From Good Beer to Great Experiences: What Today’s Taproom Guests Really Want

What if your taproom’s biggest growth lever isn’t price or new styles—but the first 15 seconds after someone walks in? 

Today on the podcast we welcome back consumer insights expert Michael Varda of Craft Beer Advisory Services to unpack the data behind modern taproom behavior and why food, events, and hospitality now sit shoulder to shoulder with great beer. 

The headline: beer gets guests in the door; the experience keeps them in their seats and brings them back.

We trace the post-pandemic shift from liquid-first to social-first to hospitality-first, showing how entertainment sparked the rebound and how food has become the decisive extender of “time in seat,” especially for women and families. 

Michael explains why discounting erodes perceived value and how rewards-based loyalty (think “earn,” not “mark down”) protects brand equity while encouraging repeat visits. 

He also breaks down the crucial differences between retail and taproom motivations—why a standout six-pack doesn’t automatically translate to a packed taproom—and how to design for the whole evening, not just the pour.

Expect practical tactics you can deploy immediately: optimize the first 15 seconds with warm greetings and clear wayfinding, train staff to scan, acknowledge, and mirror guest energy, and adopt one measurable focus at a time—like to-go prompts—to build momentum. 

We highlight “time in seat” as the single most telling metric of taproom health, a simple read on satisfaction, engagement, and spend. And beyond dashboards, we make the case for pulling up a chair with a mix of regulars and new faces, asking better questions, and giving customers a voice in small decisions that build authentic loyalty.

If you’re ready to evolve from great beer to a great experience—without racing to the bottom on price—this conversation maps the path. 

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