Anywhere is a rapidly accelerating future in which all of us, as well as the things we care about, will be connected. In my on-going quest to find yet more things in our lives that have already become connected, one of my most recent discoveries is the connected beer tap.
Yes, it’s for real, and while some of you enjoy giggling at some of my other connected device finds, thinking them too marginal to add real economic value, this creative application of extended connectivity quickly turned into incremental dollars to the business that installed it.
A restauranteur in suburban Atlanta has introduced connectivity to a Wall of Beer, incorporating connected flow meters on the beer taps and a pair of NFC card readers next to the taps. You can see what the setup looks like in the photo here: pretty normal except for the card reader.
It’s fairly simple: sensors added to the taps detect the flow of product, its pressure, as well as temperature and (optionally) CO2. That data goes to an on-site server. RFID card readers track members of the restaurant’s beer club. When a member goes to the beer wall, they can log into the system with a card, then dispense their own beer. The system notes which beer and how much was dispensed, and charges the member account accordingly.
What’s the point? There are two reasons to do it, both of which affect the restaurant’s bottom line very quickly:
- Customers like the self-service-but-premium experience. Guests can try small, 2-ounce tastes of beer without buying an entire mug… and they can do it themselves. The beer wall area in the restaurant is set up as a special VIP space, creating a feel of exclusivity. The unique experience, including congenial encounters with other patrons at the beer wall, has driven beer sales at the venue up steadily since its introduction. More beer drives more food… increasing total store revenue.
- Tracking each ounce of beer from a keg dramatically reduces product loss. Over the years, restaurants have come to terms with turning just 75% of the contents of a beer keg into revenue. The remainder goes to spillage, over-serving, or theft (bartender giveaways). With tracking of every ounce dispensed, it’s nearly impossible for employees to cheat the system, and customers don’t over-serve themselves when they know they’re paying by the ounce. The result at this restaurant: keg utilization has shot up from 75% to an amazing 90%+. That’s a straight increase in profit per keg purchased.
The technology won’t be applicable in exactly this setup everywhere; there are 16 states in the U.S. that currently don’t allow self-service alcohol. But the flow sensors in beer taps can still be used to track behind-the-bar dispensing to reduce loss per keg.
In case you missed the lessons here, pushing connectivity — in the form of wired and wireless sensors plus NFC readers — further out into the business of this restaurant has increased both top-line revenues and bottom-line profit. Costs included an up-front installation fee and a variable monthly expense for the SaaS-based system. Payback took about 14 months.
The big point: extending the network in your business can reduce its inefficiencies, because the network brings detailed, real-time information about activity at the edge of the business to wherever the right decisions about it can be made. An Anywhere restaurant is a more profitable one.
Thanks to Jerry Bucher at Draftserve for walking me through the solution. He says the restauranteurs they show this to are starting to understand that the entire industry could be revolutionized by what his firm calls “point-of-pour’ technology. I’m going to call it Anywhere Beer. And I like it.
(Want to know more? Get in touch with him at jerry.bucher@draftserv.com.)