Reading the Writing on the Cake: Using Context Clues to Improve Taproom Experiences
Summer is birthday season for my family. Over about a month between June and July, we celebrate the birthdays of more than 10 relatives, including 3 who live under my roof. While we consume way too much cake during that stretch, it’s a great excuse to spend time together.
As we were preparing for my son’s 6th birthday party, we went to Costco to pick up his cake. In case you’re wondering, it was a chocolate sheet cake with a little bit of bright green icing.
We were grabbing a few samples across the store and filling our cart when the first attendant wished him a happy birthday. Outside of the writing on the cake, there was no way they would’ve known.
And then another employee offered the same greeting close to the exit.
I’m not sure if they’re training people to see what’s written on the cakes, or it’s the type of people they’re hiring, but they’re doing something right (and the Kirkland Signature Helles-Style Lager made by Deschutes is also a huge win).
What their staff did was pay attention to context clues. They saw the cake in our cart, somehow read the writing, and chose to use that knowledge to make someone’s day better.
As brewery owners, managers, and staff, how can you learn from this Costco experience? Train your staff to pay attention to the little things. For example:
A team walks in wearing matching uniforms, ask them how their game went.
The (dreaded?) bridal party visits decked on in “I’m getting married” sashes, congratulate them and let them know you’re glad they chose your taproom to celebrate.
A couple walks in with a baby carrier. Offer them a highchair or ask how old their little one is.
Someone's wearing a race medal. Ask what they just crushed.
You spot a guest in a brewery shirt from across the country. Start a conversation about where they’re from and what brought them in.
These small moments take almost no effort but can have a big impact. When guests feel seen, they feel more connected. That connection can lead to longer visits, higher tabs, and more return trips.
It’s not about being overly chatty. It’s about being aware. Train your team to notice what’s happening around them. Encourage them to make genuine connections when they see a chance.
A few ways your team can start noticing more:
Slow down and scan the room between tasks.
Take a second to glance at what guests are carrying or wearing.
Listen for context in conversations. You can often pick up why someone is visiting.
Talk to each other. If one team member notices something, share it.
Keep it natural. You’re not trying to be a mind reader, just a good host.
The more your staff practices this, the easier it becomes. And once it clicks, it’ll feel like second nature (and they’ll see higher tips). So, the next time someone walks in carrying a cake or wearing something that tells a story, don’t miss the opportunity. It’s your chance to turn an ordinary visit into something more memorable.