Draught Is My Craft: Troubleshooting Life from the Draught Technicians Perspective

  As we head into the Thanksgiving holiday, a lot of us have food on the brain. As well we should. When we are dealing with craft Brewers, and bar people, alone, it is never difficult to explain the concept of beer as food. Yet, for some strange reason, this is a difficult concept for chefs, and restaurant GM's to absorb, at times.    One great thing about this job is that you get to have the same conversation over and over again. "How is this great?", you might ask. It's great because you get to practice. How many times in your personal life have you walked away from an argument feeling like you've lost it, and an hour or so later thinking of the perfect retort. It is because we have the same arguments over and over, we get to develop the perfect retort in advance.      I will give you an example.  I was called to get a beer system running in a restaurant that was quite old, but had been purchased by a new owner. They were spending tens of thousa...

I do understand the dangers of generalizing. So, please understand that this is merely an observation, and of course, not everyone is always what they appear to be. Political correctness aside, and journalistic integrity intact, my experience as a Draught Equipment Technician has  taught me that, when approaching any sale, it helped to identify my customer. Knowing who my customer was, in terms of spending appetite, and risk tolerance, was absolutely instrumental in knowing how to approach a sale. And don't you dare recoil at the word sale. We all sell things. Politicians sell ideas and agendas. Religious folks sell "God". Most of my customers sell beer, other alcoholic beverages, not alcoholic craft-beverages, service, or like me, beverage equipment. Just because it is necessary, doesn't mean that it sells itself. I have found that there are three main personalities types, when it comes to decision makers, in restaurants. I am intentionally leaving out a fourth type,...