On Point: the restaurant technology blog

Offer Draft Beer? Let Data Lead You to Success

Posted by JC Whipple on Wed, Oct 10, 2018 @ 08:10 AM

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BeerBoard and data driven draft beer salesA new SpeedLine POS integration, BeerBoard SmartBar manages draft beer inventory and analytics. BeerBoard Director of Marketing & PR JC Whipple explains the practical benefits and ROI in today’s On Point post.

When it comes to beer, we live in interesting and delicious times.

Right now, there are more than 7,000 breweries in the United States generating tens of thousands of products. Both are high-water marks for any point in American history, with more coming online every day. Delicious times indeed!

For restaurants, that is a lot of noise to navigate while trying to run a profitable business.

No matter the size and scope of the concept, when it comes to draft beer the associated challenges tend to be similar: How do we develop a profitable beer menu that also meets consumer demand? How do we lower pour costs and waste? And, ultimately, how do we sell more beer?

Traditionally, restaurants have based their beer decisions—menu items, inventory and rotation—on sales figures, influence from distributors and brewers, or the age-old “gut feeling.”

At BeerBoard, we say “Stop guessing.” Let the actual data from your restaurant tell the real story, and use that information to run a successful bar. When it comes to draft beer, success should be defined in three ways:

  1. Fresh beer
  2. Satisfied customers
  3. Increased revenue

Based on our experience, that success is a result of:

  • Right-Size Tap Count: eliminating under-performing taps and associated cost
  • Higher Keg Turnover per line
  • Fresh beer on-tap at all times (a result of keg turnover)
  • Local Craft Quality/Freshness/Appeal
  • Customer Engagement through current draft menus
  • Premium Customer Satisfaction

SmartBar, the patented data and consumer engagement platform from BeerBoard, utilizes flow-meters to capture real-time pour volumes. It marries data with associated line assignments and POS integration (PLUs and rings). This provides clear visibility and actionable insights, allowing operators to immediately address issues—a faulty tap, bad gas mix, or an employee-related matter.

Typically, restaurants lose 22% or more from every keg. BeerBoard clients average an increase of five more pints sold per keg, and can achieve up to 98% efficiency per keg. This is real money coming back to the bottom-line.

In this “Golden Age of Beer,” the standard thought from restaurants is to add more lines to meet demand. But does the data support that decision?

We have seen too many restaurants carrying too many lines and over-indexed styles, like IPAs. Too many options for customers lead to indecision and slower keg turnover. Slower turnover means beer is on-tap longer, product is not fresh, and there is an increased carrying cost for inventory.

How many times have you seen summer beers on tap in the middle of October? Your beer-loving customers know when your beer list is out-of-date.

Through SmartBar, restaurants have the ability to easily update menus for in-location digital screens, menus and signs, tablets, websites and social media. This provides guests real-time, current menus and shows a committed effort to the draft beer program.

When guests are making informed decisions, keg turnover is higher and fresh beer is always on-tap.

It all leads to increased revenues. And the data is what led you there.

 

 

J.C. Whipple is the Director of Marketing & PR for BeerBoard

About BeerBoard

BeerBoard manages over $1 billion in retail draft beer sales and 45,000 products through its industry-leading data and insights platform. It works with the largest operators and brewers to help them sell more beer and make more money.

Installed at thousands of client locations, its services include SmartBar, which generates real-time insights and trend-driven analytics; BeerBoardTV, a digital consumer-facing menu display; BeerBoard Menu, automated print and website menus; and BeerBoard Mobile, a mobile application designed for consumer interaction.

BeerBoard's robust client list includes high-profile independent groups and major chain operators across North America, including industry leaders Buffalo Wild Wings, Hooters, Twin Peaks, Applebee's, Mellow Mushroom and BJ’s Restaurant & Brewhouse. It also provides data and insights to major brewers Lagunitas, Heineken, Stone Brewing and Magic Hat.

BeerBoard is headquartered in Syracuse, NY, and has offices in Denver, Minneapolis and New York City. For more information, please visit http://beerboard.com/.

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