Blog:

Starting a new business is always a big step, let alone in a foreign country.  First of all you need to have a business plan, premises, opening license, a good Gestoria (Accountant).  Once all these things are in place it’s time to make a start!  For argument’s sake let’s assume that your new business is a bar. If your immediate outlook is based on dealing with the English market you will find that you are limiting your takings and will never be able to make ends meet.  The Costa del Sol is an extremely multicultural society and by embracing this fact you will open your doors to a new dimension.

There are many different nationalities here on the coast and there are many simple things that can be done to attract them.  One thing is for certain, you can never please all of the people all of the time, but having something for everyone is a good start.  Initially let’s deal with the Spanish market as we are in Spain.

Learning to speak the language is a big start.  The Spanish are no different to any other nationality.  When foreigners live in our country we expect them to speak English, why should it be any different for us living in Spain.  There are many different methods of learning and many classes available, there are even classes run by the Casa de la Cultura (Local Cultural Centre, every town has one) for a nominal charge.  If you learn to speak the language or even show that you are trying, the Spanish will use your bar and having a good Spanish clientele is a big bonus, believe me!

Having a Spanish Beer on tap is essential.  There are many to choose from some more popular than others, but choose wisely, as popularity doesn’t always make up for taste.  Another attraction is ‘Tapas’.  This is a tradition here in Spain.  Originally the Tapa (meaning ‘top’, derived from the verb Tapar – to cover) was a morsel of food, usually a piece of bread topped with ham or chorizo, offered free with a drink usually wine or sherry, on a small plate. By placing the small plate over the top of the glass they prevented fruit flies getting into their drink.  The idea then spiraled and the ‘Tapas’ started becoming more adventurous, bars then found that their drink sales were increasing as their customers were getting food to go with their drink and therefore spending more time and money in the bar.  Nowadays, the tapas aren’t free, but are still reasonably priced, usually between 1€ and 2€.

Spanish love to try new and different cuisine; therefore your tapas do not have to be limited to Spanish cuisine only.  You can include typical English food like cottage pie, German bratwurst, Swedish meatballs or any other dish that can be easily produced and that will look exciting or interesting.

Other nationalities also have a preference for their own beer and will often frequent your bar if you offer their preferred brand at a reasonable price; Carlsberg for instance is very popular with the Scandinavians and is readily available from Spanish suppliers at a good price.  Speaking from experience, our bar was located near a large Scandinavian community and we found that Carlsberg became our best seller as even some of the local Swedish bars didn’t stock it.

While I’m on the subject, price can often be an influence when it comes to keeping your bar full of customers.  I’m not saying that the cheapest wins, but keeping your prices reasonable will guarantee repeat business.  In today’s financial climate charging more than 2.50€ for a pint of “local” beer i.e. a Spanish brand is expensive and will ultimately loose you “regular” customers, however it is acceptable to charge more for an imported draft, Budweiser or Carling for example.

Other good sellers are Magners, Strongbow and Guinness.  These are readily available here on the coast either by the barrel or the bottle.  It is not just the Irish that drink them either, cider in particular is very popular with all nationalities especially during the summer months.

When it comes to spirits prices can vary enormously, but the main thing that customers will look at is the size of the measure.  Spanish measures are renowned for being more generous in comparison to English and Irish measures, therefore if you serve in Spain the old saying “when in Rome do as the Romans do” is worth remembering.  If you serve short measures you will not be popular with any nationality of customer!  This point is particularly pertinent for your locals who are your bread and butter customers.

Without creating a “stereotype” for your bar it is worth your while becoming known for certain aspects.  For instance shots are becoming increasingly more popular, especially amongst the younger generation and club goers.  Therefore, if your bar is known for having an extensive and exciting shot menu at the right price then you can guarantee that most weekends you will get the younger drinkers coming in before they go out to the clubs, as you will most certainly be cheaper.  In the same respect you can make a name for yourself by providing a menu with quality and variety, or by providing all the popular sports channels.  At the end of the day what is most important is making your customers feel welcome and comfortable.

Finding an edge without showing an allegiance to any nationality in particular and becoming a truly international bar/business is all about listening and learning.  Finding out what your customers like and making sure you always have it in stock.  There is a large Finnish community here on the coast and if you weren’t already aware of it they have a strong liking for Vodka, therefore we had a continual stock of Vodka, Salmiakki (Finnish Licorice Vodka) and Minttu (Finnish Mint Vodka) in our freezer.  We used to go through several bottles of these every week just in shots, very profitable for any bar.  It’s the little things that your customers will appreciate you for and you will be rewarded with their return custom.

If you look at it your bar as being a home away from home for your customers, whether they are locals or tourists, a refuge where they can relax and enjoy themselves, you won’t go far wrong.  Personality plays a great part in a successful bar.  If your customers feel they can ask to change the channel on the TV or ask for something that’s not on the menu then you are more likely to see them return.  Be approachable and interact with your customers, you will find that you meet some incredible people and make some wonderful friends.

Heather Jackson
Costa Businesses

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