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BAR150 2016
AMEA RESTAURANTS & BARS MARKETING TEAM
InterContinental Hotels Group. All Rights Reserved. | For use in AMEA only. | July 2016 Version 1
CONTENTS
INTRODUCTION
03
Guest Profile
04
Food And Beverage Philosophy 08
Objectives & Impact 09
10
WORLDLY CLASSICS
Introduction
Visual Identity
Cocktail Recipes
15
35
36
37
49
59
60
70
BARTENDER GUIDE
Luxury Bar Experience
Glassware
Bar Tools
Garnish
Ingredients
Bar Set Up
Conversation Guide
Menu Attributes
The Importance of Training
84
11
12
14
16
17
31
85
93
95
100
103
108
110
112
113
MARKETING GUIDE
114
146
RESOURCES
147
FAQ
149
INTRODUCTION
Regards
AMEA Restaurants & Bars Marketing Team
||
CONTENT
GUEST PROFILE
AFFLUENT EXPERIENCED TRAVELLERS ASIA, MIDDLE EAST, & AFRICA
They are Life Connoisseurs with a strong sense of self; the things
they do and the things that interest them reaffirm who they are.
SEEK RECOGNITION
(AND STATUS FOR
MIDDLE EAST)
I am a Singapore Airlines Solitaire
member so even when I am
travelling on economy class, I expect
the same level of special attention.
WHO:
Affluent
Experienced
Travellers
VALUE PERSONALISATION
AND EXCLUSIVITY
Its not about having what
everyone has, but about having
something thats indicative of
my style.
WHY:
HOW IT SHOWS:
HAVE REFINED TASTES
SAVOUR ENRICHING
EXPERIENCES
||
CONTENT
A seamless environment
that is easy to manoeuvre.
Facilities and services
that support both their
business and leisure
needs.
ON A SHORT BREAK
EXPERIENCE
Want a break from
their hectic lives.
Are relaxed, yet
expect their high
standards to be met.
Seek discovery of
local activities, cuisines
and customs.
Support (where
needed) in discovering
new experiences.
A place where they
can organise their
next activity.
ON A ROMANTIC GETAWAY
(RESORTS FOCUS)
||
CONTENT
||
CONTENT
LUXURY IS:
LUXURY IS NOT:
Status driven
Subtle
For self-gratification
About personalisation
High quality
||
CONTENT
SHARING THE
INSIDE STORY
Food & Beverage Principles:
FRESH
PERSPECTIVE
PROVENANCE WE
ARE PROUD OF
DISTINCTIVE
DESTINATION
GLOBAL
FINESSE
||
CONTENT
OBJECTIVES:
a. Increase bar revenue
b. Increase bar covers
c. Increase average check
BUSINESS IMPACT:
Increased revenue and average check from Main Bar / Lounge Lounge through in-house
and external, local guests.
||
CONTENT
AMEA WORLDLY
CLA S SIC S CAMPAIGN
10
PRIVILEGE OFFERS
In order to increase awareness of the Worldly Classics and the InterContinental brand, we created an exclusive
offer which will be communicated via our Loyalty channels, a dedicated landing page, dedicated social media and
a press release.
A specially curated complimentary canape for each InterContinental Worldly Classic cocktail purchased.
This toolkit has a range of canapes (including recipes and serving instructions) and cocktail / canape pairing
suggestions which were added by Nick Braun, our consultant Mixologist.
The rational of this offer is to:
1.
2.
3.
The complimentary canape must be offered to all guests (in-house and external), regardless of Loyalty
membership and status.
In-house loyalty guests must continue to receive IHG Rewards Club Double Points on all food and beverages
purchased when signing to their room.
The offer is mandatory, to be honoured by all InterContinental Hotels & Resorts in AMEA until 31st
December 2016.
Together with the seven Worldly Classics that will be featured in all main bars or lounges across the globe, the
AMEA bespoke cocktail and non-alcoholic cocktail selections and the specially curated complimentary canapes,
are certain to increase both brand awareness and business in your bar or lobby.
To support sales of the Worldly Classics cocktails and non-alcoholic cocktails, the toolkit provides pairing
suggestions with the specially curated canape collection. We strongly recommend follow these suggestions to
create an exclusive and bespoke luxury experience for our guests.
CALL TO ACTION
1. Read this guide, digest the information and train your bar colleagues on recipes and guest experience.
2. Work with your marketing team on collateral and strategy.
3. Raise awareness of this campaign through your local channels from Monday 20th August onwards.
||
CONTENT
11
COMMUNICATION STRATEGY
The privileged offer and Worldly Classics will be communicated to our guests and supported by different central
channels as detailed below:
||
CONTENT
Social Media
Dedicated slots to market
the Worldly Classics campaign,
starting August 29th 2016.
Loyalty Channels
Ad hoc emails, monthly
statements and push notifications
to all IHG RC members, starting
September 2016.
Press Releases
Will be going out to select
media at the end of August to
further support the launch of
the Worldly Classics campaign.
Landing Page
To showcase the Worldly
Classics Selection and Terms
& Conditions will also be
available here; go live date
August 29th 2016.
12
IMPLEMENTATION
GUIDELINE
||
CONTENT
13
IMPLEMENTATION GUIDELINE
Responsible
Approver
Consulted
Informed
1.
F&B Dir.
GM
2.
F&B Dir.
GM
3.
F&B Dir.
GM
MarCom
GM
4.
F&B Dir.
GM
MarCom
Exe. Chef
Dir. Finance
GM
5.
F&B Dir.
GM
Dir. Finance
GM
6.
F&B Dir.
GM
MarCom
Exe. Chef
Dir. Finance
GM
7.
F&B Dir.
GM
Dir. Finance
GM
8.
F&B Dir.
GM
Dir. Finance
GM
9.
F&B Dir.
MarCom
GM
MarCom
GM
F&B Dir.
GM
10.
MarCom
GM
2 weeks to go
3 weeks to go
4 weeks to go
Task
11.
F&B Dir.
HR (L&D)
GM
HR
GM
1 week
to go
12.
F&B Dir.
GM
All Head
Departments
GM, All
Departments
Launch
13.
F&B Dir.
GM
All Head
Departments
GM, All
Departments
Post
14.
F&B Dir.
GM
Dir. Finance
GM
||
CONTENT
Completed
(tick boxes)
14
||
CONTENT
15
INTRODUCTION
As the worlds first international luxury hotel brand, InterContinental Hotels & Resorts has been pioneering
travel across the globe for seven decades. Our bars and lounges are a gateway to our distinctive style and culinary
spirit and have served as a backdrop for some of the most iconic and celebrated moments in time.
We have partnered with a renowned mixologist to carefully craft a selection of classic cocktails that capture the
glamour of the InterContinental life, wherever you are in the world
||
CONTENT
16
VISUAL IDENTITY
VISUAL IDENTITY - LOGO
All of the Worldly Classics elements should follow a consistent visual style throughout.
Visual Identity
Icon:
Typography:
||
CONTENT
17
VISUAL IDENTITY
LOGO DOs
The logo must always sit as shown on page 17, however there are some exceptions depending on the space that
you are working in. Here are the different iterations of the logo.
||
CONTENT
18
VISUAL IDENTITY
LOGO DONTs
Please ensure that you do not alter the logo in any way. Here are some examples of what NOT to do with our logo.
||
CONTENT
19
VISUAL IDENTITY
VISUAL IDENTITY PATTERN
We have created a simple background pattern that can be used as part of the identity.
The pattern is made up of a repeated compass icon and takes on a soft tone of the background colour, to maintain
a sense of sophistication and subtlety.
||
CONTENT
20
VISUAL IDENTITY
VISUAL IDENTITY PATTERN
Locking the pattern up with the compass icon
||
CONTENT
21
VISUAL IDENTITY
VISUAL IDENTITY PATTERN: DOs
Our background pattern reinforces our feeling of luxury travel. It should be used sparingly to maintain its elegance
If the pattern is not being used in combination with the logo alone, here are some other iterations which allow
some flexibility around the pattern.
You can use a box to hold the logo and copy in place. The box must be in our Pantone Black 7c. An optional
drop shadow is permitted to give more stand out. (see drop shadow measurements above).
||
CONTENT
22
VISUAL IDENTITY
VISUAL IDENTITY PATTERN: DONTs
Please ensure that you do not alter the pattern in any way. Here are some examples of what NOT to do with our
pattern.
23
VISUAL IDENTITY
COLOUR PALETTE
Our Worldly Classics colour palette is consistent with that used for our InterContinental Hotels and Resorts
identity.
Background colour
Pantone Black 7C
C70 M56 Y60 K52
R42 G48 B46
Pantone 4515 C
(60% tint)
C21 M19 Y37 K0
R192 G181 B146
||
CONTENT
Pattern
24
VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS
Outer sleeve
Price
Cocktail name
Logo
Cocktail story
Ingredients list
||
CONTENT
25
VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS
Menu Page
Logo
Ingredients list
Price
||
CONTENT
26
VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS
Example menu, InterContinental London Park Lane
||
CONTENT
27
VISUAL IDENTITY
HOTEL BAR, LOUNGE & CLUB
INTERCONTINENTAL LOUNGE MENU
APPLICATIONS
Our Worldly Classics identity isnt restricted to just
our menus these examples show how our
compass icon can be implemented through
different executions on key items in your bar
environment. When using our identity across
different items it is recommended that it is used
in a subtle way in order to maintain our feeling of
discrete luxury.
||
CONTENT
28
||
CONTENT
29
Negroni This iconic aperitivo is the very definition of balance and simplicity. Its sweet yet bitter and most
certainly timeless, and still served today the way Mr Negroni intended.
Campari, gin, sweet red vermouth
Daiquiri A sweet and sour delight steeped in history, its been quenching thirsts and serving as an inspiration
to authors for more than 100 years.
White Bacardi rum, fresh lime juice, simple syrup
Old Fashioned Emanating from the 19th century, it formed the basis from which all other cocktails were born.
This classic drink is confident and mastered here the old fashioned way.
American bourbon, bitters, sugar
Margarita Esquire Magazine first described her to the world as lovely to look at in 1953. The Margarita is the
perfect combination of sweet, salty, sour and bitter.
Tequila, triple sec, lime, salt rim
Caipirinha Made from a raw sugarcane spirit that once sparked a revolution. Traditionally flavoured with
muddled limes, its potent, light and refreshing.
Brazilian cachaa, sugar, lime
Eastern Breeze Infused with dew from the heavens, this naturally sweet mocktail is playful and cool, refreshing
and lightly spiced.
