Top 5 Reasons Why Fast Eddies Bon Air Sells
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Across from St. Louis, in the small river town of Alton, IL resides a legendary bar called Fast Eddies Bon Air. Some gather for the drinks, most come for the food. The scene resembles “The Double Deuce” from the movie Roadhouse, hosting everything from bikers to attorneys. The only difference is Patrick Swayze isn’t ripping out throats, and Fast Eddies clientele is MUCH friendlier.
The dark interior of Fast Eddies is lit up with neon beer signs, old memorabilia, and glowing flat screens covering the days sporting events. At first glance, it’s not a place to take your mother. Only to find out, your mom loves Fast Eddies!
So why does Fast Eddies draw such a crowd? I’ve seen Sundays where they ring 500+ food orders by 2pm. That’s just warm up! What is their secret? How do they do it? Here are the 5 reasons why Fast Eddie’s Bon Air sells:
1. Keep the Menu Simple, Stupid…
What does Fast Eddies Menu consist of?
-Peel n’ Eat Shrimp…29 cents
-Fat Eddie ½lb Burger…99 cents
-Basket of Fries…99 cents
-Bratwurst…99 cents
-Red Hots…99 cents
-Pork Kabob…$1.99
-Hot Chick on a Stick…$2.99
-Big Elwood (steak kabob)…$2.99
What you see is what you get. We are huge advocates of keeping things simple. Ever open a Cheesecake Factory Menu? Keep it simple, and make it awesome! (perfect what you do best)
2. Cheap Eats = Tons of Drinks
Look at The Fast Eddie’s Menu, its cheap…dirt cheap. It’s the main reason people keep coming back. How much profit do you think Eddie clears on food? My guess is slim to none…
In a sense, Eddie is like the blogger of the restaurant industry. He offers free content (food), and sells drinks. Just like a blogger who writes about saving on insurance and sells insurance polices. Teach a man to fish, and he will buy the fishing poles from you.
Cracker Barrel is great example of this! They make 23% of profit from retail sales. What about gas stations? They sell gas just to get you in the store. Most of their profit comes from retail sales, not fuel.
Give incentive to your customers. Offer something at a great price, and then focus on up-selling.
3. Cash Only = Unbelievable Service
Yes, you heard correct, Fast Eddie’s is CASH ONLY. While most of us move forward into new payment systems with our iPhone like Square, they keep it old school. Waitresses never wait to run tabs. Splitting tabs is out of the question. They enter drinks, pay the bartender cash, and on to the next customer. It almost seems like waitresses roam without sections, although I am sure that’s not the case.
Now I am not suggesting you switch to cash only. It works for Fast Eddies because they focus on volume. I am pointing out how much smoother the wait staff operates. They are fast and efficient. Are there ways to simplify how you accept payments? Make things faster? Streamline? These are all questions to help both your customers and FOH.
4. Patios Sell Themselves
One of the greatest features is Fast Eddie’s Patio. It’s GINORMOUS! To give you an idea, they bought the street next door to expand it, put a retractable roof over it, added space heaters, and made it open year round. Most call it awesome, I call it genius!
People love to be outside, especially in the summertime. If your restaurant has the room, make a patio. Sidewalk patios work also if you can get the license. It is worth giving customers the option to sit outside, patios keep customers drinking all summer!
5. “This Place Rocks My Face Off”
Atmosphere is everything. Fast Eddies is a unique experience. When you first walk into Fast Eddies, you feel the vibe. This place is different. This place rocks my face off! Focus on making your restaurant/bar unique for every experience. Man vs Food is an example of how to make your restaurant unique. Entertain people with live music, let the food smells permeate, and be friendly. That’s how you keep people coming back.
Disclaimer: In no way is UrbanBacon affiliated with Fast Eddies, I just happen to love that place!
Tags: alton, bars, fast eddies bon air, marketing, Restaurant Marketing, restaurants, st louis
Great article on Fast Eddies. Restaurant/hospitality owners forget that “the experience IS the marketing.”
Joel Cohen
http://www.RestaurantMarketingBlog
Thank you Joel, and thank you for stopping by! We should connect blogs sometime:)