Taps & Apps: 5 ways to increase food and craft beer sales

Tap into growing craft‑beer demand

Beer still holds the largest share of on-premise sales, accounting for 40.5% of all beverage alcohol in the U.S., according to OPM data from CGA by NIQ.¹ With numbers like that, it’s no surprise restaurant operators are leaning in. Craft beer continues to gain momentum among guests, prompting operators to expand their tap lists and broaden their bottle and can selections.

But how can operators get beer-loving customers to explore more? Here’s one idea:

With 63% of consumers saying they would join a beer club offering bottles or cans hand‑selected by a restaurant’s staff,² operators have a prime opportunity to build loyalty and incremental revenue. A staff‑curated beer club lets operators spotlight unique or seasonal brews, create a sense of exclusivity and encourage repeat visits as members return to pick up their selections or enjoy paired menu items.

It’s a simple, low‑lift way to turn curiosity about craft into a recurring sales driver, and the benefits go well beyond beer alone. These suds‑oriented loyalty programs help operators boost overall beer sales, drive repeat visits, and even promote the appetizer menu as members look for bites to pair with their picks. What’s more, these programs are relatively easy to implement.

Here are a few factors to consider:

1. Make it simple

Make it easy for diners to join and participate in the craft beer club. Punch cards are straightforward: Get 10 punches for trying 10 beers and get the 11th brew for free. Passports with stamps for beers from around the world are fun, too.

But physical methods such as passports and cards can go missing, so some operators may want to go paperless instead. Just use an easy customer identifier such as a phone number to track visits with the POS system. Better yet, invest in one of the many beer club app programs that guests can join.

To extend reach, consider partnering with local breweries and feature flights of their beers — and offer diners extra rewards points if they choose those beers.

With 84% of adult beverage drinkers saying restaurants are a great place to discover alcohol they haven’t tried before,² operators have a clear chance to lean into beer education. The rising trend toward immersive beer experiences — like guided tastings, curated flights, or quick staff‑led flavor notes — helps guests feel more confident exploring craft options.³ These simple, approachable moments not only encourage people to try new items but also create memorable experiences that keep guests coming back.

1. Reward often

Make joining the craft beer club worthwhile for customers with plenty of perks and frequent rewards to keep them interested and coming back. Offer benefits just for joining and invite club members to exclusive events such as educational seminars or tapping a specific limited-release keg.

Establish easily obtainable goals, with rewards at each level and increasing in value with the level of participation. Offer enticements beyond discounts on beers, too — for instance, early access to special keg tappings, special “Mug Club Members Only” happy-hour appetizer deals and more.

1. Offer appetizer deals

Snacks and beer are a natural combo, so appetizers and small bites should be a big ingredient of any mug club program. Let members preview new menu items or offer a basket of McCain^® SureCrisp^® Seaside Fries as a reward, for example, or offer a unique menu item. 

Salty snacks make drinkers thirstier and prime guests to order more. Nearly 50% of on‑premise visitors place a premium on good value, and 30% actively look for deals and promotions.¹ Additionally, 78% say they’d like discounted beer during slower periods.² Together, these insights show how pairing craveable snacks with well‑timed beer specials can drive both check averages and traffic. 

1. Present beer and food pairings

Just as with wine matches, beer pairings should complement food items. One easy way to create perfect pairings is to use craft beer in the food. For example, serve a hazy New England IPA with Brew City^® Beer Battered Thick Cut Onion Rings, or layer pale ale and stout in a pint glass (the classic Black & Tan) to accompany Brew City^® Beer Battered Waffle Fries. Other ideas can include specialty pairings of certain burgers with specific brews, chicken wings with crisp and refreshing ales and more.

1. Build a community of repeat guests

Getting the word out about mug clubs is key to participation. Present invites to join your craft-beer club with the guest check, reward servers for sign-ups and put up a plaque with members’ names with stars to mark participation levels. Display the mugs prominently on a shelf. Most importantly, the mug club should be front and center on all your social media. Post new and notable additions to your craft beer list and of course, social-worthy shots of frosty mugs. Cheers!

As craft‑beer interest climbs, now is the time for operators to lean in, get creative and turn small menu and experience upgrades into bigger wins. A few intentional changes can transform casual sippers into loyal, returning guests.

SOURCES
¹CGA by NIQ; On-Premise Measurement (OPM) Consumer Insights.
²National Restaurant Association; On the Menu: Trends in On- and Off-Premises Beverage Alcohol.
³Toast; 2025 Craft Beer Trends.