“Why You Should Offer Multiple Pour Sizes” was originally published on 5/26/17 and has since been updated.
Offering multiple pour sizes provides your patrons with choice, resulting in increased revenue for your venue. While small, medium, and large aren’t the only options, offering three sizes provides multiple price points for your guests as well as the physiological benefit known as The Decoy Effect. The decoy effect is a phenomenon in which consumers are presented with three choices, one of which is intended by the vendor to be a decoy. The decoy option influences the consumer to purchase the more expensive option, choosing the best deal over spending the least amount of money. Read on to discover the benefits of offering small, medium, and large servings as well as which size serves as the decoy effect.
Small Pour Sizes
Small pour sizes depend on the beverage being dispensed. For wine, a tasting is typically a 1-3 oz. pour, but for beer and cocktails it can be more. Whether you’re updating your beverage menu, welcoming new guests to your venue, or hosting regulars who like to test their taste buds, offering small pour sizes are a must. Small pour sizes allow your patrons to sample beverages they normally wouldn’t try and learn about different varieties before jumping into a full glass. Offering samples encourages guests to find a drink they truly enjoy before upgrading to a larger size. Ensuring guests are happy with their beverage choices reduces waste and makes them more likely to place additional orders.
Medium Pour Size
Medium pour sizes serve a greater purpose than assuaging Goldilocks. While medium sized pours of beer, wine, cocktails, and kombucha are the perfect pour for enjoying with a meal, they are our “decoy” size when we talk about The Decoy Effect that encourages patrons to size up their beverage selection.
Here is an example of how to implement your “decoy” within your small, medium, and large offerings: If your venue offers beverages on tap in small (4 ounces), medium (12 ounces), and large (16 ounces) pours at the following price points:
Small (4 ounce): $4
Medium (12 ounce): $10
Large (16 ounce): $12
As the size increases, the price per ounce decreases, encouraging customers to choose the best deal over spending the least amount of money. The most dramatic savings is between the middle and largest pour sizes. The medium, or our decoy size, is meant to increase interest in the largest, most expensive option.
In the scenario outlined above, the consumer is offered the opportunity to save money per ounce while simultaneously benefitting the venue’s bottom line.
Large Pour Sizes
While small sizes allow your guests to try out different beverages before they commit and medium sizes pair well with meals, large sizes are for those who already know what they want and are looking for cost savings. And, if you have a specialty beverage or one that’s more popular than the rest, offering them in a larger size will help your revenue stream soar. If a guest doesn’t plan to order a second drink, they may choose a large pour to get the most out of their order. This option is especially popular in event spaces and theaters where guests risk missing some of the action to search out their next drink.
There are several different ways to implement and regulate multiple pour sizes at your venue, including:
Use Different Cup Sizes
If this one seems obvious, that’s because it is. By using different cup sizes, you make it easier for staff to know how much to pour, reducing the likelihood of overpouring. It also puts pours in perspective for guests. Rather than offering a guest who ordered a small a half-full large glass, they receive a small glass that it filled to the brim.
Use Pre-Packaged Beverages
While pre-packaged beverages are a simple way to ensure you know exactly how much you’re giving your customers, the carbon footprint of bottled beer and wine is exponentially greater than serving beverages on tap.
Utilize a Dispensing System with Pour Control
If you’re interested in an eco-friendly option that also prevents loss, consider utilizing a beverage dispensing system with programmable portion control. Your servers can select the size your guest has ordered without worrying about measuring themselves or hauling bottles out of storage. Beverages on tap also allow your venue to offer a wider range of samples, including beer, wine, pre-mixed cocktails, kombucha, coffee, liquor, and more.
Offering multiple pour sizes gives your guests the opportunity to try something new, save money per ounce, and ensure they’re happy with their beverage choice. In addition, it gives your bartenders the opportunity to upsell and benefits your venue’s bottom line. If you’d like to learn more about how Sestra’s Smart Dispensing can help your venue track, dispense, and upsell your pours, contact us today.