Passion fruit, fresh lime juice, coconut water, ginger beer
||
CONTENT
30
Vodka
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
NEGRONI
Ingredients
1 oz. (30ml) Gin
1 oz. (30ml) Sweet Vermouth
1 oz. (30ml) Campari
Instruction
In a mixing glass, stir ingredients over ice. Strain into
a short tumbler filled with ice or serve straight up.
Traditionally, the drink is built over ice in a short
tumbler / rocks glass.
Garnish:
Slice of orange
Orange twist if the drink is served straight up into
a martini cocktail glass.
Glass: 12 oz. (360ml) Rocks / Tumbler
||
CONTENT
Gin
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
31
Rum
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
OLD FASHIONED
Ingredients
2 oz. (60ml) Bourbon Whiskey
(Rye Whiskey will provide a spicier taste)
1 Sugar Cube
oz. (15ml) Club Soda
2-3 Dashes of Aromatic Bitters
Lemon Peel
Orange Slice
Cocktail Cherry
Instruction
In an old-fashioned glass, place the sugar cube soaked
with bitters and add a splash of cold soda water.
Dissolve the sugar using a muddler. Add the Whiskey
and then fill up with ice (or use a 2 x 2/ 5cm x 5cm
large ice cube made with silicone mould).
Garnish: Slice of orange, cocktail cherry (use premium
quality like Luxardo or Fabbri) and twisted lemon peel
to release the oils onto the drink.
Glass: 13 oz. (390ml) old-fashioned glass.
Whiskey
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
32
Tequila
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
CAIPIRINHA
Ingredients
2 oz. (60ml) Cachaa
1 oz. (30ml) Gomme Syrup (Rock Candy)
or 3 flat bar spoons of raw cane sugar
1 Whole Lime
Instruction 1
Remove both ends of the lime and cut it in small
pieces. Place it into a short tumbler glass and muddle
with sugar. Add ice and pour over the Cachaa. Stir
well and serve.
Instruction 2
Place the lime pieces in a shaker tin with sugar.
Muddle well. Add 1 scoop of ice and Cachaa. Shake
well and pour (do not strain) everything into the
drinking glass.
Garnish: None.
Glass: 13 oz. (390ml) old-fashioned glass or tumbler.
Note: Fresh fruit or in a puree form, could be added
to provide flavours and texture. The most common
are passion fruit (Maracuja) and strawberries
(Morada).
||
CONTENT
Whiskey
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
33
Ginger Beer
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
||
CONTENT
34
AMEA BESPOKE
COCKTAIL SELECTION
||
CONTENT
35
||
CONTENT
36
COCKTAILS BY
NICK BRAUN
||
CONTENT
37
Though the Sazerac was likely known in some form from the mid-19th century, the earliest published reference to the drink
we now know was published in The Worlds Drinks and How to Mix Them (1908) by William T. Cocktail Bill Boothby,
based on a recipe by Thomas Handy, proprietor of The Sazerac House during the late 1800s.
Dry Martini
The origins of the Dry Martini are clouded at best. While classic combinations of gin and vermouth are plentiful in early
cocktail literature, the glass of gin with a mere hint of dry vermouth that we know today was not listed until much later.
While it's widely believed the modern Dry Martini has roots in the Turf Club Cocktail, The Martine or the Martinez, its
seemingly impossible to pin down when, where and by whom this iconic mix was developed.
Americano
First served at Gaspare Camparis bar, Caff Campari, in the 1860s, the Americano was originally referred to as the MilanoTorino in reference to the ingredients Campari originated in Milano, while the first sweet vermouth was produced by
Antonio Carpano in Torino. It is suggested that the name may have been coined as a compliment to visiting Americans who
particularly enjoyed the refreshing cocktail.
Manhattan
A widespread legend suggests that the Manhattan was created for a banquet hosted by Jennie Jerome, Winston Churchills
mother, at New Yorks Manhattan Club to celebrate Samuel J. Tildens election as governor in 1874. This tale is compromised
by records indicating that Lady Churchill was in England, far along in her pregnancy with the future Sir Winston, and was not
mentioned in the press as having attended the soiree. Despite the doubtful nature of this tale, there are historical indications
that the Manhattan cocktail may indeed have originated at the Manhattan Club around this period.
Hemingway
Created at El Floridita in Havana, Cuba, in honour of Ernest Hemingway a regular guest at the bar, whose cocktail
consumption was legendary amongst staff and drinking companions. Hemingway preferred his drinks un-sugared and very
strong, claiming that sweet drinks were harder to consume in large volumes.
Created at El Floridita in Havana, Cuba, in honour of Ernest Hemingway a regular guest at the bar, whose cocktail
consumption was legendary amongst staff and drinking companions. Hemingway preferred his drinks un-sugared and very
strong, claiming that sweet drinks were harder to consume in large volumes.
||
CONTENT
38
It has been suggested that, in the late 16th century, a combination of rum, lime, sugar and mint was named Draquecito in
honour of notorious privateer Sir Francis Drake, who may have enjoyed the concoction as created by a member of his crew
for its medicinal properties.
Moving forward some 300 years, the first reference to the Mojito Batido - a very similar drink, but served over ice and
topped with sparkling water - appeared in print around 1910 and was served at La Concha in Havana, eventually brought to
international attention at La Bodeguita del Medio (another of Hemingway's favoured haunts).
Cobbler
Though not quite a household name today, as noted by Harry Johnson in the 1888 edition of his Bartenders Manual, the
cobbler was at the time 'without doubt the most popular beverage in the country, with ladies as well as with gentlemen'.
David Wondrich suggests in Imbibe! (2007) that consumption of the Cobbler was likely the first common instance of
drinking through a straw, and with the early references to the Cobbler occurring not long after the early days of commercial
ice trade in North America, it is probable that the Cobbler was also among the earliest drinks to be widely consumed over
ice.
Kir Royale
Named for Felix Kir, Mayor of Dijon in the mid-20th century and proponent of local products, the Kir Royale (and winebased sibling, the Kir) were an effective means to promote local crme de cassis and white wine in the aftermath of World
War II. While the combination of wine and crme de cassis was known prior to Kirs involvement, it has been suggested that
the combination was strongly endorsed as a means to cover the lacklustre wine produced in the region in a less than stellar
period for local vineyards.
Bloody Mary
The origin of the Blood Mary is surrounded by conflicting claims. In his autobiography The World I Lived In (1975),
celebrity and performer George Jessel claims to have created the Bloody Mary in 1927, but Ferdinand 'Pete' Petiot - the man
most widely believed to have been the originator - while partially acknowledging Jessel's claim, suggests that there is more
to the story, claiming in a 1964 interview with The New Yorker 'George Jessel said he created it, but it was really nothing
but vodka and tomato juice when I took it over'.
Philadelphia Fish House Punch
Thought to have been first published in Jerry Thomas' How to Mix Drinks (1862), the Fish House Punch dates back to the
1730s, when it was prepared by members of the Schuylkill Fishing Company (which remains among the oldest continuously
operating social clubs in the Western world)
||
CONTENT
39
Invented by Harry MacElhone at Ciros Club, London, the original recipe for the White Lady called for Cointreau, crme
de menthe and lemon juice. Published in Harrys ABC of Mixing Cocktails (1925), this recipe with a foundation of two
liqueurs and no spirit defies conventional wisdom, offering layers of sweetness in place of the balanced profile preferred in
most sour-style cocktails. A few years later, McElhone had relocated to Paris and was plying his trade at The New York Bar
(which he later took over and renamed Harrys New York Bar). It was here where he seemingly came to his senses, refining
the recipe by replacing the crme de menthe with gin. Not long after this, Harry Craddock included a recipe for a White
Lady comprising gin, Cointreau and lemon juice in the Savoy Cocktail Book (1930), ensuring that while the White Lady will
always be associated with a Harry, accounts tend to diverge on which was the responsible party.
Boulevardier
1920s New York Bar, Paris, France, Harry McElhone Barflies and Cocktails
Often considered to be a cousin to the more widely known Negroni, the Boulevardier in fact pre-dates its famous Italian
cousin by two decades. Although the original Boulevardier recipe as published in Harry McElhones ABC of Mixing Cocktails
(1925) features equal parts Canadian whiskey, Campari and vermouth, he later references the cocktail again in Barflies and
Cocktails(1927), but this time with Bourbon whiskey in place of Canadian whiskey. Though published by McElhone, he
attributes creation of the Boulevardier to Erskine Gwynne, a wealthy American living in Paris who founded a magazine called
The Boulevardier and was a regular at The New York Bar.
Whiskey
While there are stories suggesting that the first published mention of the Whiskey Sour was in The Waukesha Plaindealer,
published January 4th 1870, the drink was in fact referenced in Jerry Thomas How to Mix Drinks (1862) some years
before. While this may be the earliest written reference, it is suggested that the Whiskey Sour likely existed in some form
for as long as a century by the time it was mentioned in print hardly surprising, considering the simplicity of the recipe!
Last Word
The Last Word was created at the Detroit Athletic Club, most likely in the 1910s. This first reference to the Last Word
appears in a 1916 Souvenir Menu included with the July-August 1916 issue of the club magazine, though no recipe was
listed. Fortunately, a vaudevillian performer by the name of Frank Fogarty was served the cocktail when visiting the club
sometime around 1920 and introduced it to Ted Saucier, who seems to have saved the Last Word from being lost by
publishing it in Bottoms Up (1951).
||
CONTENT
40
SAZERAC
Ingredients:
5ml
Sugar Syrup
60ml Rye Whiskey
2 Dashes Peychauds Bitters
1 Dash Angostura Bitters
5ml
Absinthe
Instruction:
1.
2.
3.
4.
Fill a rocks glass with crushed ice to chill and set aside.
Stir rye, sugar syrup and bitters until chilled and balanced.
Rinse chilled rocks glass with Absinthe and discard.
