Live Taproom Training Course

Module 1 - Taproom Staff Training

• Why Engagement Matters

• With nearly 9000 breweries and counting, it should be your taproom’s goal to not only produce high quality beer, but to also put out an equally impressive customer experience that differentiates you in a growing market. In this session, we will discuss both the personal and financial value of engaging at a high level.

• The 30 Second Conversation

• Engagement is an essential factor in maximizing your guests’ experiences. Staff have a greater opportunity to build this relationship during slower times; however, even during the busiest shifts, a staff member can create a memorable connection with your guests.  In this session, we will learn the formula for how to maximize engagement in these situations.

• Building Relationships

• Every guest represents a unique encounter. We will take a deeper dive into how you can not only educate your guests about your brewery and beers, but also strategies to form deeper relationships that keep them coming back.

• The “No” List

• While positivity is vital for creating a successful workspace, we are going to look at actions taproom staff should avoid practicing. More importantly, by looking at 10 things staff should never do, we will then discuss the ideal, corrective behaviors to create meaningful experiences.

• Upsell Techniques

• Think about how many times you’ve been to an establishment, enjoying a drink, and the bartender never asks you if you’d like another drink. Your patience wears thin and you end up leaving. Our data shows that staff are failing to suggest a second beverage during 45% of brewery visits. In this session, we will discuss the value in encouraging a second beer and additional upsell opportunities.

Module 2 - Taproom Manager Training

• Creating a Positive Company Culture

• To successfully build a welcoming taproom, it begins with you. We can discuss strategy and how to engage all day long, but unless you create a positive company culture, starting at the top, then it’s all for naught. In this session, we will discuss the leadership qualities a manager should exhibit to properly build, lead, and grow a taproom.

• Education and Training

• When creating your team, do you prefer to build a staff already well-versed in craft beer or an army of brand advocates ready to learn? No matter your approach, we will discuss strategies to educate, train, and best lead a team. 

• Team Motivation

• While training is important, it’s also vital to understand your team member’s unique needs. We will discuss how better communication with your team can provide key insight into what motivates them and how this can create a more successful brewery.

• Metrics and Accountability

• We live in a world of data. While talking numbers (sorry, Kary!) may not always be as exciting as discussing the latest release, we will look into ways to best monitor your team’s performance through data and how to use these metrics to hold each staff member accountable for their role in the big picture.

Module 3 - Taproom Sales Growth Tactics

• Key Drivers of Taproom Sales Growth

• How to use your existing data to analyze customers, average spend, and frequency of visits to drive taproom growth
• Step by step instructions to build a strategy around each growth driver
• Proven, profitable Taproom Growth tactics

• How to Build Your Sales Growth Model

• There are three primary drivers of sales growth in your taproom. In this section, we’ll provide tips and tactics to leverage each of these revenue drivers to increase sales in your taproom

• Systems and processes to analyze taproom sales data

• Achieve success with sales, margins and profitability
• How to make the most out of your Point of Sale System
• Best practices for managing data running reports, and using the information to drive sales growth

Module 4 - Taproom Financial Training

• Financial taproom controls

• Taproom cash reconciliations
• Tracking beer and merchandise inventory
• Inventory count best practices

• Financial processes to ensure complete, timely and accurate reporting

• Month end process checklist
• Financial Staff training guide

• Financial reports to clearly understand taproom performance

• Step by step instructions to create your chart of accounts, and set up financial reports so that you can track results
• Examples with plug and play templates that you can use

• Key metrics tracking systems to measure success

• Taproom metrics (and templates to benchmark your results)
• The One-Page Taproom Scorecard Template to benchmark your performance
• A review of the top line taproom metrics: Revenue, Expense, EBITDA
• How to benchmark against industry averages and your past taproom performance

Module 5 - Putting Taproom Success into Action

• Action Items

• The tools provided in the prior four modules require implementation, involvement, and ongoing support to achieve the desired results. It is through a combination of all strategies discussed that you can create a more successful taproom. In this session we will go over organizational methods to monitor metrics, hold accountability, and keep the momentum going.

• Peer Networking

• Your circle of peer interactions should not be just your local craft beer community. There are taproom managers nationwide experiencing the same challenges and successes as you. Building relationships with others across the country can result in both personal and professional development.

Bonus/Mini-Courses

• In addition to the modules above, new Mini-Courses will be added regularly

• Mini-Course: Using Your Taproom as an Event Space

• Craft beer is about engagement, education, and expanding your audience. The value of your brewery lies much deeper than the beer you’re producing, and even just your daily taproom activities. In this session, we will cover a checklist of the types of events you can host, the planning behind them, and how to use them as a tool to grow your brand.