Bar and beverages are key to Bar Louie ’ s brand ; the chain ’ s sales mix is 51 % liquor , beer and wine vs . food .
brand experience ” as one of the reasons , was the right decision , Welby believes . The restructures and closures were painful , “ but we did the best we could . All signs were pointing in the right direction for about 45 days , and then March came ” with the pandemic , forcing more pivots .
Despite the Covid challenges , Bar Louie emerged from bankruptcy within six months . Since then , the chain has been focusing on improving all aspects of the guest experience . How is the post-pandemic business different ?
There is some more price sensitivity with guests , Welby notes , and the late-night daypart has taken a hit as people don ’ t want to stay out as late . This was starting before Covid , he adds , but “ we don ’ t see the late night as much as we used to ; it ’ s a lot more day drinking or Happy Hour and into the dinner daypart .”
Another issue is that people — particularly the younger generations — aren ’ t drinking as much . “ We ’ re navigating as well as we can , doing more with low-ABV , or handcrafted cocktails using spirit-free products ,” Welby says . “ It helps that some of the free-spirit products out there are outstanding .”
Bar Louie ’ s nonalcoholic cocktails , typically priced $ 9 to $ 10 , include the Island Hopper , made with orange , passion fruit , sparkling water and lime , and the new Pineapple Upside Down Margarita , with Ritual tequila alternative , vanilla , lime , pineapple , grenadine and Sprite .
A QUALITY-DRIVEN APPROACH
The company currently operates 64 locations , but it ’ s planning to open more . “ I would love to see us up over 100 bars again ,” Welby says . “ We ’ ve got some stellar executive leadership and some great people , and they ’ re giving us the power and the tools to be successful , so we can move in that direction .”
Brian Wright , former CEO of the Tijuana Flats restaurant chain , joined Bar Louie as CEO in September 2022 . The company also hired Joel Reynders as vice president of culinary and executive chef in May 2023 .
A menu update coming out in May will include new items such as a smoked
To celebrate its 35 anniversary this year , Bar Louie will offer several nostalgic ’ 90s cocktails , such as the Blue Hawaiian , for a limited time .
cocktail and some inventive Margaritas . Bar Louie began partnering with Illy espresso for its coffee program last year , “ so you ’ ll see some innovation around that ,” says Welby .
Coffee might not be the biggest sales driver for a bar / restaurant , but the quality is more important than many people realize , he explains . It ’ s not only the coffee itself , “ but if you ’ re using that product in a cocktail , you can tell the difference , and I think the consumer recognizes that ,” says Welby . It shows that “ we ’ re going to put care into every beverage that comes over our bar .”
Whether a guest wants to hit the Happy Hour specials , or sip a nice glass of wine or Martini with a steak , or enjoy a few brews watching sports , “ we ’ ve got all of it for you ,” he says . And it ’ s all going to be top quality .
“ We ’ re not afraid to use premium spirits , or to spend a little bit more money on some higher cost stuff ,” Welby adds . “ We ’ re okay with a slightly smaller margin to know that the guest is going come in and try this drink and they ’ re going to be blown away .” •
16 Cheers • Spring 2025 www . cheersonline . com