High: The staff goes above and beyond moderate, "wow"-ing the guest.įor this sample set, when a guest receives high engagement, they spend $44.42, 13 percent more than a guest receiving low engagement. Moderate: The staff greets the guest, offers recommendations, and checks back in a timely fashion. Neutral: The staff goes through the motions, neither impressing or disappointing the guest. Low: The staff does not attempt to build a connection with the guest and is absent for the bulk of the guest's visit. We define the levels of engagement as the following: Let’s take a look at how engagement factors into the mix. We are not going to point out any flaws in the Untappd system, but rather show relationships between their data and additional facets of a brewery experience. This includes the beer itself, but also the memory the experience that surrounds it. Why is this? Are those breweries with lower rated beer putting their focus into other aspects of their business that can impact a guest’s spending habits?Ĭountless factors influence how good a beer tastes. Is this range significant? Equally as interesting, the 496 guests that visits breweries rated 2.47 to 3.49 spend on average nearly 17 percent more than guests visiting breweries rated 3.75 to 3.99. This is essentially 4428 breweries within 0.24. Over half of breweries fall within the 3.5 to 3.74 range. Untappd uses the following formula to determine a brewery’s rating. The goal of our study is to take a deeper dive into if a brewery’s Untappd rating affects any predictors to how successful a brewery can be. Through a Secret Hopper study consisting of 5256 non-paid brewery visits at 4149 unique locations, we analyzed the relationship of a brewery’s Untappd rating and a variety of data points surrounding everything from the amount a guest will spend to how long they hang out.
Breweries need to continue asking themselves, “if everyone is making quality beer, how do we stand out?”
Does this Untappd data correlate significantly to a brewery’s ultimate success? Once again, the answer is no. Thus, the difference between an average beer and world class beer is merely a few tenths of a decimal. The difference in Untappd ratings between breweries in negligible. Even if they did check, would that rating give any insight into the potential quality of their visit? The answer is no. In a world where ratings are prevalent and data constantly discussed, what really matters? Do you rate an Uber driver within the first 2 minutes of your drive? Do you complete an Airbnb review before the stay is over? Does this data impact your future decisions and purchases? Will you choose not to visit a brewery because their Untappd rating is 0.1 below your unwritten cutoff?Īn online poll via Facebook consisting of 1600 respondents found that 80 percent of craft beer drinkers do not check a brewery’s Untappd rating prior to visiting.
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