A SWOT Analysis of Your Taproom

Are your customers telling you how they really feel? How are you truly learning from their experiences?

If you aren’t collecting objective taproom data, you’re missing out on valuable insights that can lead to real, actionable strategies for improvement.

One brewery implemented a monthly mystery shopping program to better understand their guest experience. With this consistent stream of data, we helped them create a detailed SWOT analysis, outlining their taproom’s Strengths, Weaknesses, Opportunities, and Threats.

Why customized Secret Hopper data offers a unique link into your taproom:

·         Objective guest experience data collected consistently over time

·         Actionable insights to help improve service, ambiance, and staff performance

·         The ability to uncover hidden weaknesses you might overlook

·         A third-party perspective that customers may not always share directly

·         Real-time data that supports team accountability and growth

Let’s take a look at what we discovered:

Strengths
• Cleanliness: Guests consistently rated the brewery, bathrooms, and outdoor areas as very clean
• Friendly first impressions: Most guests were greeted warmly upon arrival and quickly at the bar
• Menu clarity: Beer menus were easy to read and well presented
• Atmosphere: Guests appreciated the décor, vibe, and welcoming environment
• Positive staff experiences (when present): High engagement led to standout visits

Weaknesses
• Inconsistent staff engagement: Some guests noted minimal interaction or lack of recommendations
• Lack of upselling: Beer-to-go, flights, and merchandise were rarely mentioned
• No app promotion: None of the guests were encouraged to download the brewery’s new app
• Infrequent personalization: Staff often skipped asking about beer preferences or first-time visits

Opportunities
• Train staff for engagement: Simple prompts like “Is this your first time?” can spark conversation
• Standardize service: Ensure all shifts meet consistent expectations
• Strengthen social media: Highlight events, food trucks, beer drops, and app perks regularly
• Drive to-go sales: Encourage mentions of the app, merch, and packaged beer
• Improve signage: Make events, food trucks, and specials more visible in the taproom

Threats
• Local competition: Guests mentioned other breweries nearby that are just as appealing
• Staff-dependent experiences: Positive visits seem tied to specific team members
• Lack of differentiation: Without consistent engagement, the experience may not stand out in a crowded market

Thinking of doing your own SWOT? Consider these aspects of your taproom.

·         Strengths: What do guests praise most often?

·         Weaknesses: Where do they consistently report issues?

·         Opportunities: What actions could elevate their experience?

·         Threats: What could pull them away?

 Taproom data is only valuable if you use it. Collecting feedback is one thing. but unless you’re sharing, analyzing, and planning from it, you’re leaving revenue and growth on the table.

Want to collect this type of data that can lead to greater success? Let’s talk.