Food for Thought:  Adding Food to Your Taproom Service

Local breweries and eateries can team up for a "Win-Win" partnership.

Any brewery who has made the move to provide some level of food service in its taproom would probably agree: it's not an overnight decision. Sure, offering food could give current guests a reason to stay in their seats a little longer (and boost the average check) or help introduce your craft beverage to a wider customer base (who prefer to eat and drink in order to be merry). And sure, both could help the bottom line...seems like a no brainer, right?  Probably, but doing your homework first will help you make the best decisions when it comes to the "who, what, where, when, why and how" of food service.

The Craft Brewers Association curates "Play Lists" of resources and content covering topics of interest to the craft brewery industry.  In one titled "In-House Food and Food Vendors", they write, "When it comes to serving your customers, your beer is only part of the experience. Quality craft beer, great service, and atmosphere certainly matter, but what about food? Having something to eat can not only ensure that your customers stay in your taproom longer, but can round out their overall experience with your brand."

So whether it's as basic as adding a few pre-packaged dry snacks to your bar or retail area, or as bold as building out a kitchen for full meal service, any step should be serious "food for thought."  First and foremost, you'll want to be sure you can meet (and hopefully exceed) customer expectations by maintaining quality and consistency across your product and service levels. After all, if the goal is to grow and elevate your brand, compromising your core purpose - or your craft - is never an option.

Maybe you've decided you want something beyond chips and pretzels, but you aren't ready to take on the role of chef or restauranteur; then why not consider partnering with a local food business to help with the transition?  Is there a neighborhood restaurant, food truck , catering service or even a prepared foods grocery to consult on menu choice, preparation, delivery and even service? Just make sure the business you pick has the right mix of mission, values and product quality to complement your own brand identity (remember, no compromises).

Before shopping around for a great food partner, consider your own business model and goals first:

Your Location

• Are you a destination, or do people discover you by walking or driving by?
• Are there other businesses within walking distance to promote customer traffic?
• Do your customers walk, drive or use transportation services?
• Do you have a parking lot to accommodate more flow?
• Do you have a convenient area for food delivery vehicles?

• What is your current seating capacity and design (inside/outside)?
• Do you have room to add or reconfigure tables to make room for place settings, plates, etc.
• Do you have hot/cold storage and food prep areas?

• What are your hours of operation? When are you busiest? During popular eating times (lunch, appetizers, dinner)?
• Can you current staff handle order-taking and fulfillment, or will you need to train or hire additional help?
• Will you use standard dishes and flatware?  Do you have the cleaning facilities to do so? Or do sustainable single-use disposable alternatives make more sense?
• Will you offer carry-out, maybe along with packaged beverages?
• Will you need to add to your stock of facility supplies?

• Does their food complement your brewery offering?
• Do your hours of service and business flow fit with theirs? Could you help fill their "downtime"?
• Are they close enough to prep and deliver orders on the spot? Or would you be receiving and storing prepared bulk quantities on a regular schedule, with your staff handling final prep and plating?

• What parking space would they need?
• What are there power requirements?
• How would you handle bad weather?

• Does serving larger groups or offering private events, fundraisers, etc. make sense for your brand and your community?
• How would an "exclusive" catering partnership work?
• How would you set facility rental fees? Who would manage the food and beverage pricing? Who covers insurance?
• Whose staff - yours or theirs?

• How will you announce and launch your food service?
• Is there opportunity for cross-promotion with your new partner?
• Do you have a budget for a targeted direct mail piece or neighborhood flyers?
• How about attention-grabbing outdoor signage, banners or window/wall graphics?
• Will you use printed menus or table tents? Indoor wall signs? Displayed QR Codes for digital orders?