Eric Langan
Analyst · Danielle McCoy from Brean Murray
Sure. We take some [ph] our locations, especially our high-volume locations -- we have some very large clubs. In the larger clubs, what we've gone is we've gone to a much lower pricing, specials like $2 Tuesdays, $1 beer on Wednesdays, and those type of things. What we've been able to do now with the market actually improving is going to -- instead of $1 a beer, we're doing $1.75, which doesn't seem like a lot but when you add $0.75, you're really helping, a, lower your cost basis and gradually increasing revenues when you're selling 300 cases of beer in a single night at a location. So that's helping. We're also been able to increase certain shot specials. Where we've done $3.75, now maybe we're doing $5 premium shot specials instead of $3.75 conquering the shot special. So we're -- and generating more revenues in those ways. We're also being able to pass along $0.25 to $0.75 overall price increases in a lot of our markets. And that does help to increase our revenues. And what we're hoping to do is get our cost of goods -- another reason, or 2 reasons the cost of goods has actually increased our percentage a point or so. Say, when we buy liquor-type clubs like Silver City and we take the DFW Air location, put liquor in here, the liquor locations have a much higher cost of goods sold than our -- what we call our B.Y.O.B clubs. When we have B.Y.O.B clubs, that helps bring the cost down because there's a lot less cost associated there, so it brings the overall cost of goods down a little bit. But we -- as we add more local liquor clubs, we get closer. We -- most of our liquor clubs run about a 14% cost of goods where our B.Y.O.B clubs cost of goods will be closer to 9% or 10% range. And when you get the mix in there, you're getting that 12%, 13%, which is where we've been coming in at. Also, the liquor cost costs are up a little bit because of the increased bottle sales. We've been doing a lot of bottle promotions and a lot of bottle specials to anchor people into our clubs. If you sell a bottle of vodka by the drink at $8 apiece, and then you find you're pouring out of liter bottles that cost you $27, you're ringing up $250, $260 out of one bottle versus selling that bottle to someone in a fifth size, which actually have 6 less ounces of liquor in it, but we're able to -- but it costs us about $3 or $4 less, but we're selling for $175. So you can see you're getting $175 and getting a $23 cost versus $27 against the $256 cost. So your percentages are fudged a little there for that 1%, 2%, based on how many more bottles you're selling versus how many single shot drinks you're selling, so.