Creating more memorable and profitable taproom experiences

Secret Blogger

Monitor These 2 Taproom Metrics Now

Over the years, Secret Hopper has explored taproom data extensively, examining everything from the significance of the initial greeting to how age impacts spending habits. Two consistent themes have emerged in nearly all our studies: the importance of education and engagement. We understand you’re busy and don’t have time to continually review hundreds of data points, share them with your team, and implement training to maximize them. Don’t worry—if you only have time to monitor two metrics, focus on tip percentage and average tab size.

While Secret Hopper offers tools to help measure and enhance your team’s engagement with taproom guests, any brewery can track these two key metrics.

Metric to Monitor #1: Tip Percentage

Tip percentage represents the percentage of the bill that a guest tips. You can measure tip percentage using your point-of-sale system, as this data should be easily accessible. Secret Hopper data shows a direct correlation between tip percentage and the level of staff engagement—guests tip more when your staff engages at a higher level.

We define the different levels of engagement as follow:

Neutral: The staff goes through the motions, neither impressing or disappointing the guest.

Low: The staff does not attempt to build a connection with the guest and is absent for the bulk of the guest's visit.

Moderate: The staff greets the guest, offers recommendations, and checks back in a timely fashion.

High: The staff goes above and beyond moderate, "wow"-ing the guest.

Staff who offer a low level of engagement receive an average tip of 20.5%, while those who provide a high level of engagement earn an average tip of 24.2%.

We frequently receive questions about how different service models and ordering methods impact engagement. Whether your staff has only 30 seconds to interact with a guest or can engage regularly over a 90-minute visit, they have the opportunity to build meaningful connections. The '30-Second Conversation' is a method for achieving high engagement in brief encounters. When circumstances allow, your staff should provide greater hospitality based on the unique needs of each guest.

While monitoring tip percentage is important, it’s crucial to create a system for regularly reviewing, recording, and sharing this data with your team. Recognize those who consistently receive the highest tips, and privately coach those who tend toward the lower end. Monitor these metrics at least monthly to identify trends and take action accordingly.

Additionally, not all breweries provide each staff member with their own POS code. In such cases, the tip percentage may reflect the efforts of multiple servers. We recommend looking for trends: if Andrew, Alison, and Jamaar typically average a 19% tip, but swapping Andrew with Katie raises the average to 21%, it may indicate that Andrew could benefit from additional training.

Monitoring tip percentages can help you gauge your staff's engagement levels with guests, allowing you to reward strong performers and support those who need to build deeper connections—ultimately increasing their own tips.

Average Tab Size

Average tab size represents the total amount spent by a guest and everyone on their check during their visit. There is a clear correlation between average tab size and the level of engagement provided by staff. Simply put, guests are looking for more than just a well-made drink—they want a memorable experience, and your staff plays a vital role in fostering a connection to your business. In fact, guests spend 40% more during visits when they receive a high level of engagement compared to low engagement.

Moreover, the spending gap between low and high engagement visits has increased by nearly 200% from 2017 to 2024, highlighting the growing importance of exceptional guest experiences. When your staff delivers these high-quality experiences, everyone benefits financially.

As mentioned earlier, if possible, break down your average tab size by individual staff member. If that's not feasible, analyze the data by those working specific shifts and analyze trends. Similar to tips, you'll consistently see that more engaged servers generate higher average tabs. Staff with higher tabs are usually those who provide greater hospitality and suggest more upsell opportunities.

For a more detailed analysis, consider looking at the average spend per customer. This requires knowing how many guests were on a tab. For instance, if a tab of four spent $100, the average spend per customer would be $25.

Secret Hopper’s dataset, comprising nearly 10,000 unique taproom visits since 2017, reveals interesting trends in average spend per customer. Gen Xers aged 46-50 spend the most per tab at $58.76, and the most per person. Meanwhile, Gen Zers, who tend to tip the highest, with an average tip rate of 27.5, see more guests per party. Parties of Gen Zers, which can involve multiple tabs, tend to have the highest spend per taproom visit and visit taprooms with the largest group size, averaging over 3 people. And the common trend for the top performing visits? High engagement. People spend more money when they’re offered greater hospitality.

Download our Secret Hopper Tip Percentage + Tab Size Tracker

How Can You Increase These Two Metrics?

  1. Collect the Data – Create a system immediately to regularly compile these POS and Secret Hopper metrics. Having reliable data is the first step toward making informed decisions.

  2. Dedicate Time to Review It – Schedule regular meetings to share the data with your team. Be transparent and make your staff aware of how greater engagement directly leads to higher tabs and tips. This awareness creates a culture focused on continuous improvement.

  3. Provide Regular Training and Strategies for Success – Focus on the specific actions that contribute to better engagement, such as greeting guests warmly, introducing themselves, offering personalized recommendations, and checking back in a timely manner. These small actions collectively make a big difference.

Don't overwhelm your staff with a long list of behaviors to change at once. Instead, encourage them to focus on mastering one technique at a time until it becomes second nature. The more tools they have in their engagement toolkit, the stronger their connection with guests will be.

There is inherent value in motivating and training your team to engage at higher levels. Not only will your bottom line improve, but you'll also cultivate a happier, more motivated team that earns more. Meanwhile, your customers will form deeper connections with your brand, resulting in more frequent and more positive visits.

Start today—equip your team with the skills they need to succeed, and watch as both your profits and guest satisfaction climb.

The data was collected from a set of 1327 unique taproom visits from November 16, 2022 to February 27, 2024. Each tab represents 2 guests and includes tax and tip.