Population Statistic: Read. React. Repeat.
Sunday, January 13, 2021

If you’re going to spend a bunch of time and money getting drunk in some Brooklyn dive, you might as well make it worth your while:

“There’s more chance I’d use this rewards card than a supermarket loyalty card,” said Colin Cheney, 29, a regular at the Pacific Standard bar on Fourth Ave. in Boerum Hill.

The bar will launch the program, loosely based on frequent flyer plans used by airlines, next month. It’s already printing membership cards.

A catalogue offers dozens of prizes, including food and drink, signature glasses, T-shirts, dates with owners John Rauschenberg, 29, and Jon Stan, 27, and even a tattoo of the bar logo.

“It’s the stuff that’s going to embarrass us that I expect people will be cashing in their points for,” said Rauschenberg, who will write a poem about the customer for 400 points. “I don’t expect to see anybody saving up the 7,000 points needed to fly to California, but I might be wrong.”

Screw all those pissy prizes. I wanna know how many bar-bucks I’d have to spend to win their experimental drinking robot! Or at least to score a guest appearance on his cartoon show.

Does this encourage heavier drinking by patrons? The bar owners argue it doesn’t, and is merely designed to encourage loyalty — i.e., the prospect of accumulating more points will nudge folks to hit Pacific Standard over other drinking-hole options. So people wouldn’t be necessarily drinking any more than they normally would, they’d just be doing more of that drinking at PS.

And that’s generally true. But getting people into the door is only part of goal for any consumer loyalty program. Even if it’s not explicitly pushed, the prospect of getting extra benefits from sticking around will lead to more money being spent, and since it is a bar… It’s no more insidious than having television sets or barroom games set up, but the end result is the same: The idea is to sell more (food and) drink.

No reason to worry, unless someone attempts to drink their way to that 7,000-point trip to California all in one night. Personally, I’d stick to going for the robot prize.

by Costa Tsiokos, Sun 01/13/2008 08:42:25 PM
Category: Advert./Mktg., Food, New Yorkin'
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