Strain into absinthe rinsed rocks glass and express
lemon oils over the drink (discard lemon zest)
Whiskey / Brandy
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
DRY MARTINI
Ingredients:
60ml
10ml
Gin
Gin
Dry Vermouth
Instruction:
||
CONTENT
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
41
AMERICANO
Ingredients:
30ml
30ml
Top
Campari
Sweet Vermouth
Soda
Instruction:
Vermouth / Bitters
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
MANHAT TAN
Ingredients:
Instruction:
||
CONTENT
Vermouth / Bitters
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
42
HEMINGWAY DAIQUIRI
Ingredients:
60ml
5ml
20ml
0ml
5ml
Instruction:
1. Shake well
2. Fine strain
Garnish: None
Rum
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
Gin
Pineapple Syrup
Orgeat Syrup
Fresh Lime Juice
Pasteurized Egg White
Soda
Instruction:
||
CONTENT
Gin
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
43
MOJITO
Ingredients:
60ml
20ml
15ml
Fresh
20ml
Instruction:
Rum
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
SHERRY COBBLER
Ingredients:
60ml
15ml
1
Medium Sherry
Sugar Syrup
orange wheel
Instruction:
1. Muddle orange.
2. Add other ingredients.
3. Shake and strain
||
CONTENT
Sherry
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
44
KIR ROYALE
Wine / Sparkling
Ingredients:
100ml Champagne
15ml
Crme De Cassis
Instruction:
1. Pour cassis.
2. Float champagne
Garnish: None
Additional:
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
BLOODY MARY
Ingredients:
60ml Vodka
To Taste Fresh Lemon Juice
100ml Tomato Juice
10-15ml Wet Spice Mix*
Vodka
Instruction:
1. Build in shaker
2. Roll gently and strain
Garnish:
Cucumber Slices
Celery Salt Rim
Additional:
Celery Stick
Cracked Pepper
||
CONTENT
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
45
Cognac
Appleton Estate V/X
Peach Liqueur
Lemon Juice
Sugar Syrup
Black Tea
Instruction:
Cognac
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
WHITE LADY
Ingredients:
45ml Gin
30ml
Lemon Juice
15ml
Triple Sec
5ml
Sugar Syrup
Instruction:
1. Shake well
2. Fine strain
Garnish: None
Additional:
||
CONTENT
Gin
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
46
BOULEVARDIER
Ingredients:
45ml
20ml
20ml
Bourbon
Campari
Mixed Vermouth
Instruction:
Whiskey
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
WHISKEY SOUR
Ingredients:
60ml
25ml
15ml
15ml
bourbon
lemon juice
sugar syrup
pasteurized egg white
Instruction:
1. Shake vigorously
2. Strain
||
CONTENT
Whiskey
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
47
LA ST WORD
Ingredients:
20ml
20ml
20ml
20ml
Beefeater
Chartreuse Verte
Luxardo Maraschino
Fresh Lime Juice
Instruction:
1. Shake
2. Fine Strain
Whiskey
Spirit forward
Complex
Balanced
Light
Fresh
Crisp
Savoury
Rich
Sweet
Medium sweet
Bittersweet
Dry
Light bitterness
Tannic
Herbal
Fruity
Spicy
Citrus
||
CONTENT
48
NON-ALCOHOLIC
COCKTAILS BY
NICK BRAUN
||
CONTENT
49
NON-ALCOHOLIC COCKTAILS
BY NICK BRAUN
Rosemary Lemonade
Fresh lemon juice, rosemary syrup and sparkling water - a refreshing herbal twist on a simple summer favourite.
Chamomile & Apple Iced Tea
Chamomile, apple and honey a delicate, calming combination bound to please.
Watermelon & Mint Smash
Fresh watermelon, sparkling water, lime, sugar and fresh mint - delightful summer staples together in one tasty
treat.
Florodorette
Raspberry syrup, lime and ginger ale - a non-alcoholic twist on a classic cocktail thats sure to be a crowd favourite.
Citrus & Mint Smash
Fresh lemon, lime and mint leaves softened with sugar syrup and soda are guaranteed to cool and refresh.
English Garden
A floral, vegetal mix of fresh cucumber, apple juice and elderflower very British indeed.
Ginger & Lemongrass Iced Green Tea
Green tea, ginger & lemongrass syrup iced tea with a hint of the exotic and delicate spice.
Coconut Crush
Coconut, lime, agave syrup and sparkling water perfectly align into a creamy, yet light beverage with a hint of the
tropics.
Pomegranate Fizz
The Middle Eastern flavours of tart pomegranate and sweet almond syrup find a delicate balance, with soda
water providing light effervescence.
Pineapple Press
Pineapple juice, fresh passionfruit, almond and lime are a deliciously tangy welcome to paradise.
Lychee & Jasmine Iced Tea
Green jasmine tea combines with lychee and lime juice to indulge with Far Eastern and South East Asian flavours.
Sage & Grapefruit
Sage & Grapefruit
Grapefruit juice, agave syrup, fresh lime and soda are complimented by the scent of fresh sage leaves a bittersweet summer cooler with a light herbal edge.
Mr. Basil
Cranberry and apple juice are topped with 7up and fragrant fresh basil fruity and light with an herbal twist.
Honeyed Apple Julep
Apple juice with honey syrup and fresh mint leaves make for a soothing and refreshing beverage to be enjoyed
just anywhere.
Tangerine & Raspberry
Blush! Fresh raspberries are paired with pink grapefruit juice and a dash of sugar to create a mouth-watering
tartness, perfumed with aromatic grapefruit zest.
||
CONTENT
50
ROSEMARY LEMONADE
Ingredients:
30ml
30ml
Top
Lemon Juice
Rosemary Syrup
Sparkling Water
Instruction:
1.
2.
3.
4.
Garnish:
Additional:
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
Instruction:
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
51
1 Chunks Watermelon
Sparkling Water
Lime Juice
Sugar Syrup
Mint Leaves
Instruction:
1. Muddle watermelon
2. Add lime, sugar syrup and mint
3. Churn well and top with soda
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
FLORODORET TE
Ingredients:
15ml
15ml
100ml
Raspberry Syrup
Fresh Lime Juice
Ginger Ale
Instruction:
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
52
Lime Wedges
Lemon Wedges
Sugar Syrup
Mint Leaves
Soda Water
Instruction:
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
ENGLISH GARDEN
Ingredients:
3
100ml
15ml
1 Chunks Cucumber
Pressed Apple Juice
Elderflower Cordial
Instruction:
1. Muddle cucumber
2. Add apple juice and elderflower syrup
3. Shake all and fine strain into chilled cocktail glass
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
Vegetal
53
Instruction:
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
COCONUT CRUSH
Ingredients:
50ml
20ml
15ml
30ml
Instruction:
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
54
POMEGRANATE FIZZ
Ingredients:
90ml
Pomegranate Juice
10ml Orgeat
45ml
Soda Water
Instruction:
Garnish: None
Additional:
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
PINEAPPLE PRES S
Ingredients:
90ml
10ml
20ml
Pineapple Juice
Orgeat
Lime Juice
Fresh Passionfruit
Instruction:
1. Shake all
2. Strain into glass
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
55
Instruction:
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
Grapefruit Juice
Agave Syrup
Fresh Lime Juice
Sage Leaves
Soda Water
Instruction:
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
56
MR . BA SIL
Ingredients:
50ml
Cranberry Juice
50ml
Apple Juice
50ml 7-Up
1
Basil Leaf
Instruction:
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
Apple Juice
Honey Syrup
Mint Leaves
Instruction:
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
57
4 Fresh Raspberries
120ml Pink Grapefruit Juice
15ml Sugar Syrup
Instruction:
||
CONTENT
Effervescent
Creamy
Balanced
Light
Fresh
Savoury
Rich
Sweet
Tart
Tannic
Herbal
Fruity
Spicy
Citrus
Floral
58
LEGEND
ICONS
||
CONTENT
DESCRIPTION
ICONS
DESCRIPTION
Ice Cubes
Coupette Glass
Crushed Ice
Champagne Glass
Rocks Glass
Beer Goblet
Cocktail Glass
Wine glass
Highball Glass
Pilsner
59
||
CONTENT
60
Worldly Classics
Cocktail Pairings
Possible
Non-alcoholic
Descriptions
Cocktail Pairings
Daiquiri
Caipirinha
||
CONTENT
Caipirinha
61
Worldly Classics
Cocktail Pairings
Possible
Non-alcoholic
Descriptions
Cocktail Pairings
Martini
Caipirinha
The bold spirit forward cocktail combines with the succinct flavours of lime
and garlic in the canape; a bold yet
balanced affair.
Lime & Garlic Marinated Mussels
Martini
||
CONTENT
Nigroni
62
||
CONTENT
Worldly Classics
Cocktail Pairings
Daiquiri
Caipirinha
Daiquiri
Possible
Non-alcoholic
Descriptions
Cocktail Pairings
63
Possible
Cocktail Pairings
Hemingway
Daiquiri
Manhattan
Bloody Mary
||
CONTENT
Mojito
Gin Fizz
Tropical
Mojito
Possible
Possible
Non-alcoholic
Non-alcoholic
Cocktail
CocktailPairings
Pairings
Watermelon
& Mint Smash
Citrus &
Pomegranate
Mint Smash
Fizz
Rosemary
Lemonade
Philadelphia Fish
House Punch
Coconut
Crush
Pineapple Press
Citrus &
Mint Smash
Florodorette
64
||
CONTENT
Possible
Possible
Non-alcoholic
Non-alcoholic
Cocktail
CocktailPairings
Pairings
Possible
Cocktail Pairings
Bloody Mary
Dry Martini
Watermelon &
Mint Smash
Mojito
Dry Martini
White Lady
Americano
Last Word
Sherry Cobbler
Rosemary
Lemonade
Coconut
Crush
Rosemary
Lemonade
65
||
CONTENT
Possible
Cocktail Pairings
Hemingway
Daiquiri
Last Word
Mojito
White Lady
Possible
Possible
Non-alcoholic
Non-alcoholic
Cocktail
CocktailPairings
Pairings
66
||
CONTENT
67
||
CONTENT
68
||
CONTENT
69
||
CONTENT
70
QTY
UOM
350
Grams
Shallot, sliced
20
Grams
3
4
5
6
7
8
9
20
1.5
0.5
0.5
0.5
8
Grams
Teaspoon
Teaspoon
Teaspoon
Teaspoon
Pieces
To Taste
Recipe serves 4
Pat the Ahi dry, then neatly cut it into small inch cubes. Place in a bowl.
Add the shallots, soy sauce, sesame oil, chili garlic sauce, and half of the sesame seeds, gently toss.
Cut wonton dough in triangle shapes, crispy fry and season with salt to taste.
Serve in 2 bowls, first with marinated tuna, garnished with spring onion and the other half of the sesame seeds sprinkled on top,
second bowl with fried wonton chips. Serve soya sauce in a small sauce bowl with sliced shallots and spring onions in it.
