In the five weeks of December, cocktail bar group Be At One has reported an increase of 15% in like- for-like sales. Group sales for the company, that currently trades 23 bars, increased 30% to £2.6m.
The group, which has continued its successful expansion outside London in 2014, opening in Bristol, Milton Keynes and Bath, has a pipeline of eight sites for the next 12 months. December also saw Be At One open a bar in Greek Street, Soho under its late-license club format, with a 3am license six days a week.
Steve Locke, Founding Director says, “We are particularly pleased with our December performance, which we believe has come as a result of the operational stability that we have within the business. We are also really proud of the menu innovations that we have made that have been so well-received by our guests and the marketing that we have been doing around the menu in order to promote our new cocktails. We are now looking forward to 2015, which has already had an exceptional start with our Try January campaign.”
#TryJanuary
Be At One has launched a #TryJanuary campaign to encourage guests to try new cocktails during the month of January, when many people traditionally abstain from drinking.
The group is using a feature on their smartphone app called Be Appventurous where guests shake their phone to generate a random cocktail suggestion which they can get for £5. The offer, which is usually only valid once a day, will be available for an hour every day in the month of January in the hour after the regular happy hour.
The initiative has been picked up by many multiple operators in the hospitality industry, including Punch Taverns, Charles Wells, Brakspear, The Laine Pub Company, Craft Beer Co, MeatLiquor and North Bar, as well as independent pubs across the UK.
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