The Bartender’s Secret Weapon: Cultivating Regulars
I once asked Chris Tunstall, founder of the barware and education platform A Bar Above about the most important skills bartenders tend to overlook. I expected something like, “measuring accurately” or “learning flavor balance.” But his answer surprised me:
“Developing the right regulars is huge for making more money.
If you have social people that spend money and interact with others, that’s a gold mine.
You're never going to be slow.
Developing skills with cocktails is great, but developing this skill is going to make you more money.”
Chris’s point reframes the bartender’s role. Great bartenders aren’t just technicians. They’re connectors. Regulars become your unofficial coworkers, champions—and yes, your income stream. They tip well, bring friends, visit on slow nights, and help keep the vibe alive.
Why Regulars Matter
Revenue Stability
A loyal regular’s lifetime financial value shouldn’t be underestimated.
Word of Mouth
Regulars are evangelists. They bring people in and talk you up.
Emotional Support
When it’s slow or tough, they remind you why you love this work.
A Real-Time Feedback Loop
If you build trust, they’ll tell you what’s working—and when something feels off.
How to Cultivate Regulars
Here are a few practical, low-effort moves that build real loyalty:
Learn and use their name. Remember their drink.
People don’t always remember what you said—but they remember how you made them feel. Nothing feels better than being known.
Ask about their day.
Knowing what they care about keeps them coming back.
Offer small upgrades or perks unprompted.
“This one’s on me.”
“Want to try something new I’m working on?”
Tiny gestures = huge loyalty.
Share a little of yourself.
No need to overshare—but talking about your weekend plans or hobbies turns you into a person, not just the bartender.
Invite them into the culture.
“You’ve got to come next Thursday—it’s my favorite night here.”
“We’re rolling out a new menu. I’d love your feedback.”
Let them feel like insiders.
Final Thought
A business owner I admire once said companies should spend three times the effort strengthening ties with existing customers as they do chasing new ones. In the hospitality world, this means regulars.
Over time, you’ll find your own style and rhythm. But the key is starting.
Have a great tactic for building regulars—or want to brainstorm ideas?
info@decodingcocktails.com | 314-971-6136
p.s. if you’re in the St. Louis area and run a bar or restaurant check out my new initiative “Toasting the House”, which celebrates the roll of bars in our community.