From taproom hesitation to connection
La Doña Cervecería, a Latin American-inspired brewery and taproom, was designed to be unique and immersive. While this distinctiveness was a strength, it also created a challenge: the intriguing beer names, styles, and flavors made it harder for some customers to confidently choose a beer they’d love. This moment of decision paralysis created stress, not joy.
My solution
I took a cue from ice cream shops—where sampling is expected and part of the fun. By inviting all customers to try a taste before committing, we turned hesitation into momentum. This small shift transformed an awkward moment into a confident choice and set a positive tone for the rest of the experience.
Proactive beer sampling – Staff were trained to proactively offer samples to every customer, ensuring they left with a beer they loved. This simple gesture fostered goodwill and reciprocity, making customers more likely to order additional drinks, try food, or tip generously.
From transaction to connection – Offering samples turned quick orders into real conversations. Bartenders could chat about the beer, share upcoming events, and help customers feel more at home—creating a stronger connection to the brewery.
Refined menu presentation – Popular and approachable choices were highlighted to subtly guide first-time visitors, helping them navigate the options without diminishing the taproom’s unique character.
The result
Improved revenue per customer – Happier customers stayed longer, tipped better, and ordered more food.
Higher customer satisfaction – More guests walked away with a beer they truly enjoyed.
Increased retention and loyalty – Confident customers were more likely to return.
Better staff engagement – Bartenders felt more empowered to enhance the guest experience.
Customer hesitation is a silent revenue killer. By making small tweaks to the decision-making journey, La Doña increased customer satisfaction, loyalty, and sales—all without spending a dollar on marketing.