With the next generation of hospitality visitors looking for new and exciting occasions, it is incumbent on operators to provide menus that are thoughtful, creative and eye appealing and, most importantly, provide guidance and knowledge. A 2001 Interbrew study of casual dining and pub establishments suggested that half of pub and casual dining customers will consider switching their choice of beer if prompted. Considering that a prompt could include a coaster, a branded apron, a server’s recommendation or an item on the menu, it is important to create a lasting impression on the consumer.

Beer has become a top-of-mind menu item in the past few years and therefore has created an opportunity to upsell and develop a lasting relationship with the consumer, resulting in higher checks and more tips. We also know from the same Interbrew study that 70 per cent of consumers will choose their regular brand of beer if not engaged by a prompt or the serving staff. Use the menu to make your brands visible so that consumers know they are available.

The beer menu

1) Ensure that you have a beer portfolio. This means, that you need to offer a variety of different beers to your customers. A good beer portfolio takes into account:

• The food items that are offered, the consumer demographic.
• A selection of imported beers that span a variety of beer styles.
• A selection of local beers that complement the import selection.
• A combination of draught and bottle that creates a broad selection of beer.