because it was deemed to be the most efficient way
of reaching a large number of respondents, whereas the data required facilitated the use of a
mail administered questionnaire with close-ended questions. Likert 5-point scale was used for
close ended questions.

Data Analysis Methods

In order to achieve the objectives of present research and to test the hypotheses, this
study employed following analysis methods:
1. Factor analysis was performed to identify bar service operation practices.
2. Bivariate analysis was used to assess the relationship between some of the controls (or
demographic variables) and application of bar service operation practices.
3. Correlation co-efficient was applied to test the relation between bar service operation
practices and organizational performance in Indian hotel industry,
4. One-way ANOVA was employed to examine the relationship between organisational
performance and demographic variables.
 QUESTIONNAIR

NAME: OCCUPATION:
AGE: ADRESS:

1. What age group is target audience for bar.

1. 0-12
2. 12-18
3. 18-50
4. None of these
2. How did you hear about us?

1. online
2. offline
3. From friend
4. Own experience

3. Do you like to drink?

1. Yes
2. No

4. You think guest feedback is important.

1. Yes
2. No

5. How should be the service of bar.

1. Quick
2. Slow
3. Non gygenic
4. I do not know

6. Do you need music in bar?

1. Yes
2. No
3. Never
4. May be

7. Do you like to get disscount at bar.

 1. Yes
2. No

8. How you choose your drink in bar.

1. By yourself
2. With own research
3. Asking waiter
4. I do not know

9. Do you like to become a bar manager.

1. Yes
2. No

10. What things disturb your experience at bar.

1. Slow service
2. Miss behaviour of staff
3. Test
4. Lightings

11. How far can you travel to visit any bar.

1. Just nearby places

2. 1-2km
 3. 2-5km
4. Any ware

12. Do you like to get food with your drinks?

1. Yes
2. No

13. How should be the lighting in bar.

1. Low light
2. Dark light
3. Direct sunlight
4. Colourful

14. Do you like complementary drinks.

1. Yes
2. No

15. What timing you prefer for having drinks in bar.

1. Morning
2. Afternoon
3. Evening
4. Night

BIBLOGRAPHY

Monthly newsletter for the distinguished restaurants of North

America. Titbit’s. retrieved January 2006, from http://www.dirona. com/

tidbits_january_06.pdf.

Bar management guide = https://home.binwise.com/guides/bar-management

Durocher, J. (2005). Multiplication tables. Restaurant Business, 104(11), 66–68.

Dumas, K. (2006). Diners should pay by portion, not age. Michigan Chronicle, pp.
A6.

Ebster, Claus, Udo Wagner, and Sabine Valis (2005), The Effect of Verbal Prompts

on Sales, Journal of Retailing and Consumer Services, 13 (3), 169-176.