Success Story: World of Beer
COMPANY OVERVIEW: Good Friends and Good Beer
World of Beer was founded in 2007 by two best friends in Tampa, Florida, who wanted to create a welcoming place where friends could gather, drink, eat and explore. As the original craft beer bar, WOB boasts hundreds of beers and 50 rotating taps at each location, along with signature food menus specifically designed to enhance the flavor of beers. Today, they’ve grown to become a global franchise with 60+ locations across the United States, South Korea, and China.
The company’s founding story echoes that of Ripples: two guys looking down at a cup of coffee (or in their case, beer) and dreaming of a better drinking experience. So it’s only fitting that they were the inaugural commercial partner for Ripples and the first North American chain to service personalized pints using the Ripple Maker PM machine.
Here’s a quick snapshot of that partnership, nine months after the launch of their pilot location on Saint Patrick’s Day last year.
“Ripples helps us extend [guest] visitation time, increase frequency of visitation, and provide a better overall experience.” James Buell, Chief Brand & Innovation Officer at World of Beer
COMPETITIVE STRATEGY: Customers First
While they undoubtedly stand out through their expansive beer offering and matched food menu, World of Beer’s core differentiator is actually hospitality driven. The company’s expertly trained and personable staff is fully geared towards over-delivering on customer expectations. Incorporating the Ripple Maker allows the WOB team to scalably execute that strategy in a way that is both flexible and personalized, adjusting on the fly to respond to customer interactions and requests. Imagine, for example, serving a beer connoisseur with a stout that says, “Fine choice of beer, Bill”, or presenting a foamy “Happy Anniversary, Kate!” to a couple who have come in to celebrate. Ripples not only delight WOB customers, but also enhance work performance (and tips) for WOB staff.
GROWING PAINS: Streamlining Communication
As a franchise with over 60 locations, the WOB team understands the importance of efficient communication workflows to ensure their branding, messaging, and promotional offers are executed consistently. That’s a tall order, considering they have such a robust promotional calendar with dozens of rotating local events for franchisees to choose from, including: Yappy Hour (dog-friendly events), WOB U (for college oriented events), Brews for a Cause (charity events) Taco Tuesday, Yoga & Hoppiness—you name it.
To stay aligned, WOB’s executive marketing team sends out weekly updates by email and uploads all relevant marketing collateral to a shared directory among franchise members, field marketing teams, social media managers, and more. The directory, which is aptly named ‘the Cellar’, allows WOB to seamlessly integrate Ripples creative with their extensive marketing communications.
PILOT PROJECT: Saint Patrick’s Day in Tampa, FL
Following a successful pilot in Tampa during St Patrick’s Day last year, WOB rolled out Beer Ripples to 20 locations across the US. WOB COO, Dave Reid, commented that the “Reaction to Beer Ripples during our St Patrick’s Day pilot was overwhelming positive. Not only did we bring smiles to our customers, we increased our social engagement with them and saw an uplift in sales as people couldn’t resist seeing their favorite images in their beers. World of Beer has been providing unique craft beer experiences to our guests for more than 11 years so our partnership with Ripples is a natural fit with our commitment to innovation.”
Here’s a map of WOB locations where you can find a Ripple Maker
SPECIAL INSIGHTS: Location, Location, Location
Shortly after installation, the WOB staff noticed that positioning Ripple Maker machines in central locations on their bar naturally drew the attention of customers seated nearby. The lively engagement also drew in requests for additional drink rounds, and prominent machine display has since become a best practice among participating WOB locations.