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By Gerry Martin, President/CEO Al’s Beverage Company. Gerry is an IBDEA Board Member
Many of us remember the term ‘Soda Jerk’ and immediately harken back to simpler days gone by. Originally a play on the phrase ‘soda clerk’, the soda jerk is remembered as the guy behind the counter mixing carbonated soda water with flavored syrups for young and old alike. Gathered on a twisting barstool, legs dangling and elbows perched on the counter we sat and awaited the creation to come to life and the end result was refreshment and a smile.
Soda and beverages in general, have come a long way since the days of Norman Rockwell featuring the Soda Jerk on the cover of the Saturday Evening Post. In fact, given the current uproar of sweetened beverages, many of us are now looked at as ‘the soda jerks’ being responsible for everything from obesity to tooth decay.
Reality is that ‘times, they are a changin’, and it is incumbent on our industry to adjust accordingly. Our bottle and can brethren continue to diversify their portfolios to reflect the changing taste buds and no longer do you see convenience stores with cold vaults totally dominated by the giant cola companies exclusively. Likewise supermarket shelves reflect the growth of Sparkling and enhanced waters and seltzers as well as energy drinks, Coconut waters and an overall push to healthier or perceived healthier products. Crafted soda continues to gather buzz and emphasize catchy phraseology of ‘Non GMO’, ‘Small Batch’, ‘Fair Trade’ and ‘Real Cane Sugar’ to attract that consumer that has made Craft Beer a mainstay.
What about fountain? Too often our collective customers are unaware of the changing dynamics referred to above. Far too often do we look at an independent restaurant, bar or tavern non-alcohol drink menu only to travel back in time to the ‘Soda Jerk’ days of ‘legacy’ only brands. And as a result, far, far too often are their customers ordering water with lemon or club soda, resulting in a lost sale.
In my brief time as a member of the IBDEA, having spent the first thirty three years of my beverage career split between Pepsi and Polar Beverages and predominantly on the bottle and can side, I have, over the last three and a half years been able to appreciate the wonderful family atmosphere of this association. The willingness to share ideas, the reverence for the Founding Fathers and the focus of educating the next generation have impressed me and highlight a spirit of independence that reflects hope for our industry.
The solutions to the collective challenges that we are experiencing require an ability to change, diversify and adjust as exemplified by our bottle and can distributing brethren referred to above. Funny thing however, is that the industry changes on that side of the business have come primarily from the independent networks. It is with this independent spirit that we must review our own portfolios and recreate ourselves in an effort to ironically protect the ‘legacy’ of the Soda Jerk.
‘Jerk Tips’
1. In with the NEW…
Review your portfolio. What have you added? Are you being reactive or proactive with your offerings? Do you know what options are available? The IBDEA network is a great place to start.
2. Let out the dogs…
You are the beverage expert and should be doing business reviews with this in mind. There is a major difference between “would you like to try a new item?” and “I reviewed your purchases and we are replacing your tonic water (wherein you only sold one box last year) with Gosling’s Ginger Beer” or “using that open button for Sparkling Ice.”
3. Know the facts and share the data…
Too often our customers do not see or know what is happening with beverage trends in general. We are the experts. What are the trends? How can we help grow their sales by sharing this knowledge?
4. Table Tents are silent sales people…
Use point of sale wherever possible. New offerings require education and proper point of sale should be part of every launch. If the establishment will not promote a new offering with a table tent or other point of sale, then pass on making the change to their system. It is a collective effort to save the sale and the establishment owner needs to participate in raising the awareness of new offerings. New food menu items are featured, why not the new refreshment offering.
5. Changing Channels…
Review how you approach your sales by business segment. Sparkling Ice is a great way to tap into the college crowd that has been raised to believe that traditional soda is bad and they are looking for a healthier option. Also Crafted Soda can be a great option for that tavern featuring unrecognizable beer taps. Remember to have your salespeople choose accounts wisely though…nursing homes don’t really need the energy BIB just because you put sales SPIFFs on it. Sounds obvious, but it happens…
6. Watering Hole Wisdom…
Educate accounts that water should be asked for and not part of the silverware. For years large chains have been taught by the national brands to hide the water believing that the odds of someone purchasing a beverage when water is already on the table decline drastically. Similarly the odds of repeat purchases increase with the presence of salty snacks.
7. Save The Sale…
Educate accounts that water with lemon is their biggest money loser. Give them an option to turn it into a profitable sale. Offer non-caloric flavored beverages such as Sparkling Ice that enhances the customer’s experience, increases the customer’s check, increases the waitstaff’s gratuity proportionately, and increases the restaurant’s bottom line. Win-win-win versus overall lose situation of water with lemon.
8. Crafting Solutions…
Reiterate to your customers that their patrons are there for the food and ambience Upselling a quality crafted soda line, personalized to their unique location is a great way to save the soft drink sale while bringing another point of difference to their establishment. It ties into the craft beer movement and personalization that consumers are demanding today.