Food & Beverage

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Avoid the Dead Ends of Delivery

How Restaurants Can Avoid the Dead Ends of Delivery

Originally Posted on RestoBiz – By Doug Radkey 07/09/2018

I recently saw a screenshot from a consumer using a third party delivery application. After a delivery fee, a busy area fee (what?) and delivery fee taxes, a meal that was listed as $8.89 on the menu ended up costing them $30.36. Of that, the restaurant earned a mediocre $6.67 of that order. It’s not exactly a traditional breakdown of revenue, and restaurant operators are struggling to adapt to the ever-changing restaurant landscape.

Delivery has disrupted the restaurant industry more in the last five years than anything else. Digital ordering paired with the outsourcing of delivery has impacted restaurant traffic, revenue, profit and overall restaurant operations like no other piece of industry-wide technology.

The Here and Now

No longer just for the pizza or Chinese food segments, consumers can now dine at home or work with the same quality food found at their local fine dining restaurants. With consumers so accustomed to shopping online, it was no surprise to see non-traditional restaurants take advantage of the opportunity when it presented itself. But while the numerous positives seemed self-evident — a new revenue stream, more access to customers, more seats available for visiting customers — the negatives quickly became apparent as deliveries got underway across the world.

Third-party applications like UberEats, DoorDash and Foodora, represented on the backs of the small army of cars or bicycle couriers that sport the companies’ large, cubic bags, have largely made the delivery revolution possible. That revolution is far from free; restaurant operators can typically expect to give away 25 to 30 percent of the revenue generated by delivery to the third-party services that enable it, a cost that often ends up eroding the restaurateur’s bottom line.

By the Numbers

Restaurants typically spend an average of 30 to 35 percent in food costs, 25 to 30 percent in labour costs, 10 to 12 percent for leasing, plus minimal space for numerous other ancillary costs. At the end of the day, it leaves an average profit margin of approximately four percent. It’s already cut-throat, but with the added 25 to 30 percent for delivery, it’s simply brutal.

Consumers are driving the shift to third-party delivery, demanding convenience and high-quality, atypically-delivered food. Restaurant operators are in a bind: sign up for a third-party delivery service and relinquish a quarter to a third of their delivery-derived revenue, or miss the boat entirely. It’s not an easy decision.

Best Practices

It seems like most opt to take the plunge, which opens the door for a host of new issues. At one step of remove, restaurants’ relationships with their customers change. Operational headaches that are otherwise immediately addressed in the dining room are left in wonder. Even if a dish is perfectly cooked, it might be delivered cold, or outside the estimated timeframe, or jostled around until it falls apart. If it persists, it’s only a matter of time before it affects the restaurant’s reputation.

Dine-in traffic is reduced, as well. Restaurants risk demolishing their more profitable dine-in revenue by encouraging customers to stay at home and order. This is where the high-levels of profit from beverages, upselling and overall menu engineering strategies are lost. Restaurants must focus on the guest experience more so now than ever before, to draw in guests and encourage the guest to spend that noted $30.36 in-house.

In-House Delivery Solutions

Many immediately throw this idea out the window. The first thing you should do is consider an in-house delivery platform, with the use of a cost-effective digital ordering platform that is tied into your point-of-sale system.

Consider completing a cost comparison analysis based on your projected delivery orders while also considering insurance, staffing, and other startup delivery platform costs.

You may be surprised by the outcome. Numerous studies have suggested that in-house delivery platforms will operate at over 50 percent less than that of employing the services of a third party. If you’re willing to put in the effort to develop and execute a winning strategy, you will undoubtedly keep your brand messaging consistent while producing higher profit margins, controlling the delivery costs, keeping consumer data in-house, and maintaining your quality control efforts.

Going Third Party

While 25 to 30 percent is the norm, negotiation is still on the table, and it may be easier than you think. What could a reduction of 3 to 5 percent of commissions for example, mean to your bottom line over the course of a year? If, let’s say, UberEats isn’t willing to negotiate with you, then consider speaking to Foodora, or vice versa. Take control of the conversation.

Your delivery window is your control, as well. Limit it to off-peak hours of operations only, and encourage dine-in or pick-up only traffic through the use of effective experiences plus marketing and advertising during your peak-times to control kitchen operations, overall quality and, most importantly, your profit margins.

