Brewing great beer and serving standout food is no longer enough to be considered a success in a consumer’s eyes. For brewpubs seeking to build lasting loyalty and attract new visitors, the difference between a “good” visit and a “great” one comes down to the customer experience.
More than ambiance or efficiency, it’s about building a sense of belonging. Matt Waite, the head bartender at Von Ebert Brewing’s N. Mississippi Avenue location in Portland, has helped shape a guest-focused culture that blurs the line between a neighborhood bar and a community hub.
“A good customer experience should happen on day one,” he said. “A knowledgeable staff, a clean pub, and the proper vibes is a solid foundation.”
But elevating that experience takes something more.
“A great experience differs depending on the guest,” Waite told Brewer Mag. “The regulars should over time start to think of the taproom as an extension of their living space. For the tourist, it involves giving them a glimpse into the community that the brewpub has built. If only for a second, they feel a part of that, it’ll be an experience they’ll never forget.”
At Von Ebert, that connection goes beyond beer lists and service etiquette. Waite and his team lean into experiences that offer guests something to bond over, even if it’s not directly tied to the beer.
One example? A live eagle cam from Big Bear, California. What began as a casual interest has grown into a daily ritual for many regulars, who come in to check on the progress of two eaglets. Waite even upped the stakes, promising a round of drinks to whoever catches their first flight.
“It may seem silly,” he said, “but it’s created a fun way for people to connect over something besides our delicious beer. And when you can bring folks together around something unique, you’re no longer just a bar, you’re a part of their routine, part of their life.”
This kind of storytelling and shared experience doesn’t cost much. Still, it pays off in loyalty and repeat visits which can be two key indicators of customer satisfaction and long-term business health for brewpubs.
While many brewpubs lean heavily into customer-facing technology like QR-code menus and mobile ordering, Von Ebert has gone in the opposite direction with their “Mississipi location” on purpose since unlike the other two locations (Glendoveer & Beaverton), this spot does not have a scratch kitchen onsite.
“Under our current model of ‘order at the bar’ and without food to worry about, we’ve actually taken a step back from QR codes and digital interfaces,” Waite said. “Simplifying the operation has allowed us to engage with the customer on a more personal level.”
However, that doesn’t mean technology isn’t playing a role behind the scenes. Von Ebert has embraced handheld POS devices that allow bartenders to take orders and payments quickly, even during high-volume rushes.
“It cuts down on mistakes, saves time, and keeps the line moving,” Waite said. “That’s good for sales, and more importantly, it improves the overall guest experience.”
And while Von Ebert has considered adding digital menus from neighboring restaurants (since they don’t serve food in-house), Waite noted that most guests are already equipped with apps or knowledge of nearby options.
READ MORE: Ways to Create Eye-Popping Aesthetic Spaces For Your Brewpub
“The average consumer loves using technology,” he said, “but doesn’t like being asked to do so.”
Other brewpubs looking to improve customer experience don’t need to overhaul their service model or invest in the latest tech gimmick. Instead, Waite suggests taking a clear-eyed look at what makes your community tick and how your space can reflect that.
“You’ve got to make the space feel like theirs,” he said. “If people feel welcome, seen, and engaged, the beer just enhances the experience. It doesn’t have to carry the whole load.”
By blending hospitality, a sense of community, and selective use of smart technology, Von Ebert is proving that great customer experiences aren’t accidental. They’re intentional. For other brewpubs looking to elevate their game, it’s a strategy worth replicating.
One thing I love about them not having a kitchen is it allows folks to engage with the beertenders about their local favorite spots. I often hear out of towners asking for recommendations for places to eat or things to do around town. By the time they leave they’re promising to come back and share their own experiences with the recommendations, departing as newfound friends, rather than customers. Very charming!
That’s such a great point — it’s amazing how a simple detail like not having a kitchen can create space for deeper, more personal connections between staff and guests. We love hearing that kind of community-building is happening organically! Have you had any memorable recommendations (or made any!) during one of those visits?