Why I Spent $80 on Strawberries
Why I spent $80 on strawberries.
$2.19. That’s what my local grocery store is currently charging for a pound of strawberries. This past Sunday, on Mother’s Day, we made a family trip and together picked about 20 pounds. If we had simply gone and cleared out Aldi, I would’ve walked out with a full cart of strawberries for only $44. So, why on Earth would I agree to make the 20-minute drive, do all the picking, and pay nearly double? Experience.
Nearly every Mother’s Day, my wife, son, Mom, and siblings hop in a vehicle or two and make the trek to a nearby farm. There’s something special about the transformation of one moment being in suburbia, then seconds later farmland at the outskirts of the city. It’s become a tradition we always look forward to. Even more than tradition, our yearly strawberry picking adventure is about bringing people together for a shared experience.
If I simply wanted to eat strawberries, I could’ve gone to the grocery store. However, there never was a debate between sitting at home eating fruit and engaging in a family activity. Strawberry picking was the occasion.
Ask yourself, “what occasions are people coming to your taproom?”
Am I going to a taproom to simply drink beer? Well, maybe. According to Craft Beer Advisory Services, 25% of brewery goers are beer nerds, those guests for whom beer is the prime motivation for visiting. The next 35% are foodies, for whom food is the greatest driver. The other 40% are social drinkers, highly motivated by environmental elements (i.e. outdoor seating, live entertainment, picking strawberries).
60% of taproom guests are NOT primarily motivated by beer. Younger guests are even more likely to be social drinkers. 60% of Gen Z falls into this category.
Experience matters and it’s a huge driver to why people may or may not choose to visit your business.
In the fruit world, I imagine I’m their version of the social drinker. Most people aren’t picking strawberries to survive. Some may be picking to support local or eat organic, and perhaps there is a segment of true strawberry connoisseurs (do you prefer Delites or Ozark Beauties?). However, for most of us, it’s about more than the strawberry itself.
With a seemingly unlimited selection of taprooms to pick from in many markets, the experience you create can be your differentiator. People crave and will pay for high-quality experiences.
Disclaimer: I’m not telling you to immediately double your beer prices. However, I am asking you to consider why people are coming to your taproom.
P.S. If you have any ideas for what I can do with the remaining 10 pounds of strawberries, please reach out.