3 Simple Ways to Elevate Your Taproom Experience
Some aspects of the taproom experience are obvious: great beer, a welcoming vibe, friendly staff, and a clean space. These all matter to your guests. But sometimes, it’s the little things that make a visit even more valuable, both for them and for you. A well-timed recommendation for another pint, a simple mention of beer to go. Small touches can have a big impact. But what else can elevate your taproom experience and turn good visits into great ones?
#1 – Staff that Offer Their Name
We preach engagement, so why is there a decline in the frequency with which staff members introduce themselves? From 2017 to 2022, staff introduced themselves during nearly 60% of taproom visits. However, between 2022 and 2024, that number dropped to only 42%. The economic benefits of these introductions are still clear. On visits when staff introduce themselves, guests spend 23% more ($58.28 vs. $47.52) and tip higher (23.4% vs. 21.9%).
#2 – A Well-Organized Merchandise Area
Merchandise! We love to wear it, we love to sell it. But while a guest might not mind if they can’t find your merchandise area, your bottom line might. Guests are 180% more likely to purchase merchandise when it’s in a visible location with clearly marked pricing. I repeat, guests want to leave with a souvenir. Make it easy for them (and don't let me see it hanging high behind the bar).
#3 – Reasons to Return
Events are a crucial part of taproom operations. While guests may come for the beer, it can be the other offerings that keep them coming back. Surprisingly, only 55% of taproom visits include a listing of upcoming events. Barely half the time are guests made aware of everything exciting you have coming up. Why does this matter? Guests are 64% more likely to return within two weeks if they see an events calendar during their visit.
Make your event promotion impossible to miss. Consider a prominently placed chalkboard in high-traffic areas, strategically positioned table tents, or eye-catching bathroom signage that takes advantage of a captive audience. The goal is to ensure customers discover everything your taproom has to offer before they leave.
P.S. When educating guests about your beers, encourage your team to wrap up with a personal touch: “I know you love trivia—did you know we host it every Wednesday?” or “You mentioned you're into local goods. Have you checked out our monthly market? Our next one is Sunday!”
No guest will complain if your team forgets to introduce themselves, if your merchandise area isn’t perfectly placed, or if they miss the events calendar. But in a time when every dollar counts, it’s these small touches that make all the difference in creating memorable, successful visits now—and in the future.
The data was collected from a set of 1258 unique taproom visits from November 16, 2022 to February 27, 2024. Each tab represents 2 guests and includes tax and tip.