Similarly, it’s vital you limit what you deliver. Some items command a solid price point and still look good upon delivery, despite the bumps in the road. That elaborately prepared entree that your kitchen puts together with tweezers? Probably not so much. If a dish can barely survive the trip from the pass to a table intact, best not ask someone on a bike to rush it across town.

The Road Ahead

Delivery is only going to keep growing, and operators have the opportunity to take advantage of the new trend. But done haphazardly, they risk losing their hard-earned dollars, delivery by delivery.

Restaurateurs need to understand the risks and options available to them, and integrate the radically different profit margins into their day-to-day business.

Do your research and understand your brand, know your target market, and put the effort into analyzing the variety of options that are available to you.

The long-term viability of your restaurant may just depend on it.

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Building an Effective Beverage Program

7 Strategies for Building a More Effective Beverage Program

Originally Posted on FoodableTV – By Doug Radkey 06/14/2018

Every drop counts! Beverages arguably play a larger role in the industry today than they ever did before! 

You could try and make everyone happy by offering dozens of options at your restaurant, cafe, or bar, but we all know that’s likely not going to happen. An establishment needs to carefully consider their beverage menu, whether alcohol-focused or not, and offer one that is balanced, targeted, and one that fits their concept.

Many operators continue to face a challenge, however, when it comes to developing an effective beverage strategy. As with its food counter-part, consumers are more educated today about beer, cocktails, wine, coffees, sodas, and even a variety of waters. They understand retail prices and flavor profiles because they’ve become (or think they’ve become) a barista, mixologist, and/or wine & beer connoisseur at home. When they’re dining out or visiting a bar now, they crave something that’s ‘differentiated.’ 

How can restaurants, cafes, and bars take advantage of this segment and develop a memorable, consistent, and profitable beverage strategy that creates differentiation? Here are some tips to review when creating or re-engineering your next beverage menu. 

1. Day-Part Strategy. First, let’s look at your hours of operation and overall concept. Taking advantage of different day-parts is critical to maximizing each delicate moment of the day. Look at your mornings, lunch periods, afternoons, dinner hours, and late night day-parts. One segment that is taking off, for example, is the hybrid of ‘coffee by day – cocktails by night’. Both of these beverage categories now require a high level of skill, if executed properly (we’re not talking basic drip coffee here). Can your restaurant, bar, or even cafe, introduce a beverage strategy that targets specific time-frames of the entire day? 

2. Session Drinks. The drinking ‘culture’ associated with alcohol, in particular, has definitely changed over the past decade thanks to strict driving laws, the cost of ‘going out’, and the sophistication of consumers. Society today wants to maintain some measure of sobriety when they’re out in public. Therefore the days of ‘strong’ cocktails or binge drinking at the bar are diminishing. For your next menu, consider low-levels of alcohol in highly creative cocktail platforms in addition to flavourful beers that have less than 3% abv. In summary, a “session drink” is a beverage low in alcohol which can be consumed in ‘larger’ quantities without making someone excessively intoxicated. 

3. Beverage Science. What are the age brackets, income levels, and the number of men vs. women you’re targeting at your establishment? How long are your guests intending to stay? This all plays a part in their choice of beverage offerings. Still focusing on alcohol, let’s have a quick lesson. 

Alcohol is a depressant or a “sedative-hypnotic drug” because it depresses our central nervous system. Every organ in the human body can be affected by alcohol. In an average person, the liver breaks down roughly one standard drink of alcohol per hour. Excess alcohol then moves throughout the body making the body ‘impaired’. At low doses, however, alcohol can act as a simple stimulant, where people may feel happy, or become talkative. 

This mindset and thought processes have to be considered in the development of a beverage strategy, especially one involving alcohol. Consider the volume of alcohol, the sugar levels in the mixers (juices and soda), the potential pairings with food (yes, even if you’re a sports bar concept) and how it will affect your target customers during their stay. 

4. Perception of Value. Many restaurants & bars are still trying to ‘up-sell’ that extra ounce or two of spirits or upgrade to a glass of beer that’s larger than a traditional pint. Using the discussion points noted above, it may be wise to consider ‘down-selling’ to deliver that new perception of value. This is a reason why beer flights, for example, are effective (less beer, stronger profits, and visually impressive). All beverages must elevate the guests’ sense of smell, taste, and vision to create a positive emotion and perception of value. Consider this mindset first before trying to add that extra ounce of alcohol instead!

