How many times have you been in a venue, asked for something, possibly not on the menu and you hear it – the dreaded phrase – No Problem. Unfortunately, this verbiage denotes, when directed at anyone, that there is a problem and your server is making an exception, i.e. doing the guest a favor, by fulfilling their request however minimally involved it may be.

We all know the customer is not always right regardless of what the books may tell us. Everyone has experienced the unreasonable or irrational guest looking for a free meal or extraordinary treatment. While I would treat every guest as distinctive and singular, giving every guest a free meal when a service slip occurs cannot be considered prudent or financially sound.

In today’s competitive economy, companies should be proactive and interacting with your customers from different platforms in order to improve their publicity. Press releases is a great way to draw attention to your website and improve your search engine optimization. It is increasing publicity of your website through various on-web ( relevant press release websites ) and off-web channels ( to newspapers and members of the media ) by getting the word out regarding a new product or service your company is providing.

Before you start writing a press release, there are several issues you should pay attention to in order to bring success and prevent wasting your time and efforts.

1. Have a press releases section on your own website and publish press releases regularly - we recommend 1-2 times each month.

Giving out shirts and hats with your logo and name? Running weekly or daily 2 for 1 specials? Having the Budweiser, or a Vodka Company, show with their bikini clad maidens for two hours one night? Or the ladies night where half your patrons will drink free? All are common programs most bars or nightclubs use to get the people to their venue. But why do we have such a craving to get discounted patrons to the place while ignoring the people who are already there?

Most venues will use these programs to fill their seats on slow nights, or early hours on weekends, hoping the guests will stay longer and buy more at the full price. Sometimes it works, most times people will move on to their place of choice when the special pricing is over. What do you think would happen if you gave a regular guest a discount card that was good Monday thru Friday (or whenever your slow nights occur)? Now you have given an incentive to a loyal guest to come back, or remain, during the same hours as those discount seekers. You have also rewarded a loyal guest who will most likely tell others of your treatment and bring friends to your venue. Your overall cost will certainly be less, your regular (read that as high-profit) guests will grow and you will have a group of apostles spreading word of your venue.

Several studies show that eight out of ten bartenders “enrich” themselves in some way at the owner’s expense. Most are smart enough to not take a handful of cash; but, nevertheless, potential income is being siphoned from your operation. Not surprisingly, most of those 80%, if asked, would honestly reply they didn’t feel they were stealing.

Depending upon your policies the bartenders may be allowed to drink free, or “comp” free drinks to your customers, so their attitude in that regard has been set by you. Moving to giving free drinks to their friends is a very small step. Every bartender understands the better you treat your patrons the more likely the tip will be a large one. Therefore another small step to increase the ratio of paid drinks to free one can easily change, while enriching the bartender.