Seating, Spending, and Service: How the Ordering Experience Impacts Taproom Guest Behavior

My son has a QR code collection. Well, kinda. That’s what he calls it. One day, he scavenged our living room, cutting out every QR code he could find from magazines and newspapers before gluing them onto a piece of construction paper. He’s always been fascinated by them for some mysterious reason. He grabs my phone, opens the camera, and starts scanning. As he’s gotten older, he needs my help less and finds it fun to see where the random black-and-white pixelated block takes him.

The pandemic cemented QR codes into everyday life, making them a staple in restaurants, bars, and taprooms. But are they still as prevalent? And more importantly—are they actually helping businesses generate more revenue? What's the right balance between QR codes, physical menus, and staff engagement?

Today, we’re diving into how guests are ordering, where they’re sitting, and how often staff are encouraging them to have another beer.

How Guests Order and Where They Sit

Taprooms come in all shapes, sizes, and service models. Our dataset for this study includes 1,028 unique taproom visits, each representing a tab for two guests, including tax and tip. While we collected data on menu type, seating location, and spending, we do not have information on service models—meaning if a guest sat at a table, we don’t know whether they ordered at the bar or were served restaurant-style.

Here’s what we found:

Where Guests Sit:

• 56% sit at a table

• 35% sit at the bar

• 9% sit on a patio

How Guests Order:

• 72% order without using a QR code (i.e., physical menu, TV menu, or wall menu)

• 22% use a QR code alongside other menu types

• 6% order exclusively via QR code

Do Bar Guests Spend More?

Going into this study, my hypothesis was that guests sitting at the bar would spend the most money—and the data backs it up. The average bar guest spends $32.44, compared to $27.59 for table guests. This makes sense—bar guests typically have more opportunities for direct engagement with staff, leading to increased spending.

Looking at party sizes and tab breakdowns:

• The average bar party consists of 2.1 guests, compared to 3.3 guests at tables.

• The average bar tab (total for all guests on a check) is $51.90, while the average table tab is $57.94.

• The total party spend (including multiple tabs) is $72.95 at the bar and $110.17 at tables.

So while table parties spend more in total, each bar guest is spending more per person.

Worth mentioning, we do briefly look at the spending when a guest sits on the patio. The average guest tab who sits on the patio spends $42.04, with the average patio party spending $86.10. Often the patio experience, while sunny and enjoyable, does not include much staff engagement.

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The Impact of QR Codes on Spending

How does menu type impact sales? Here’s the breakdown:

No QR Code:

• Bar tab: $49.21

• Table tab: $56.56

• Tip percentage: 24.9% at the bar—the highest of any group

QR Code + Other Menu Types:

• Bar tab: $55.63

• Table tab: $62.37

• Tip percentage: 23.7% at the bar, 21.7% at tables

While we don’t have enough data on guests who ordered exclusively via QR code for significant analysis, the takeaway is clear: offering QR codes alongside other menu types leads to higher tabs (see prior study).

Worth mentioning, we also briefly looked at spending trends for guests who sit on the patio. The average guest tab for patio visitors is $42.04, with the average patio party tab coming in at $86.10. While the patio experience is often sunny and relaxing, it tends to lack the level of staff engagement seen in other areas. This lack of direct interaction could be one reason why patio guests tend to spend less overall compared to their bar or table counterparts.

The Power of Staff Engagement

One of the most telling insights from this study is the impact of staff engagement. Simply asking guests if they’d like another drink significantly increases sales.

Percentage of Guests Encouraged to Order Another Drink:

• Bar: 77%

• Table: 55.7%

• Patio: 38.2%

This isn’t surprising—it’s easiest for staff to engage with bar guests. However, even when a QR code is present, staff still encourage additional orders nearly 70% of the time, compared to 59.2% for visits without QR codes. This suggests that guests using QR codes may already be more engaged with the menu, making it easier for staff to upsell.

Engagement. That’s what it’s all about. Let’s dive deeper into how often staff members suggest another drink. For bar visits, tabs are 27% higher when staff suggest another drink to the guest ($51.48 vs $40.50). Tips also see a difference, with 24.8% on average when the question is asked, compared to 20.7% when it’s not. When we look at the spend of the entire party, the overall bar total increases by 46% when staff ask the group if they’d like another drink ($74.58 vs $50.96).

Now, moving to the table experience, tabs average $60.70 when the question is asked, compared to $51.54 when it is not—a nearly 18% difference. This shows that staff engagement truly drives additional spending, no matter the seating arrangement.

What can you do with all of this?

·         Offer multiple menu types. While QR codes are useful, most guests prefer traditional menus or a hybrid approach.

·         Should you still have QR codes? Absolutely! Visits that include them tend to generate the highest tabs. While staff engagement isn't always feasible, having QR codes and menus on tables can encourage guests to place their next order.

·         No table service? Try a floater. Have a manager or staff member roam the floor to encourage guests to order at the bar—but avoid taking their order to prevent confusion about service expectations.

·         Could table service work for you? Consider whether you have the bandwidth to fully launch table service. Offering it intermittently can lead to guest confusion and frustration, as it creates expectations that may not always be met.

·         Want to test table service ot? If you want to experiment, test it in a controlled time slot (e.g., a three-hour window) and compare sales to a previous week. Clearly communicate to guests that it’s a trial run.

·         Don’t forget about patio guests. They spend the least, often due to limited staff interaction. A simple check-in from staff can boost engagement and increase orders.

·         Train your team to ask, “Want another?” This small action leads to deeper interactions, higher tabs, and better tips.

Guests come to your taproom for connection. While service is important, true hospitality goes beyond handing someone a pint. QR codes don’t replace staff engagement—in fact, when used alongside strong service, they increase sales. Meet your guests where they are. Give them options. And always, always ask the question.

“Hospitality makes people feel seen. If it doesn’t, it's just really good service.”

-Will Guidara, Unreasonable Hospitality

The data was collected from a set of 1028  unique taproom visits from November 16, 2022 to February 27, 2024. Each tab represents 2 guests and includes tax and tip.