Bonnie Brae Liquor in Denver doesn’t feel like a typical liquor store. Dogs are welcome. Kids can grab a treat at the Bonnie Brae ice cream counter next door. Regulars often stop in just to say hi. The entire experience is meant to feel friendly and approachable.

That culture is by design. Bruce Gallagher, owner of Bonnie Brae Liquor, bought the shop in January 2020 after a 17-year career in restaurants, which is why he takes hospitality so seriously. “We always tell the community, ‘We’re here to serve you.’ You can park in our parking lot anytime. Stop by for an ice cream. Or just come in to say hello and get a high five,” Gallagher says. His business philosophy has always been this, he adds: “Put people first, and profits will follow.”

For Gallagher, that shows up in how he manages every aspect of the shop, including stocking inventory that customers request, training his staff to deliver hospitality everyday, and ensuring that his customers have the convenience of online ordering and delivery. No matter how customers interact with the shop, he wants every customer to feel taken care of.

Running a neighborhood liquor store in Denver is challenging. Across the board, costs are up and competition in the category is increasing. Alcohol consumption has been trending down since the COVID-19 pandemic, but Gallagher doesn’t point to any single issue when he speaks of the challenges of running his business. Instead, he sees many challenges that must be addressed to keep the business growing and thriving. “It’s a reality that has made adaptability a requirement,” he says. “You have to make the most of every advantage, including new technology that can help you grow faster.”

Online ordering with Uber Eats is one of the ways Gallagher is addressing these challenges, and his results have been impressive. Online ordering and delivery now represent roughly 40% of Bonnie Brae Liquor’s sales. For Gallagher, delivery isn’t just another sales channel. Higher overall sales volume from online orders enables the store to place larger orders with suppliers, which can improve margins and support competitive pricing. “With these better deal levels,” he says, “we can offer stronger prices on delivery and in store and turn inventory a lot faster.”

When it snows or rains, which happens a lot in Denver, foot traffic to the shop can drop sharply. That’s when online ordering on the shop’s own website and on marketplaces like Uber Eats really take center stage. On a regular day, Bonnie Brae Liquor averages 150 online orders, but that can nearly double on extreme weather days, weekends, and holidays.

Colorado has strict liquor delivery laws that require orders to be delivered by the store’s employees. That means compliance, safety, and service quality all sit squarely with the retailer. Says Gallagher: “It has to be my employee and a company-owned or leased vehicle. But we rely on partners like Uber Eats to bring in the online orders.”

Because Gallagher is focused on customer lifetime value, he approaches Uber Eats ads and offers as a growth investment: Earn trust, deliver a great experience, and win repeat purchases. “We always keep a new customer offer running, such as $10 off a first order, to bring in first-time buyers,” he says. “We also increase our promotional activity around holidays to help us stand out.” His strategy is to “target offers in a smart way,” he says, that not only brings in new customers but also gives people a reason to return to Bonnie Brae Liquor and order again.