Since getting interested in beers other than American Lagers more than twenty years ago, I have asked the title question thousands of times in restaurants all over the U.S. and Canada. Frustratingly, more often than not, the place doesn't have a beer menu. As someone wanting to branch out and try something new or local to the place I was visiting, this began to annoy me. As I learned more about beer and the beer business I really began to question the wisdom in offering beers, but not listing them somewhere for customers.
In the last few years, this situation has improved, but a remarkable number of restaurants still force beer-desiring patrons to put their servers on the spot. This seems to be a particular issue at chain restaurants. In most cases,the server begins to recite a long list of beer and brewery names they've memorized, or flips through their service folder for the list they've stashed and begins to read. If the list includes something new, the server might know the style, but a detailed description is a rare commodity. In the worst case, the response to the title question is, "Oh, we have everything."
This is not the fault of the server. Why not include a beer list in the spiral-bound booklet that almost always includes the wine list, the desserts, and the monthly promotion? Working table service is challenging enough without requiring servers to recite a list of beers as if they are elementary schoolers reciting state capitals. A great beer list will include all of the following attributes (a good list will incorporate at least four of them): beer name, brewery name, brewery location, beer style, alcohol content, a short description, and price.
Offering a detailed beer list will elevate beer. It will lead to happier customers and happier servers (both of which lead to increased sales). If you are a restaurant owner wanting help with this process, I am a Certified Cicerone® for hire; feel free to contact me.
In the last few years, this situation has improved, but a remarkable number of restaurants still force beer-desiring patrons to put their servers on the spot. This seems to be a particular issue at chain restaurants. In most cases,the server begins to recite a long list of beer and brewery names they've memorized, or flips through their service folder for the list they've stashed and begins to read. If the list includes something new, the server might know the style, but a detailed description is a rare commodity. In the worst case, the response to the title question is, "Oh, we have everything."
This is not the fault of the server. Why not include a beer list in the spiral-bound booklet that almost always includes the wine list, the desserts, and the monthly promotion? Working table service is challenging enough without requiring servers to recite a list of beers as if they are elementary schoolers reciting state capitals. A great beer list will include all of the following attributes (a good list will incorporate at least four of them): beer name, brewery name, brewery location, beer style, alcohol content, a short description, and price.
Offering a detailed beer list will elevate beer. It will lead to happier customers and happier servers (both of which lead to increased sales). If you are a restaurant owner wanting help with this process, I am a Certified Cicerone® for hire; feel free to contact me.
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