5. Reward Creativity. An effective beverage strategy, similar to that of food – also includes the development of limited time offers (LTO’s). Get your baristas and bartenders to create unique cocktails, iced teas, iced coffees, or craft sodas that are ‘Instagram Worthy’ – and then reward them for that creativity. This is also a great way to generate staff engagement, social media engagement, and to generate a new channel of potential revenue. 

6. Sustainability. When developing your next beverage menu, consider sustainability. Let’s think about it; there is a high use of energy within ice machines, refrigeration, and glass cleaning appliances. There is an enormous amount of waste in garnishes, straws, bottles, and napkins (to name a few). How can your establishment re-purpose ingredients, use more edible garnishes, conserve energy, and work with beverage suppliers to make a difference by reducing waste by 25-50% over the next six months within your venue? Make it a team challenge!

7. Price and Speed. Lastly, you want to keep your beverage menu compact and balanced with the right mix of high-quality choices and price points your target market will resonate with. You also want to ensure beverages are produced at a cost-effective speed. High-quality coffee, sodas, and cocktails, in particular, still need to be quick. How many of one specific drink can your team produce per hour? Anything over 60-90 seconds becomes a problem for venues and consumers. This comes down to production strategies and service training techniques. Make sure this is reviewed before going to print!

By now, you should see that the beverage category is a brand differentiator. When you ‘humanize’ that beverage experience, it takes it out of the realm of being a ‘commodity’. No matter your concept, there are strategic ways to maximize your beverage potential.

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Preparing Your Restaurant for Thanksgiving

Preparing Your Restaurant for Thanksgiving

Originally Posted on FoodableTV – By Doug Radkey 11/05/2017

Each individual has their own personal explanation of what Thanksgiving means to them. The general, modern celebration of Thanksgiving however, is characterized as an opportunity to enjoy quality time with friends, family, food, the occasional beverage, large parades, and yes, often the game of football.

It’s also a time to reflect, set aside political and corporate related agendas and turn a blind eye to the negative news surrounding us from around the world. Smiles, laughter, and memorable experiences are often shared over the course of the long weekend.

With so much focus around food, drink, and togetherness; what does all of this mean for restaurants on Thanksgiving?

Well, restaurants aim for a similar experience each and every day— offering food, beverage, smiles, laughter, and memorable moments with friends, co-workers, family, and loved ones.

Depending on the restaurant concept and its location, there likely lies a large opportunity to generate awareness, increase revenue, develop repeat customers, or hopefully, a combination of the three.

Here are six elements to consider for your restaurant around Thanksgiving:

1. Marketing 101

Solve a problem. For starters, a restaurant has an enormous opportunity to highlight consumer convenience by solving one of Thanksgiving’s largest ‘problems’.

What’s the one thing everyone enjoys at Thanksgiving? The answer (naturally) is eating the delicious Thanksgiving meal. What are the two things everyone dislikes at Thanksgiving? The answer is cooking the delicious meal (for many people) and of course cleaning up after the often large, messy meal.

With high quality design, consumer touch-points, and overall (pain-point) messaging, a marketing program can highlight convenience, more time for family, and yes, keeping a nice clean kitchen at home.

How can your restaurant leverage this solution?

2. Menu Development

The traditional Thanksgiving meal revolves around turkey, stuffing, yams, other vegetables, and of course, pumpkin pie. Is your restaurant in a position to offer this traditionally plated meal or other fall/harvest flavors? How about a unique variation or infusion based on your restaurant’s concept and kitchen structure?

Don’t be afraid to think outside-the-box and get creative. If you’re a sports bar, put together a football inspired Thanksgiving menu. If you’re a QSR near a parade route, create an easy-to-eat holiday inspired option for on-the-go.

Develop a menu plan with the entire kitchen team (and bar team) with the restaurant or bar’s target market and concept kept close in mind. As always, keep the specialized menu small and inviting to reduce inventory, prep-time, additional staff requirements, and potential waste.

3. Revenue Options

If you strongly believe the target market would prefer to dine at home for Thanksgiving, don’t look at it as a potential loss. This presents an opportunity to offer the catering of a traditional or concept-infused, Thanksgiving meal— right to their door!

Create a variation of value-added packages for different sized parties and request 72 hours (or more) notice to have it prepped and delivered, right on time. Just don’t forget the high quality take-out containers and plates for an easy clean-up afterwards! Pre-ordered packages such as this will generate cash-flow, control potential waste, and control staff costs.

