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Selling well-crafted and highly profitable beer in a brewpub is very different than selling cheap and flavorless beer in a grocery store. Brewpub entrepreneurs need to think and act differently to ...

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Season two of Five Minute to Brewpub Success features technical videos focused on operations, maintenance, sanitation, and how to design your food and beer menus. Pay special attention to Menu Engineering and Profit Engineering Parts 3, 4 and 5.

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How do you know what to say to a beer drinker when they walk into your brewpub? Are social drinkers looking for the same thing as beer connoisseurs? What about new craft beer drinkers, how can we best serve them? The answer to these questions is: You need to have different sales strategies for th...

If craft beer is going to win against big beer, we must think and act differently. This video examines "Buyer Utility," which shows the underlying emotions and strategies that craft beer drinkers rely upon to make choices - and they are different than what most industrial beer drinkers rely upon ...

Comparison of food cost, selling price, contribution margin per menu item and proper menu mix.

Dr. Mark Meckler explains and demonstrates Menu Engineering, as learned directly from Dr. Mike Kasavana. He offers a spreadsheet design to let you optimize your menu mix and drive guests toward your hi...

Upselling is a critical set of practices for your brewpub's front of the house staff. These techniques dramatically help increase revenue per visit per table.

How can you make money with each transaction? The secret to success is treating profit like a cost. Dr. Mark Meckler gives condensed lesson on proper pricing methods so that your pricing fits that market and your required profits are properly built in.

Dr. Meckler gives a condensed lesson on estimating revenue to help set your brewpub budget.

Top down, bottom up budgeting is our preferred method for setting your brewpub or restaurant budget. The top line is revenue and especially for new brewpubs or if you are expanding, you should estimate ho...

Just like rent, paying wages, utilities - profit needs to be a requirement in any business.

Dr. Meckler shows how to keep profit margins as a cost. That's right, you need to add a required profit into your recipes just like a cost. Just like rent, paying wages, utilities - profit needs to be a r...

Dr. Mark Meckler teaches details of designing product to standard costs and standard margins

Monitoring Yields and Budgeting For Imperfections. Usable Portion Cost, As Sold Cost

Professor Mark R. Meckler offers a short lesson on the key operations yields that impact your bottom line. Planned costs sometimes differ from actual costs. Orders are shipped short, inventory can spoil, people ...

Maintenance is a critical strategic activity and needs to be part of your normal business rhythm.

Dr. Mark Meckler of Crafting a Strategy teaches why maintenance is strategically critical to craft brewery and brewpub business success.

Dr. Mark Meckler teaches 8 rules that matter most for successful sanitation in the craft brewing business. Including how to prevent microorganisms from infecting your food stocks and inventory.

A good control regime helps you understand why your business goals are being met (or why not).

Dr. Mark R. Meckler of craftingastrategy.com gives a short lesson on crafting a control regime for your business. He articulates six different types of controls and how they interact to create a contro...

Dr. Mark Meckler explains the basic business control process, and the importance of setting standards and accurate observation.

How does a company construct a brand that fits their unique identity? We go through a step by step process for any brewpub entrepreneur to begin the process of building a brand from scratch.

The Science of Persuasion (Cialdini, 2001) helps us change the conversations about beer consumption from those based on price to those based on experiences.

Why do people buy what they buy? It has to do with their survival instincts and emotion much more than with what their rational thoughts may tell them. Have you ever had a potential customer tell you they love your products and services, but they still never buy from you? The 3-brain theory helps...

Did you know that designing a menu item or craft beer recipe with percent margins can ruin your business? That's right, the accounting tool of percent margins can hurt your business if you use them improperly. This video shows the critical difference between percent margins and dollar margins, an...

Designing a menu mix is crucial to bringing in different types of customers at different price points. In this video, we describe how cocktails, barrel aged beers and traditional beers work together to increase margins. Contribution Margin per seat hour is a critical performance standard for any ...

