While a catchy theme can be successful in attracting market share, there are risks involved.
Following are some of the pros and cons of opening a themed bar.
Pro: Immediate attention and free publicity
A unique idea is a sure-fire way to garner an initial surge of traffic. A talking point should entice media coverage, while curiosity and the lure of being on the 'cutting edge' of the local scene will hopefully attract new patrons. The right idea at the right time can lead to organic exposure via magazines, newspapers, websites and blogs that most ventures would never be able to afford.
Con: Initial expenses can be prohibitive
There is a trade-off in free publicity: outfitting a bar with a catchy theme typically isn't cheap. Unique décor can be expensive, creating debt that needs to be repaid.
The Fashion Café in London, fronted by supermodels Claudia Schiffer, Naomi Campbell and Elle McPherson, was a prime example. They and their investors sunk six million pounds into refurbishing the Rialto cinema, creating an unsustainable level of debt.
Pro: Interest in a new concept can drive profits
Patrons love something new and different. The right creative idea, not to mention some great promotional deals, can draw immediate traffic and establish a loyal customer base from the opening week. The trick is creating a theme that will hold appeal on a long-term basis, rather than relying on a novelty destined to fade.
One of the latest raves is video game parlours. Mana Bar, for example, opened in Brisbane and then set its sights on Melbourne and Sydney. However, the initial surge of interest, bolstered by the unique concept and media publicity, wore off. The Melbourne Mana Bar closed a little over a year after it opened, while plans for a Sydney location have been tabled. On the flipside, early-20th century-themed cocktail bars such as Sydney's The Roosevelt appear to go from strength to strength.
Pro & Con: Quality food and service wins
When establishing a themed bar, proprietors can't forget the fundamentals of any eatery. Proper attention must be paid to daily operations. Even the best theme can't survive poor food, overpriced drinks and a lack of service. The Fashion Café had debt issues, but they might have had a fighting chance if not for poor initial reviews that turned customers away. While fashion models aren't generally known for eating vast quantities of amazing food, customers have higher expectations.
Con: Beware of copycats
Imitation may be the sincerest form of flattery, but it is a real concern for a themed bar. The Hard Rock Café was once a thriving hot-spot, but competition from Planet Hollywood and local rock and roll-themed options have contributed to a drop in interest. Take proper licensing steps to protect the brand.
Pro & Con: Location, location, location
When dropped in the right location, preferably with a strong tourist presence, a catchy theme will have a steady stream of new customers. Whether it's a science lab, barber shop, American saloon or any other weird and wonderful concept, the successful themed bars become a destination at the destination, and tourists won't be in town long enough for the novelty to wear thin.
There are many pitfalls to avoid, but a catchy theme can be a great way to establish a thriving bar. Solid research and planning throughout the entire process will establish the brand, while quality food, drinks, and service will help sustain the venture.
