Operations

Shuckin' Shack looks to ramp up bar sales this summer

Provided

May 12, 2022

Shuckin' Shack, a 16-unit franchise based out of North Carolina, has enjoyed recent success through its bar sales and is looking to emphasize the sale of drinks as it continues plans for 2022 and beyond, according to a company press release.

"Within the last six months, we are emphasizing bar sales more. I've always been an advocate that the bar drives the food business," Bill Bartlett, the company's chief operating officer, said in the release. "It's the focal point of our restaurants. If we focus on elevating the bar experience, it will invigorate every part of a Shuckin' Shack visit."

"Creating a community through a bar atmosphere is really critical to what we're doing," Jonathan Weathington, Shuckin' Shack's CEO, said in the release. "There is a reason the bar is near the front door in almost every location. We do that intentionally because we want people to have that community feeling where you walk in, see people and sit down."

Bartlett pointed out that, historically, when alcohol profits increase, food sales also improve.

"The atmosphere we have to offer is an impressive one," Bartlett said. "We've created a strong menu and we are consistent. When you serve this quality of signature food and drinks for a pretty low price compared to traditional bars, it drives more sales and more customers."

Current data shows that alcohol sales are 30% of Shuckin' Shack's revenues, according to Weathington. He said those percentages are among the highest in the industry. Outback Steakhouse, in comparison, makes 8% of its total revenues from alcohol sales.

Eric Weller, owner of the brand's location in Frederick, Maryland, has the highest alcohol sales in the entire brand, and the sales have helped him expand to a location that is double the size, featuring two bars and an outdoor patio.

"I think the bar scene really helped us after COVID," Weller said in the release. "People missed bars. They spent two years without them. And post-COVID has helped us bring in new bar customers because people who had only been getting Shuckin' Shack takeout are now able to come sit and have that experience here."

Weathington anticipates that each location will see positive feedback with the late-night bar scene this summer.

"Most restaurants are dead by 8 or 9 p.m. if they don't have a bar," Weathington said. "But during peak season, our average store is going to stay open until 10 or 11 p.m., and some are open until 2 a.m. We can pull in revenue for a few more hours per night."

Shuckin' Shack started as a 900-square-foot shack in Carolina Beach, North Carolina, in 2007 and began franchising in 2014. Shuckin' Shack has grown to 16 locations across five states, with several more locations set to open in 2022.