Bartenders: The key Influencers in French On Premise experiences

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The report underlines the importance for drinks suppliers to understand the bartender community and its pivotal role in influencing consumer drinks choice and advocacy of brands. 

Globally, 44% of consumers don’t decide what to order until they’re in-venue. This presents a noteworthy opportunity to leverage influence at the final touchpoint of their path to purchase – namely bartenders – to guide consumers towards specific drink categories, brands, and offerings.  

The influence of bartenders extends beyond the initial decision-making stage, as a significant proportion (57%) of individuals, even after settling on a drink choice, admit to being swayed by suggestions offered by the hospitality professionals behind the bar. 

In comparison to global data, 65% of French consumers agree they’re likely to purchase drinks based on bartender recommendations, (+6pp vs global average), while some consumers (63%) state they can still be swayed, even if they’ve decided what to drink already (+4pp vs global average).  

The data clearly demonstrates how receptive French consumers are to bartender influence. Brands and suppliers keen to tap into their prominence are better placed to do so when understanding how to best engage with bartenders, understanding and optimising their brand learning opportunities and become part of their recommended portfolio. 

To this end, the Report highlights a noteworthy 46% of hospitality professionals express a genuine commitment to providing customers with outstanding experiences as a key aspect of their career. Consequently, there’s a willingness amongst many venue staff to embrace any form of training or support that enhances their skills and proficiency, ultimately contributing to on-the-job effectiveness. This includes amenability towards suppliers, in support of delivering exceptional knowledge and customer service.  

This appetite for learning and development is clearly apparent in the French On Premise. A colossal 88% of bartenders agreeing and 45% strongly agreeing (+4pp vs the global average) they’re more likely to recommend brands to customers if good supplier relationships are in place, making bartender engagement in France even more compelling than many other markets.  

Bartenders are the final touchpoint in the consumer’s journey to purchase. With French consumers being particularly receptive to bartender recommendations, it’s crucial for suppliers to delve deeper into the bartender’s grasp of brands and products, familiarity with suppliers, expertise, and operational know-how. But it’s not merely about suppliers imposing their presence on bartenders. This relationship is reciprocal. It involves determining supplier sentiment, understanding the factors that drive bartender relationships, and implementing incentives that genuinely motivate bartenders to lend their support and become advocates.”