Black Star Co-op Pub and Brewery, a co-operative business owned and directed by members and volunteers in Austin, Texas, opened its doors in September 2010. Serving a vast selection of beers on tap from local and national craft breweries, as well as sustainably sourced Texas grub, Black Star had established a stable base of customers. Interested in increasing their clientele, Black Star turned to SurveyMonkey Audience to understand the dining habits of Austinites and refine their marketing strategy.
Word of mouth continues to prove its power for newly opened local businesses, with over half of respondents saying they had heard about Black Star through a friend or colleague. Less than 20% of respondents learned about their brewpub via the local paper and magazines or from events, and only a few said that they’d heard of Black Star via social media sites.
When it comes to dining out, Black Star wanted to understand how people choose a bar or a restaurant and what factors influence their decision (e.g., location, menu, pricing). Almost 84% of Austin residents surveyed said the quality and selection of food was their top priority followed by positive word-of-mouth from family/friends/colleagues.
After analyzing their SurveyMonkey Audience survey results, Black Star got a better sense of how Austinites learn of food options and what influences their decisions on where to dine out. Armed with these new insights, Black Star plans to look into creating a “tell-a-friend” referral program to get people in the door, since people rely on their friends and family’s recommendations to try out new options. Lastly, the brewpub also hopes to attract new visitors by highlighting the local quality of their food and beer in their new marketing materials.