Q4 2025 Taproom Trends: Engagement is Okay. Missed Opportunities Remain
We’re kicking off a quarterly analysis of taproom trends.
In Q4 2025, only about 75% of guests experienced a high level of staff engagement. Most visits felt friendly and competent, but not consistently intentional. They weren’t lacking warmth or knowledge. It was follow through and missed opportunities. Staff were engaging, but often stopped short of guiding the guest journey or encouraging additional sales.
In a time when every dollar matters, we hope this data can help you see a more successful 2026.
Common positive staff behaviors observed in Q4 2025
Staff were knowledgeable and able to answer questions in nearly every visit.
Most guests experienced genuine conversation beyond order taking.
Starting a tab was common (70%).
Introductions happened more often than not, but still lacked consistency (i.e. “Hello, my name is…”.
Frequent guest frustrations or missed opportunities
Flights were rarely suggested, even when guests showed curiosity.
Email lists and loyalty programs were almost never mentioned.
Guests were encouraged beer to go 19% of the time, which essentially matches industry averages over the year.
Many interactions stayed neutral instead of being turned into recommendations.
So, what can you do with this? Here are three actionable takeaways :
Good service alone is not the differentiator. Direction is.
Friendly interactions without guidance leave experience and revenue untapped. Don’t be afraid to be curious. Ask questions!The first and last minute of the visit are extremely important.
Introductions, check ins, and a clear close (i.e. “thanks for coming!”) consistently shape how the visit is remembered.Upsells perform best when framed as service.
Flights, to go beer, and signups work when positioned as helpful guidance, not sales tactics. No one wants to be sold to. Find authentic ways to encourage. For example, “Andrew, looks like you really enjoyed that Schwartzbier. The kegs almost gone. Would you like another?” The answer will nearly always be “yes”.
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¹ The data was collected from a set of 148 unique taproom visits from October 1, 2025 to December 31, 2025. Each tab represents 2.2 guests and includes tax and tip.