Brews and Cues: The New Norms in Craft Brewery Service
Table service in restaurants has its roots in the evolution of dining practices that date back to ancient times. Communal dining was a common practice In early civilizations like Ancient Greece and Rome, where meals were served in a central location, with individuals eating from a shared platter. As societies became more structured and stratified, the concept of individual table service began to emerge among the elite classes. The Roman triclinium is a formal dining arrangement with couches around a low table. It is one of the earliest examples of specialized seating and service arrangements, where slaves served food and wine directly to diners.
The modern concept of table service began to take shape in medieval Europe in the noble courts where elaborate feasts were held. These events required a more formalized approach to serving food, with attendants designated to bring dishes to the table, carve meat, and pour wine. The Renaissance period saw the refinement of these practices, with the French leading the way in developing a more sophisticated and ritualized form of dining.
By the 18th century, the French introduced the concept of service à la française, where all dishes were placed on the table at once, and later service à la russe, where dishes were brought out sequentially, marking the evolution of the table service we recognize in restaurants today. These rituals were adopted by inns and early public dining establishments, laying the foundation for the modern restaurant industry and the table service protocols we are familiar with today.
Almost overnight, the pandemic transformed the dining industry. Restaurants that wanted to stay open had to offer takeout and to go orders. For an industry with one of the smallest profit margins, the changes proved to be too much. Out of work, many former service workers left the industry altogether, resulting in a labor shortage which is still impacting the ability of food businesses to operate at full capacity.
Despite this, some breweries continue to rely on an outdated and increasingly challenging service model. Food Carts and Food Trucks are able to provide food quickly at breweries, creating a casual atmosphere which is family and pet friendly.
With little overhead and a small staff, food trucks and carts adapted more readily to the challenges of the pandemic. The portion of their business which came from online merchants such as DoorDash, GrubHub, and UberEats exploded. The breweries who have embraced Food Trucks and Carts have benefited from higher sales, more traffic, and increased customer satisfaction.
The formula for a sustainable taproom experience contains many of the following features:
Walk up ordering
With one or two registers, beers can be poured as they are ordered, and food ordered quickly. A customer is given a number, and can choose their own table from available open seating. A tab may be left open for faster ordering in the future, or closed.
Open Seating
One of the most drastic differences is the customer’s ability to choose their own seating. This may be at a large public table, the bar, an outdoor picnic table or other outdoor seating such as grass. Not requiring a table to finish before another customer can be served is one of the major benefits of walk up service, resulting in higher profits.
Food Carts/Street Food
A kitchen and restaurant is a complex entity, which can be considered a business within a business. It requires hosts, servers, cooks, and bussers. The most successful food carts are founded by passionate cooks who excel at high quality and high volume service. Lower overhead costs will positively impact the taproom’s profitability.
Good Signage
If a customer is new to your establishment, having signage telling customers where to order, how to find water, and where to put their dirty glasses or food trays/baskets is critical. Not all customers are aware that they should clear their area after they are done. Having staff cross trained to clear tables as well as taking orders
Fun & Community
Pop up markets, Music Bingo, Trivia, and Paint Nights, and Pet adoption events are activities that can draw guests of all ages. Memorable experiences provide an opportunity for your brand to connect with guests at your taproom, deepening loyalty.
Social Media
Online audiences including foodies enjoy and share food content. Engaging content in the form of reels and videos help your fans stay engaged. Joining Facebook groups, establishing a business page on Google, Facebook and Next Door and utilizing relevant hashtags in your blogs, posts and videos will help build your exposure in your local community.
Partnerships
Almost every market has its own influencers and establishes brands. Collaborate with a local brand to reach an existing audience. Network with other entrepreneurs and business owners; you never know where a conversation can lead. Carry business cards, exchange phone numbers, and share your LinkedIn page.
Operating at Taps and Truck at the Century Commons in Sunriver, Jonathan Gooden is used to high volume sales. His unique take on fried chicken , from Wonderland Chicken Co. is based on a custom sauce infused with a blend of peppers. Levels 1 to 7 are available to flavor your sandwich or chicken bites. Tempting sides include a crisp pickle slaw, a decadent Mac and cheese, comforting spiral fries, fried pickles. A sweet Tea made from a family recipe is always available.
Entrepreneur Jonathan Gooden has teamed up with Worthy Brewing for a refreshing concept in craft beer. Wonderland Chicken at Worthy will cater to the crowds at 806 NW Brooks Street beginning this fall.
“We’re only in business today because we’re fluid,“ says Jonathan. With a strong kitchen, and solid plan for entertainment, Worthy Brewing will benefit from the opportunity to focus on the craft beer experience for the thirsty and hungry guests.
Bringing the food cart inside is a sensible marriage of two industries that grew up together in the Pacific Northwest. Jeshua Marshall will contribute his expertise and connections to make music a focus. Follow Wonderland Chicken at Worthy to stay up to date on announcements and opening day details.
While the craft beer industry struggles to adapt to new norms, for many, the growing partnership between street food and taprooms is a welcome evolution.