Future of Food Halls Series | Episode 2 - Beverage Programs with Josh Goodman

What role should beverage play in the design and economics of a modern food hall?

In this special edition of Behind the Tab, GoTab’s Adam Howe sits down with Josh Goodman, CEO of PourMyBev, to talk about how self-pour beverage walls are reshaping the guest experience—and the operational model—inside today’s most successful food halls.

Josh shares the story behind PourMyBev (formerly PourMyBeer), how the technology evolved from beer taps to cocktails and cold brew, and why beverage programs are increasingly becoming the anchor of the food hall experience.

The conversation also explores how self-pour systems impact guest flow, dwell time, labor efficiency, and revenue, including insights from real venues like The Market at Malcolm Yards.

This episode also previews Josh’s upcoming panel at the Future of Food Halls Conference 2026, where industry operators will break down the tradeoffs between self-pour beverage walls and traditional bar programs.

What You’ll Learn in This Episode

• How PourMyBev evolved beyond beer to cocktails, espresso martinis, and more
• Why beverage walls often become the centerpiece of successful food halls
• How self-pour technology can increase dwell time and guest spending
• The operational lessons operators have learned about layout and guest flow
• Why POS integration is critical to making self-pour work seamlessly

‍