A few years ago Sarah and I decided to check out Lazy Monk Brewing. It must have been around Winter 2011 or 2012 or something like that.
The brewery was pretty new in the Eau Claire area, but had been getting some good buzz. I can’t remember where we heard about it.
It could have been from a friend or co-worker. Or it could have been a mention in our local community paper, Volume One.
Whatever it was we ended up there right around the time we got done with work for the day. The brewery had a tap room that opened around 4 or 5 in the evening. We were the first ones there and had a chance to speak with the owner, Theresa. We learned that her and her husband, Leos, were behind the brewery. He had a love of beer and brought his tastes to the US from Czech Republic.
And Theresa seemed to have a love for people and for design. She had decorated their little tap room to resemble the Germany/Austria/Czech area in Europe. Or at least that’s what it felt like to a couple locals from Eau Claire, Wisconsin.
We had a great conversation that night and enjoyed the beer. Since then Lazy Monk expanded that tap room, but soon outgrew that and now they have taken over a building in the heart of Eau Claire’s downtown right on the river. The new location is great and the business seems destined to continue to grow.
Looking back on how far they’ve come in the last few years I thought we could take a few lessons from what they’ve been doing.
Lesson #1. Embrace Your Uniqueness
My experience with beer had pretty much been having a beer at home or having a beer in a regular tavern. Those are both great, but I had never experienced a tap room in the sense of what the Lazy Monk had created. I guess I had been to breweries before, but the Lazy Monk brewery felt unique.
The real difference that was obvious was the interior design. If felt like you were stepping out of Eau Claire and straight into Europe. Lazy Monk embraced their uniqueness from the beginning or it at least seemed that way.
There isn’t anything like what they have in Eau Claire. I’m not sure if there is in surrounding areas. And that’s surprising since this area has quite a few people with heritage from that area in Europe.
The uniqueness of Lazy Monk gave people something to talk about. They would host regular parties. People would go for cribbage nights or go just to hang out and talk about beer. And that is still the case even as they’ve moved to a bigger location.
Lesson #2. Relationships Matter
That first experience that Sarah and I had made an impact on us. We felt very welcome just sitting there having a few beers and asking a couple questions. It may have only been a 10-20 minute experience or so, but it felt like we had made a friend.
And we’ve gone back and have had similar experiences both with other bartenders and other customers. Lazy Monk just seems to foster an environment where you can get to know people and make new relationships.
Relationships matter for just about any business. Even in today’s world where you communicate with different technologies it’s still important to take a little time to get to know the people you’re working with and meeting. Ask them questions. Answer their questions. Taking the extra time can go a long way to building a reputation.
Lesson #3. Details Matter
The moment you walked into Lazy Monk back then you knew it was a cool place. And that is even more the case when you walk into their new location. There have been big “Wow” items like murals on the wall and big wraparound bars and things like that.
But what always makes me take notice are the details. Every time we go to Lazy Monk we look around and find more little design details. It might be a photo on the wall or a map or a flag or something. There is a lot to see, but it’s not a lot in the sense that the decor is busy. You just notice little details every time you go there.
A focus on details is important from a visual appeal aspect, but it’s also important for the success of a business. The big things are often the easiest. Committing to the details is challenging and it’s often overlooked. When a business pays attention to the details customers often notice and that builds loyalty.
Seeing that details matter in things like decor make customers think that all the details are taken care of. For example, if they’ll take the time to find exactly the right photos for the wall you can feel confident knowing that they take the time to find the right ingredients for the beer or to make sure their service is good.
Lesson #4. Events Are Great Marketing Tools
After that first time going to the tap room we started hearing about how Lazy Monk would usually have an Octoberfest and Christmas event. These events would usually be free or maybe cost $5. Very reasonable. You could purchase beer like normal, but they would also have all kinds of great food out. The food is always from Czech, German or European areas and backgrounds. So it’s something you don’t often get.
These events have always been full each time we’ve gone. That’s been good for meeting people, but I’ve also sat back and paid attention and people really talk about the events. For businesses of all kinds, events can be great marketing tools. They’re great for getting word-of-mouth and great for introducing new people to your company.
Lesson #5. People Love Visions
Lazy Monk recently moved to their new location, but that is only the first step in their vision.
And what’s been cool is that they’ve shared their vision for the future on their Facebook page with followers. They have plans to add on an outdoor deck and patio area that overlooks the river. That will start this spring if it hasn’t already started. Beyond that they’re looking at potentially opening up a kitchen and serving more of that great food on a regular basis.
And they’re always looking ahead at new beers they can create and different seasonal favorites they can bring back.
It’s pretty cool.
The lesson there is that people like to know what the plan is for the future. It’s something people can buy into and be part of as your business grows. So it’s a good thing to share your vision and allow people to come along for the ride.
Conclusion
Sarah and I don’t have any relationship with Lazy Monk. We’re just fans of their beer and the atmosphere they’ve created. It’s a place that is more than a tavern or anything like that. You can go with family and get a beer or a root beer and enjoy some good conversation. And they’re more than just good people. I would say that they are successful businesspeople as well.
