It is driven by frozen drinks, large vessels, and tooters. It includes a strong and growing non-alcoholic segment, signature mixed cocktails & shots, with an excellent base of local & national craft, import and domestic beers, and a wine program anchored in top Nielsen selling labels that compliment and pair with the direction of the food menu.

The sales of drinks and the sales of the vessels that the drinks are served in. Beverage-related sales account for approximately 47% of total sales and over 50% of the profit.

We use unique product choices, dynamic souvenir vessels, targeted pricing, menu design, sales training, and marketing to drive our guests to the beverage items that are not only most profitable but also make us unique and memorable.

Over 91% of all beverage sales come from menu and printed promotional listed items. Less than 9% of our sales are guest requested/non-menu listed options, such as Tito’s and soda, Captain & Coke. This is not for lack of availability as we carry a well-stocked bar, including most to all top selling labels.

The combined sales of alcoholic and non-alcoholic frozen drinks, the vessels that they are served in and their direct up-charges (Tooters). Frozen drink related sales account for 66% of the total beverage sales, and 31% of the total sales. They are the foundation of our continued success.

It’s in the name, and it is our biggest differentiation between ourselves and our competitors. 14 flavors with 14,981 potential combinations. High quality mixes and juices combined with flavored vodkas & rums, tequila, and cordials to produce industry leading frozen drinks that match excellent flavor, color, and consistency with profitability. Souvenir 16 oz Daiquiris makeup 52% of the frozen drink related sales. Over 58% of those are sold during our legendary happy hour. Every 16 oz Daiquiri is sold in a take home souvenir cup, a take home impression, and a fantastic advertising opportunity.

• The entire frozen drink program consistently runs under 17% total product cost, including all vessels, straws, product, in all sizes, and price points.
• A 20 oz Refill sold with a tooter runs an average 9.31% cost.
• 20 oz. Stainless Steel Tumbler with a Tooter generates an average of $27.60 profit.

• All daiquiris are pre batched using single container ingredients.
• Strong supplier partnerships with vendors provide a constant supply of quality ingredients at national chain level pricing.
• Every frozen drink is the same high-quality product coming out of any machine at any restaurant at any time of the day.

• Each frozen drink sold is a fill to the top pour, eliminating over pouring.
• The Tooter program is again a fill to the top pour.
• Our liquor usage accuracy has consistently remained at over 95%.

• 78% of all beverages sold are frozen drink related sales, beer, and wine. This allows for portion control, speed of service, ease of execution, and a hiring and training emphasis on salespersonship, not bartending skills.
• No reaching for bottles, checking recipes, shaking, or mixing. Just pull the handle and out comes a perfect cocktail.
• The volume of larger than single serving sales, Large Vessel Sales, that maintain the temperature of the frozen drinks, increases the speed of service and revenue.
• The quick and easy pouring of a daiquiri allows for the time saved to be used in salesmanship, upselling large vessels, and up charging with tooters.
• The use of combinations and pre batched daiquiris creates a situation where a drink like the bowl of fruit, which would have over 14 separate ingredients can take under 30 seconds from ordering to drinking.
• The emphasis on hiring, training and execution is being great at hospitality and salespersonship.

• 38% of all daiquiris get an additional $4 or more upcharge by having an additional pour sold with them as a tooter.
• Over 30% of all dollars generated from the Frozen Drink category comes from large vessel sales, 20 to 34-ounce sales.
• For every 100 large vessels sold we sell an additional 95 refills.
• The retail sales of large vessels accounted for 10% of the frozen drink related revenue.

• With a primarily closed system, the sanitation of the daiquiri equipment and the freshness of the daiquiri batches is at a very high level.
• The auto fill system provides fresh quality, great tasting frozen drinks with low maintenance and labor costs.

