Task
Premier Inn wanted to raise the profile of their bar and increase sales. They needed to engage with their residents and tell them that their bar staff were all now fully trained (this was new) and that they had a great range of drinks available. The brief that initially came over was to create just a drinks menu. However I knew in order to achieve the clients ambitions that I would need to think a lot broader. This started with the proposition shown below.
From first stop to great nightcap, our bar is open to welcome guests with a premium selection of drinks, all poured to perfection by our expert team of ‘Tapsters’. Whether guests are enjoying a big celebration, going to see their favourite band or about to jet off to a distant land, our bar is as much part of that story as our rooms. Premier Inn’s Good Night Guarantee is about more than just sleep, it’s about a great experience from start to finish.
I wanted to elevate the position of bar tender or server to communicate to residents that their bar teams are specially trained to know exactly what goes into the finest refreshment. I wanted to highlight the expertise, experience and care that ensures the perfect head on every pint and the perfect blend in every G&T. I didn’t want this title to be too grandiose, specialist or pretentious, like mixologist or vintner. Instead, I was looking for a title that staff could be proud of, and a title that could become intrinsic in Premier Inn’s bar culture.
I think ‘Tapster’ (A person who draws and serves alcoholic drinks at a bar.) strikes the perfect balance. It’s unusual and memorable, but grounded in the idea of serving drinks with pride.
Tapster endorsement seal.
The perfect head for beer
Tapsters talk to their customers as drink experts. They talk knowledgeably with a grounded and approachable tone of voice. We know how to pour the perfect Martini cocktail and a good bouquet but our noses are never stuck in the air!
A quick hop before you fly over the pond
Tapsters engage with their customers though copy that is relevant to the hotels location, like an airport. Our bar is part of your experience, whether you’re staying with us to celebrate, about to set off on holiday, or simply unwinding after a long meeting we make it our business to make your visit part of your travels.
The bar and it's Tapsters are communicated through multiple touchpoints for both customer and staff engagement. For customers it was from the point of booking to trays that promote taking a drink to the room. For staff there were oppportunities to meet the drinks makers and prize incentives awarded for professional development.
Individual drinks segment menus highlight the fun style of messaging
Posters become wall art and mix location and expertise messaging.
Expertise on a beermat
Quarterly guests room newletter to promote the bar. Paid for by suppler ads and featuring visits to supplier distilleries/breweries, recipes, celeb interviews and competitions.
Tabbed drinks menu
Credit: Clarity