From Hesitation to Celebration: How La Doña Enhanced the Taproom Experience

Summary

La Doña’s culturally rich, Latin-inspired taproom offered unique beers with unfamiliar names and styles—part of its charm, but also a barrier for some guests. I redesigned the ordering experience with sampling, subtle guidance, and staff support—boosting satisfaction, loyalty, and revenue while preserving the authenticity that made the brand special.

Problem

La Doña Cervecería, a Latin American-inspired brewery and taproom, was designed to be unique and immersive—a break from the ordinary taproom experience. While this distinctiveness was a strength, it also created a challenge: the intriguing beer names, styles, and flavors made it harder for some customers to confidently choose a beer they’d love.

The paradox of choice came into play; with so many intriguing options, some customers hesitated, second-guessed their decisions, or ended up with a beer that wasn’t the best fit for them. This uncertainty reduced overall satisfaction, making repeat visits and long-term loyalty less likely.

Solution

To remove friction from the decision-making process and encourage greater customer engagement and spending, several key changes were implemented:

  • Proactive beer sampling – Staff were trained to offer a small sample when customers were uncertain, ensuring they left with a beer they loved. This simple gesture fostered goodwill and reciprocity, making customers more likely to order additional drinks, try food, or tip generously.

  • Refined menu presentation – Popular and approachable choices were highlighted to subtly guide first-time visitors, helping them navigate the options without diminishing the taproom’s unique character.

  • Empowered bartenders – Staff were equipped with a simple script to make sampling seamless and inviting. This built trust and connection, leading to higher satisfaction, increased sales, and stronger customer loyalty.

Results

  • Higher customer satisfaction – More guests walked away with a beer they truly enjoyed.

  • Increased retention and loyalty – Confident customers were more likely to return.

  • Improved revenue per customer – Happier customers stayed longer, tipped better, and ordered more food.

  • Better staff engagement – Bartenders felt more empowered to enhance the guest experience.

Takeaway

Customer hesitation is a silent revenue killer. By making small tweaks to the decision-making journey, La Doña increased customer satisfaction, loyalty, and sales—all without spending a dollar on marketing.