Is this range significant?Įqually as interesting, the 496 guests that visit 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 4,428 breweries within 0.24. Over half of breweries fall within the 3.5 to 3.74 range. All spending data represents a customer’s total amount spent, including their tip and all guests on their tab. For our data set, the average person spends $42.93 at a brewery. The average Untappd rating from our study is 3.71. In our study, the difference between the highest (4.43) and lowest (2.47) rated brewery is 1.96. 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 5,256 non-paid brewery visits at 4,149 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 two 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 1,600 respondents found that 80 percent of craft beer drinkers do not check a brewery’s Untappd rating prior to visiting.
Have you re-thought your own marketing plan lately?
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