Industry sector: Leisure

Night club: Customer profile

It is likely that a very large proportion of your customers will be young people between 18 and 25 years old, although you might also decide to have special nights for more mature clubbers or for teenagers (where you would only serve soft drinks). You might also hire out part or all of your venue to private parties and these might be members of the public celebrating birthdays, weddings and so on or business people, for example holding a launch party for a new product.

Cash or other form of payment

Your customers may pay you:

  • in cash - despite the growing popularity of card payments, this is still the most likely form of payment for entry fees, bar sales, cloakroom tickets and so on
  • by debit or credit card - card payments for drinks and food are becoming increasingly widespread, particularly with the growth of contactless payment
  • by cheque - customers hiring the venue for a private party are likely to pay in this way. You might request payment before the event so that the cheque can clear

Your business is likely to handle a significant amount of cash. Make sure that you have good security systems in place and that entry fees tally with the number of people counted in.

Special offers, discounts and promotions

You may decide to offer customers a variety of discounts and special offers, such as:

  • cheaper entry fees at the beginning of the week
  • free entry for women on some nights
  • student discounts
  • a free drink on entry before a particular time
  • promotions on certain drinks brands - but bear in mind that the licensed trade is committed to discouraging 'binge' drinking and 'irresponsible' promotions are banned

Don't forget to brief your staff thoroughly on the discounts that can be offered. Guard against staff offering unauthorised discounts to their friends and family.

Dress code

Give some thought to the dress code that you will insist on. For example, you might specify smart casual, with no jeans or trainers. Perhaps the dress code will vary on different nights. Make sure your dress code is widely publicised. You will also need to put in place an ID policy so that staff do not admit anyone who is under-age - and decide whether you will restrict entry to people over a certain age, such as 21.