3 Moves Every Bar Owner Should Make Before Busy Season
Real Restaurant Strategies from a real Operator doing 15m+ annually.
I currently run 5 locations in Hoboken, NJ. So these are strategies I am currently testing and implementing. If you run a bar, restaurant, or venue, these are three moves we’re making right now that I wish I’d locked in years ago. They’ve driven real revenue growth for us.
1. Run Google Ads (Yes, Really)
Most bar owners think they’re "marketing" when they post an Instagram story about tonight’s drink special. But the truth is, that kind of content is mostly noise. It’s not targeted, it’s not evergreen, and it’s not meeting your customer where they actually are.
If I’m trying to book a birthday party, I’m not checking Instagram stories. I’m Googling:
“Best birthday spots in NYC”
That’s where you need to show up.
I looked at search volume and saw over 750 people in a 30-day span were searching for birthday party spots in my area. We didn’t show up — zero chance to win that business. Now we’re running highly targeted Google Ads with keywords like “private party Hoboken,” and we’re converting.
Each private party is worth ~$800 to me. We’re paying about $3.01 per click, which means even if only 1 in 265 clicks turns into a booking, I break even. At just a 1% conversion rate, this delivers a 266% ROI.
This is scalable, predictable, and actually works.
Don’t just hope people come. Go get them.
(I do a deep dive into Google Search Ads here)
2. No one Cares about your Specials Posts on Instagram
Most bar owners treat social media like it’s a bulletin board. They post their specials, maybe some flyers, and call it a day.
That doesn’t work anymore or ever for that matter.
Instagram and TikTok are entertainment apps. Your job is to entertain. But more importantly, they’re relationship-building tools — and in this industry, that’s everything.
Before, we had to hope someone walked into the bar and that our bartender had time to chat and convert them into a regular. But now? You can do that work before they even walk in the door.
You can tell your story at scale.
Show the behind-the-scenes. Show how the specials get made, what other ideas you rejected, the debates among staff. Show your personality, your challenges, and your sense of humor.
Here’s a post I did recently — just me sitting in the street talking about how an influencer quoted me an insane rate and I decided to market differently. It was relatable, low-effort, and showed people how I think. That’s what works.
Pro tip: Dive into the comments. Talk to people. That’s where the real relationship-building happens.
3. Know What You’re Selling — and Stop Guessing on Price
Almost every bar in America sells the same stuff: Bud Light, High Noon, Surfside. So no — that’s not what’s going to bring people through your doors.
You’re not selling a product. You’re selling an experience, or a deal, or maybe great food.
I sell energy. Crowds. Loud music. Nightlife. That means I can probably get away with charging $9 for a Bud Light because people aren’t just paying for the drink — they’re paying for the scene.
Someone on the quieter side of town might have to charge $5 for that same Bud Light because they’re selling a deal, not an experience. And guess what? That same person might be able to charge $18 for a burger that I can only sell for $10 — because they’re known for food, and I’m not.
Perception is everything.
That’s why you need to know what you’re actually selling — and price accordingly.
Bonus tip: Look at your POS data. Most of your revenue is probably coming from 3–6 menu items. Know what they are.
Test the market. Raise the price $1 and track resistance.
Our average ticket is $25. If I raise it to $26, are people walking out? Probably not. That $1 could mean tens of thousands over a year.
These are the convos you need to be having with your team every month.
This is the kind of work that moves the needle. You don’t need more content — you need more clarity.
If this helped, forward it to a friend in the industry.
And if you want the next-level stuff every week — you know where to find me.