4. Cross-Promotions

Make sure that special events and other winter related promotions are planned for well in advance. The Thanksgiving holiday weekend can act as a forerunner to both Christmas and New Years Eve parties, packages, and other revenue generating opportunities such as gift card sales.

With the right marketing and sales mix, a restaurant or bar can take advantage of pre-booking and pre-sale opportunities; keeping in mind many consumers are already in a money spending mindset, thanks to the likes of ‘Black Friday’ and ‘Cyber Monday’ which surrounds the holiday in the US.

Create a marketing plan that will drive sales now and over the next 1-2 months.

5. Giving Back

Based on your concept, target market, location, and/or size of establishment, maybe the above options aren’t right for you. This doesn’t mean that your restaurant cannot be involved in the festivities. Consider hosting a community benefit meal for less fortunate individuals or families, or hosting a meal for military personnel.

If that may not work, consider getting your team involved in the holiday by assisting at local food banks or shelters. This practice will not only increase employee engagement, but also develop a positive perception of your brand and increase the possibility of local media coverage. Make it a win-win for everyone involved!

6. Saying Thanks

It may sound obvious, but show what you’re thankful for. Give thanks to your customers with appropriate messaging on social media, your website, or within the specialized menu. You can step it up a notch and ask staff to provide a video snapshot on what Thanksgiving means to them and then create a video montage to share on Social Media.

Speaking of staff, let’s not forget about them! Ensure they’re given time to spend with their friends and family too. Be flexible with your scheduling and/or consider special operating hours over the course of the weekend – and don’t forget to thank them for their loyalty and commitment!

By truly knowing and understanding your target market, your concept, and the neighboring business environment, the Thanksgiving holiday weekend is an excellent time to showcase your brand and your creativity – ultimately generating awareness, revenue, and repeat business opportunities.

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Is Your Restaurant Ready for Digital Ordering

Is Your Restaurant Ready for Digital Ordering

Originally Posted on FoodableTV by Doug Radkey – 09/15/2017

Nearly every household orders food to-go from a local restaurant at least once or twice per month (some per week) and the days of traditional ‘phone orders’ or simply waiting in line, are clearly coming to an end thanks to new and continuously improving technology.

Many independent restaurants have been sitting back, watching the development of online/mobile ordering, also known as digital ordering, wondering if they need to get into this space and/or how to even get started.

The question shouldn’t be ‘should we introduce digital ordering?’— the question should be ‘when will we introduce digital ordering?’

The answer to that question should be: As soon as possible, BUT only when your operations are ready for it and you won’t be undermining any restaurant fundamentals throughout the process.

If you haven’t implemented digital ordering yet, don’t freak out!

It’s obvious you didn’t open a restaurant because you love technology. You opened one because you love food, drink, and serving a community through the development of customer experiences.

There are numerous benefits, however, to offering digital ordering methods to your guests. The good thing is that technology (or apps) currently on the market (for example, Gloria Foods) have made it extremely simple and cost effective to introduce this new feature while improving on customer experiences.

To sum it up, independent restaurateurs no longer need an IT department or professional to get started— the hard work is already done for you!

If you’re on the fence about the how, why, and when of digital ordering for your establishment, consider the following tips to see if it’s the right fit for you.

Improves Efficiencies – Digital ordering will not tie-up phone lines or require staff to stand around taking manual orders.  This will allow staff to be more productive in terms of food preparation and other customer service requirements, especially if the ordering method is tied right into the point-of-sale system. This will undoubtedly and effectively control labour costs while improving communication amongst your team and your customers.  Speaking of preparation, digital ordering methods often allow customers to ‘pre-order’ hours ahead of time, allowing the kitchen more time to prep, just like traditional table reservations would for a full-service restaurant.

Improves Quality Control – Digital ordering will also reduce human error often associated with phone or counter orders (due to background noise, customer accents, or simple misunderstanding), resulting in higher customer satisfaction rates and often quicker customer return rates.

Improves Mobile Presence – With digital ordering, you instantly have a mobile app while improving your mobile and online presence, which then improves your SEO, marketing, and overall customer satisfaction. Use this updated technology to ensure your website, social media, and online efforts work FOR you, not against you.

Improves Competitive Advantage – You’re not alone when it comes to not having online ordering methods implemented. It is likely true, many of your hyper-local competitors are ‘behind,’ as well. This means that introducing this technology will give you an immediate advantage while also positioning you to compete at a higher level with the larger mainstream brands in your area.

