Maximizing Guest Engagement: How Time of Day Impacts the Taproom Experience

Guest engagement can make or break the taproom experience, and recent data reveals fascinating trends in how staff interactions vary throughout the week and on weekends. Across all days, engagement peaks during lunchtime, with staff delivering consistently high levels of service to early-day visitors. However, as the day progresses, patterns begin to shift—weekday evenings see engagement drop slightly, while weekends maintain a higher baseline but lean more toward moderate interactions during busy periods. These findings not only highlight when taprooms are excelling but also uncover opportunities to fine-tune strategies, ensuring guests feel valued no matter when they walk through the door.

Let’s take a peek. In the graph below, we examine six unique two-hour windows and how guests perceive the staff's level of engagement.

Based on the data in the chart, there are a few interesting takeaways regarding staff engagement during different time periods:

1. High Engagement Peaks at Lunchtime: The 11 am–1 pm slot has the highest percentage (50.4%) of "High" engagement compared to other periods. This suggests that staff might prioritize providing exceptional service during lunch hours, potentially because guest interactions are shorter and more focused on dining efficiency.

2. Late Evening Engagement Drops: The "High" engagement percentage steadily decreases in the later hours (7–9 pm: 33.8%, 9 pm+: 35.4%), while "Neutral" and "Moderate" engagement increase slightly. This might indicate staff fatigue or a shift in priorities during late-night hours.

3. Moderate Engagement Dominates Evening Hours: The "Moderate" engagement level peaks during 7–9 pm (48.8%) and 9 pm+ (43.8%). This could reflect a balance where staff are managing multiple tasks, such as serving a larger number of guests, rather than focusing on personalized interactions.

4. Low Engagement Remains Consistently Minimal: Across all time slots, "Low" engagement percentages stay below 6%, indicating that the majority of interactions are at least "Neutral" or better. This speaks well of the overall baseline service standard.

5. Mid-Afternoon Stability: Between 3–7 pm, the distribution of engagement levels is relatively consistent, with no extreme fluctuations. This could be a steady period where staff adapt well to a moderate guest flow.

To improve staff engagement based on this data, taprooms should focus on maintaining high-energy, personalized service throughout all time slots. During lunchtime (11 am–1 pm), capitalize on the existing engagement peak by emphasizing efficient yet friendly service, as these interactions directly drive guest satisfaction and spending. To address the drop in engagement during late evening hours (7–9 pm and 9 pm+), consider implementing staggered shifts or rotating staff responsibilities to prevent fatigue and ensure energy levels remain high. Additionally, use this time for staff to offer personalized drink recommendations or engage with guests in a more casual, conversational way.

This data could help in identifying staffing strategies and training needs, particularly to sustain higher engagement during later hours or optimize service when guest flow is steady.

The above data set references all visits, Monday to Sunday. Now, let’s look specifically at how engagement differs over the weekend.

Looking at the weekend-specific chart, here are some unique insights compared to the weekday trends:

1. Stronger Engagement During Lunchtime (11 am–1 pm):
   The "High" engagement level is even higher during the weekend lunch period (55.1%) compared to the weekdays (50.4%). This suggests that staff are particularly attentive to guests during this time, possibly due to a higher focus on creating memorable experiences for weekend visitors. This could also be because breweries may staff higher on the weekends, allowing for more personal interactions.

2. Higher "Neutral" Engagement in Mid-Afternoon (3–5 pm):
   The "Neutral" engagement percentage is notably higher (25.8%) during this time compared to weekdays. This could indicate that mid-afternoon on weekends sees more passive engagement, potentially due to staff managing busier or more casual crowds.

3. Evening Hours Show a Different Dynamic:
   During 7–9 pm, "Moderate" engagement dominates (53.4%), while "High" engagement drops to 34.5%. This is a more dramatic shift compared to weekdays, possibly reflecting the challenge of maintaining high engagement when weekend crowds may be larger or more socially focused.

Curious about how food influences guest behavior, we explored its role in shaping spending patterns and engagement levels throughout the day. The data highlights how food impacts guest orders and how it intersects with the level of engagement provided by staff. It's important to note that this study does not account for the type or amount of food purchased, but only whether food was included as part of the guest's tab.

1. High Engagement Drives High Spending and Food Sales (11 am–1 pm):

• During lunchtime, the highest "High" engagement (50.4% on weekdays, 55.1% on weekends) corresponds to the highest percentage of food purchases (52.9%) and the highest guest spending ($61.80).

• This demonstrates a strong link between exceptional staff engagement and increased revenue through food and drink sales. It suggests that maintaining high levels of service during this time directly impacts taproom profitability.

2. Mid-Afternoon (3–5 pm): A Low-Engagement, Low-Spend Period:

• Engagement data shows a steady decline in "High" engagement during 3–5 pm (39.1% on weekdays, 37.1% on weekends). During the same period, food purchases drop (43.6%), and guest spending hits its lowest point ($40.75).

• This reveals a key area for improvement. By increasing engagement during this slower time (e.g., introducing staff-driven interactions or offering mid-afternoon specials), taprooms could encourage higher food and drink sales.

3. Happy Hour Momentum (5–7 pm):

• The 5–7 pm slot sees moderate-to-high engagement (44.4% "High" on weekdays, 49.0% on weekends), along with a recovery in food purchases (43.0%) and spending ($54.57).

• This indicates that the pre-dinner rush benefits from a mix of guest engagement and appealing offers. Enhancing engagement through intentional service or targeted promotions could amplify this momentum and attract more diners or larger groups.

4. Evening Focus on Drinks and Socializing (7–9 pm):

• Engagement levels shift in the evening, with "High" engagement decreasing (33.8% on weekdays, 34.5% on weekends) and food purchases dropping significantly (36.2%). However, spending ($49.38) remains relatively stable.

• This suggests guests are primarily focused on drinks or socializing rather than meals. To maximize engagement and revenue during this time, taprooms might emphasize upsell opportunities, entertainment, or light snack pairings rather than full meals.

Guest engagement is the cornerstone of a successful taproom experience, and the data provides actionable insights for optimizing service strategies. From lunchtime peaks in high engagement driving food sales and spending to evening drops that signal opportunities for improvement, understanding these trends is vital. By tailoring staffing schedules, offering targeted promotions, and equipping staff with tools to sustain energy and connection throughout the day, taprooms can consistently deliver exceptional guest experiences. Whether it’s capitalizing on the energy of early evening rushes or revitalizing engagement during slower mid-afternoon periods, the goal remains the same: to ensure every guest leaves feeling valued and eager to return.

The data was collected from a set of 1326 unique taproom visits from November 16, 2022 to February 27, 2024. Each tab represents 2 guests and includes tax and tip.