Then & Now: Spirits On Bourbon ⚜ Bar Rescue

Summary

On Bourbon Street, a failing bar named Turtle Bay struggles amidst the vibrant nightlife. Expert Jon Taffer steps in to transform the bar into a thriving business. He addresses issues like lack of identity, poor service, and substandard food quality. Taffer introduces a unique New Orleans-themed concept, 'Spirits on Bourbon,' focusing on a historical figure and a signature 'Resurrection' cocktail. The overhaul includes a new to-go strategy, a shot chair, and a commitment to quality, leading to a remarkable turnaround and success.

Takeaways

• 🍹 Bourbon Street in New Orleans is famous for its vibrant nightlife, hosting over 50 bars and being one of the few places in the US where it's legal to drink in the street.
• 🏆 Despite its popularity, Turtle Bay, a bar located on Bourbon Street, was struggling to attract customers and was often overlooked.
• 🌟 The bar lacked a unique identity, trying to compete directly with a famous green cocktail from a nearby bar by offering a similar green drink, which failed to draw in customers.
• 🍽️ Turtle Bay served substandard food, including gumbo from a food service product rather than fresh, which did not meet the expectations of visitors to New Orleans, known for its authentic cuisine.
• 👥 The staff at Turtle Bay was criticized for poor management and lack of knowledge about basic operational costs, which significantly impacted the bar's performance.
• 🌈 Jon Taffer, a bar and nightclub consultant, was brought in to revitalize Turtle Bay by establishing a unique theme and identity, setting it apart from competitors.
• 🍶 The new concept centered around New Orleans' mysticism and the historical figure Edward DuBois, creating a narrative and atmosphere that resonated with the city's culture.
• 🥃 A signature drink, the Resurrection cocktail, was introduced in a distinctive blue cup, which became a major draw and a symbol of the bar's rebranding.
• 🧼 Hygiene and food safety were significant issues addressed, with the implementation of bacteria swab tests to ensure cleanliness and safe food handling practices.
• 📈 Post-rebranding, Spirits On Bourbon (the renamed bar) saw a significant increase in sales, with over a million dollars in revenue and consistent growth.
• 🎉 The success of Spirits On Bourbon was attributed to its unique branding, focus on quality and consistency, and the incorporation of New Orleans' cultural elements into its identity.

Q & A

What is the significance of Bourbon Street in New Orleans?

Bourbon Street is a mile-long stretch with over 50 bars, located in the heart of New Orleans's oldest neighborhood. It is known for being one of the few places in the US where it's legal to drink in the street, and many of its bars are open 24 hours, making it a popular destination for bar hopping.

How much revenue do the bars on Bourbon Street generate annually?

The venues on Bourbon Street rake in 52 million in annual retail bar sales, which is more than $1 million per bar.

What was the issue with Turtle Bay, the bar featured in the script?

Turtle Bay was a failing bar that tourists bypassed every day. It had no identity and was seen as a copy of the bar across the street, lacking its own unique offerings and atmosphere.

What was the criticism of the signature drink served at Turtle Bay?

The signature drink at Turtle Bay was criticized for being a copy of a famous green cocktail from a nearby bar, the Hand Grenade. It was also described as super sour with a bad aftertaste.

What was wrong with the gumbo served at Turtle Bay?

The gumbo served at Turtle Bay was not fresh; it came in a plastic bag from a food service company, and it was not heated properly, leading to a lumpy texture and an off smell.

What changes were made to improve Turtle Bay's operations?

The bar was rebranded with a unique New Orleans-themed concept, focusing on authenticity and quality. This included improving the food and drink offerings, enhancing the atmosphere, and creating a signature cocktail called the Resurrection.

What was the role of Jon Taffer in transforming Turtle Bay?

Jon Taffer was brought in as an expert to assess the practical problems in the bar, provide guidance, and help implement a new concept that would make the bar stand out on Bourbon Street.

How did the staff's performance during the stress test reveal areas for improvement?

The stress test revealed that the staff was slow in serving drinks, which led to customers leaving due to lack of service. This highlighted the need for improved speed and efficiency in service.

What was the final verdict on the new gumbo recipe after the kitchen整改?

After the整改, the gumbo was cooked to the correct temperature and tasted excellent, receiving approval from chef Ron DuPrat during a surprise visit.

What long-term effects did Jon Taffer's intervention have on Turtle Bay?

The intervention led to a significant turnaround for Turtle Bay, which was rebranded as Spirits On Bourbon. Sales increased dramatically, and the bar became a success with a strong identity and consistent quality in its offerings.