Refer to the picture for plating.
||
CONTENT
71
QTY
800
Grams
Onions
80
Grams
3
4
5
6
7
8
9
10
11
12
13
Coriander powder
Cumin powder
Salt
Crushed black pepper
Fresh coriander
Mint leaves
Greek yoghurt
Olive oil
Garlic, chopped
Rosemary, fresh
Sour cream
Mint Tzatziki
Mint leaves, chopped
Plain yoghurt
Salt
Pepper
Garnish
Lemon, cut
Banana leaf
15
15
20
5
15
15
100
5
20
200
30
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
20
280
3
1
Grams
Grams
Grams
Grams
2
4
Whole
Pieces
1
2
3
4
1
2
UOM
Recipe serves 4
Mix mince lamb with salt, pepper, cumin, coriander and chopped onions. Marinate for 2 hours.
In a mixing bowl, add Greek yoghurt, fresh chopped mint, season and place aside.
Shape the lamb mince to 50 grams each in an oval shaped kofta. Wash fresh rosemary and use the stalk to skewer
into the mince.
In a pre-heated pan, cook the lamb rosemary until golden brown.
For the tzatziki, mix the mint leaves and yoghurt in a mixing bowl, season with salt and pepper.
Place a banana leaf over an appropriate plate and arrange 5 pieces of lamb kofta, serve with tzatziki sauce and half lemon
||
CONTENT
72
QTY
Salt
To Taste
3
4
5
6
7
8
9
10
To Taste
As Needed
Whole
Whole
As needed
Grams
Grams
Pair
1
2
3
4
5
6
7
8
1
2
3
4
4
5
500
UOM
2
2
160
4
10
180
2
2
2
2
40
300
60
90
Grams
Recipe serves 4
Grams
Teaspoon
Teaspoon
Teaspoon
Teaspoon
Pinch
Milliliters
To Taste
Grams
Grams
Grams
To Taste
To Taste
As Needed
Slice snapper fillet in 25 grams each piece, measuring 7m x 3cm and season to taste with salt and white pepper powder.
Make a batter using rice flour, corn flour, tempura flour, seasoning to taste and chilled soda water.
Whisk to make a smooth batter and ensure the batter is of the smooth consistency, the batter should not be too runny.
Place each chopstick through the centre of a snapper fillet, repeat for all the fillets. Use 5 pieces of fillet per portion.
Dust the fish fillet on chopstick with plain flour, egg wash, followed by dipping them in the batter one by one.
In a pre-heated deep fat fryer at 180C, deep fry the batter coated chopstick fish fillets until golden brown.
Serve with tartare sauce, half grilled lemon and garnish with micro herbs.
Refer to the picture for plating.
Tartare Sauce
1. In a mixing bowl, add the mayonnaise and the chopped herbs.
2. Add in the lemon juice, season as required with salt and mix well using a whisk.
3. Keep covered in refrigerator and use as required.
PRESSURE POINTS / KEY THINGS TO NOTE
Ensure that while frying the fillet, it is slowly immersed in the hot oil to avoid it sticking to the fryer basket.
Ensure deep fat fryer is at the right frying temperature to get a crispier final product.
||
CONTENT
73
QTY
UOM
150
Grams
Garlic, chopped
Pieces
3
4
5
6
7
Parsley, chopped
Small red chilli, chopped
Black pepper, crushed
Thyme, chopped
Extra virgin olive oil
5
3
5
3
150
Grams
Pieces
Grams
Grams
Milliliters
Recipe serves 1
METHOD / PREPARATION / PLATE INSTRUCTIONS
Olive oil
1. Prepare the oil by mixing chopped garlic, chopped parsley, chilli, thyme and black pepper
2. Place the oil with all ingredients in oven for 2 hours at 60C, take it off and let rest for 6 hours at room temperature.
3. It is recommended to prepare a minimum of 5 liters per batch.
Feta Cheese
1. Cut the feta cheese into 1cm cubes.
2. When the oil is back to room temperature, drop the feta cheese in the olive oil, close the container and let rest in the chiller
for 1 day.
3. When required, serve in a small jar with pieces of feta cheese topped with olive oil (refer to the picture).
Plating
1. It is recommended to serve picks for guests to serve themselves.
||
CONTENT
74
QTY
UOM
Chickpeas
300
Grams
Garlic
30
Grams
3
4
5
6
7
8
9
10
11
3
30
1.5
Table spoon
Grams
Teaspoon
To Taste
To Taste
Each
Grams
Grams
Grams
1
2
3
4
5
6
7
8
9
10
3
40
120
120
50
100
45
30
100
1
30
0.5
3
10
Recipe serves 4
grams
grams
grams
Milliliters
grams
To Taste
grams
grams
Teaspoon
grams
grams
||
CONTENT
75
||
CONTENT
QTY
UOM
700
Grams
Pinch
Grams
Table spoon
Teaspoon
Table spoon
To Taste
Teaspoon
To Taste
Grams
Grams
Grams
Grams
Grams
Grams
Pinch
120
4
4
4
1
30
30
30
120
40
30
3
30
1
100
1
Each
Grams
Table spoon
Milliliters
Table spoon
To Taste
500
15
15
15
2
15
25
15
Grams
Grams
Grams
Grams
Grams
Grams
Milliliters
Milliliters
To Taste
Grams
Milliliters
1
8
Recipe serves 4
76
||
CONTENT
77
INGREDIENTS
QTY
UOM
200
Grams
130
Grams
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
130
20
25
20
30
20
25
25
Grams
Grams
Grams
Grams
Grams
Milliliters
Grams
Milliliters
To Taste
Milliliters
Grams
Grams
Pieces
Grams
Pieces
150
200
40
16
10
4
Recipe serves 4
||
CONTENT
78
QTY
UOM
175
Grams
10
10
5
10
5
15
10
5
Grams
Grams
Grams
Grams
Grams
Grams
Grams
Grams
30
30
100
20
20
10
30
Grams
Grams
Grams
Grams
Grams
Grams
Grams
30
1
1
20
Grams
Pieces
Grams
Grams
Recipe serves 1
||
CONTENT
79
INGREDIENTS
QTY
UOM
Pieces
Table spoon
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
Garlic, chopped
Spring onion, chopped
Marjoram, chopped
Cherry tomatoes, cut in
Basil leaves
Table salt
Black pepper, crushed
Bread crumbs, panko
Lemon zest (zest of 1 lemon)
Lime zest (zest of lime)
Cinnamon powder
Sugar
Water
Rock salt
Parsley leaves chopped
3
3
1
2
2
Grams
Grams
Grams
Each
Grams
To Taste
To Taste
Grams
Each
Each
Pinch
Grams
Liters
To Taste
Grams
15
1
0.5
1
5
1
3
Recipe serves 1
||
CONTENT
80
QTY
UOM
Avocado
Pieces
10
Grams
3
4
5
6
7
8
9
10
11
12
5
2
3
1
1
5
Grams
Grams
Grams
Each
Each
Grams
To Taste
To Taste
Milliliters
Pieces
5
10
Recipe serves 1
METHOD / PREPARATION / PLATE INSTRUCTIONS
1.
2.
3.
4.
5.
6.
7.
Cut the avocado by slitting in half, remove the stone and remove the flesh from the skin.
Make brunoise of bell peppers, chop the coriander, onion, garlic and chilli and add all to the mortar.
Mix the above ingredients in the mortar except the avocados and mash, until all the ingredients are mixed together.
Add the salt, black pepper, oil, lime and brown sugar and keep mashing it until all ingredients are incorporated well
Add the avocado to the mortar, until all ingredients are incorporated
Present the smashed avocado in a small mortar with pestle and place corn chips on the side
Garnish with a sprig of coriander leaf
PRESSURE POINTS / KEY THINGS TO NOTE
Use of lime juice will prevent the avocado from turning brown in colour
If you are not able to source corn chips then you could use tortilla chips instead
||
CONTENT
81
VEGETABLE TEMPURA,
WA SABI MAYONNAISE
The enlivening flavour of the Wasabi Mayonnaise stands up to elevate the vegetable tempura.
INGREDIENTS
QTY
UOM
Pieces
Pieces
3
4
5
6
7
8
9
10
11
12
13
14
15
16
3
3
2
2
150
50
Pieces
Pieces
Pieces
Pieces
Milliliters
Grams
As needed
To Taste
Teaspoon
Table spoon
Teaspoon
Milliliters
Pieces
As needed
0.25
4
1
30
1
Recipe serves 1
||
CONTENT
82
QTY
UOM
Fresh Taro
800
Grams
Wasabi powder
15
Grams
3
4
5
Salt
Canola oil (for frying)
Whole egg
10
Grams
As Needed
Whole
Recipe serves 4
METHOD / PREPARATION / PLATE INSTRUCTIONS
1.
2.
3.
4.
5.
6.
Peel the taro and slice the taro into thin chips using a mandoline slicer.
Heat the canola oil in the deep fat fryer, at 180C
Deep fry the taro chips until golden brown, take off the chips in a GN pan lined with kitchen paper towel to soak the oil.
Season with salt
Toss with wasabi powder
Serve as gratis to bar in an appropriate bowl as shown in the picture.
||
CONTENT
83
BARTENDER
GUIDE
||
CONTENT
84
||
CONTENT
85
SEATING
Positioning:
Choice of bar / floor seating, proximity to band / facilities should be taken into account by enquiring as to the
guests preference for proximity to entertainment / bar are a / outlet features.
If there is a gesture to indicate the location of the offered table, it must be done with an open palm.
Assist female guests first with their chair by pulling out the chair (avoiding scraping on the floor) and gently
pushing to almost meet the guest.
Should guests be seated on a sofa, ensure there is adequate space for them to access seating. If not, assist
with moving the table and replace once guests are seated.
Initiative must be used in all scenarios plan ahead and place yourself out of the way upon arrival at the
seating area, and endeavour not to interrupt the path of a guest.
TABLE
Seats: Seating should be comfortable in all positions. No position should have inconvenient access, regular
disturbance from passing colleagues / guests, excessive exposure to air condition / speakers / glare from lighting.
Table Top:
Table should be at an ergonomic height and stable, with an uncluttered surface of a size sufficient for its
intended purpose
Decorative items should be of appropriate size, consistently positioned on all tables and positioned to
prevent obstructing the flow of service or the vision of guests. Any floral decoration (or similar) should have
a subtle fragrance.
||
CONTENT
86
The bar counter should be dry and spotless, with any visible (and, for that matter, unseen) items well
maintained and indicative of the product offering (e.g. polished cocktail tools in a cocktail bar, frosty beer
fonts in a pub).
The bar counter should be at an appropriate height to suit the majority of guests, with allowances for
comfort as well as functionality (e.g. foot-rail, hand bag hooks, adequate knee clearance when seated).
Any tray service areas / passes should be clearly indicated, and bar stools positioned only in areas that offer
a comfortable experience free of from passing colleagues / guests, excessive exposure to air condition /
speakers / glare from lighting.
