Nobody Reads Your Signage
“Y’all are the first people to ever read it.”
That’s what the airport Starbucks barista said to my wife and me as we ordered our pre-flight coffee. I give my wife the credit. I was trying too hard to squint and read the blends listed on the back counter before giving up. She’s the one who saw the small menu on the counter. The small menu that perhaps had some of their most important menu information. It listed each of the five blends offered.
While I imagine that many Starbucks guests may be fine with whatever blend the barista passes across the counter, we were curious about all the offerings (hints of blackberry jam and wild mint…no thanks). But the barista’s comment really stood out to me. We were in an airport. Granted, Norfolk International is far from the busiest airport in the world, but I imagine that Starbucks sees thousands of guests per week.
In last week’s blog, we shared that four out of ten guests leave a taproom without seeing a list of upcoming events. Now ask yourself, does my taproom experience offer signage that provides guests with all the information they need to know?
Think about the first-time experience of a brand new guest. Are they going to be confused? The easier you can make your taproom experience for guests (and staff) the more money everyone will spend, and the more fun they’ll have. Simple, right? But we’ve all had that experience where it’s unclear how something works. It can be frustrating. Easily giving your guest the information they need to navigate all aspects of your taproom is fundamental for creating a memorable experience.
Our data shows that 94% of taproom visits include an easy-to-read menu clearly listing beer names, style, alcohol content, size options, and pricing. So, most of you all are doing a good job with that. However, that 6% is concerning. What does the 6% actually cost you? A guest who can't find the menu orders less, tips less, doesn't come back.
But the menu is just one piece. Let's talk about everything else a guest needs to know to have a great experience in your taproom.
Ordering & Flow Where do I order? Do I order at the bar, grab a table first, or find a server? If it's not obvious, guests guess. Some will figure it out. Others will stand around looking confused, get frustrated, and order less than they would have if someone had just pointed them in the right direction.
House Rules Dogs? Kids? Outside food? Cash only? Card only? These are the questions guests are Googling in your parking lot before they walk in. Put the answers on the door or somewhere visible before they even sit down.
What's On Tap Beyond the Menu Flights, merch, beer to go, mug club. If a guest doesn't know it exists, they can't buy it. Signage sells.
The WiFi Password Small thing. But when someone asks a busy bartender for it during a rush, that's friction. Put it on the table or on the wall.
Here’s a simple exercise. Walk out your front door, wait a few seconds, and walk back in like you've never been there. Try to forget everything you know. What's confusing? What's missing? Where do you find yourself guessing? That’s where you have room to improve your signage.
And then, next time you have a new guest, ask them about their experience. As they’re finishing up, ask them one question: what was unclear? Often a taproom becomes a blur to those working there. You’ll learn more from this one conversation than months of assuming everything is obvious.
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.