Assume Beer, Ask About Food

“Are you having breakfast with us today?” That’s what I heard the drive-thru Starbucks attendant say as I biked past. Not “what type of coffee would you like?” or “how about our latest and greatest vegetable-themed fancy latte?”

If you’re at Starbucks or fill in the blank coffee shop, the odds are you’re going to get a drink. I don’t want to make assumptions, but we’re going to roll with that. And while your taprooms serve as spaces for a plethora of activities, we are also going to operate under the premise that beer or beverage is the anchor of the experience.

Imagine going into your favorite coffee shop. “Can I get you a coffee?” Duh. It’s a wasted question. Now, I’m not opposed to more personalized versions of that (i.e. “Hello Andrew, I know you love our dark roasts. Would you like to try a new blend?”). However, we can get there eventually.

For all of you who have a kitchen, what if you started with, “Are you having lunch or dinner with us today?” Worst case, they say “no,” and you're exactly where you'd have been anyway. Best case, food goes from out of the question to an option, and the beer order was never in doubt to begin with.

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