To maximize the benefits of the Frozen Drink Program we evolve to match the consumers’ changing preferences. This differentiation drives more sales to daiquiris where we have high profitability, speed of service, cost controls & industry leading upsell programs. We have grown from fruity, traditional, and strong daiquiris to include caffeinated, soda based, coffee centric, and wine based frozen drinks, while remembering to keep it fun and a bit edgy. We have begun to include more name brand recognition with Coca Cola® and are positioned to include Yoohoo® & potentially Sour Patch Kids® in the descriptions and marketing of our frozen drinks. Name and flavor sense memory drives sales and repeat visits. 

Our use of combinations allows us to present options that are exciting, unique, and memorable. Tracking & analytics identify our consumers’ buying habits, allowing us to make choices that lead to ever-growing large vessel sales percentages and tooter-by-daiquiri percentages. Making for a long-standing, proven, beverage program that can compare to any in the hospitality industry.

Following consumer trends & in house data, we have increased the profile of our non–alcoholic offerings, and leaned into it with a positive approach, naming this section of the menu “Rated E for Everyone”. We saw an over 20% increase in sales dollars in the category in 2022 when we aggressively embraced non-alcoholic drinks above and beyond soda. Soft Beverage accounts for 9% of our total beverage sales. Virgin frozen daiquiris account for 57% of the soft beverage category, an additional 16% are mocktails. With a focus on additional offerings of water, flavored, sparkling, and still, we continue to drive sales by getting away from free tap water.

We have a significant Signature Drink Program. Our featured drinks and specialty shots account for about 9% of our total beverage sales. We have begun to successfully integrate frozen drinks into the signature drink programs utilizing frozen daiquiris as both ingredients in the featured drinks and as backers with the shot program. Adding even more quality, consistency, profitability, and efficiency, as well as setting ourselves apart from our competitors.

The Featured Drinks are offered in strategically named Pint size & Hurricane sized driving higher check averages through 22 oz Hurricane drinks. Tequila based (44% of feature drink sales) & Bloody Mary’s (16%) drive the sales. We have integrated the tooter (up-charge) program into the feature drinks to increase check average and profit percentage. We have begun to utilize specific mixes (Monin Mai Tai) and are working to produce proprietary Pain Killa / Creamsicle mixes to keep the making of our feature drinks as quick and easy as possible without sacrificing quality and promoting consistency. We design recipes based upon shot glass measures to decrease over pouring and again promote consistency and second and third drink sales.

The Specialty Shot Program is designed to appeal to a multi-generational customer at all times of the day. The shot and a backer approach lend to perceived value and creates differentiation from other shot programs. It accounts for over 18% of the feature drink program. 

Our healthy Beer Program is primarily focused on draft beer. Draft beer accounts for 3% of our total sales, and bottle beer sales accounts for 2 % of our total sales. We offer at least one namesake craft beer offering that is only available at our locations and at the host brewery. We also offer a larger sized, take-home souvenir 20 oz. Landshark draft, that is not only our top selling beer, but also our highest profit percentage beer sold. At 22% cost is generated 17.5% of all the draft profit. 

We offer a Targeted Wine List, designed to balance top selling labels with aggressive pricing, while still providing a complement to our ever-evolving food menu. 

Through supplier partnerships and promotional based sales focus we continue to drive sales, create both guest & salesforce excitement, and test out new ideas. We have partnered with Bacardi, Mast Jager, Sun King, 3 Daughters, and Mahalo to create 1 to 4 weeklong specials and promotions. Our Papa’s Pilar promotion has become a much looked forward to yearly event. In the past, the staff incentives have sent a manager to Key West, 10 team members to Volcano Bay in Orlando, and awarded an additional $1,200 in weekly prizes for a 4-week promotion. During this promotion we sold over 12,000 Papa’s Pilar Tooters, 71.3% of all tooters (16,841 total tooters) during that 4-week period. In addition, we sold 1483 Papa's Pilar Hurricane sized drinks, 42.4% of all feature drinks. Our ability to focus our sales force and sell 125 x 6 pack cases of high-end rums during a 4-week period makes us a very appreciated partner and speaks to our ability to focus our sales efforts very effectively.