Any back-bar displays should be indicative of the product offering, well maintained and visually appealing
(e.g. all bottles should be polished with labels facing forward).
Stools: Should be of an ergonomic height, comfortable, stable and well maintained. If stools are particularly heavy
/ fixed they should be placed in an appropriate position to ensure comfort.
Floor Decoration: decoration in areas away from table and bar areas should be cohesive with the style of the
outlet, visually pleasing and well maintained.
FLOOR
Ease of Navigation: A clear path to all areas / tables / facilities should be maintained and easily identifiable. Facilities
and amenities should be clearly signed or indicated.
Hazards: Any stairs, steps or potential hazards should be well lit and easily visible, and all guests should be informed
of their presence.
87
COLLATERAL
Menus: Menus should be presented open to guests immediately upon seating, and be clean, well maintained and
up-to-date.
Tent Cards: Any tent cards / promotional stands should be clean, clearly readable and consistently positioned on
tables.
Matches etc.: Matches, pens and any branded items should be kept well stocked and in easy reach of service staff
for efficient provision to guests cards.
Napkins: Branded napkins should be presented with logo facing the guest. Napkins should be appropriate for
purpose e.g. bar napkins for beverages, dining napkins for any la carte bar snacks.
Coasters: Coasters should be presented and be in good condition. Disposable coasters should be used only once.
Cutlery: Cutlery should be polished, and laid upon acceptance of all food orders.
Cold / Hot Towel: Should refresher towels be offered, they should be swap: of an appropriate temperature and
removed in a timely manner.
Newspapers / Magazines: Newspapers and magazines, if offered, should be current and in good condition.
||
CONTENT
88
FACILITIES
Wi-Fi: Wi-Fi should be reliable, and login procedures in line with Brand Standards.
Power Outlets: Power outlets, if available, should be positioned to be easily accessible to guests.
Chargers: Chargers of all varieties should be available for guest use.
Facilities: Restrooms should be clearly signed, well-lit and well maintained.
Smoking Areas should be clearly signed, well ventilated and well maintained.
Cloak Room / Bag Storage: Upon arrival colleagues should offer to store any bulky items for the guest. Any
items stored should be easily accessed upon request by the guest, either during their visit to the outlet or upon
departure.
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Tables and seating should be sufficiently spaced to ensure no table or seating position feels enclosed,
inconvenient or disturbed by passing colleagues or other guests. A lounge bar or lobby bar should be an
ideal meeting point calm and serene, easily accessible and welcoming yet also sufficiently comfortable and
engaging in such a way that guests will want to stay for more than one drink.
A lobby lounge or bar is likely to attract a relatively broad demographic, and should provide a balanced
atmosphere that appeal
Service Period: The atmosphere in a lounge or bar should shift gradually with the passing of hours while a
convivial mood is necessary for both day and evening service, once the sun is down the atmosphere will generally
become busier.
The profession of bartending is not solely about making drinks. Being able to pour the perfect pint or prepare a
great Gin & Tonic are certainly valuable skills a bartender will struggle without, but there is far more to bartending
than merely handling bottles and not breaking glassware too often. In the words of the eminent Mr. Jerry The
Professor Thomas, author of How to Mix Drinks, (the first published cocktail book): An efficient bartenders
first aim should be to please his customers... he should politely inquire how they wish their beverages served, and
use his best judgment in endeavouring to fulfil their desires to their entire satisfaction. In this way he will not fail
to acquire popularity and success. As true now as it was then, the simplicity of the message is often lost. People
visit bars for more than the drinks on offer. Our guests want to experience the atmosphere, the surrounds and
the service that we, as the bartender, provide. A great bartender will keep this in mind, and strive to satisfy the
individual desires of each guest though this may not always be an easy task.
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GLA S SWARE
Glassware choice will have a significant impact on a drink. Aside from the visual appeal, glassware can affect
flavour, aroma, temperature, dilution rate and even popularity!
Short
Rocks glasses, tumblers,
cups and mugs are best for built
and stirred cocktails, and sipping spirits.
Stemmed
Flutes are generally the best choice for sparkling
cocktails. Goblets are great for frozen drinks,
cobblers and spritzerstyle drinks.
Long
Highball, Collins, Delmonico all are terms for
a tall, fairly straight-sided glass. Ideal for mixed
drinks and refreshing cocktails.
Cocktail
The classic cocktail vessels the V shaped
cocktail glass, the coupette and the classic Nick
& Nora - are all best suited to drinks served
up.
Specialty
Certain cocktails are traditionally served
in specific glassware a copper mug for a
Moscow Mule, or a heat-proof glass for Irish
coffee. Though you may not have every style
available, always consider what the best glass
for the drink may be!
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GLA S SWARE
Sour Glass
A four-ounce slender, tulip-shaped glass with a short stem.
Cordial Glass
A slender-stemmed, tulip-shaped glass holding about one ounce
Margarita Glass
A 12 to 20-ounce stemmed glass with a wide bowl
Brandy Snifter
An eight-ounce balloon-shaped glass with a short stem.
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BAR TOOLS
2 Piece / 3 Piece Shaker
The classic - and arguably least practical design is the three-piece
shaker (pictured left), consisting of cup, lid and cap. They have the
advantage of a built in strainer (so no additional tools are required)
but can freeze closed after shaking a cocktail, and become very hard
to open not ideal in a busy bar. The two-piece Parisian shaker
(pictured right) which eliminates the cap and strainer, making it
easier to open when cold has gained popularity in recent years,
offering both classic, stylish design and greatly increased practicality.
Atomizer
Used for misting small amounts of aromatic ingredients into glassware
or over the surface of a drink.
Bar Spoon
A bar spoon serves a number of useful purposes a measuring
device for small amounts of liquid, a tool for garnish placement and,
of course, a stirring and churning implement. Some models feature a
muddler disc (for breaking down soft fruit) or a trident / fork (for
easy garnish placement) to increase functionality. The commonly seen
twisted shaft is designed to work with the natural movement of your
hand, minimising required effort and allowing for comfortable, fluid
rotation.
Blowtorch
A blowtorch is used for charring / toasting spices and dry garnishes or
the surface of drinks with foams, or igniting spirits for blazer style or
hot cocktails.
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BAR TOOLS
Boston Shaker
Arguably the most popular style of shaker is named for the Boston
glass a hardened, straight-sided mixing glass which is paired with a
large stainless tin. The rim of the glass creates a seal inside the tin, which
is easily released after shaking by tapping the side of the tin where the
two parts meet. Though some practice is required to gain familiarity,
the ease of use and large capacity have made the Boston shaker a
favourite in bars across the world. The downside of the Boston shaker
is the Boston glass itself not only are they breakable, they can also
be dangerous if ones hands slip while shaking. The rule of thumb is to
always use a Boston shaker with the glass toward yourself and the tin
toward your guests. Recent years have seen the tin on tin shaker rise
in popularity. Essentially a Boston shaker where the glass is replaced
by a small shaker tin (A.K.A. Toby tin, cheater tin), this solution is not
easily damaged or frozen together, but does mean that the bartender
cannot see the drink as it is being prepared.
Citrus Press
Used for producing citrus juice on demand to ensure maximum
freshness.
Dash Bottle
Dash bottles are used to add strong modifiers (such as bitters or
absinthe) in small amounts with a high level of control and efficiency.
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BAR TOOLS
Fine Strainer
The fine strainer is used together with the Hawthorne strainer to
remove small unwanted solids and ice chips from a shaken drink. This
is generally used when serving drinks up (with no ice), to remove the
fine particles of ice / fruit / herbs that are not caught by the Hawthorne
alone, resulting in a smooth textured, more visually appealing cocktail.
Ice Tools
Ice picks and saws are used for breaking down large-format ice into
specific shapes. A wood mallet and Lewis bag are used for producing
cracked ice from cubes.
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BAR TOOLS
Mixing Glass
While any vessel can be used for stirring cocktails, a heavy based
mixing beaker with spout allows greater control when pouring.
Muddler
A muddler is essentially a large stick used to break down fruit, herbs
and spices to release their juices, oils or flavours. They are most
commonly made of timber, or metal and food-safe plastic (though
timber muddlers can be unhygienic / not food safe depending on the
timber used and how it is treated). Muddlers became commonplace
with the rise of Caipirinhas and similar drinks in the 1990s and 00s,
and due to their low-cost, effectiveness and simplicity, can now be
found in most every cocktail bar.
Openers
Sturdy, reliable wine and bottle openers will make your job easier, and
increase efficiency behind the bar.
Paring Knife
A sharp paring knife is an essential tool for garnish preparation. Though
personal preference comes into play to a certain extent, it is generally
advisable to select a knife with a blade length of 6cm 10cm, suitable
for peeling zests and other intricate work. Keeping your knife sharp is
crucial to both quality of garnishes and workplace safety a blunt knife
is more likely to slip, potentially causing injury. A clean, stable, suitably
sized cutting board makes the perfect partner to your paring knife,
and should always be used.
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BAR TOOLS
Spirit Measure
The spirit measure or jigger allows the bartender to accurately
measure ingredients. By using a measure you can ensure your drinks
are correctly proportioned and true to the recipe, but accurate
measurement is also crucial to drink consistency, cost control and
ensuring responsible service.
Spirit Pourer
Spirit pourers - or speed pourers, as they are often known control
the flow rate when pouring from a bottle, allowing greater control
and greater speed, resulting in improved efficiency. Though there are
many styles of pourers on the market, purchasing high-quality items
that dont leak is a wise investment as leaking pourers will often lose
upwards of 10% of what is poured. In addition to potential leakage,
pourers must be regularly cleaned to ensure proper hygiene and
consistency.
Zester
A zester or peeler is used for producing citrus twists / zests and
vegetable ribbons.
Other Tools
The tools listed on previous pages are what could be considered essentials, but this is by no means an exhaustive
list clean, dry service cloths are arguably the most useful item behind your bar! Beyond this, there are countless
accessories that can make your job easier or add to the guest experience. Garnish picks, specialty glassware,
smokers - the list is endless. No matter what though, always remember - its not the tools that make the bartender
99
GARNISH
Apple Fan
Cut a cheek from a green apple and place cut side down. Slice
at 12mm intervals and skewer. Spread into fan shape.
Berries
Ensure berries are firm, fresh and free of discolouration. For
blueberries, raspberries and blackberries, use whole berries.
Small strawberries may be used whole. Large strawberries
should be halved, retaining the leaves.
