FSR May 2023

LIQUID INTELLIGENCE

curious. And for restaurants, the sub scription model has long-standing ben e ts, from recurring revenue and the ability to experiment with small-batch products to receiving advantageous feed back from what’s essentially a focus group made up of fans. “Our Beer Club members have been so excited by the opportunity to try brand new beers that aren’t available to the public,” says Heidi Rogers, senior vice president of marketing at BJ’s Restau rant & Brewhouse. Plus, “members not only enjoy the beer perks, but love bring ing their friends and family to share the complimentary pizza and Pizookies.” BJ’s was originally founded in South ern California in 1978 with a “Califor nia twist on deep-dish pizza,” and has grown to more than 200 locations. BJ’s seven breweries craft all beers served at its locations nationwide. Before BJ’s launched its Beer Club to the broader California market, the team did extensive research and tested the model for eight months in its Sacra mento-based restaurants, Rogers notes. “We wanted to make sure that this was a really great value, so we took into consideration all of the aspects of the guest experience from the main course, to the dessert, and of course the beer, and found a way to add value to each aspect,” she says. “We factored in what our guests’ favorites

a success, BJ’s decided to expand the pro gram to the rest of California. Since then, the brand has made a few changes based on club member feedback. “We’ve also found that Beer Club members are particularly excited about the experiential part of being in a club, so we’ve hosted regional events for them to meet with brewers and other beer club members to encourage the feeling of community our Beer Club brings,” Rog ers says. Upon initially signing up for the BJ’s Brewhouse Beer Club, members receive an Intro Pack that includes a bottle of Imperial White Ale, a six-pack of any BJ’s Handcrafted Signature Beer, and a Founding Member pint glass. Each new beer release, which occurs every other month, includes two beer types that are only available to Beer Club members. BJ’s master brewing team has won more than 220 beer awards, and each year, tests more than 150 beers and selects a few to be released nation ally. “We’re constantly pushing the lim

its of beer making in order to craft some thing worthy of our guests,” Rogers says. BJ’s Beer Club members are auto matically enrolled in the BJ’s Premier Rewards program, which includes unlimited upgrades (16-ounce to 20-ounce beers) in restaurant, one large deep dish or tavern-cut pizza per two month period, a Pizookie and appetizer per two-month when dining in, and $10 back for every $100 spent. “Our club members receive all of these perks, as well as a sense of community with other beer enthusiasts,” Rogers says. Since launching its beer club, BJ’s has experienced increased visits and spend from members in restaurants, who are adopting an omnichannel experi ence more than ever, Rogers explains. Because of that, BJ’s is considering scal ing to other locations based on demand and what is logistically possible. “As for our brewing and other BJ’s team members, we are able to give our brewers the space to create more niche beers and small-batch products than they

are as well as convenience which is why we offer in restaurant and at-home value.” After receiving pos itive responses from the first Beer Club members and considering the launch

EACH YEAR, BJ’S MASTER BREWING TEAM TESTS MORE THAN 150 BEERS AND SELECTS A FEW TO BE RELEASED NATIONALLY TO ITS 200-PLUS LOCATIONS.

BJ’S RESTAURANT & BREWHOUSE

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MAY 2023