How Menus and Food Impact Taproom Spending
You already know we love physical menus. We’ve conducted prior studies that demonstrate the standalone value of physical menus and the benefits of offering this option as part of your overall menu strategy. We are also strong advocates for providing food in taprooms. When someone asked us, 'Are breweries with food more likely to have physical menus?' we knew we had to investigate.
The data we reviewed was collected from a set of 2,244 unique taproom visits from January 1, 2021, to November 14, 2022. Each visit represents an average of 2 guests, and the total spend includes tip and tax. We define 'food visits' as those that include $10 or more in food sales. Thirty-six percent of these visits include food purchases. We specifically look at responses to the question, 'Were you offered a physical menu?'
The initial theory is that because brewpubs are more akin to restaurants, breweries with food options would be more likely to have physical menus. The data validates this. Food experiences where physical menus are offered are 142% more common than food experiences without them.
It should be no surprise that visits involving physical menus, regardless of food offerings, average higher tabs than visits without physical menus ($57.68 vs $45.77). However, I was surprised to see higher tabs on food visits without physical menus compared to food visits where physical menus were offered. Although the difference is small, the average tab for food visits without physical menus was $74.17, compared to $73.63 for food visits with physical menus.
I believe that because brewpubs operate much like restaurants, the physical menus may already be on the tables, thus removing the need to offer them. While it may be a matter of semantics, I believe this could be happening. We began collecting 'type of menu' data in late 2021 and do not have a large enough subset to make strong conclusions on the menu types these guests are using. However, looking at 111 taproom visits where the guest was not offered a physical menu, nearly 25% noted a physical menu as one of the types of menus they used. I guess it was magically waiting on the table.
Now, let’s go back to the value of offering food and how physical menus can make a difference. From a prior study, we learned that taproom visits that include food see larger parties. Data shows 2.9 guests per party on food visits, versus 2.7 when the visit does not include food. Our data showed that food visits without physical menus generated slightly higher tabs than those with physical menus. When we zoom out and consider the economic impact of the entire party, physical menu visits with food blow the non-physical menu visits with food out of the water.
$82.84 vs $72.11.
Physical Menu + Food + Larger Party = Greater Spend
So, are physical menus needed at brewpubs? In nearly every situation, it is beneficial to offer guests multiple menu options. From a data set of 1,150 unique visits from 2021 and 2022, experiences that include only a paper/physical menu see the highest average spend. The easier you make it for your guests to order, the more they’ll spend. Offering physical menus in addition to other options will help you best meet your guests’ needs.
Things to Consider:
Type of ordering experience (i.e. bar, ordering counter, table service): Certain formats lend themselves to greater staff interaction, increasing tab size.
Throw in a QR Code: When QR codes are included as one of multiple menu options, tabs are higher.
Physical menus aren’t just for restaurants: Consider using physical menus in various settings.
Physical menus generate conversation: Not only between staff and guests but also among customers.
Got a rotating menu?: Print your standard menu/beers and include a QR code that links to rotating items