Improves Overall Revenue – When customers are given more time to order and can view all of the different menu options available to them, they tend to spend more money. Digital ordering increases impulse purchases through effective up-selling. Imagine what adding even just $2-$4 could mean to your bottom line!

Improves Marketing Efforts – Lastly, digital ordering collects data that is highly beneficial. Many of the applications offer ways to track previous orders, create customized profiles to predict sales, and understand which neighbourhoods are buying and which ones are not. It also provides an avenue to improve social media efforts by driving sales directly through these platforms.

Introducing digital ordering methods can, however, come with their challenges for operators and these challenges are not necessarily technology driven. Here are some to consider.

Menu Setup – It must be easy for customers to navigate your menu. If there are customizable dishes (for example, a hamburger), it must be very easy for customers to decide which toppings they want and don’t want. In addition, typical food sensitivities or allergy alerts need to be clearly visible to the customer on your digital application. The solution is to keep your menu simple.

Delivery Options – With digital ordering as an option, the expectation of delivery often presents itself to your customer. It’s not mandatory, but something to consider as an operator. Delivery can create more immediate questions than answers, though, as one needs to decide on using either a delivery app company or hiring their own set of drivers. This, then, poses insurance questions and another potential increase in costs. Delivery can be expensive and difficult to ensure food is delivered as advertised— meaning your style of to-go packaging will need to also be reviewed for quality assurance.

Venue Layouts – With an increase in digital orders or to-go orders, in general, a restaurant’s layout may need to be adjusted. This could mean less tables and larger pick-up areas. It could also mean aligning kitchen equipment differently and even creating specified digital ordering pickup parking spaces to ensure these customers are in and out, as quickly as possible.

The entire premise of digital ordering is to simplify the ordering sequence, for both the restaurant and the customer. If you cannot promise a high level of customer satisfaction, then you’re not ready.

Don’t start to offer digital ordering just because others are offering it.

It needs to be thought through and planned for long before it’s launched. In summary, customers must enjoy the digital ordering experience just as much as the food they’re ordering.

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How to Develop a Restaurant Menu – For Real

How to Develop a Restaurant Menu – For Real

Originally Posted on Typsy by Doug Radkey 08/31/2017

It doesn’t matter if you’re developing your very first restaurant menu or you’re planning to re-invent your current one – you need to have a strategy in place with both the food and beverages on offer. 

If you’ve done a concept development plan, you’re already on the right path. Your restaurant menu is there to give meaning to the overall guest experience while also delivering emotions and brand personality.

These are the fundamentals of a restaurant’s concept.

To develop a memorable food and beverage menu, however, you must have a thorough understanding of your target customers. You should also undertake an advanced hyper-local analysis (competitive analysis) and aim to understand your local economic factors.

If you’re just starting out, developing a menu concept will assist both you and your architect in designing a kitchen and bar layout that is going to deliver effective productivity, storage, and preparation.

Here are a few tips to help you get started.

1. Develop Your Menu Concept

First and foremost, you should ask yourself what you want your restaurant to be known for. The best ‘what’ in your area? From here, you can begin to develop a flavor profile with supporting elements such as colors and textures that will deliver that promise.

The goal is to keep it simple and memorable. Try to keep your menu under 24 items for optimal productivity, and to minimize confusion and anxiety among your guests (and staff).

Remember, guests prefer to make a decision within 120 seconds.

Take this time to list out your desired menu and if it’s too large, begin to narrow it down.

2. Develop a List of Core Ingredients

Developing a menu and/or new and specific dishes and drinks can take a lot of trial and error. It’s important to understand your concept and target market while working with flavors that will make customers go ‘wow’!

Put together a list of the core ingredients that will deliver that wow factor within your desired menu. You’ll also want to consider how you can repurpose raw ingredients as much as possible to reduce food costs and potential waste.

Consider this; how can the kitchen & bar collaborate to maximize the yield on ingredients?

When considering ingredients, try using as much product from around you as possible – for example, produce that is in season, food artisans from your area, or meats from a local farm/butcher. Take this time to list out all the main ingredients you will require.

3. Investigate Your Supply Chain 

Now that you know your concept and its core ingredients, where can you find them?

You want to reduce your risk (and often costs) by eliminating as many third parties as possible within the supply chain. When planning your menu(s), list out a limited number of targeted suppliers, including data on their company history, any past product recalls, their storage facilities, delivery logistics, and ethical working environment.

