Location:
Kennett Square, PA
Service Model:
Brewpub with large taproom and beer garden
Goal:
Flexible service that protects the “bartender connection”
The challenge
Braeloch Brewing operates on a big footprint outside of Philadelphia. Large indoor space, busy beer garden, and the usual pain points that come with volume: lines at the bar, printers running nonstop, and staff pinned behind the counter when they’d rather be out with guests.
“We opened in March of 2019 and started using QR codes that May,” co-owner Kent Steeves said. “The space is large. We were trying to make it easier for customers to order and interact with us, and not have to walk or wait in line as much. Let us do the walking, let them do the sitting and drinking and talking.”
From the start, the priority was delivering a positive guest experience and sales growth without losing the personal touch. “We focus on customer experience,” Kent said. “We kept paying attention from launch to see if customers enjoyed it, and it’s been embraced from an efficiency standpoint. It helps grow sales.”
The approach
Braeloch runs a flex-service model. Guests can order at a stationary point of sale, use paper menus, or order from their phones around the taproom and outdoors. There are no QR codes at the bar by design.
“We use both,” Kent explained. “People can walk up and order at the bar. We still have paper menus. We do not have QR codes at the bar because people sit there for bartender interaction.”
Tabs started on a phone can be accessed at the bar later, which keeps things seamless. Staff reinforce hospitality regardless of how a tab begins. Bartenders run drinks and check in. Taproom hosts run food, fetch napkins or sauces, and relay on-the-fly requests. Handhelds help during rushes or when someone looks stuck on their phone.
Kent emphasizes that menu design is ongoing work. “You are putting a point of sale in the hands of the customer,” he said. “Menu structure and how you organize it is the number one challenge when implementing QR code based ordering. We continually look at how to structure it so it supports operations and keeps the customer experience happy.”
The impact
The results are clear: service runs faster, guests order more, and staff are happier. “On average we’re about 40% of revenue through QR,” Kent said. “On some days it’s 55 to 60%. Even when it’s raining and everyone is inside, people still use it.” Tipping has held steady. “Customers are tipping the same whether they’re ordering through QRs or at the bar.”
Lines are shorter, which was Kent’s personal priority. “I can’t stand anyone waiting in line for a beer, let alone to pay a bill,” he said, “it’s really the skip-the-line code.” With fewer bottlenecks, staff can focus on pouring well and connecting with guests. The model hasn’t replaced people; it supports them. “We will never automate pouring beer off a wall or pouring drinks,” Kent said. “That’s part of our craft world and our craft hospitality.”
Braeloch also sees fewer payment headaches. With guests running their own tabs, accidental walk-outs or card issues have dropped. When the kitchen is backed up, the team sets expectations at the door or table to keep the vibe positive.
What skeptics get wrong
Many smaller taprooms assume flexible ordering is only for big spaces. Kent disagrees. “I get a lot of brewpubs saying they’re small and don’t need it,” he said. “I’ve sat in a lot of small taprooms. I don’t want to stand in line. People want to skip the line even if all you have is an inside taproom. Give them the option to choose how they want to order.”
Rollout can be gradual. “You don’t have to go from zero to 100,” Kent said. “Introduce it in your taproom first so your team learns the technology and you learn where issues might be. Then extend it outdoors or to other sections.”
There are challenges. Printers can run nonstop during peak hours. New bartenders need coaching on rotations and teamwork. Guests sometimes think they submitted an order when they didn’t. None of that is a deal breaker. “Those are good problems,” Kent said. “They mean sales are growing and it’s busy.”
Braeloch’s playbook for guest-led ordering
- Keep the bar sacred. No codes at the bar so guests get that bartender connection.
- Offer real choice. Stationary POS, paper menus, or phone, and greet every table.
- Train for rush and for quiet. In rushes, assign roles and rotate. During slow times, get out from behind the bar and meet guests at the table.
- Keep refining the menu. Curate categories to reduce decision fatigue and prevent mistakes.
- Make tabs portable. Let guests start on the phone and continue at the bar.
- Communicate waits up front. Set kitchen expectations before orders fly.
The bottom line
For Braeloch, flexible, guest-led ordering didn’t replace hospitality. It gave the team more room to deliver it.
“Give your customers a chance to skip a line,” Kent said. “You don’t lose the human touch just because you added QR codes. Decide how you’re going to handle it, grow your revenue, and everyone is happy.”