What are the elements that make an effective and popular cocktail bar?
Kilpinen, Annabella (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052614176
https://urn.fi/URN:NBN:fi:amk-2020052614176
Tiivistelmä
This thesis is a research-oriented study with the aim to find out the most important elements of an effective and popular cocktail bar. In addition to finding key elements, four cocktail bars in Helsinki were chosen and compared with each other. These cocktail bars are Chihuahua Julep, (The One Bar) Flavourium, Goldfish and Trillby & Chadwick. The original plan was to visit the bars in person and interview their customers face to face. However, due to Coronavirus (Covid-19) all the bars in Helsinki were closed and visitation was no longer possible. The comparison of the four bars was made based on their online customer service their social media appearance.
The theoretical part of the research focuses on the theory and history of cocktails. First, cocktail as a beverage and how it became to existence is explained. Different cocktail making tools and ways of preparing cocktails are introduced. After that, I will explain the rise of cocktail bars from the beginning to this day and introduce three unique cocktail bars from different parts of the world. These cocktail bars were chosen to show the reader examples of different cocktail bar concepts. Lastly, I will explain about the necessary steps for starting your own cocktail bar, as well as, talking about the different ways of marketing it on social media.
The method of this thesis is quantitative. In order to find out answer to the research questions a survey was created and shared in multiple Facebook groups. The survey included questions about participants’ likes or dislikes towards cocktail bars and their products, as well as, different reasons to revisiting the same bar again. Few questions about my four chosen cocktail bars were asked in order to find out their awareness and popularity.
Total of 247 responses were collected from all over Finland and analyzed. According to the survey, clear elements, like atmosphere, cleanliness, good customer service and friendly staff were rated the highest in every element-specific question. Main reasons for visiting same bars again were atmosphere, good customer service and good tasting cocktails. As for the factors of positive customer experiences, the respondents valued customer focus and professionalism. The results of this research were positive, and I was able to answer my research questions, even though the original plan about interviewing customers at cocktail bars was changed.
The theoretical part of the research focuses on the theory and history of cocktails. First, cocktail as a beverage and how it became to existence is explained. Different cocktail making tools and ways of preparing cocktails are introduced. After that, I will explain the rise of cocktail bars from the beginning to this day and introduce three unique cocktail bars from different parts of the world. These cocktail bars were chosen to show the reader examples of different cocktail bar concepts. Lastly, I will explain about the necessary steps for starting your own cocktail bar, as well as, talking about the different ways of marketing it on social media.
The method of this thesis is quantitative. In order to find out answer to the research questions a survey was created and shared in multiple Facebook groups. The survey included questions about participants’ likes or dislikes towards cocktail bars and their products, as well as, different reasons to revisiting the same bar again. Few questions about my four chosen cocktail bars were asked in order to find out their awareness and popularity.
Total of 247 responses were collected from all over Finland and analyzed. According to the survey, clear elements, like atmosphere, cleanliness, good customer service and friendly staff were rated the highest in every element-specific question. Main reasons for visiting same bars again were atmosphere, good customer service and good tasting cocktails. As for the factors of positive customer experiences, the respondents valued customer focus and professionalism. The results of this research were positive, and I was able to answer my research questions, even though the original plan about interviewing customers at cocktail bars was changed.