So now that we’ve identified the four types of beer consumers, let’s discuss how to cater to them. Previously, I talked about the correct number of taps you should have. Each of those style line-ups will cater to each type of consumer.
If you only have 4 or less taps, you’ll need some bottled micro products as you don’t have room for a rotating tap. However, five or more taps, you should have a rotating tap. Your rotating tap should change monthly. Every single brewery offers a brand that you can add on as a feature, even the macros have some brands that you could list. One option is to try and match the style with the season.
- Wheat beer in the spring
- Pilsners/lagers in summer
- Oktoberfests/ambers in the fall
- Porters and stouts in the winter.
As a bonus, engage your Chef to create a feature dish that pairs well with your rotating tap. Make sure that the menu item uses no new ingredients (only what you have in-house already) and make sure it has a lower-than-average food cost or a great margin. Better yet, preferably both. Get your staff involved. Ask you Chef to explain to them why it pairs so well.
The rotating tap is completely under-utilized by restaurateurs. This is an outstanding opportunity to make a point of difference over your competitors, allows some diversity for your regulars and staff, while providing you the opportunity to be creative with new menu items with features and pairings.
If you’re looking for some brewery folks to call to fill in that rotating tap, call anyone from:
If you are a brewery and want to add your contact info in the comments field, please do so. If you’re not from Ontario and want some suggestions, just email me and I’ll put you on the right path.
You already have the equipment, I’ve given you the how and why, you just need to make the call to the brewery rep to get in some product. Will you make the call?
I can tell the second I walk into your bar if you pour bad draught or not. It’s easy. How many of your regulars drink beer from a bottle?
