Willkommen! Bem-vindo! Welcome! Fáilte roimh! Bienvenue!

No matter what language is spoken, a vomFASS customer is always cheerfully welcomed into the store. This welcome is considered of such importance to the success of vomFASS that a carefully designed procedure is part of the initial sales training for all employees and spelled out in the franchise training manual.  Ben Meinen, Director of Store Growth, has shared this philosophy and procedure below.

The main goal of any vomFASS employee should be to ensure the absolute best experience to every customer, at every interaction.  This point cannot be stressed strongly enough, and it is worth repeating at every staff meeting or huddle.  Every customer coming through the door of any vomFASS should have the same ‘vomFASS shopping experience’ every time, without fail, and should leave the shop feeling deeply appreciated whether they spend $5.00 or $500.00 dollars.

The second goal is to maximize the total dollars spent during the transaction.  As long as upselling is done with finesse and care, there is no reason it should get in the way of the customer experience. In fact, if every employee has the common goal of making the shopping experience extraordinary, the upsell will actually enhance the customer experience – not detract from it.

Here is a sample of the customer interaction, step by step, to highlight the best approach to maximize any transaction.

The Greet:Greeting a customer correctly is one of the most important parts of any sale. If done thoughtfully, the greeting will set the stage to best serve the customer.  The greeting should be friendly, upbeat, and very short. As a rule, the greeting should be executed within 3 seconds of the patron entering the shop.  Here’s an example:

“Hi and welcome to vomFASS! Have you been in a vomFASS shop before?”

If the answer is no, then proceed with the 10 second introduction to vomFASS. If the answer is yes, or if they have bottles with them, we will talk about up- sale opportunities and the ‘refill – then sell’ technique later. For now let’s cover the 10 second intro.

The 10 second intro, when done correctly, will establish trust and generate excitement. The key to the 10 second intro is finding a way to keep it brief and exciting.  It can be difficult to get people’s attention, and there is a good chance that they will be overwhelmed when they come in. Also, people will put their guard up if you bombard them with information just as they walk in the door.  A big part of the sale is education and tasting, however, wait until after customers are comfortable in the store and are already having fun. With that in mind, the best way to approach the sale is to queue it up. This can be done by first telling the customer exactly what you are going to do.  It is important to use exciting language to pique their curiosity, while talking about buying subtly.  Introducing the word buy softly, but immediately, gets them thinking about purchasing. This subliminal suggestion can be made without being forward or pushy. This also sets up the initial sample very nicely.  It is important to note that this technique is adaptable for every client. Some customers want the initial interaction to last without a break while others require more time. Therefore it is vital to read your customer.  This 10 second intro must never sound rehearsed or robotic.  In fact, every employee should give this their own spin while covering the core concepts naturally.  Here is an example with the greeting attached:

 “Hi and welcome to vomFASS! Have you been in a vomFASS before?  No?  Well come on in!  This is going to be fun! I’m going to give you a brief overview of the store and then come back to give you a sample of my favorite product after you browse a little.  On this side of the store, we have cask aged spirits and liquors.  We source these wonderful liquids from all over Europe and the United States and we own the only bits of these exclusive barrels and bottling’s. We also carry an amazing line of farmer sourced artisan oils and vinegars that are exclusive to vomFASS. The most exciting part of our business is that we are a full service, try before you buy store, and I’ll be happy to give you a taste of any of our amazing products.”

From this point you can let the customer browse and keep an eye on what they are spending time looking at.  After just a moment, you will approach them with suggestions, but always remember to read your customer!  Most customers want to take some time and experience the store a little on their own.  Some customers want to start right away. Use care not to abandon anyone who wants to start tasting immediately.

Ben Meinen has considerably more to add on his unique and studied approach to vomFASS customer service.  Watch future newsletters for more of his invaluable selling techniques.



Egg Nog is undoubtedly the most traditional of winter holiday drinks.   As Charles Dickens might have said, this creamy concoction evokes warm memories of holidays past; is joyously imbibed during the holiday present and always eagerly anticipated when planning a holiday future.  This recipe serves 2, but can be doubled or even re-doubled for a party


 aged rum egg nog by vomfass


  • 1 egg yolk
  • 1 ½ T. sugar (divided)
  • 4 oz. whole milk
  • 2 oz. heavy cream
  • 1 oz. vomFASS Aged Rum
  • 1 egg white
  • ½ t. vanilla



  1. Using a large bowl and hand mixer (or stand mixer), beat egg yolk until light in color.
  2. Gradually add 1 T. of sugar and continue to beat until dissolved.
  3. Add milk, cream, vomFASS Aged Rum, nutmeg and vanilla; stir to combine; set aside.
  4. In another bowl beat egg white to soft peaks.
  5. Gradually add remaining ½ t. sugar and beat until stiff peaks are formed.
  6. Whisk egg white mixture into egg yolk mixture. Chill and serve.

Disclaimer: This information is not intended as an offer to sell, or the solicitation of an offer to buy, a franchise. It is for information purposes only. Currently, the following states in the United States regulate the offer and sale of franchises: California, Hawaii, Illinois, Indiana, Maryland, Michigan, Minnesota, New York, North Dakota, Oregon, Rhode Island, South Dakota, Virginia, Washington, and Wisconsin. If you are a resident of one of these states, we will not offer you a franchise unless and until we have complied with applicable pre-sale registration and disclosure requirements in your jurisdiction.