It goes without saying that the longer a guest spends at your tasting room, the more money they are likely to spend. However, this amount can greatly vary based on their interactions with your staff. When your staff can “enhance” a guest’s experience, that guest will spend 20 percent more than a visit when staff isn’t able to build this connection.
When brewery staff enhances a guest’s experience, the staff is making it better in some aspect. An enhanced experience may include the staff sharing information about the brewery, giving prompt service, being polite, engaging with their guests or a combination of the above that makes the guest’s experience better.
Our data, collected from Secret Hopper mystery shop visits, shows that the highest percentage of brewery guests stay within the 0- to 60-minute time frame. More importantly, the amount a guest spends increases if you are able to keep them past the hour mark.
The peak point for guest spending falls in the 91- to 120-minute range, although this time range is near identical to the spending patterns of guests spending 76 to 90 minutes in your tasting room.
During the 91- to 120-minute range, the “enhanced” guest spends 33.5 percent more than the guest who doesn’t have their experience enhanced by staff. It should be your brewery’s goal at all times to maximize your guests’ experience. For guests who’s visits fall in this time range, the “enhanced” guest is spending an average of $38 while the guest without an enhanced experience only spends $28.46. If you’re going to have a guest spending nearly two hours in your business, it a difference of $10 in sales based on whether or not your staff is enhancing their experience.
Once a guest exceeds the 120-minutes mark, their average amount spent begins to decline. This point could lead to a further study on types of brewery guests.
World class beer deserves a world class customer experience. Maximize your in-house revenue and help create more repeat customers. Below is a cheat sheet of important points to remind your staff of, that when successfully executed can transform an average tasting room visit into a memorable, world class experience.
12 principles of customer experience
1. A guest’s visit begins before they even enter your brewery. Make sure the outside of your brewery is properly maintained and inviting.
2. Greet your guests upon entering and make them feel welcome.
3. Engage in conversation with your guests throughout their visit. This begins with introducing yourself and continues with creating a connection. It has been proven that staff that introduce themselves not only connect deeper with their guests, but also receive an 8 percent increase in their tip.
4. Offer a physical menu. A physical menu is a great way for customers to learn about your offerings and facilitates conversation with other guests.
5. Suggest that new guests begin with a flight. Flights are an educational tool that can be used to connect guests deeper with your business. The more they learn, the greater the connection.
6. Verify all IDs for guests under 35.
7. Check on your guests in a timely fashion. Simple check backs remind guests that they are important and connect them closer with your brewery.
8. Suggest that guests begin a tab and have another beverage upon finishing their first.
9. Ask guests to sign up for your mailing list/rewards program. This is a great way to keep guests in touch once they leave your establishment.
10. Always ask customers if they would like any beer to go. This will increase your bottom line and build your brand outside your brewery.
11. Make guests aware of upcoming events at your brewery. It is important to make your brewery not just a brewery but a destination.
12. When staff enhances your guests’ experience, that guest spends 20 percent more. Concentrate on creating a connection and not only will staff see an increase in their tips, but your brewery will see an overall increase in repeat customers and in-house revenues.