Identifying gaps in service for your taproom is crucial for creating a welcoming and enjoyable experience for customers. These gaps, whether in customer interaction, product availability, or ambiance, can significantly impact how guests perceive and enjoy their visit.
By pinpointing and addressing these areas, a cidery can enhance the overall customer experience, creating an atmosphere that can help spawn repeat visits and create more word-of-mouth situations.
Golden State Cider products have a lot of brand recognition outside of the taproom, so Breanne Heuss, the Director of Marketing for the California cidery told Brewer that customers will often gravitate toward the main product they already recognize and have tried.
But that leaves a lot of room for employees to help boost other brands on tap.
“We’ve recommended that our taproom team members ask a couple of upfront questions, such as, ‘Have you been into our taproom or tried our cider before?’ she said. “Depending on their response, we can guide them toward the right product fit for them.
“This has given us more of an opportunity to up sell our exclusive/seasonal products, guide customers to new products that they may have been hesitant to purchase out in the marketplace, and ensure that brand-new customers have a positive and memorable experience with our brand and products.”
When training a new Golden State Cider taproom team member, Heuss said they always underscore the quality aspects of the brand.
“(We explain) the difference of our ciders compared to many other ciders on the market,” she said. “We’re proud to use 100% cold-pressed apples and champagne yeast to craft all of our ciders; they’re never made with concentrate or added sugar. We also use only real, raw ingredients for our flavored ciders and source those flavors from around the world. These added spices, herbs, and fruit are then steeped in the cider for 2-5 days.
“This method results in a unique blend in every batch that is lab and taste-tested to ensure the consistency and quality that keeps our fans coming back for more.”
When it comes to hiring for the taproom, Heuss added that three key questions hiring managers like to ask a potential server:
- Have you been into our taproom/tried our products before? If so, what do you enjoy about our taproom/our products?
- Are you comfortable welcoming consumers and making them feel at home while they are visiting our taproom?
- What would your previous managers/coworkers say about you as an employee?
This strategic approach to service improvement not only builds a loyal customer base but also drives sustainable business growth.
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