The Art of Timing: How Speed of Services Influences Taproom Experiences
How does the speed at which a beer is served impact a guest’s taproom experience? Faster isn’t always better. The right level of engagement with guests doesn’t necessarily correspond directly with speed—other factors should also be considered. When a guest chooses to visit your taproom, they do so with intention. Understanding that intention and their goals can help you provide the experience they seek.
It comes down to context clues. A solo traveler may appreciate constant attention from your bartender as they learn about your brewery for the first time. However, two strangers meeting for the first time from Tinder might (or might not) prefer a bit of time and space to get to know each other. Guests value space—both physical and temporal, representing the time between two events. Matching their expectations, and exceeding them when appropriate, can help the taproom provide the right level of engagement to the right customer.
Let’s break it down a little bit deeper.
Solo guests
These customers have chosen to visit your taproom alone. While the exact motivation for their visit is unknown, they did not bring others to engage in conversation. Because of this, time passes differently for them. While a person in a group may be occupied in conversation for minutes without noticing, the solo guest is more likely to be aware of every second as it turns into minutes.
Analyzing the question, “How long did it take from the time of ordering your flight/first beer until it was received?” we examine how this wait time relates to guest spending habits.
For parties of one, we see that average spending decreases the longer it takes from ordering to receiving their first beverage. Single guests appreciate prompt service and tend to spend and tip more when they receive it. The average solo guest spends $36.34 and tips an impressive 26.7% when they receive their first beverage in less than a minute. When it takes longer than a minute to receive their drink, they spend about 6% less and tip 10% less.
Parties of 2+
We’ve done deep dives before on the spending habits of guests based on party size; for today’s discussion, we’re focusing specifically on parties of 1 versus those with 2 or more guests. As someone who typically goes out with family or friends, it always takes me a moment to settle in. Part of the taproom experience is having that “Hey, how have you been?” conversation with my companions. While getting a beer quickly is nice, my initial attention is on the people. Because of this, there is less urgency for me to receive my beer right away.
Overly quick beverage delivery may eliminate that initial period of conversation among guests. Instead of cordial greetings and the initial catch-up phase, guests might be led straight into the tasting phase, potentially shifting the tone of the interaction. The first few minutes of conversation can allow for intimate connections in a relaxed setting, laying the foundation for a longer visit focused on each other, which ultimately results in higher tabs.
The data highlights the importance of staff who understand this balance between people and service. When staff serve a party of 2 or more their beverages in less than a minute, the average person in that group spends $26.53. When the first beverage is served within a 1 to 3-minute timeframe, the average spend per person increases by 11% to $29.53. When it takes 3 to 5 minutes to serve the first drink, the average spend rises to $37.01. We begin to see a decline in spending when it takes longer than 5 minutes to receive the first beverage.
From this, we can conclude that the average guest is less concerned with receiving their first drink immediately than with engaging with others in their group. While our study does not take service models into account, it is important to note that guest expectations may differ regarding how long they’re willing to wait, depending on whether it's bar service, counter service, table service, or another setup.
How can you and your staff use this information?
Be better listeners – Not that you’re bad listeners now, but strive to be present with your guests, understand their needs, and deliver the right experience based on those needs.
Ask questions – If a guest isn’t very chatty, engage them with questions. For example, “What brings you in today?” or “What are you in the mood for?”
Read context clues – In addition to listening and asking questions, be observant. Pay attention to body language, attire, and tone of voice. Being aware of your guests on a deeper level helps you customize your engagement with them. For instance, a solo guest on a laptop probably doesn’t need much attention, while a group of Gen Zers excited to be there but unsure of the menu could benefit from your insight for a more positive visit.
High-level engagement doesn’t always mean spending a large amount of time with the guest. It’s about providing the right assistance, information, and emotional support at the appropriate times. The age-old “less is more” philosophy can apply here. While the goal might be for guests to say, “Wow, Elise was the best server I ever had,” what truly matters is the follow-up: “Because she gave my party the right amount of attention when needed.” Read context clues, allow space when necessary, and make your appearances when appropriate. It can result in that party not only having a better experience but also spending more money.
The data was collected for a set of 1298 unique taproom visits from November 16, 2022 to February 27, 2024. Each tab represents 2 guests and includes tax and tip.