FSR May 2022

LIQUID INTELLIGENCE

and opting for a menu-less operation, with the goal of creating a personal ized experience to match personalized drinks. While not a widespread trend, concepts, including those in second- and third-tier cities, are dipping their toes in this unusual operating model. For example, Nashville, Tennessee, now boasts the second location of Atta

drinks as mixers, and vodka is nowhere to be found. Bramhall says that’s because the bar wants to serve spirits that have distinctive flavors and characteristics associated with them—not liquors that require mixers and other ingredients to build character. “We’re not reinventing the wheel,” he says of the drinks Attaboy serves. “We’re

Secondly, Bramhall says drinks with too many ingredients take a long time to prepare, and that’s an issue for oper ations specializing in craft-made bever ages. Attaboy has a cap of six people per party and only seats around five-dozen individuals at any given time. This comes out to about one staff member for every 12–15 guests; bartenders are assigned to

“We’re not reinventing the wheel. We’re just trying to help that wheel turn DV HIƓFLHQWO\ as possible. We’re not the kind of program that is going to have nine ingredient drinks with three unique

DANIELLE ATKINS (2)

ATTABOY BEGAN IN NEW YORK, BUT ITS MENU-FREE MODEL IS PROVING EQUALLY POPULAR IN THE SMALLER MARKET OF NASHVILLE, TENNESSEE.

individual parties, rather than taking the first-come, first-serve approach. Bramhall adds that the limit of six people per party is intentionally low because ticket times at Attaboy run about two minutes per drink, and waiting more than 15 minutes for drinks is a surefire way to sour a patron’s experience. Guest education is another impor tant consideration in running a menu free bar program. Bramhall says it’s not uncommon for someone to order a Jack and Coke as a default. All staff must be well-versed in explaining Attaboy’s unique service model. “The approach is definitely gentle and patient,” he says, adding that it’s under standable people will order things they could get at most bars. “We wait for them to finish their thoughts because the last thing you want to do is jump down some body’s throat.” Although the Nashville cocktail bar has no required experience level, Bram hall says a passion for mixing drinks, a curiosity about the craft, and outside

infused syrups.”

boy, a cocktail bar that opened in New York a decade ago. The Music City out post, which debuted in 2017, is operated by managing partner Brandon Bramhall, who spent years working at the New York location before relocating to Tennessee. Bramhall says operating a beverage program without a menu is definitely not for the faint of heart, especially since it faces challenges the average restaurant or bar does not. But, he adds, the appeal of running a menu-free program comes from the desire to personalize and curate an experience for the guests that can’t be replicated elsewhere. Attaboy is stringent in other ways, too. It doesn’t stock sodas or energy

just trying to help that wheel turn as effi ciently as possible. We’re not the kind of program that is going to have nine-ingre dient drinks with three unique infused syrups.” For Bramhall, cocktails that are too complicated can take away from the cus tomer’s experience in multiple ways. To start, he says cocktails that are overly complicated can alienate guests because such drinks use too many ingredients they may not recognize. “A big thing for us is the simplicity and approachability of the drinks,” he says, adding that Attaboy avoids the “holier than thou” approach that can permeate the world of cocktails.

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FSRMAGAZINE.COM

MAY 2022