Brandied Cherry
Brandied cherries are preserved in brandy, while maraschino
cherries are traditionally preserved in maraschino liqueur.
While these are interchangeable, avoid using bright-red
artificially coloured cherries.
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GARNISH
Celery Stalk
Celery garnishes should be around 5 cm longer than the glass
in which they are to be served. If possible, retain the leaves
for service. If celery sticks are too broad, they may be halved
down the centre. Ensure that celery is fresh and crisp and
shows no signs of discolouration.
Citrus Twist
Place the blade at the base of the citrus (near the stem) and
carefully cut through the peel in a smooth sawing motion for
around 8-10cm. Make sure not to cut off any fruit pulp in the
process, and try to take as little of the white pith as possible
with the rind. The width of the twist should be around 2.5
cm for and orange, 1.5cm for a lemon, and 0.5 cm for a lime.
Once cut, remove any excess pith and ensure the edges of
the zest are clean and straight.
Citrus Wheel
Slice citrus from pole to pole to cut half wheels (stem end to
no-stem end). Place one of the halves cut side down on a board,
remove ends and slice at 5mm intervals.
Cucumber Slices
Ensure cucumber is firm and crisp. Slice diagonally at 3mm intervals.
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GARNISH
Lime Zest, Grated
Using a grater or similar, remove green skin from a lime being sure to avoid
white pith.
Mint Sprig
Mint leaves and sprigs should be picked from the stalk as required. For
mint sprigs, break the stalk below the top 4 leaves, keeping 2-3cm of stalk
to support the sprig in the glass. Ensure mint is green, crisp and has a fresh
aroma.
Olives
Ensure olives are firm, fresh and show no signs of discolouration.
Rosemary
Rosemary sprigs should be green and highly fragrant.
Salt Rim
Moisten the top 5mm of the rim of half the glass with a lemon /
lime wedge and push the outer rim of the glass against a layer of
salt on a small plate. Use coarse sea salt or flakes. Table salt is too
fine, and will overpower the flavour of the drink. Ensure that the
salt is on the outer rim of the glass only.
Sugar Dust
Use powdered sugar (avoid icing sugar, which will melt easily) in a
mesh shaker to lightly dust the surface of a garnish.
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INGREDIENTS
SPIRITS AND THEIR SUBSTITUTES
Absinthe
Traditional (Swiss or French) style absinthe is the best choice for cocktails. Modern (Czech) style Absinthe should
generally be avoided.
Bourbon
There are countless bourbons available, running from sugary sweet to rather dry. Knowing the styles behind your
bar and offering the guest a choice is best practice.
Campari
Campari is generally available, Gran Classico bitter and Luxardo bitter can be substituted.
Chartreuse Verte
Genepi liqueur can be substituted.
Crme de Cassis
Crme de Cassis de Dijon (from Burgundy) such as Vedrenne, Lejay, Massenez and Boudier are the best options.
Cognac
Martell VS and Hennessy VS are well suited to mixing in cocktails.
Havana Club 3 Anos
Light, Cuban style rums tend to be dry and crisp. Havana Club 3 year old is great in cocktails. If unavailable, Havana
Club Blanco or Bacardi Carta Blanca can be substituted.
Jamaican Rum
Appleton Estate V/X is very well-suited to mixing in cocktails (as are the whole Appleton Estate range). If unavailable,
Coruba may be substituted
London Dry Gin
Beefeater, Tanqueray and other juniper forward options are ideal choices when London dry is called for. The
slightly softer Plymouth is also well suited to cocktails.
Luxardo Maraschino
Maraska or Bols maraschino can be substituted.
Peach Liqueur
Avoid artificially flavoured liqueurs. Producers such as Boudier, Massenez and Cartron produce high quality options.
Rye Whiskey
Rittenhouse 100 proof is widely available and shines in classic cocktails. As with bourbon, offering the guest a
choice if options are available is best practice.
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INGREDIENTS
Sherry, Medium
Amontillado sherry is well suited to the cobbler.
Triple Sec
Cointreau is the industry standard.
Producers such as Boudier and Giffard produce high quality options.
Vermouth, Dry
French style dry vermouth such as Noilly Prat or extra dry Italian vermouths such as Cinzano or Martini & Rossi
are strong options.
Vermouth, Sweet
Carpano Antica formula, Cinzano or Martini & Rossi are strong options (though they will produce very different
results!)
JUICE GUIDELINES
Grapefruit Juice
Pink or white juices are both suitable. If using bottled juice, avoid juices with added sugar.
Lemon / Lime Juice
Lemon / Lime Juice are best squeezed to order. Citrus juice oxidizes very rapidly, and becomes much more sour
just minutes after being squeezed.
Tomato Juice
Avoid juices with high levels of salt or sugar.
Ensure below juices are 100% juice; not a blend of fruits:
Apple juice
Apple Juice, pressed
Cranberry Juice
Pineapple Juice
Pomegranate Juice
Note: Juices are always best freshly squeezed. That said, if you need to use packaged juices, please ensure they are
high quality and 100% juices and not a blend of fruits.
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INGREDIENTS
SYRUPS GUIDELINES & RECIPES
Elderflower Cordial
Elderflower syrups and cordials vary substantially in sweetness and strength, so must be used judiciously.
Belvoir and Bottlegreen offer good examples.
Honey Syrup
Mix equal parts (by weight) of honey and hot water
Lychee Syrup
Recipe:
250g fresh lychees (peeled and seeded)
500ml sugar syrup
How to:
Combine all ingredients in a small saucepan. Bring to a boil, then turn heat down to low and simmer for 10
minutes, or until fruits are tender. Remove from heat, then place a lid on the saucepan and let mixture stand
for 10-15 minutes. Strain out solids and transfer syrup to a re-sealable container..
Orgeat (Almond) Syrup
For consistency, a commercial syrup is generally best Vedrenne and Monin are widely available.
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INGREDIENTS
SYRUPS GUIDELINES & RECIPES
Pineapple Syrup
Recipe:
1 small pineapple (peeled and cut into cubes)
50ml pineapple juice
500ml sugar syrup
How to:
Add the fruit to the sugar and let stand for 24 hours. Remove the pineapple cubes, lightly pressing them
with a hand juicer or other method to squeeze some juice into the mixture. Strain out solids and transfer
syrup to a re-sealable container.
Raspberry Syrup
Recipe:
1 cup raspberries
500ml sugar syrup
How to:
Add raspberries to hot sugar syrup. Mash mixture using a potato masher or fork. Let mixture steep for at
least 1 hour. Drain mixture through a fine mesh strainer, pressing raspberry pulp with a spatula to extract
as much liquid as possible. Strain out solids and transfer syrup to a re-sealable container.
Rosemary Syrup
Recipe:
12 rosemary sprigs
500ml sugar syrup
How to:
Add rosemary sprigs to hot sugar syrup and allow to infuse overnight. Strain out rosemary.
Sugar Syrup
Sugar or simple syrup should be made with equal parts (by weight) of caster sugar and filtered water. It can
be prepared by heating sugar and water until the sugar dissolves, or blending.
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INGREDIENTS
CHAMPAGNE & TEA
Champagne
When using champagne in cocktails a dry (brut) style is generally preferred.
Black, Green, Jasmin, Chamomile Tea (chilled)
Tea should be brewed to double strength for chilling (as it will be diluted with ice or water when prepared).
ICE
Ice is a key ingredient in preparing quality drinks. Though often overlooked, the quality of ice in a venue, and the
type of ice selected for a particular drink will have a significant effect on the final product.
Block Ice
Large block ice, ice spheres and hand-cracked ice are becoming more commonplace. These forms of ice are
generally very dense and cold, and will chill liquids with minimal dilution. Ideal for sipping spirits and cocktails.
Cubed Ice
Whether your ice is delivered or from an in-house machine, it should be hard, dry and solid. Ideal for mixed drinks
and shaking cocktails.
Crushed Ice
Crushed ice should ideally be crushed to-order, but as that is not always practical it should be kept very cold and
well drained for storage. Perfect for refreshing long drinks and blending.
Avoid!
Soft, hollow ice that is wet to touch it will melt very quickly, leading to excessive dilution and watery, flavourless
drinks!
Ice Tips
Always strive to use the best ice possible. This means solid blocks of ice that take a long time to melt. We use ice
primarily to chill drinks down, not to add water... (When making cocktails such as Martinis, dilution is quite often
important however).
Use lots of it! Always fill the glass or shaker to the top with ice. This helps keep the drink colder and fresher for
longer. The more ice, the less water. The less ice, the more water ending up in your drink!
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BAR SET UP
1. Observe
Observe the arrangement of items in the bar with a critical eye. If there are particular items or areas that are
inconvenient or difficult to access, consider alternative locations. Often a minor change to location of glassware or
commonly used products and significantly reduce time and effort required to complete a task.
Ensure you are aware of the logic behind bar layout. Should there be inefficiencies, discuss with colleagues and
management and consider changes where necessary.
2. Prepare
Ensure all requirements are on hand and ready for use before service periods. This will allow for smooth and
effective service. Most bars are divided into stations to allow multiple bartenders to serve efficiently at the same
time. Every station should be identically stocked, to prevent bartenders from having to search for specific ingredients
or tools. This is best accomplished by creating a checklist that the bartender who opens the bar should follow, to
ensure that nothing is forgotten when preparing the bar. Below is an example of a set-up checklist:
Unlock all cupboards and cabinets. Remove caps or pour-spout protectors from all bottles, place in defined
positions and inspect the bar
Polish the bar-top and lay out menus
Lay out floor mats, wastebaskets and glass-bins in their appropriate locations
Assemble and turn on any machinery blenders, juicers or espresso machine
Should draft beer be available in the outlet, position drip-trays, check beer lines and kegs and prepare fonts
for service
Fill the ice-well
Taste all juices / mixers for freshness and place them in each station
Prepare all fruit and garnishes required for the shift. Fruit and garnish is always best when prepared to order
(which also reduces waste), but ensure all items are on hand and in peak condition
Stock straws, cocktail stirrers, napkins / coasters and any other necessary consumables
Check your personal appearance and be ready for arriving guests
3. Organize
Stocking a bar with spirits, fruit, mixers etc. Is significantly easier if you establish and apply par levels to all products
(a minimum amount of any item that should be in the bar at all times). If you ensure everything is stocked to its par
level, you can ensure that (under normal circumstances) you will not run out of any products and avoid wastage
due to spoilage of excess stock.
