Creating world-class taproom experiences is at the intersection of quality beer, engaging staff, and a memorable atmosphere. Food is one of the many options you should consider when looking to elevate your atmosphere.
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Your taproom staff should also be going beyond what’s expected by the guest. And it should be more than an encore. Encores are the expected hit song. Your staffs’ final act of hospitality can’t be expected.
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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.
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In a country closing in on 10,000 breweries, making great beer is a must. Our series Above and Beyond highlights taprooms focusing on the little things that can make a big difference.
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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.
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“Biscoff or pretzels?” That was the question the flight attendant first asked me. To me, Biscoff is synonymous with airplane cookies. It’s not just a snack, but the food pairing for my early flight coffee. It oddly makes me feel special, and excited, when enjoying. But, why?
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Just like each guest, all of your staff require a unique experience. As brewery owners and managers, it is your responsibility to understand their needs, their goals, and how you can form a partnership of beautiful employment.
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In a country closing in on 10,000 breweries, making great beer is a must. Our series Above and Beyond highlights taprooms focusing on the little things that can make a big difference.
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Does your brewery have a theme song? I’m not 100% saying your brewery needs a theme song, but I am saying that in just a couple breaths your team needs to be able to successfully share who you are.
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I bet your brewer’s setup cost quite a pretty penny, and that they’re regularly investing in quality control measures to put out the best possible beer. If you’re not treating your taproom with the same level of respect, then you could be serving your guests that buttery popcorn-esque experience without evening knowing it.
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As brewery owners and managers, you need to continue to excite your audience about your unique experiences, just like you do with your tap list. You can’t just take a well-received event and overdo the frequency. You must do it in moderation.
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On a dreary Sunday in early October 2022, my wife and I took our son to his very first monster truck show. As you can imagine, it was crowded, loud, and a sensory overload on many levels. With that said, there was something special about watching his excitement and awe as these oversized vehicles flew through the air. I even had more fun than expected.
As I was putting him to bed that night, I asked him, “What was your favorite part of the monster truck show?” I had expected him to say the fire-breathing robot that ate a car, Tiger Shark, Gunkster, or one of the other silly name trucks, or even the fairly intense laser light show. But no. He didn’t recite any of the truck names. He didn’t comment on any aspect of the over-the-top spectacle. He said the popcorn.
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Through data, you have the power to better understand guests’ expectations, maximize the workplace for your staff, and help create brewery experiences that equally make beer drinkers crave more of your brand and increase your employees’ satisfaction.
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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.
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Breaking the ice. Whether in an elevator or taproom can be tough. We all don’t have the gift of gab or natural ability to strike up a conversation with people we don’t know. However, by using context clues from our surroundings you can better build relationships with guests.
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As taproom managers and owners, it’s important that you understand why your staff is working at your brewery. Unfortunately, in most cases, these questions aren’t being asked. By not asking these basic questions, we are preventing ourselves from understanding the “why” and ultimately unable to successfully answer the “how can we best motivate our team” question.
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How do create the ultimate taproom experience? You maximize the three aspects that come together to create a memorable taproom experience. The ultimate taproom experience exists at the intersection of: Quality Beer, Memorable Atmosphere, and Engaging Staff
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I'm currently reading Atomic Habits by James Clear and his philosophy encourages you to make little, positive changes that ultimately make a big difference. If you're looking to lose weight, you're not going to drop 50 pounds overnight. The final destination of losing 50 pounds is the result of single habits (i.e. going to the gym, eating healthier) that you make consistent parts of your daily routine.
What changes do you want to make in your taproom?
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86% of brewery staff are not encouraging guests to sign up for your mailing list or loyalty/rewards program.
This is a huge missed opportunity to not only turn that guest into a regular, but to stay in touch. In many cases, your POS can even do the work for you.
How can asking this question and using the data help you see more success?
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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?
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