IT IS CONSISTENTLY one of the most successful venues in the country, with €6.48 million in pre-tax profits last year. But what is the secret to Coppers’ success?
Loyal clientele
Coppers has successfully targeted three markets for its clientele: gardaí, nurses and teachers. There are plenty of them, and they keep coming back.
The invisible hand of one's peersYou can have the nicest club in the world, immaculately fit out, with the best DJs, rock-bottom drink prices and the most glamorous clientele, but ultimately there is one overriding factor in where people socialise: they go where their friends go. Large groups of people head to Coppers just because it's where "everyone else" is.
The wandering hand of one's peersA driving force in choosing where to go out for many young people is whether they'll meet a potential partner. Coppers has long had a reputation as a place to meet someone you can take home. Call it a meat market or a Cupid's paradise, for a lot of people, Coppers is synonymous with a late-night score.
Name recognitionCopperface Jacks is a brand of its own, even outside Dublin. Young people from outside the capital gravitate towards it as a well-known place to go.
EndorsementsYou can't buy the publicity of the Dublin football captain screaming, 'See yiz in Coppers', over Croke Park's PA, Sam Maguire in hand.
It's old schoolCoppers isn't cool, but its no-frills cocktail of cheesy music, blokes and short-dressed women is merely a progression of the school disco.
