The Hospitality Factor of Taprooms
You’re in the hospitality business. Relationships, baby. No ifs, ands, or buts about it. You’re peddling experiences.
When we first launched Secret Hopper in 2017, most of us weren’t using the word “experience,” let alone “hospitality.” However, times are changing. You’re not just hoping someone chooses you over the nearby brewery; you want them to choose your taproom over any other social activity.
Arguably, in 2017, you could make okay beer, provide an average experience, have a basic understanding of business, and still be mildly successful. That is no longer the case. Understanding how to lead a well-run business can now be your competitive advantage. Guests’ expectations have changed, and it’s your responsibility to not only meet them but to exceed them. In 2017, fewer guests expected a high level of hospitality. In 2024, and beyond, you need to be focused on creating a memorable overall experience, or you risk falling behind.
Taproom goers will vote with their dollars. Low engagement? Let’s move on to the next destination. Feelin’ the vibe and connection with the staff? How about another pint? The date reinforces this.
Before diving into the fascinating aspects relating to engagement and spending, you will notice that the amount an average guests spends has significantly increased since our earliest data set. We’ll let the economists and experts dive into all the factors influencing that. Each visit represents an average of 2 guests, and the total spend includes tip and tax.
Before diving into the fascinating aspects of engagement and spending, you’ll notice that the amount an average guest spends has significantly increased since our earliest data set. We’ll let the economists and experts explore all the factors influencing that. In our data set, each visit represents an average of two guests, and the total spend includes tips and tax.
For this study, we’re going to break the past seven years down into three segments:
· February 10, 2017 to February 29, 2020 (6362 visits)
· January 1, 2021 to November 15, 2022 (2244 visits)
· November 16, 2022 to February 27, 2024 (1327 visits)
The data point we’ll focus on is the difference in tab size between low and high engagement visits. From 2017 to 2020, there was only a 14% difference in average spend between low and high engagement visits. This increased to nearly 30% from 2021 to 2022. Looking at the divide between low and high engagement visits from 2022 to 2024, the differential is 40%.
Guests from 2022 to 2024 who receive high-level engagement spend 40% more than those who receive low-level engagement.
Taproom staff are a paramount aspect of your experience. They are the first line of brand advocates guests encounter when visiting your business. When a first-time guest receives a low level of engagement, they are only 45% likely to recommend and return to the taproom. Unless someone drags them back, they probably won’t come again. In contrast, when a first-time guest receives a high level of engagement, they are 99% likely to recommend and return. And as shown, offering a higher level of engagement results in larger tabs.
Concerts, food, goat yoga, markets, music, run clubs, trivia—I could go on for quite some time about the non-beer aspects of your taproom that contribute to the overall experience. The hospitality your team exhibits is perhaps the greatest driver of a successful visit, not just for your guests, but for your staff as well. By offering a high level of engagement, your staff contributes significantly to growing and strengthening your customer base.
You’re no longer just a brewery. You may be a restaurant, a music venue, an event space, a third space, or more. You are a multi-faceted brand that must connect with guests on all levels. It's the little things that make a big difference.
Here are 5 steps of service to maximize hospitality:
Greet guests upon entry with a smile, “hello,” or another welcoming gesture.
Introduce yourself.
Offer personalized conversation and recommendations.
Check back in a timely manner.
Thank guests for choosing your taproom.