One Overlooked Taproom Addition That Increases Customer Spending

Running a successful taproom is about more than just pouring great beer, it’s about creating an atmosphere that keeps customers coming back. Every little bit helps, so what is an often-overlooked item that can significantly boost spending in your taproom? While it might seem counterintuitive, offering free snacks can be a game-changer.

Why Free Snacks Work

• Increased Dwell Time: Dwell time—the amount of time customers spend in your business—directly impacts sales. The longer people stay, the more they spend. A study published in the Nordic Studies on Alcohol and Drugs (NAD) revealed that drinking events with food lasted about an hour longer than those with no food. Even more interesting, they found that offering snacks is just as effective as offering full meals in increasing customer dwell time.
  
  So, if your taproom doesn’t offer food, you may be able to boost sales simply by offering a few snacks. If you already offer a full menu, use free snacks to encourage groups who planned on just a drink or two to stay longer.
• Enhanced Customer Experience: A small gesture of generosity goes a long way. Offering complimentary snacks makes customers feel valued and appreciated. This positive experience translates into repeat business and positive word-of-mouth referrals.
• Boosted Sales: While you're giving away snacks, you're more than making up for it with increased beverage sales. On average, patrons drink 20% more with food than they do without any food. The small cost of providing snacks is easily outweighed by the revenue generated from extra drinks.
• Community Building: Sharing snacks fosters a sense of community within your taproom. It encourages interaction between patrons and creates a more social and livelier environment.

What Kind of Snacks to Offer

The key is to choose cost-effective snacks that complement your beer selection and cater to a variety of tastes. Consider offering a mix of:

• Classic Bar Snacks: Think pretzels, popcorn, peanuts, and other salty treats. These are crowd-pleasers and pair well with most beers.
• Elevated Options: Consider offering slightly more upscale snacks like seasoned nuts, gourmet popcorn, or even small bowls of chips and salsa.
• Local Flavors: If possible, source your snacks locally. This supports other businesses in your community and adds a unique touch to your taproom.
• Dietary Considerations: Be mindful of dietary restrictions and offer some gluten-free or vegan options.

Presentation Matters

Don't just throw a bag of chips on the bar. Present your snacks in an appealing way. Use attractive bowls or small serving spoons, and keep the snacks well-stocked. A little effort in presentation can make a big difference.

Try it Out and Measure the Results

The best way to know if free snacks will work for your taproom is to give it a try! Start with a small selection and track your sales and customer feedback. Monitor your average customer spend, the length of stay, and any comments made about the snacks. You can even run a simple A/B test, offering snacks on some days and not others, to see the difference in key metrics. This data will help you refine your snack offerings and determine the optimal strategy for maximizing their impact on your bottom line.

The Bottom Line

Offering free snacks is a simple yet powerful strategy to boost customer satisfaction, increase dwell time, and ultimately drive sales in your taproom. It's a small investment that can yield big rewards. You might be surprised at the positive impact it has on your business.

Warde, A., Sasso, A., Holmes, J., Hernández Alava, M., Stevely, A. K., & Meier, P. S. (2023). Situated drinking: The association between eating and alcohol consumption in Great Britain. Nordic Studies on Alcohol and Drugs, 40(3), 301–318.

DraughtLab specializes in helping food and beverage companies understand and measure flavor. By building tasting programs and providing the necessary tools and training, DraughtLab empowers businesses to enhance product knowledge and improve sales and customer engagement.