It’s no secret that vaccine demand far outstrips the supply in the US, however as restrictions continue to change and morph, business remains complicated for restaurants across the world. Between guests who won’t get vaccines and employees who need to be protected, it’s a grey area how you bring in revenue while still pushing for a safe environment.

If this sounds like a body autonomy problem to you, you’re absolutely right! As a bar owner, you’re in a bind. How do you promote your bar without sounding like a scold and turning paying guests away at the door?

We wouldn’t worry: bar and restaurant owners across the globe have cracked the code for how to promote vaccinations without refusing service outright.

Discounts

Nearly one-quarter of employed Americans who probably or definitely won’t get vaccinated would consider getting their shot if offered a cash bonus or stipend, according to a report by the Society for Human Resource Management.

Knowing this, it’s easy to see the discounts are the simplest way to offer incentives. By showing a vaccine card to staff, any guest can get 10% or more off on food and drinks. In fact, Market Garden Brewery is offering 10 cent shots with proof of vaccination!

This kind of deal is well worth it, bringing patrons in for cheap while promoting your business as health-conscious and active. One shot will lead to beer for the table, maybe some chips on the side. When a patron drinks, according to a survey done by Esquire, the majority will order 2-3 drinks on average. That’s an automatic sell for 10 cents.

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Free Food

Don’t want to stop at a discount? Many bars and eatertainment establishments feel the same. Krispy Kreme is offering a free glazed doughnut for vaccinations and since their product is all doughnuts, this leans more towards a gesture of goodwill than it does a sales tactic. There’s nothing wrong with either! It’s easier for a large corporation to display this kind of goodwill because their bottom line is already larger.

If your business has been hit harder by the pandemic, you might want to consider going the route of Chagrin Cinemas in Ohio. They’re offering free popcorn with proof of vaccination, which is genius considering their main selling point is movie tickets. This is an excellent way to show your support, while still bringing guests back into your establishment for revenue.

Gift Cards

A third option for how to support vaccinations and improve business is through gift cards! Village Tap, a premiere Chicago tavern, has decided to give out $10 dollar gift cards to anyone vaccinated. In an interview with Forbes, the owner, Jeff Hoffman, explained his reasoning:

“And while the owner said he is “not naive enough to think the $10 gift is enough to change someone’s mind,” he’s really thinking about the bigger picture. The idea, he said, is to stir up the conversation and generate enough enthusiasm among those who do participate that others “who have been on the fence” might consider the possibility of getting a shot.” - Free Food? Free weed? Cash? What would it take for you to get the COVID vaccine? By Carolyn Barber (Forbes, Feb 25th 2021)

This is a great way to both promote vaccines and buying drinks (on average seven dollars or higher). And since a patron buys 2-3 drinks while at a bar, this pays for itself.

It’s important to stay positive in your messaging.

Positive reinforcement can often be extremely effective, even more so than negative reinforcement. By keeping the conversation and offers around vaccines encouraging rather than fear-based, you’re more likely to not only attract patrons back into the bar but also help those on the fence make a safe and healthy decision.