Embarking on the quest to resonate with Gen Z in the brewing realm feels like tapping into a keg of boundless possibilities. This exploration delves into the strategies that craft breweries can employ to authentically connect with the generation known for reshaping the beer landscape with a smartphone always at their fingertips.
Tapping into the Gen Z market in the brewing industry is like opening a world of endless opportunities. As a Gen Z member myself, I can confirm that many of the stereotypes hold true. However, for breweries looking to expand their audience, this generation offers a unique chance to engage those who value genuine experiences. Here, we'll explore strategies that craft breweries can use to connect authentically with Gen Z, a group that's redefining the beer landscape with their ever-present smartphones.
Understanding Gen Z
Gen Z is a digitally immersed generation, seamlessly navigating platforms like Instagram and TikTok while advocating for a greener, more responsible planet. Understanding their values and preferences is key to capturing their interest.
Strategies to Attract Gen Z to Your Brewery
Interactive Events
Gen Z loves engaging activities! Consider partnering with local sports leagues like Volo, which are popular among 21-26 year-olds who often gather at bars after games. Other event ideas include trivia nights, dog-friendly gatherings, and game-day watch parties.
Mastering Social Media
Not being on Instagram or TikTok means missing out. Share your brewing journey, tell captivating stories, and encourage customers to share their experiences. Highlight your brewery's history, your quirky team, or the brewing process. Gen Z thrives on compelling narratives. Spend time on TikTok to see what's trending and adapt accordingly.
Tech-Enhanced Taprooms
Convenience is crucial! Implement advanced POS technology for shared tabs, mobile ordering, and real-time communication. This allows your team to focus on creating memorable experiences, ensuring a smooth and enjoyable visit that keeps patrons coming back.
Building Loyalty
Meeting patrons where they are is essential for fostering loyalty. A strong POS system can offer tailored discounts, segmented campaigns, and personalized rewards, establishing meaningful connections with the next generation of craft beer enthusiasts.
Innovative Brews
Traditional beers won't cut it. Experiment with unique flavors and limited-edition brews. Introduce healthier options to cater to diverse tastes and preferences.
Creating Experiential Moments
Gen Z seeks experiences. Offer brewery tours, beer-making workshops, and local events to create shareable memories that go beyond the beverage itself.
Beyond Selling Beer: Crafting a Resonant Brand
It's not just about selling beer to Gen Z; it's about building a brand that aligns with their values. Embrace sustainability, utilize digital platforms, innovate with your brews, and create immersive experiences. Breweries that master these elements are set for an exciting journey with a generation committed to living their values. Cheers to forging meaningful connections!
Explore how GoTab’s Brewery POS features can elevate your brewing operations and seamlessly appeal to this new era!
Tap Room Playbook Episode 2:
When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.
Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.
The Situation
Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.
The Solution
Reducing Staff Touch Points Without Sacrificing Guest Experience
Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.
“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.
“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.
The Benefits
Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.
Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
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