André Pellerin has over 25 years of expertise in the food service industry. Being a former Marketing and Sales Associate, and a previous restaurant Owner/Operator, André has knowledge from both the Food Establishment and Supplier sides of the business.
Craft beer drinkers spend more money than traditional beer drinkers. Craft beer is one of the hottest trends. This burgeoning industry has restaurants flocking to local artisanal brewers to take advantage of what the craft beer world has to offer. The time is ripe for you to please your customers with craft beer as well as local and artisan brews. The trend is continuously growing, and once introduced into your restaurant, has the potential to drive business up. We’re going to discuss how the craft beer industry is affecting restaurants. First, let’s talk about the persona of the craft beer drinker. This will shed some light on how you can introduce local and craft beers into your restaurant.
Millennials are driving the craft beer industry. Described generally as people born between the early 1980s and the early 2000s, this group looks for authenticity, flavor and history in the beer they drink. Once thought of as a man’s drink, women stake a large share in the craft beer market. As far as diversity, consumers still skew towards a higher socioeconomic status, but that is slowly changing as the craft beer industry grows. Of all people, millennials enjoy the variety, taste and ability to experiment with seasonal and local choices. This group knows what they want, and they’re willing to pay for it. Today’s millennials love the idea of local microbreweries, and in turn they influence their older parents who’ve stepped quite willingly onto the craft beer scene.
To understand how your restaurant can benefit from selling craft beer, let’s define it.
When you add craft beer to your restaurant’s menu, you’ll likely attract a loyal following. Millennials enjoy supporting businesses that make a difference. Millennials like to feel unique, and drinking locally made, regional craft beer makes them feel better about themselves and their world. There is a trickle down here, as their friends and family of all ages are starting to appreciate their mantra. When people drink craft beer, they feel healthier. And, craft beer drinkers are loyal. Once they’ve found their favorite, they will return time and time again to drink it. When it’s on your restaurant’s menu, that means they’re ordering your food, because beer drinkers are often hungry patrons. Craft beer drinkers like to feel adventurous, and trying new flavors meets their needs. By offering special brews, you’ll entice them into your restaurant. Customers will hop on the band wagon and try your restaurant because it’s paired with their favorite craft beer.
For years, restaurants have crafted their menus around wine. Today, more and more restaurants are shaping their restaurants around craft beer. Let’s take a look at a couple of success stories:
Lastly, studies show that craft beer drinkers spend more money than traditional beer drinkers. According to Guest Metrics, the average guest check that includes food and a mainstream American beer is about $73.00, while a craft beer drinker’s food and beverage check rings in at $86.00.
Bottom line: craft beer drinkers spend more money and are often more loyal customers. So, what are you waiting for?
Source: Restaurant Engine