Calculating the revenue per available seat-hour (RevPASH) is a critical performance standard when running a profitable restaurant or brewpub.

After 35 years of craft beer innovation in the United States, brewers are worried the industry is running out of flavors. This video teaches brewers to think beyond ingredients and to look toward different types of innovations. Beyond flavor innovations are modular innovations like barrel aging, ...

As craft beer drinkers demand more variety of beer flavors, beer businesses are under incredible pressure to make more beer types but still be a profitable business. You can't please everyone, but you also have to be different enough. This video shares the science behind choosing the optimal prod...

Surplus Value. Dr. Mark R. Meckler of Crafting A Strategy teaches a lesson on surplus value and consumer surplus and why they are strategically important to craft business success.

Consumers are living in a disenchanted world, with no sense of magic or escape like we used to seek out as children. How can craft beer fix this and enchant and delight beer drinkers? Learn how here!

The Value Chain is the number of steps to turn raw materials into finished goods. Value chains tell us where the money in a pint of beer goes and to which companies. Value Chain Innovation powers the economic magic of brewpubs.

Webinar - Expansion: Existing Building Constraints

Webinar - Expansion Update

Webinar - Expansion: Permitting and Tenant Improvements

Webinar - Expansion: Non-Brewing Revenue Spaces w/ Temperance Beer Co.

Webinar - Expansion: Baerlic Brewing & Migration Brewing on Current Efforts

Tools for Industry Disruption: Blue Ocean Strategy and Business Model Innovation

Beer Culture Codes

The beer industry is highly fragmented, but most business strategy suggests consolidation as the preferred outcome. Before you can strategize about how to win in a fragmented industry, we suggest you first know the forces at play trying to tilt beer toward more consolidation.

Mission, Vision and Ethical Governance

Wisdom

3 Levels of Leadership

Culture, Leadership & Control

Menu Engineering - Learn how to create consistently profitable menu mix while still offering enough variety to satisfy most customers.

Pricing Methods

Controlling Opportunism of Key Partners

Strategic Controls For Downstream Distribution - Video Podcast

Marketing Intelligence: Data Preparation and Description

Enchantment is a concept from consumer psychology. Most adults live in a world without enchantment, living transactional lives from paycheck to paycheck. That's why shows like Game of Thrones are so popular, they offer an escape from regular life. Your beers can be positioned in a way to offer si...

Marketing Intelligence: Segmentation and Sample Design

Marketing Intelligence: Marketing Tactics

Marketing Intelligence - Marketing Strategy

Marketing Intelligence: Buyer Behavior

Marketing Intelligence: Research Design

Marketing Intelligence: Market Driven Perspectives - Part 2

Marketing Intelligence: Market Driven Perspectives Part 1 of 2

Breweries as Societal Wealth Engines

Advanced Perspectives on Value

Have you ever wondered how to design a menu that is profitable and delights your customers? Are you a restaurant owner who would like to manage your chef and line cooks better? Do you own a restaurant with happy employees, delighted customers, and no money left over for you and your family each m...

Dr. Mark Meckler introduces an elegant and short 5-minute video that walks our members through the process of generating strategic alternatives, which is a classic outcome of traditional SWOT Analyses. However, we go further and tell the strategist "how" to choose among those alternatives, which ...

Summary of HBR Article - Yankelovich and Meer, 2006, Dr. Meckler summarizes the crucial difference in buyer behavior when we segment markets on actual value measures and willingness to pay instead of on demographics, gender, or other segmentation metrics

Breweries in planning need to answer four critical questions in order to build a brewery that is capable of creating great beer at a profit level that ensures economic sustainability. If you need to speak with investors, it is also important that you clearly communicate to them that you know how ...

The craft beer industry is highly fragmented, but most strategic advice tilts toward consolidation and isn't always useful. This video helps you understand the different forces at play in fragmented industries and how you can still be successful despite pressure to consolidate.