Interview with Karel van Broekhoven, Master Trainer at OOH Royal Swinkels.
Karel has been working in the beer industry for 35 years, the last six of which have been at Royal Swinkels. Drawing on his many years of experience in the beer industry, he trains hospitality staff in the art of serving quality beers to perfection.
In this interview, Karel explains why a good beer menu is indispensable in the hospitality industry. According to him, a clear, well-thought-out list helps guests make their choice, encourages them to discover new beers and, at the same time, acts as a silent salesperson that enhances the experience and boosts turnover.
“A good beer menu sells, without you even noticing”
Why is a beer menu so important in the hospitality industry?
“The range of beers is vast and guests want help in choosing. Not everyone is familiar with beer styles or dares to try something new. A good beer menu provides clarity, inspires and lowers that threshold. That makes drinking beer more enjoyable and accessible.”
What’s in it for the guest?
“Peace of mind and certainty. Thanks to a logical layout and short, clear descriptions, guests can quickly find what suits them. As a result, they’re more likely to look beyond their usual choice, and beer really becomes part of the dining experience.”
And for the business owner?
“The beer menu is a silent salesman. Without any extra effort from staff, the menu guides choices. Guests order speciality or premium beers more often and are quicker to try something new. You see that reflected in spending and in customer ratings.”
Why do you always work with bespoke solutions?
“Because no two businesses are the same. The concept, the clientele and the occasion on which beer is drunk differ from one establishment to another. That’s why we always start with a conversation. Only once we know who the guest is and what role beer plays do we put together a beer menu that really fits.”
What does such a beer menu look like?
“With our broad portfolio – from well-known brands to craft and local beers – we build a clear and concise range. Not too large, so that choosing becomes difficult, but surprising enough to intrigue. That works for both guests and staff.”
How important is the look and feel?
“Extremely important. The beer menu must match the atmosphere of the venue. A modern restaurant requires something different from a traditional pub. That’s why we offer various designs and styles, so that the menu fits seamlessly into the overall picture.”
Finally: what’s your top tip?
“Don’t see the beer menu as a mere list, but as an opportunity. An opportunity to tell your story, surprise your guests and boost your turnover. With the right approach, the beer menu becomes one of the strongest tools in your business.”