Make Lines Part of Your Taproom Experience
Raise your hand if you like to wait in line. Exactly. No matter where we are, we like to receive our services, our products, and especially our beer as quickly as possible. Despite everyone’s general opposition to waiting, sometimes it’s unavoidable. So instead of simply chalking up a guest’s wait as part of the process to get a drink, ask yourself, how can you make your line a positive part of the experience?
First step, acknowledge that you may have a line problem. This isn’t “It’s a busy Saturday, it’s expected.” This is the mindset, “How can we make that busy Saturday more efficient, more profitable, and a better experience for guests?”
Here are a few easy wins on how to add value to a wait. The goal isn’t to make people love waiting. It’s to make the wait feel shorter and the ordering feel smoother.
Your words! “I’ll be with you in just a moment.” Everyone likes to be acknowledged. If there’s a line, don’t let guests feel forgotten. A little acknowledgement goes a long way.
Your eyes! Super long line and your voice won’t be heard? Make eye contact. Flash a quick smile. This lets the guest know that you see them. Everyone likes to feel seen.
Your menu! A short line gives guests time to decide what they want to order. This makes the ordering experience better for both you and your guest. To support this, provide clear, easy to read menus visible from the line. Also consider offering a physical menu they can grab upon entry. Not everyone (and increasingly me) has the eyesight to read a menu from far away.
Your guidance! A line creates a natural moment for quick suggestions. A bartender or floor staff member can point out a featured beer, a new release, or a crowd favorite before the guest even reaches the bar. That helps guests feel supported and prepared instead of rushed.
Your pacing! When guests arrive at the bar already knowing what they want, orders move faster and feel less stressful. That reduces pressure on staff and cuts down on awkward, stalled ordering moments.
Your atmosphere! A small, moving line signals that the space is active and in demand. Guests tend to interpret that energy as a good sign, and staff often feed off that momentum as well.
Your kindness! How about offering a small reward for waiting? “We appreciate your patience. Here’s a sample of our newest beer, here’s a sticker, here’s a temporary tattoo.” You get the point.
One thing to avoid: a line that’s standing still with no explanation. That’s when people start checking out.
In our Secret Hopper data, the line isn’t just a vibe issue. It’s a revenue issue. Even with all of the above strategies, no one likes waiting. Guests who wait 3 minutes or less spend nearly 6 percent more than guests who wait longer, and tip 11 percent more.
At this point in the blog, I’d like to suggest having a host. While this may not work in all establishments, having someone serve as a greeter, guide, and master communicator can go a long way. This checks the box of greeting a guest upon entry, explaining how ordering works, and lets you inject your brand’s personality into the experience right away. Their job is simple: greet, explain, and help guests decide before they reach the bar.
In addition to the touches your team and current atmosphere can add, ask yourself, “Are there any improvements to our layout that could make the ordering experience more effective for everyone?” For a few beers and a plane ticket, I’m happy to come give my thoughts.
We just focused on ways to make the line experience more positive for a guest, but what if your brewery also offers table service? While the above can also apply to guests at a table, here are several table specific tips to turn a potentially lagging experience into a positive. A table wait feels different than a line wait because guests are seated and watching the clock.
Honestly! “Hey there, we appreciate your patience. Unfortunately, we’re a tad short staffed today. We’re doing our best to serve you as quickly as possible.” Ideally, the guest will be understanding. However, if guests consistently receive less than ideal service on multiple visits, expect frustration or that they may not return.
Menus (again)! This is your reminder to either have menus already on the table or present them to the guest shortly after they take a seat. In a table setting, a menu can be a conversation starter and a great educational tool. And of course, guests spend more when given a physical menu. This isn’t to say don’t offer a QR code, but when guests are offered a physical menu, we see tabs 40 percent higher. That is not a typo. $63.90 vs $45.82.
Water! Sure, they didn’t come for this, but dropping off water shows guests you’re there for them and signals momentum.
Coloring books! I know what you’re thinking… you want the kids to hang out even longer? Actually, yes. The more you entertain the entire party, the more time and money they’ll spend. While I love the idea of a brewery themed coloring sheet, games and other activities can check this box too.
Tabletop signage! You’ve got a captive audience. We all know guests don’t do a great job of reading, but this is your chance to put important information right in front of them (i.e. order at the bar, scan to view the menu, here’s our upcoming events, etc.).
Hospitality comes in many forms. Sometimes it’s your staff, sometimes it’s an aspect of your business that’s simply welcoming. No one likes waiting. Take the time to analyze and maximize your taproom experience so that even the less than ideal moments become positive memories.
Start by paying attention this weekend and noting where guests seem to get stuck.
If you found this article helpful, please share it with someone who’d also find value. Thank you for reading.
The data was collected from a set of 1398 unique taproom visits from January 1, 2024 to August 23, 2025. Each tab represents 2 guests and includes tax and tip.