I think Spanish bar and tavern tenders have a good lesson in customer relationship management to teach the world. They do two things which are just great.
The first concept is the tapa (analog to a push service). You order a beer or a wine at any bar where food is also served and always get something small to nibble on, usually on bread. This “tapa” is a perfect upselling scheme. If you like it, your tendency will be to order “raciones“ of this same or similar foods on sale at the establishment. After a few wines (this bar side drinking is normally before lunch or diner) you might probably want to sit to diner with your friends. One of the most ancient and best upselling schemes I know.
The second is offering the last shot of digestive liquor on the house. “El orujito se lo da la casa“. You had a great and not inexpensive lunch on tapas and raciones and end it with some pacharán, orujo blanco or some such concoction. Then when you ask for the bill a smiling waiter tells you: “this one is on the house” (refering to the liquor shot). The costs of this are truly marginal to the establishment, and yet it will probably entice you to leave a larger tip before exiting and generate a lot of gratitude. So, more cash to the tip pool and a subjectively (and probably tipsy) happier customer. Win-win was invented in Madrid.
Tapas photo courtesy of wholefoodsmarket
Tags: Madrid, orujo blanco, orujo de hierbas, pacharan, patatas bravas, raciones, Spanish bars, Spanish tapas, tapas, tapeo, tipping, upselling, value added
