According to CEO Chris Elliott, The Brass Tap decided to elevate the overall brand experience, by enhancing the menu with high impact dishes to complement our awesome craft beer offerings. The Brass Tap menu enhancements feature high quality ingredients and innovative dishes with bolder flavors; “not just bar food”.
“The primary objective of this menu transformation was to make sure people don’t opt out of coming by for more than just a drink,” said Elliott. “We saw customers coming to The Brass Tap before or after dinner. This menu initiative is a way to change how customers use the brand.
The brand created a focus group of 12 chefs from around the country to bring their culinary creativity to the table in order to create a test menu. All of the new menu items were reviewed and created during this process, resulting in new offerings like; LA Kogi Dog, featuring 1/4 lb. All-beef sausage with mayo, Kogi slaw, pickled red onions, secret weapon sauce and Cotija cheese, served on a toasted sub roll, and cocktails like Lavender Lemonade, made using butterfly pea flower infused Drumshanbo Gin, lavender house-made simple syrup, Tempus Fugit Liqueur de Violettes and fresh lemon juice. The Brass Tap launched its new menu in April at 10 stores for testing.
“It took five weeks to roll the menu changes out in the 10 test stores,” said Elliott. “For another eight weeks, we analyzed the sales data and customer feedback before making final menu decisions to roll it out across all locations. The Brass Tap plans to have its new menu available in all locations by December 2019.
“The menu change results have exceeded our three goals for this project,” said Elliott. “First, comp sales trends improved 4%. Second, margins have grown 300 basis points and third, kitchen execution has been simplified.”
While the menu is still evolving, Elliott stated that this is a huge step forward for the brand. As The Brass Tap expands, the craft beer franchise will adjust its menu accordingly.
“We’ll continue to stay on or ahead of culinary trends,” said Elliott. “We want our menu to be unique and innovative. It’s important that our customers view The Brass Tap food offerings as restaurants quality versus “bar food”.’
The Brass Tap in Prosper, Texas—one of the first locations to include all of the new menu items and the newest design elements?set a new first week sales record, bringing in $66,561, of which food accounted for 43.2% and liquor accounted for 13.9%.
“The Prosper, TX opening is a great example of how well the brand can perform when everything lines up correctly,” said Elliott. “We’re excited to continue tracking feedback at other locations and even more excited to roll out the new menu in the upcoming months.”
The initial start-up investment for The Brass Tap ranges between $664,050 and $1,223,000 with a franchise fee of $35,000. To learn more about franchising opportunities with The Brass Tap, visit https://thebrasstapfranchise.com/.