Tap into craft beer and experiential dining trends

How to win the beer-curious fans

Taprooms and brewpubs are more popular than ever as consumers embrace craft beer and experiential dining. New establishments are debuting nationwide, offering both an educational and sensory experience for a growing number of curious customers. Adults can learn the story behind each beverage, sample different beers and discuss the merits of various ingredients.

In 2024, the U.S. was home to 9,796 operating craft breweries,¹ and 42% of diners said they expected to engage in more experiential dining in 2025 compared to the previous year.² This surge in interest reflects a broader desire for connection, storytelling and flavor exploration, making well‑curated beer offerings a meaningful opportunity for operators.

Higher‑quality food is a key opportunity for restaurant operators who already serve craft beer. Here are three ways to attract this profitable consumer group without installing brew tanks in the back of the house:

Upgrade the crowd-pleasers

Some taprooms have tried to make up for their lack of food menus by partnering with food trucks, but that solution does not always satisfy consumers.

Guests increasingly expect menus to balance approachability with a sense of craft, featuring dishes that feel familiar but elevated and fit naturally into a beer‑forward experience. Offering the right mix of premium and classic shareables allows operators to meet diverse expectations while improving the overall guest experience.

More premium sides—like the Brew City^® Beer Batter Skin‑On Potato Waves or the Brew City^® Thick Cut Onion Rings—bring texture, visual appeal and a more elevated taproom feel.

Meanwhile, classic options such as the Anchor^® Breaded Wisconsin Cheese Curds or the Brew City^® Beer Battered Fries allow operators to offer comforting, familiar favorites that guests naturally gravitate toward.

Flip the script: Food first

Taprooms and brewpubs that offer food still focus on the beer, so customers that want to order food have to order at the bar. Restaurants can flip this model by bringing the bartender experience to the table. Servers can be trained on pairing craft beers with foods.

For example, fruit IPAs are hot now, so servers can suggest pairing them with snacks that feature cheese for a contrast, or with Asian foods to bring out the citrus notes. Beers with honey are gaining popularity, so servers can suggest spicy dishes.

An easier way to do this is with menu callouts. While the traditional method is to include a note under each food item pointing out two or three beers the food pairs well with, operators can instead suggest two or three foods under each beer.

Go for a limited menu, more magic

At the same time, customers might be overwhelmed by too many menu suggestions. Instead of offering a long list of the usual snacks, restaurants are offering a small selection of premium appetizers. Not only does a shorter list make it easier for customers to order a few small plates, but an elevated menu can make the eatery stand out as a place that serves high-quality foods to go with the innovative beers. Restaurants are elevating their appetizer and snack menus with foods that can be shared at a table, complement a variety of beers and spark social buzz.

Mix and match interesting flavors. Have fun with it. Imagine a Cheesy Triple Play loaded with golden Cheesy Dippers, creamy Mac & Cheese Bites, and crispy Jalapeño Poppers. Take it to the next level with bold dips like smoky BBQ sauce, zesty chipotle mayo and sweet‑and‑spicy pepper jelly. Your guests will love trying all the flavorful combinations.

The growth of taprooms and consumers’ rising interest in craft beer present a powerful opportunity for restaurants to lean into this momentum. By elevating menus with premium shareables, training servers to guide beer‑and‑food pairings and curating concise, high‑impact offerings, operators can create memorable experiences that keep guests engaged and eager to return.

SOURCES
¹Tastewise; Craft Beer Trends: The Coolest Brews of 2026.
²OpenTable; Dining Trends to Watch in 2025.
³CGA by NIQ; On-Premise Measurement (OPM) Consumer Insights.