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.

Andrew CoplonSeptember 12, 2024taproom data, KPIs, taproom experience, engagement, education, hospitality, taproom success

The Art of Timing: How Speed of Services Influences Taproom Experiences

How does the speed at which a beer is served impact a guest’s taproom experience? Faster isn’t always better. The right level of engagement with guests doesn’t necessarily correspond directly with speed—other factors should also be considered. When a guest chooses to visit your taproom, they do so with intention. Understanding that intention and their goals can help you provide the experience they seek.

How Menus and Food Impact Taproom Spending

You already know we love physical menus. We’ve conducted prior studies that demonstrate the standalone value of physical menus and the benefits of offering this option as part of your overall menu strategy. We are also strong advocates for providing food in taprooms. When someone asked us, 'Are breweries with food more likely to have physical menus?' we knew we had to investigate.

Packed Taprooms: The More, The Merrier, The More Money

No one likes drinking alone. And the busier your taproom, the more each guest will spend. In this study, we dive into how the perceived level of busyness correlates to how much guests spend.

Strategies for Adding Food to Your Taproom

When guests plan out their next taproom visit, it’s not just about pleasing the beer nerd. It’s about attracting and maintaining the attention of everyone from that beer nerd to everyone else in their party. This may include the 4-year-old they’re bringing along, the guest who doesn’t drink beer, and the customer just looking for a bite to eat. Because of this, the taproom guest is much more intentional when choosing where to visit. When you’re able to please all these demographics, you unlock the potential for a greater audience, that will spend more time and ultimately more money.

Andrew CoplonApril 24, 2024food, brewpub, customer experience, brewery food, upsell, engagement

Maximizing Taproom Revenue by Building Loyalty

We’re all guilty of it. Signing up for loyalty/reward program or mailing list just to get a little discount. 10% off your first purchase, free shipping, perhaps a free cookie when you buy your next coffee. Some of the largest brands in the world have successfully found the right offers to get us to share our contact information. While many consumers will quickly unsubscribe, the company gets their foot in the door and now has easier access to these potential customers. The exact value varies, but hospitality businesses consistently flaunt greater per visit revenue and more frequent visits from these engaged guests. But despite the customer’s willingness to offer up their email address, are breweries getting better at grabbing it?

Andrew CoplonJanuary 6, 2024loyalty, customer experience, email marketing, membership, loyalty programs, engagement

Increasing Taproom Sales by Suggesting Flights

Flights. Your staff probably has a love/hate relationship with them. Your favorite thing to pour on a busy Saturday? Doubtful. A strong way to build a connection with a guest and discover what’s right for them? Absolutely.

Andrew CoplonOctober 18, 2023taproom, flights, customer experience, engagement, trends

"Hi, my name is...": The Value of Introducing Yourself to Taproom Guests

Eminem may not have known it, but he was onto something. Introducing yourself to your audience goes a long way and can help build deeper connections. Not only does it have the potential to propel you to a (controversially) successful career writing hit songs like “Lose Yourself” and “Without Me,” but offering your name will put you on the path to higher tabs, greater tips, and a busier taproom.

Andrew CoplonAugust 30, 2023hospitality, engagement, introduction, taproom staff, taproom experience

The Need for Human Connection in Taprooms

Your taproom is an experience. In a country with nearly 10,000 breweries, and growing competition for the consumers’ dollars, you can’t just be generic. You need to be the sound of a human pressing down on keys.

Andrew CoplonJuly 4, 2023human interaction, human connection, taproom experience, engagement

The Impact of Menu Types on Taproom Spending

A menu is a vital educational tool in your taproom and has the power to increase customer spending.

Andrew CoplonMay 28, 2023menus, ordering experience, engagement, spending habits

How Your Taproom Impacts Future Off-Premises Purchases

From a data set including nearly 2000 unique taproom visits, which has removed breweries that don’t distribute, guests are nearly 60% more likely to purchase beer off-premises if they have a high engagement experience at your taproom, vs an experience described as low engagement.

Andrew CoplonApril 10, 2023taproom experience, off-premises sales, engagement, experience, taproom

Taproom Guests Who Purchase To Go Beer Tip Higher

Not only are guests who purchasing beer to go spending more in your taproom, but they are also tipping your staff on that overall amount at a higher percentage.

Andrew CoplonMarch 6, 2023customer experience, hospitality, upsell, to go beer, engagement

Transforming Your Taproom Staff into Motivated Rockstars

How much staff do you have in your taproom? How many of those are rockstars? You know, those who crave building relationships with each guest that walks through your doors and bleed your beer out of their veins. These rockstars consistently see higher tabs, know their guests on a first-name basis, and are simply motivated to be awesome. Working hard isn’t something they think about, they just do it.

Andrew CoplonAugust 17, 2022taproom staff, taproom experience, motivation, engagement, craft beer

Drinking with Strangers

As brewery owners and managers, you were forced to find new ways to engage with your guests to maintain their relationships (and ultimately their dollar). You never stopped being experts at talking to strangers. Nothing against you, but your interactions with guests are only a small portion of the interactions taking place at your taproom. The more spontaneous and organic encounters are those happening between your guests. You were interacting out of necessity.

It was unnecessary interactions that weren’t happening.

How is your brewery re-facilitating connections between guests?

Andrew CoplonJune 24, 2021craft beer, taproom, COVID-19, customer experience, human interaction, engagement, brewery

Should Your Taproom Offer Flights?

As the world starts to get ready for the new-new normal, you may ask yourself, should I be offering flights? The answer? If you feel comfortable with it, yes.

Why? Guests spend 25% more on visits when your staff suggest a flight.

There is both the financial and relationship value in offering flights.

We’re in the relationship business. Take the time to invest in your guests.

Are you back to offering flights?

Andrew CoplonJune 2, 2021craft beer, taproom, customer service, customer experience, flights, education, engagement

3 Taproom Mistakes that Could be Costing You Money

Is your taproom leaving money on the table?

45% of taproom staff are not asking guests if they would like another drink.

45% of taproom staff are not offering recommendations.

80% of taproom staff are not encouraging beer to go.

Andrew CoplonMay 20, 2021craft beer, taproom, customer service, customer experience, upsell, engagement

How Engagement At Your Brewery Affects Your Guests' Spending Habits Elsewhere

It should never be taken for granted that your tasting room is the epicenter of your brand. Whether your staff is serving a first-time guest, or a frequent visitor, their visit is not only impacted by the quality of your beer, but also the quality of their experience. With so many great drinking establishments readily available, you should strive that your guests enjoy their visit at your brewery, but also crave your beer when not there.

Andrew CoplonAugust 6, 2019craft beer, brewers association, nielsen, spending habits, engagement

The 30 Second Conversation

Engagement is an essential factor in maximizing your guests’ experiences. Staff have a greater opportunity to build this relationship during slower times; however, even during the busiest shifts, a bartender or server can create a memorable connection with your guests. Here is a formula to maximize engagement during these times.

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