Are You Selling to Kids?

Are you selling to kids?

No, obviously, and absolutely not, are you trying to sell alcohol to kids. However, many of you, for better or worse, have become more family-friendly spaces, and because of this, are expanding your offerings to appeal to more than your stereotypical beer nerd.

With children taking up more seats than ever before, are you just accepting that the per seat value is dropping? Or are you trying to maximize that child’s experience at your taproom, not just to become that kid’s favorite playground, but also to get them spending more? Yes, I’m talking about upselling to kids.

“Would you like a juice box?” As we began to order, he asked this to our group (myself, my wife, and son). Then he asked again, this time directed at my 6-year-old. “Grape or fruit punch?”

Just like when I’m trying to get my son to do something, I often give two concrete options (“Do you want to go to the park or the zoo?”). The bartender took the same approach. My son nodded when asked about the juice box, and you could tell it made him feel special. And then just like a server helping a grown person order the right IPA, he gave my son two options. Spoiler: He went with fruit punch.

If the kids are showing up, do you have options for them? Juice boxes, goldfish, chicken fingers, maybe even a kid-friendly dessert. The adults are showing up for $8 pints. When I’m ordering your newest IPA and the staff ask if I want to add an item for my son, I’m honestly going to feel guilty if I don’t say “yes." If I want that second beer, and also want my son to behave while I enjoy it I’m going to succumb to his desires. If you don’t have a kid-friendly offering, then I’m walking across the street to grab him ice cream.

Here are 3 easy options to offer:

• Juice boxes/Capris: Why? Because water is free.

• Pre-packaged snacks: Why? Because they pair well with notes of fruit punch and parents hoping to get a second pint.

• Bright-colored t-shirts: Why? I’m proud to wear clothes from my favorite places, and if a kid loves your taproom so much, let them shout it to the world. Shout out of Pure Project for the awesome sloth shirt. No mention of beer, just a fun shirt for a kid to wear.

So, ask yourself this: “If I want that adult to be able to safely enjoy another beverage, what kid-friendly option should I carry?” And just like we preach asking, “Would you like another pint?” or “How about some beer to-go?”, start adding the question, “Would you like to add _________ for your kid?”

If you found this article helpful, please share it with someone who’d also find value. Thank you for reading.