The Brass Tap Increases Average Unit Volume by $400,000 in Two Years By Introducing Full Kitchens
The Brass Tap Increases Average Unit Volume by $400,000 in Two Years By Introducing Full Kitchens

The 50+ unit craft beer franchise’s focus on refining its food and beverage menus has increased its AUV to $1.6 million

There’s no place quite like the neighborhood bar after a long week at work. At The Brass Tap, guests can unwind with craft beers and cocktails, enjoy a fun night of trivia and be part of the local community hub. Since 2016 the company has seen a climb in sales as a result of renovating each bar to house a full kitchen and a full menu for both food and beverages alike.

The average sales in 2016 for The Brass Tap sat at $1.2 million and in the course of two years, the brand has experienced a $400,000 increase, bringing 2018’s average sales to $1.6 million.

Jamie Cecil, Vice President of Franchise Development, attributes the brand’s boost in sales to the new offerings a full kitchen provides. “When the brass tap initially opened, we served beer and wine only. After extensive research and testing, we decided to add in a full liquor bar as well as a full menu. The most recent additions have positively impacted the business and have dramatically improved our AUV’s.”

In addition to the focus on food, The Brass Tap has also upgraded its craft beverage offerings, including new liquor selections like the recent release of its craft bourbon initiative, featuring local and in-house craft liquor flights and tastings.

With more variety on tap, a full food menu and a full liquor bar, guests are staying longer and feel more inclined to relax and indulge a little more.

“We are seeing longer stays as a result of guests truly enjoying their experience at The Brass Tap,” he said. “The events we offer at each location, such as Tap Takeovers, ‘Painting with a Twist’ events, Trivia Nights and live music, encourage our customers to stay at the locations longer, which increases the average ticket price, resulting in higher sales for our franchisees and higher tips for staff.”

The initiatives that the brand recently made have played a role in an increase in franchise sales, as well, with over 45 open locations across the U.S., and an additional 30 franchise locations in the development pipeline. Many of these deals are with franchisees who have signed for large multi-unit deals.

“The Brass Tap in Carrollwood has seen a lot of test menus pass through its doors,” said Mike Patron, Vice President of Operations and the leader of the Carrollwood, Florida location. “But this latest menu seems to be the one that the community is raving about the most. In fact, we’ve seen a 7.9% increase in sales after only eight weeks of serving this new menu.”

Patron said that not only have sales increased, but there has also been an increase in the operational ease of execution within the kitchen. The latest menu features items that are simpler in preparation and making, but are fresh and bold in flavor. The new food options coupled with the fresh cocktail program have received great guest reviews and continue to increase sales growth, according to Patron.

“We have experienced a lot of momentum since the brand was founded, which has helped the brand mature to become a more balanced concept,” said Cecil. “Our continued increase in average unit volume is an attractive trend to share with our potential franchisees, and we anticipate faster growth as a result.”

For most multi-unit deal prospects, Cecil said that having a year with $1.6 million in sales certainly is a draw for development. With sales rising steadily, a more complete concept and model and plenty of room to grow, The Brass Tap is a prime opportunity for prospective franchisees looking to invest.

The initial start-up investment for a single-unit deal of The Brass Tap ranges between $780,700 to $1,318,30 and has a franchise fee of $37,500. To learn more about franchise opportunities with The Brass Tap, visit https://thebrasstapfranchise.com/.

 

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