Transforming Your Taproom Staff into Motivated Rockstars
How much staff do you have in your taproom? How many of those are rockstars? You know, those who crave building relationships with each guest that walks through your doors and bleed your beer out of their veins. These rockstars consistently see higher tabs, know their guests on a first-name basis, and are simply motivated to be awesome. Working hard isn’t something they think about, they just do it.
Now, how many of your employees are simply there to earn a paycheck, with minimal investment in your brewery? They don’t pay much attention to your training, and they’re likely to be gone the moment the brewery down the street offers them something better. You’re nodding your head, because you probably have a couple of these, but times are tough and staffing is hard, so you keep them around.
But are those two types of employees really that different? Just like each guest, all your staff require a different experience. As brewery owners and managers, it is your responsibility to understand their needs, their goals, and how you two can form a partnership of beautiful employment.
Let’s look at those rockstars for a second. Grab a beer and take a seat at the end of the bar. How long does it take for them to greet a guest? Are they radiating a friendly smile? Perhaps offering their name? I bet they’re taking the time to see what the guest in front of them truly wants to drink vs passing along your most popular hazy. Study these rockstars. Take notes.
Next, it’s time to observe the behaviors you aren’t keen on from your less motivated team members. Don’t take a seat at the bar when Mr. or Miss I Hate My Job is serving. I repeat, don’t sit at the bar. We both know that their mood will take an even greater turn for the worse if they feel like you’re watching them. Grab your laptop, go to a back corner, with just enough visibility to the bar, and act like you’re doing something important. Instead, keep one unsuspecting eye on the counter.
How is this employee behaving? I imagine they resonate indifference. Little connections being made with guests, not a lot of mindless chatter taking place, zero to no checking in on guests. You’re probably refreshing your inbox waiting for new Indeed applicants. However, all hope is not lost. Let’s look back to your star employee and study what they’re doing right.
Study your brewery at its best moments.
What behaviors do your rockstars exemplify and what can we learn from them?
Action: Rockstars offer guests their name. You know, the “Hey I’m Andrew, what are we drinking today?”
Response: The guest unknowingly feels more connected and tips higher.
Reward: That staff member made a little bit more money and had a positive encounter (plus the guest had a better time).
Cycle: They keep doing it. Whether it’s giving their name, smiling, offering recommendations, beer to go – you get it. These positive behaviors result in results that well…have positive benefits.
Lucky for you this employee has initiative and all of these desirable behaviors come naturally.
Now how can we use the above process to get those Negative Neds and Nancies pumped to be part of your team? Motivation.
Rockstars are self-motivated. They already understand that Action + Response = Reward and strive for results.
Look at the behaviors you love in those superstars and let’s get more people on board. What motivates your underperformers? Have you ever asked? If not, ask now. I’ll bet it’ll be a lot less than your expected. I’ve conducted staff trainings with countless breweries and on nearly every occasion, all the taproom staff want in exchange for striving for a few more to go beers sales on a Saturday is a $20 gift card to a local restaurant (Please note: provide your staff a fair base salary. These tactics are extra motivation, not what they should be surviving on).
Action: Employee suggests taking a crowler home
Result: Guest says “sure!” (49% of the time)
Reward: Guest tips a tad higher and perhaps even wins that Saturday to-go sales contest, winning the coveted $20 Chick-fil-A gift card.
Cycle: They see the benefit of their action and are more likely to behave in this manner in the future.
Of course, your Rockstars may be the early favorite to win such contests. There’s no point consistently recognizing your #1 employee and rubbing it in the faces of all the other team members. Remember when we mentioned understanding each team members’ needs? For motivation, let’s make it individualized.
While a one-size fits all reward to staff may be easy for you, it may not always be realistic. This is where data comes in. Let’s say that Rockstar #1 sells to go beer to 57% of their tabs. Underperformer #2 sells to go beer to 2% of their tabs. This is where you create a plan. For Rockstar, offer rewards for hitting higher metrics or continuing to do a stellar job. For Underperformer, when they are converting on 12% of tabs, reward them with X, when they hit 22% offer Y, and when they continued to climb and hit 32% gift them with Z.
Keep. Them. Motivated.
Rewards are only one means to motivate. Rewards represent some sort of prize – a gift card, a trophy, an all expense paid trip to the brewery down the treat. Also, consider using recognition and opportunity to get your staff further invested.
Moreover, the possibility of rewards, recognition, and opportunity are not enough. You need to give your team the tools for success. Imagine your weird Uncle sending you to the lake with the instructions to catch dinner, without a fishing rod. Pairing the desired behaviors with the necessary training and tools to get there is essential. Otherwise, most will fail, and you will be disappointed (and I’ll be disappointed in you for not giving your team a fishing rod, sorry).
Quick recap:
Study your team at their best moments.
Reward the behaviors you want repeated.
Model future goals on these behaviors.
You’re probably thinking to yourself right now, “Hey Andrew, all of this sounds great in a perfect world, but not everyone will ultimately give a damn.” And you’re right. However, I want to point out 3 very important things:
Even your underperformers were hired by someone
They were hired to be a face of your brewery.
It is your responsibility to understand, train, and do everything in your control to give them a positive and rewarding experience.
I will fail, you will fail, these bumps on a log will probably fail, or not live up to your expectations, a tad more.
When you make the decision to go on a hike, you’re not going to drive to the trailhead, look at mountain, then hop back in your car. That’s the employee who shows up to work and doesn’t even go in. You’re going to hop out of your car, tighten your laces, take a sip of water, and put one foot forward. Then another. Then another. And another.
You may get to a point that you’re so exhausted that turning around is the smartest option. You may get to this point with some employees as well. And guess what? That’s okay, that’s actually fantastic. Not all people will be a fit with your company culture. If you invest the time and energy trying, don’t be disappointed that it didn’t work out. Be excited that you discovered it when you did. The odds are that employee would be happier elsewhere and now you can dedicate yourself to finding those who will share your values and drive.
You are already doing things right in your taproom. The goal is to continue getting more people on board.