Retail Edge: Put it in Writing

Beer Menus Entice Customers and Give Wait Staff Something to Talk About At the Devil’s Den and Old English Tavern

Does this sound familiar to you?

Waiter: Would you like to see the wine list?

Customer: No, thanks. Do you have a beer list?

Waiter: No, but we have X, Y and Z on draught and A, B and C in bottles, I think.

Among the most consistent fixtures in any restaurant is the menu. It should reflect the theme of the establishment and satisfy the expectations of the customer. In the exchange above, the customer did not find what he/she was looking for, in this case a list of beers, and the waiter’s recitation of beers was not at all inspiring.

Erin Wallace and her husband Scott understand the importance of a beverage menu. The menus at their two beer bars, Old Eagle Tavern in Manayunk and The Devil's Den at 11th and Ellsworth, are perfect examples of what a well thought-out beer list should be. Their extensive list of draught and bottled beers is presented by style; all beers are either ales or lagers which are then presented according to their particular style. For example, Dogfish Head 90 Minute and Stone Ruination are IPAs. Erin explains. “We try not to present too much information. The customer wants to have a good time, not read a book. The menu is a tool which helps the staff engage the customer in conversation. It is my job to educate the staff so they can fill in the details about our beers, recommend something new or suggest a style of beer to complement the food on the menu. Between the menu and the wait staff, customers get the level of detail they want.”

Beer maven, Erin Wallace, at the Devil’s Den. She commutes between Manayunk and South Philadelphia daily. Her beer list should inspire others to follow her example.

To perfect your beverage menu, Erin Wallace recommends...

• Most customers want to know if abeer is dark or light.
• Alcohol content is important as it promotes responsible consumption. People will usually eat something with high alcohol beers while others want to drink the highest ABV on the list.
• People like options. The staff will discuss variations within the styles offered.
• The origin of the beer is always printed on the list.
• Seasonals are highlighted on the list or on a chalkboard.
• Hybrid beers can be controversial. Some customers question style designations. Smile. It just goes with the territory.