March 11, 2025
The Stats Behind Taproom Staff Training
Many businesses put resources into staff training, but do they know if it’s actually paying off? Let’s dive into some of the statistics and studies that measure the impact of staff development.
Staff Training Drives Customer Spending
Here’s an obvious statement… happier customers spend more money. In fact, a recent study showed a direct correlation between customer satisfaction and sales in craft breweries, to the tune of $5.31 more spent per “highly satisfied” person.
And what did they find as a significant driver of customer satisfaction? Staff friendliness and knowledgeability.
“Tasting room staff directly interact with visitors; their demeanor and knowledge level could have a substantial impact on customers who visit tasting rooms… Regularly scheduled training for tasting room staff is… important to improve visitors’ experience.”
Staff Development Attracts Good People & Profit
We interviewed a lot of staff when building DraughtLab Learning and expected knowledgeable staff to be less motivated by new training. That just wasn’t the case. They welcomed the challenge and actively sought out improvement.
“Gallup research shows that when employees know and use their strengths, they are more engaged (nearly six times more), have higher employee performance and are much less likely to leave their company.”
Furthermore, Gallup reported that companies strategically investing in employee development are 11%–24% more profitable and twice as likely to retain employees than those who don’t. These are the people you want to grow your company.
Tips for Effective Staff Training
- Dive Deep into Product Knowledge: : Go beyond basic descriptions. Teach them the story behind the beer, the nuances of the flavors, and how to connect with customers on a personal level.
- Implement a Structured Training System: Don’t rely on casual conversations or written descriptions that live in a notebook behind the bar. A great training program is consistent, interactive, and measurable.
- Measure and Adapt: Track customer feedback, average spend, and staff retention. This data will tell you if your training is working, and where you can improve.
- Embrace Continuous Learning: The craft beer industry is constantly evolving, so it’s important to provide ongoing training to keep your staff up to date.
The Verdict: Staff Training is an Investment, Not an Expense
It may feel like staff training is a black box where you hope something good comes out, but the numbers say it works. Providing your team with the knowledge and skills they need to succeed does pay off and builds a stronger, more profitable company.
Li, Jie et al. “Customer Satisfaction and Sale Performance in New York State Brewery Tasting Rooms.” Agricultural and Resource Economics Review 52.1 (2023): 132–150. Web.
Desimone, Rob. "Improve Work Performance With a Focus on Employee Development." Gallup Workplace, 12 December 2019, https://www.gallup.com/workplace/269405/high-performance-workplaces-differently.aspx. Accessed 11 March 2025.
About DraughtLab
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.