Greet Like You Mean It

The following is an excerpt from the “Foundations of Hospitality for Brewery Taprooms,” the first module in the Brewers Association Front-of-House Taproom Staff Training Program.

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The first few moments a guest spends in your taproom can shape their entire experience. A warm, intentional greeting builds trust, comfort, and connection. Mastering first impressions ensures every guest feels welcome, valued, and eager to return.

Executing the Basic Greeting Flow

Follow these steps to ensure every guest receives a warm, effective greeting from the moment they enter to the start of their service.

Step 1: Notice the Guest Arriving

Stay alert to new arrivals, even during busy times. Make eye contact as soon as possible to show you’re aware of them.

Step 2: Offer a Warm Greeting

Smile and greet the guest with a friendly phrase, such as “Welcome in!” or “Hey, be right with you!”

Step 3: Acknowledge Wait Time (if needed)

If you can’t serve them immediately, let them know you’ll be with them soon. A quick, sincere acknowledgment goes a long way.

Step 4: Transition to Service

Once you’re able, move smoothly into taking their order or guiding them to the next step. Maintain your positive tone throughout.

4 Ways To Elevate Your Customer Greeting

1. Maintaining eye contact: Eye contact shows guests they’re seen and valued, building instant connection and trust, even in a busy room.
2. Wearing a smile: A genuine smile shows warmth and friendliness, helping guests feel welcome and at ease.
3. Offering a verbal acknowledgment: A friendly verbal greeting lets guests know you’re attentive and reassures them they haven’t been overlooked, especially when there’s a wait.
4. Using friendly body language: Open, approachable body language helps guests feel comfortable and shows you’re ready to help before you even speak.

About the Front-Of-House Taproom Staff Training Program

The Brewers Association (BA) Taproom Front-of-House Staff Training program trains individuals working front-of-house service positions, including bartenders and servers. This 4-part online course supplements your taproom’s onboarding processes by providing crucial information and skills to engage and serve guests.

The course includes the following modules:

1. Foundations of Hospitality: Learn the core principles of exceptional taproom hospitality and front-of-house service. Build the skills to create memorable guest experiences, adapt to customer needs, and handle service challenges with confidence.
2. Foundations of Beer Knowledge: Master the essentials of beer, including ingredients, brewing, and beer styles, so you can confidently answer customer questions and make great recommendations. Perfect for building your beer knowledge and starting engaging conversations.
3. Beer Service & Draft System Essentials: Learn the essentials of perfect beer service, from proper glassware and pouring techniques to draft system basics and troubleshooting.
4. Responsible Alcohol Service: Acquire the skills to serve alcohol responsibly while protecting your guests, team, and business. Gain the confidence to handle challenging situations, reduce risk, and create a safe, welcoming taproom experience.

We have also created a guide that helps taproom managers implement the training. The guide integrates the materials from the training program into a suggested 1-day, 1-week, and 1-month onboarding process that also accounts for training specific to your taproom, like safety procedures and POS systems.

All employees of breweries that are members with the Brewers Association receive free access to all courses on the BA Training Center. Simply login with your Brewers Association credentials. If you do not have credentials or would like to learn more about membership, please reach out to our Membership Team.