Back for more: 2000 Best Beer Winner Old Chicago takes prize again

Cheers, April, 2005

Old Chicago, owned by Rock Bottom Restaurants, offers "a fun beer program with an amazing selection, from local to national brands," said Brian Lambert, loyalty programs manager. The chain, which took the Cheers Best Beer Program award, offers 110 beers at its 78 units.

"The bottom line for our success is the restaurant managers and staff. We put together some fun and games for them to execute and they do so with a passion beyond belief. It's those people and their dedication to beer that really makes the program work as it does," said Lambert.

The World Beer Tour, which Lambert is responsible for marketing, started back in 1984 at the first Old Chicago in Boulder, CO. "It evolved over the years from a paper voucher system to an electronic system that offers immediate gratification upon reaching prize levels. We have an average of 568 guests who complete a tour each month. It can take some members as little as a month to complete, and some have been working slowly to complete it since the program's inception," he said.

"There is no pressure to complete the tour and the membership does not expire, so our guests can take all the time they need," he stressed. "Guests are limited to consuming four beers daily, for responsible consumption. Upon Tour completion, members have their name emblazoned in our 'Hall of Foam.'" Last year, almost 100,000 customers joined the Tour program, and along with 500,000 of its existing members, collectively enjoyed over 2.3 million beers.

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The Louisville, CO-based company's goals for its beer program are "to build loyalty by recognizing the needs of the individuals as well as the group, increase sales through increased frequency, and to become the beer authority by offering the most extensive and interesting beer selections," he said. "And to have fun ... after all, it is a game."

Training and staff knowledge are crucial to the success of the World Beer Tour. "We attempt to educate each and every staff member on the beer styles, flavor profiles and little tidbits of history on the beers. With over 110 beers and a beer menu that changes frequently, it's very important to give as much information as possible."

Roughly 30 beers are carried on tap, and more than 80 are in bottles at Old Chicago units. Every restaurant has four-to-six "rotating" tap lines, which are switched out several times a year to feature new beers and to keep the menu fresh. Each restaurant's rotating tap lines are managed solely by the on-premise bar manager, allowing for individual expression of each restaurant, its staff and its clientele.

Demographic studies at Old Chicago indicate that about 70 percent of participants are male and 30 percent female, with the bulk between 29 to 40 years old. "We also know that most are open to try new beers, but still have their old favorites. We're seeing a turn away from the low carb beers and the malternatives. People are going after handcrafted and specialty imported beers, beers with strong flavor, but there is always a large contingent who drink the light and American lager."

--EVS