Chapter 17 - Beverage sales control. In previous chapters, we pointed out that establishing control over any phase of food and beverage operations requires that one have some understanding of management ’ s objectives. Any controls established must be carefully designed to ensure that they facilitate reaching these objectives. A good beginning point, then, is to identify the objectives of beverage sales control. | Principles of Food, Beverage, and Labor Cost Controls, Ninth Edition Optimize the number of sales Maximize profit Control revenue To socialize To conduct business To eat To enjoy entertainment To kill time Market segment: Subgroup of potential patrons with similar characteristics Dram shop laws: State statutes that hold the serving establishment and the server financially liable for damages to third parties resulting from the serving of alcoholic beverages to intoxicated customers Automated bar: Computerized device for dispensing beverages and simultaneously registering sales Establishing drink prices that will maximize gross profit Influencing customers’ selections Working with an open cash drawer Under-ringing sales Overcharging customers Undercharging customers Overpouring Underpouring Diluting bottle contents Bringing one’s own bottle into the bar Charging for drinks not served Drinking on the job © John Wiley & Sons, Inc. . | Principles of Food, Beverage, and Labor Cost Controls, Ninth Edition Optimize the number of sales Maximize profit Control revenue To socialize To conduct business To eat To enjoy entertainment To kill time Market segment: Subgroup of potential patrons with similar characteristics Dram shop laws: State statutes that hold the serving establishment and the server financially liable for damages to third parties resulting from the serving of alcoholic beverages to intoxicated customers Automated bar: Computerized device for dispensing beverages and simultaneously registering sales Establishing drink prices that will maximize gross profit Influencing customers’ selections Working with an open cash drawer Under-ringing sales Overcharging customers Undercharging customers Overpouring Underpouring Diluting bottle contents Bringing one’s own bottle into the bar Charging for drinks not served Drinking on the job © John Wiley & Sons, Inc. 2009 | Principles of Food, Beverage, and Labor Cost Controls, Ninth Edition Optimize the number of sales Maximize profit Control revenue To socialize To conduct business To eat To enjoy entertainment To kill time Market segment: Subgroup of potential patrons with similar characteristics Dram shop laws: State statutes that hold the serving establishment and the server financially liable for damages to third parties resulting from the serving of alcoholic beverages to intoxicated customers Automated bar: Computerized device for dispensing beverages and simultaneously registering sales Establishing drink prices that will maximize gross profit Influencing customers’ selections Working with an open cash drawer Under-ringing sales Overcharging customers Undercharging customers Overpouring Underpouring Diluting bottle contents Bringing one’s own bottle into the bar Charging for drinks not served Drinking on the job © John Wiley & Sons, Inc. 2009