Build a list of two to three local butchers, seafood suppliers, dry goods, craft breweries, local wineries, and produce suppliers (etc.) needed for your concept.

4. Cost Out Your Menu Items

Using a recipe management program or simply inputting available data into a spreadsheet will allow you to begin analyzing your menu concept, its portions, and each associated item with its core list of ingredients.

Based on the concept, noted ingredients, and each supplier’s cost, can the menu items be priced accordingly for your target customers and local economy? Is there enough room for profit based on your location’s needs? Is there enough balance in the pricing? What is the goal for average revenue per customer?

This is where having a business plan in place will assist in understanding appropriate key performance indicators (KPIs) required to be a successful restaurant.

5. Visualize Plating and Glassware

Now that you have the concept and initial costs figured out, you can move along to the next step. Many aspiring restaurateurs forget about this one. It’s time to consider how your guests will eat and drink your menu offerings.

How will it look on the plate or in the glass? How will the colors contrast with one another? Is the dish or drink ‘Instagram’-worthy? Which elements should go on a fork or spoon together?

If it’s available for take-out, how will the menu item perform after being in a container for 10+ minutes on the drive home?

It’s ideal to plate it three different ways, test it, take photos, and also test its longevity if it is going to be available for take-out.

Again, trial and error makes perfect.

6. Run a Test Kitchen

This is arguably the most exciting aspect – testing the flavors! Do the menu items meet and exceed your expectations? Give each item a few different tweaks and decide which is best. Get others involved in the process and don’t be afraid to use a soft opening to gather further feedback.

You may want to take photos and put them on social media to see which ones gather the most engagement from a visual standpoint.

At the end of the day, the key to a profitable and memorable menu is to keep it small and focused with signature items that you want to be known for – while differentiating your concept from local competition and offering a balance in pricing.

This is the recipe for success!

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Developing a Profitable Beer Program

Developing a Profitable Beer Program

By Doug Radkey – 07/28/2017

You could try and make everyone happy by offering hundreds of beers at your bar, but for many, that’s likely not going to happen due to space restraints.

A bar needs to carefully consider their beer program and offer one that is balanced, targeted, and one that fits their concept to maximize its potential.

A great beer program should have the same respect as a carefully drafted wine or cocktail program. Don’t build a beer program based solely on the recommendations of a brewery sales representative.

Outside of advanced bar design, adequate refrigeration, and proper draught lines etc., here are some helpful tips for you to consider, when designing a new or revised beer program.

Market Research

Assuming you know the targeted demographics of your bar and the hyper-local area surrounding your bar, you first need to develop a program that speaks to them and your concept.

  • Is the beer intended to compliment a meal or simply promote a refreshing, good time?
  • What are the age brackets, income levels, and number of men vs. women?
  • How long are your guests intended to stay?

There is a difference between a sports bar and a neighbourhood pub or a bar & grill. Knowing this data will help determine the next steps.

Craft vs. Big Brand

Once you know the above, you can then focus on styles and not necessarily brand names. We can all agree that the craft beer ‘movement’ isn’t going anywhere, but don’t just create a craft beer program because everyone else is. Know the market, know your customers, know your flavour profiles, and create a mix of known brand names and local craft beers, with the right balance of styles.

Beer Balance

As it’s noted, focus on styles and flavour profiles. If you have an excellent food program (let’s hope you do), you can effectively pair beer with your food menu just as you would with wine and cocktails to create a full sensory experience. You can also step up your beer program by offering seasonal beers that rotate while keeping your program fresh and exciting. If each beer program has at least one of the following, there should be enough options for proper pairings; Pilsner, Amber, IPA, Farmhouse, Wheat, Pale Ale, and Stout.

Product Consistency

When it’s time to choose your preferred breweries for the beer program, remember that quality must be kept top priority. Not only in taste, but the breweries customer service and delivery logistics. This is especially important with craft beers and how quickly they’re emerging. Visit the brewery and have a tour while you discuss their product, their recall program, delivery schedules, pricing, and emergency calls (example, you’ve ran out of beer before the next delivery).

Beer Education

Once that is all solidified, all of the service staff and bartenders need to be educated on each of the beers. They should know the beers history, ingredients, flavour profile, and correct pouring methods and its required glassware. This will go a long way in the overall guest experience and up-selling of the product.

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