Always place bottles on display shelves with the label facing the guest. This ensures the guest can always see what
products the bar offers, and it will be easier for you to find what you are looking for
Maintaining a clean, hygienic bar is one of the most important duties of a bartender, and the cleanliness of a bar can
have a major impact on the impression a guest takes away from a venue. Even when you are at your busiest, you
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BAR SET UP
should maintain the same standard of cleanliness as you would during a quiet period. Your bar top and back bar
should be kept clean, dry and tidy at all times. Aside from the obvious aesthetic and hygienic reasons, cleanliness in
the bar is also an important safety consideration. The floor, all walkways and all work surfaces whether visible to
guests or not - should be kept clean and dry to prevent accidents
4. Co-operate
You should always strive to work as a team with your colleagues. Working together will increase efficiency, and
a friendly, co-operative atmosphere behind the bar will be noticed and appreciated by your guests. Should you
overhear that a colleague at the far end of the bar requires a product in you reach, pass it to them whenever
possible, and be ready to divide large orders to ensure drinks are served efficiently
Always put equipment or products back in their original place after use bottles, tools and ingredients. This
ensures a tidy, efficient bar environment, which makes it easier for both you and your colleagues to work effectively.
Immediately inform your team should any items run out!
Dont fill drinks to the top of the glass. This goes for tall drinks, cocktails and shots. Always leave a 1-2cm spillway
it will save you cleaning up the spills, and your guest will keep their hands dry!
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CONVERSATION GUIDE
The four Ts
Topic
When engaging in conversation topics should remain general, with a focus on the interests of the guest. Recent
travel or future travel plans, local attractions, restaurant recommendations, their experience at the property or
leisure preferences are all suitable topics which will generally encourage the guest to engage. Personal or sensitive
topics - politics, religion, personal information should be avoided.
Tone
Avoid voicing any opinions in a strong manner, or focusing on your own views on any given topic. Maintain an open
and relaxed tone, and ensure that all exchanges are positive.
Terminology
Avoid using overly personal or familiar language. Wherever possible consider the cultural background of the guest
and adapt your phrasing to match theirs. Speak confidently but maintain a reserved bearing.
Timing
Ensure that the guest is interested and not otherwise occupied before initiating conversation. Even if a guest has
signalled for your attention, ensure they are not otherwise engaged before opening any dialogue. Should a guest
appear to be interested in conversation, offer a general opening query that will allow them to respond on their
own terms - avoid initiating an exchange with a question that will require an overly specific or considered response.
Greeting
The mood of a guest can often be assessed when they are greeted, and can provide direction for how to proceed.
If a guest is effusive and conversational upon arrival, it is likely that they desire interaction. Once they are seated
and a menus have been presented, there may be an opportunity to initiate conversation while taking their order
particularly conversation related to their preferences.
Farewell
Leading questions / gaining information is the gin & tonic to your liking, Miss Kogel? for example, could lead to
further conversation about the guests preferred gin or favourite cocktail, which will both initiate conversation and
allow greater personalisation of their next drink selection.
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CONVERSATION GUIDE
Subtlety / Over engaging
Be observant of the guest response when conducting conversation. Should the guest shift focus or become
otherwise engaged, remain attentive but wait for the guest to reinitiate.
When greeting a guest, staff should introduce themselves by name. This provides the guest with a sense of
familiarity, and increases the likelihood of a memorable experience.
Use the guests name whenever possible. In the event the guests name is not yet known or for guests not staying
in house use appropriate titles (sir and madam).
Be optimistic, and speak with a smile. Even if youre having a rough day, present a positive outlook this will
generally result in a positive response which is likely to brighten your mood. Never interrupt or talk over guests
conversations. Listen with respect and care to what the guest has to say
When taking an order be sure to clarify any details to prevent confusion
Are you staying with us is an effective conversation starter that will allow further information to be gained, and
provide direction for further dialogue. Should a guest be staying in house, enquiring how they are enjoying the
facilities, their room, or the city itself allows the guest to provide information on their terms and determine the
direction of the conversation. Is it your first time staying with us?
Where are you visiting from? and How long will you be staying with us?, Is it your first visit to (city)? or are
you in town on business or for leisure? are effective leading questions that allow the guest to engage (or avoid
conversation) as they prefer.
Where are you visiting from? provides a platform to discover where the guest hails from. If customers are visiting
from a warmer destination from a region which has less favourable climate, for example, you can enquire as to
how they are enjoying the local weather. Awareness of where a guest comes from also provides an opportunity to
suggest experiences or cuisine that may be new to them.
The response to any introduction should influence the next exchange. Should a guest respond, for example, that
they are visiting on leisure for a special occasion (anniversary, birthday etc.) this will allow an ideal opportunity to
add value to the experience and provide insight into the mind-set and desires of the guest.
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MENU AT TRIBUTES
Balance & Coverage
The ideal cocktail menu will have a balance of styles of drinks (short, long, up etc.) with a range of different
spirit bases and flavour profiles (sour, fruity, dry, bitter, rich etc.). Unless you are designing a menu for a bar that
specializes in gin, avoid a menu composed of 70% gin cocktails. A good menu should offer something that appeals
to every palate.
Style Match
The style and tone of the menu to that of the outlet. Know your guest, and ensure that the cocktails appeal to
your guest profile. There is little point in serving tropical cocktails in an indoor bar in a cool climate. Similarly,
a phone-book like cocktail menu in an outlet that predominantly serves afternoon refreshments is not generally
ideal, just as a single-sided half-page menu may not be well suited to a lobby cocktail bar with an enthusiastic
evening clientele.
Efficiency
It is great to have a menu full of spectacular, unique drinks, but ensure you dont underestimate the time required
to properly and consistently prepare not only individual recipes, but also multi-beverage orders, as this will lead to
compromised quality and service standards. Avoid a menu entirely composed of intricate, time consuming drinks,
and ensure that all drinks (particularly popular, high-volume drinks) on the menu can be delivered in an efficient
manner even in peak times.
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Suggestive Selling
Problem Resolution
Despite the theoretical value of the above resources, your team will need guidance on how to apply their knowledge
in the workplace. IHG Frontline is online training, so its important that you are at hand to assist your team by
practicing what they have learnt as well. Remember, you are there to maximise their potential and drive success of
your business.
To keep things challenging and rewarding, incentivise up-selling and suggestive selling. Create daily, weekly and
monthly targets for the team and reward those who achieve the best figures. Competition is key to a successful
business and you will see the results fall into place with your sales numbers. Take these principles and apply them
to front office, event sales and banquet operations as well. Eventually, with upselling and suggestive selling firmly
ingrained in your teams ethos, youll begin to see the rewards through increased revenue and customer retention
for your outlets.
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MARKETING GUIDE
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YOUR VALUED
CUSTOMERS
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TARGET AUDIENCE
Who are we addressing? This is a fundamental question we need to ask ourselves in the planning of any campaign.
Lets examine the differing motivations of diners given context, location and occasion. Knowing who were trying
to engage helps refine our offers to be as relevant and attractive as possible.
LOCAL RESIDENT
Location, price point, quality
against competition, word of mouth,
convenience, cool factor
BUSINESS TRAVELLER
Location, prestige, convenience,
time, technology (wireless / plugs),
tablespace, easy menus, healthy
meals, loyalty points
CITY PROPERTY
Competitive, value for money,
technology, time, easy to enjoy
alone, local trends
LOYAL DINER
I.e. IHG Dining Rewards Member:
Personal identification, prestige,
engaging service, personal service,
value for money, perks, reliability,
exclusivity
SPECIAL OCCASION
Personal identification, engaging
service, value add, special treatment,
value for money, exclusivity,
atmosphere
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VS
IN-HOUSE GUEST
Location, price point, convenience,
easy to enjoy alone, room charge,
loyalty points
VS
LEISURE TRAVELLER
Location, atmosphere, engaging
service, value for money, personal
identification, family needs,
childrens menu
VS
RESORT PROPERTY
Menu choice, comfortable,
relaxing, family needs, room
charge, inclusive, engaging service
VS
NEW DINER
Value for money, quality against
competition, convenience,
engaging service, atmosphere,
a reason to return
VS
REGULAR DINING
Reliability, location, price point,
time, convenience, technology
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CUSTOMER INSIGNTS
Heres a quick peek into the top insights for marketing to customers in F&B.
72%
88%
30%
04 MAINTAINING A NATIVE
PRESENCE ON SOCIAL
3/4
WIN
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THE 5P S
UNDERSTANDING THE 5PS
When it comes to F&B marketing, the
5Ps set the foundation as they are crucial
considerations of your marketing effort.
Ultimately, they will help you create a
marketing plan that grows your restaurant
in terms of new and repeat customers and
increased covers.
PRODUCT
PRICE
PLACE
PROMOTION
PEOPLE
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B. CONSIDERING YOUR
COMPETITIONS DINER
C. CAMPAIGN-CENTRIC INSIGHT
An insight is a deep truth about the customer based on
their behaviour, experiences, beliefs, needs or desires
Start with an observation of your customer. Guess
what they are thinking. How does their behaviour
reflect that thinking?
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EXAMPLE:
DINER PROFILE: EMILY
Emily is a 26 year old female accounting executive. She is very
conscious of her health and fitness and tries her best to control
her diet. She values fresh, quality ingredients and is a coldpressed juice advocate.
MY RESTAURANT
Product Feature: Locally-Sourced Ingredients
Benefit: Fresh, Wholesome Qualities
Service: Order delivered to customer in fuss-free manner
INSIGHT
Busy working executives like Emily value a healthy
powerpacked breakfast alongside their early morning
coffee treat.
CAMPAIGN OPPORTUNITY
Serve organic breakfast sets in the restaurant which are easy
takeaway options for working executives in offices nearby or
staying in the hotel.
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THE DECISION
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PROMOTIONS TO CONSIDER
Present these promotional certificates offering a value-add to all meeting participants, encouraging
them to stay at your premises for post-meeting drinks and gatherings instead of going to another
venue nearby.
If they come in a group of 5 or more, you can offer a free snack / food sample from your restaurant,
enticing guests to stay on for dinner.
If you know that a guest is at your hotel for business, you can offer him / her the same promotional
certificate (FO upon check-in).
You can also hand these promotional certificates out to nearby offices (i.e. have them at your Deli /
ADD to hand out / check folder inserts for office workers who have lunch at your premises).
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PROMOTIONS TO CONSIDER
3. Happy Hour (early evening or late night)
There are two different approaches you can take to Happy Hour:
Create a special menu that is only available during Happy Hour
Value-adds to existing menu options
Please make sure you dont have Happy Hour on days / periods where your outlet is already busy. Ensure your
promotional collateral includes a disclaimer for exclusion of certain periods such as these.
