After mowing your yard in the summer there is nothing in the world better than a cold beer according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®. Rock Bottom’s food marketing team must know that as well as they have rolled out a program at some Colorado locations where members of the Beer Barrel Club get their own keg and a $300 credit for refills.
That’s right, Colorado branches of the Rock Bottom brewpub chain restaurant have starting a $300 beer subscription program aimed at boosting both off and on-premise business. So, get this, members of the Beer Barrel Club get a 128-ounce steel beer keg for use both at home or at a unit’s table; a $300 credit for 12 refills; free cleanings of their kegs; and a special membership card. Now that will quench your thirst.
Beer Barrel Club members or any customers can buy a filled beer keg without joining the club for $170, which Colorado units will clean and refill for $27.50.
Then patrons can use the full-sized keg at their table (it contains eight pintsized servings). Nonmembers who don’t want to pop for the full size can buy a filled Table-Tap Barrel for $27.50, which they can take- home at the end of the visit.
Regular readers of this blog know that Rock Bottom is the second major brewpub chain to launch a beer subscription service. BJ’s Restaurants in California offer customers the chance to join a “beer club” for $30. In exchange, they’re offered both to-go and on-premise perks, including early access to new BJ’s beers.
Do you think a subscription program could work for your brand? If so, you’re not alone as others the ilk of Panera Bread said it has found great success with its coffee program, where customers pay an upfront fee in exchange for a daily cup of coffee at no additional charge. Then there is Dickey’s Barbecue Pit sends boxes of meat to members of its subscription service for prices ranging from $99.99 to $280 as regular readers of this blog know.
How well do you know your customers? Are you trying to build sales the same way you did in 2010, 2015, or 2019? Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food 2015, 2019 if so; how is that working for you?Do your marketing tactics look more like yesterday than tomorrow? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.