4. Special Occasion Promotions
Everyone likes to feel special on the best day of their year their birthday. You might want to capitalize on this
occasion by:
Offering special packages such as:
Come with a group of ten and the birthday persons food and drinks are on the hotel (please
ensure that disclaimers with details of the offers limitations are communicated i.e. a limit of up to
1 main course and 1 glass of Champagne for the birthday person).
Have your birthday celebration with us and we will sponsor your cake! (Use this as an
opportunity to showcase your pastry chefs know-how)
5. Social Media
Today, it is of utmost importance to use Social Media to your best advantage.
Facebook, Twitter, Instagram and Pinterest are just a few platforms to help you engage and draw in guests.
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THOUGHT-STARTERS
FOR YOUR PROMOTION IDEA
Raise awareness
of new initiative
Increase covers
Increase
average checks
Conversion of
in-house guests
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DONT
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Stick to one group of drinks or foods that will be part of your Happy Hour offer - Do NOT
discount everything! Keeping to a consistent promotion also means an easier supplier buy-in and
tracking of sales and revenue.
Include in your Happy Hour offer food that is easy to prepare and must sell quickly
(fruit, vegetables, salads).
Important: Pay special attention to the promotional message for the Happy Hour programme. It
must be short and clear. Your potential guests need to understand and figure out what you offer.
Discounts
a. Do not give too much away this means losing money, which goes against our reason
for a promotion
b. Promote what sets you apart from the competition and generates revenue
c. Create value-adds, like edible garnishes, nibbles, appetisers for a few extra dollars
d. Be creative in how you market your promotion through social media!
e. Deliver on your promises
f. Your colleagues need to conscientiously upsell in order to make money and increase the
average guest spend
g. Happy Hours: Target the after-work crowd (5-7pm): upsell by offering dinner / snack
menus along with inexpensive drinks.
h. 2 for 1s: Food items with a low cost
i. Chicken, pasta, inexpensive beef / pork cuts
ii. Upsell drinks, dessert and coffee
i. Wine / beer pairing dinners: together with supplier (FOC, guest speaker)
j. Use national and international holidays and occasions for:
i. Fixed price (set) menus (less strain on operations, kitchen and services),
i.e. Valentines Day
ii. Combos, value-adds
k. Do not offer discounts during peak periods
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KEY STEPS:
Under the initial budget,
include all aspects of expected
implementation costs. These
include print, design, advertising,
PR agency, photography and
any other costs incurred
to specifically market and
communicate the initiative.
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Forecasting Covers
Required
Budget spent / average check
= covers required to break even
Covers required / period of
promotion = covers required
per day [Example: You are
running a two week promotion
and your target is 700 covers.
To find out your daily target:
700 covers / 14 days
= 50 covers required per day]
Marketing
Campaign ROI
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Pre-arrival email
Hotel Website
Regional F&B Landing
Page
Mobile App
Newsletter
ARRIVAL / CHECK-IN
Promotion Upselling
Key Card Insert
Certificate
GUEST ROOM
ELEVATOR
TV Ad
WiFi Login Page
Poster
REST AURANT
Promotion Upselling
WiFi Login Page
Check Folder Insert
MEETING BREAK
Promotion Upselling
WiFi Login Page
Certificate
Promotion Upselling
WiFi Login Page
Menu
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SOCIAL MEDIA
RESTAURANT
Facebook
Instagram
Hotel Website
Regional F&B Landing
Page
Mobile App
Newsletter
Trip Advisor
etc
DELI
Promotion Upselling
WiFi Login Page
Check Folder Insert
Certificate
Promotion Upselling
WiFi Login Page
Check Folder Insert
MEETING BREAK
Promotion Upselling
WiFi Login Page
Certificate
Promotion Upselling
WiFi Login Page
Men
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UNDERSTANDING OWNED,
EARNED AND PAID MEDIA
Understanding the different usage of Owned, Earned and Paid Media is the basic step towards selecting your
channels based on campaign and budget requirements.
Targeted marketing collaterals and content can then be created accordingly to reach your customer.
MEDIA
DEFINITION
EXAMPLES
THE ROLE
BENEFITS
CHALLENGES
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CONTENT
OWNED
PAID
EARNED
Channel a restaurant /
hotel controls
Company Website
Social Media
Mobile
Pre-Arrival
IHG Dining Rewards
In outlet
Display ads
Paid search
Sponsorships
Supplements
Magazines
Directories
Radio
Word of Mouth
Media Coverage (PR)
Buzz
Social Media
Reviews
Supports owned
content as a short-term and
secondary measure
Control
Cost efficiency
Longevity
Versatility
Niche audiences
On demand
Immediacy
Scale
Control
Most credible
Key role in most sales
Transparent and provides
mileage
Clutter
Declining response rates
Poor credibility
No control
Can be negative
Scale
Hard to measure
No guarantees
Company communication
not trusted
Takes time to scale
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TRADITIONAL MEDIA
Reviews & Features:
Inflight / Travel /
Entertainment / Lifestyle /
Food Magazines
Newspapers
Radio
Broadcast programmes,
interviews.
ONLINE MEDIA
Reviews:
Travel review sites
City entertainment guides
Lifestyle / food bloggers
Online forum / portal reviews
SOCIAL MEDIA
Recommendations from friends
and influencers
Professional / celebrity
endorsementss
KEY CONSIDERATIONS
It is often assumed that earned media is free and therefore not budgeted for. This, however, couldnt be further
from the truth. Some crucial costs associated with earned media are provided below.
Press kits
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Food
photography
Media reviews
pre-launch
PR agency
retainer fees
Negotiating with
magazines may
require paying
for advertising
space in exchange
for premium
coverage
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INSTAGRAM
TWITTER
Amplification Tool
Prompts sharing of
bitesized F&B offers and
updates on-the-go
Visual Inspiration
Inspires unique F&B
experiences and
catalyses desire for
food tasting
WEIBO
Alternative News
Aggregator
A micro-blogging
platform which facilitates
the sharing of original
stories & information
Integrated Content
A key always-on
platform to engage
users with the
latest content
LINKEDIN
Professional Influencer
Network
Builds a community with
likeminded business
partners
YOUTUBE
Soliciting emotional
responses from users via
quality story-telling
PINTEREST
Interest Board
Encourages discovery of
food and lifestyle
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PREPARATION
Back to Basics
Define our purpose and the relevant campaign objectives
Whats our story?
SOCIAL MARKETING
INFRASTRUCTURE
CONTENT
DEVELOPMENT
ENGAGEMENT
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Online Media
Outdoor Media
Posters
Billboards
TV screens
Print Media
Broadcast Media
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TECHNICALITIES &
POST PROMOTIONS
REVIEW
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INCREASE AWARENESS
1.
2.
5.
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4.
3.
Value combos
Combine bite-sized samples
similar to a tapas tasting menu
with a drink offer in your bar
Create sampling menus: 2-3
dishes from your restaurant
menu for off-property functions
6.
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INCREASE AWARENESS
7.
10.
8.
11.
a.
b.
9.
a.
b.
c.
12.
a.
b.
c.
d.
e.
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POS SETUP
In order for any promotion to run smoothly, correctly setting up the POS systems (in all participating outlets) is
essential.
Swift service will enhance the guest experience, while you will also be able to measure success and identify any
trip-ups or points to improve in the process.
Please ensure that new buttons are set up for each promotion. If you use existing buttons for new promotions, you
will lose historical data (important for analyses and future-planning) from earlier ones.
It is of utmost importance that no promotional element is posted using open food / beverage buttons. These buttons
do not allow you to track the promotion, measure success or menu-engineer. Please make sure all colleagues are
trained not to use those buttons.
Certificates and Bounce Back Vouchers
Before any promotion involving certificates, coupons or bounce back vouchers begins, the Directors of F&B,
Finance, and Marketing Communications need to agree on procedures for handing out certificates and tracking
such promotions.
We recommend implementing an Excel tracker (see example below) where the required information is entered
and signed off by the F&B Director on a daily basis. Another recommendation is to have any certificate logged and
inserted by serial number to ease tracking internally.
Promotion Name
Cert#
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CONTENT
Submission Date:
Redemption
Date
Receipt#
Amount
Outlet:
#of Guests
Team Member
Name
Team Member
Sign
Date
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What is the one thing that we have done right with this promotion, and that we should continue doing?
What is the one thing that we could have done better with this promotion and that we should
improve on?
What is the one thing that we shouldnt be doing with this promotion and that we will stop doing?
How are we going to celebrate success as a team?
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CONTACTS
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To order any of the glassware and bartools in this toolkit, please contact:
Email: info@beakerandglass.com
Website: www.international.beakerandglass.com
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RESOURCES
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RESOURCES
Find more information, guidelines and templates on Social Media Marketing on Merlin:
Initiatives
Hotel Solutions
SOCIAL MARKETING
THE FUNDAMENTALS COURSE
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FAQ
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FAQ
(FREQUENTLY A SK ED QUESTIONS)
Below are some questions you might have after reading this toolkit and we hope its comprehensive and covers all
areas of concern still remaining.
Q1:
Q2:
Q3:
Q4:
Q5:
No. The loyalty campaign and privileged offer are mandatory until the end of the
year. You only need to change your hotels specifics.
We provide you with alternative images to choose from. There is also a choice of
approved images on Brand Central that you may use for your collateral.
What do we do if
promoting alcohol is
restricted in our region?
Can we still run the
promotions?
If alcohol is prohibited
in our market, can we
still make use of this
toolkit?
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Yes, you can still run the promotions. You will have to use different images and
word your collateral very carefully to be in accordance with local laws and
regulations.
We are also supplying 15 recipes for non-alcoholic cocktails along with their
images. You can still run the campaign using non-alcoholic cocktails.
Yes. Please make sure that you run the campaign at the very least in your main
bar / lounge.
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FAQ
(FREQUENTLY A SK ED QUESTIONS)
Q6:
Q7:
Q8:
Q9:
How to use the visual
identity?
Please use the compass icon in you menus to indicate the same Worldly Classics
from the Global team.
Yes, definitely. Training should always be a part of operations. It might be best to engage
your HR / L&D team to deliver training like role plays and classroom sessions. Please be
vigilant with training; only colleagues who have the skills can properly sell any promotion
and skills cant be learned solely via online training.
You will also need to train your teams about the new cocktailrecipes and guidelines only
if they know them by heart, can they expertly craft those cocktails.
Terms and Conditions for the Worldly Classics campaign will be housed on the
landing page we are creating.
Q10:
Please use their products as much as possible. We will have another audit this
year and we do have a contract with them that we need to fulfil.
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