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Beer Garden Business Plan [Sample Template]

A beer garden business is a type of business that serves beer, as well as other alcoholic and non-alcoholic beverages, and often food in an outdoor setting. It is typically set up in an open-air environment such as a garden, courtyard, or rooftop terrace. It may feature communal tables and seating, as well as entertainment such as live music or games.

Beer garden businesses are popular in many parts of the world, particularly in Germany where they have a long history and are a cultural tradition. They offer customers a relaxed and casual atmosphere to socialize, enjoy drinks and food, and often take advantage of the good weather.

In recent years, beer garden businesses have become popular in other countries as well, with many cities featuring their own versions of the concept. They can range in size from small and intimate to large and sprawling and can cater to a wide range of clientele, from families to young professionals to beer enthusiasts.

The beer garden business belongs to the food and beverage industry, specifically the bar and restaurant sector, and available data shows that the bars and cafes market is expected to grow to $529.76 billion in 2027 at a CAGR of 3.8 percent.

Steps on How to Write a Beer Garden Business Plan

  1. Executive Summary

Adamson and Evelyn® Beer Garden, LLC is a new beer garden business that will be located in the heart of Las Vegas, Nevada, offering a unique outdoor space for customers to enjoy a variety of beers, as well as other alcoholic and non-alcoholic drinks, and food.

Our beer garden business will feature a spacious outdoor area with seating for up to 100 customers and will be designed to provide a relaxed and inviting atmosphere.

To enhance the customer experience, we plan to offer entertainment such as live music, games, and other events on a regular basis. We will also provide excellent customer service and hire a team of knowledgeable and friendly staff to ensure that every customer has a great experience.

Our business model is designed to be scalable and we plan to expand to other locations in and around the United States in the future. Adamson Wanton is the founder and CEO of Adamson and Evelyn® Beer Garden, LLC

  1. Company Profile

a. Our Products and Services

Adamson and Evelyn® Beer Garden, LLC will be involved in the sale of a wide selection of beers, including local craft beers and imported beers, as well as a range of other beverages to suit different tastes.

In addition to drinks, we will also offer a selection of food options, including appetizers, sandwiches, and small plates that are designed to complement the beer selection. Our menu will be created using locally sourced and sustainable ingredients wherever possible

Our products and services are designed to give our customers all the satisfactions and fulfilments they need from a beer garden.

b. Nature of the Business

Our beer garden will operate with a business-to-consumer model.

c. The Industry

Adamson and Evelyn® Beer Garden, LLC will operate in the food and beverage industry, specifically the bar and restaurant sector.

d. Mission Statement

At Adamson and Evelyn® Beer Garden, LLC, our mission is to provide a unique and inviting outdoor space where customers can enjoy a wide selection of beers, as well as other alcoholic and non-alcoholic drinks, and food. We are committed to using locally sourced and sustainable ingredients wherever possible and providing exceptional customer service to create a welcoming and memorable experience for every customer.

e. Vision Statement

Our vision at Adamson and Evelyn® Beer Garden, LLC is to become the go-to destination for beer lovers in Las Vegas, Nevada, and beyond.

We strive to create a relaxed and inviting atmosphere where customers can socialize, unwind, and enjoy great food and drinks. By providing a wide selection of beers, a diverse menu, and a range of entertainment options, we aim to become a staple in the community and expand our reach to other locations in the future.

f. Our Tagline (Slogan)

Adamson and Evelyn® Beer Garden, LLC – Adamson and Evelyn® Beer Garden, LLC, The Melting Pot for Beer Lovers and Socialites!

g. Legal Structure of the Business (LLC, C Corp, S Corp, LLP)

Adamson and Evelyn® Beer Garden, LLC will be formed as a Limited Liability Company (LLC).

h. Our Organizational Structure
  • Chief Executive Officer (Owner)
  • Bar Manager
  • Accountant
  • Barman
  • Bartenders, Waiters, and Waitresses
  • Cleaners
  • Security Guard
i. Ownership/Shareholder Structure and Board Members
  • Adamson Wanton (Owner and Chairman/Chief Executive Officer) 52 Percent Shares
  • Evelyn Wanton (Board Member) 18 Percent Shares
  • Jerry Oregon (Board Member) 10 Percent Shares
  • Smart Hurrey (Board Member) 10 Percent Shares
  • Tina Malone (Board Member and Secretary) 10 Percent Shares.
  1. SWOT Analysis

a. Strength
  • Unique outdoor space that offers a relaxed and casual atmosphere
  • Wide selection of beers, including local craft beers and imported beers
  • A diverse menu of food options that are designed to complement the beer selection
  • Entertainment offerings such as live music, games, and other events
  • Experienced and knowledgeable staff that provides excellent customer service.
b. Weakness
  • Dependence on good weather conditions, which may limit business during certain times of the year
  • Limited indoor seating options for customers during inclement weather or colder months
  • Competition from other bars, restaurants, and beer gardens in the area.
c. Opportunities
  • Expansion into other locations in Las Vegas or other cities
  • Collaborations with local breweries to offer unique and exclusive beer selections
  • Partnerships with local food trucks or vendors to offer a wider range of food options
  • Hosting special events such as beer festivals or food and drink pairing events to attract a wider audience.
i. How Big is the Industry?

The beer garden industry is a big and thriving industry, and the market size of the Bars & Nightclubs industry is $36.4 billion in 2023.

ii. Is the Industry Growing or Declining?

Yes, the beer garden business is a growing business. Available statistics show that the bars and cafes market is expected to grow to $529.76 billion in 2027 at a CAGR of 3.8 percent.

iii. What are the Future Trends in the Industry?

The future trends when it comes to beer garden business will revolve around technology and beer garden businesses may adopt more technology to enhance the customer experience, such as mobile ordering, contactless payments, and digital menus.

With growing concerns about climate change and environmental sustainability, beer garden businesses may place a greater emphasis on using sustainable practices, such as using renewable energy sources, reducing waste, and sourcing local and organic ingredients.

Beer garden businesses may partner with local breweries and food vendors to offer unique and exclusive drink and food options, as well as to support local businesses and strengthen community ties.

iv. Are There Existing Niches in the Industry?

No, there are no existing niches when it comes to the beer garden business because a beer garden is a niche idea in the food and beverage industry, specifically the bar and restaurant sector.

v. Can You Sell a Franchise of Your Business in the Future?

Adamson and Evelyn® Beer Garden, LLC has plans to sell franchises in the nearest future and we will target major cities with thriving beer markets in the United States of America.

d. Threats
  • Economic downturns or changes in consumer spending habits
  • Changing laws and regulations regarding alcohol sales and consumption
  • Unforeseen events such as natural disasters or pandemics that may impact business operations
  • Competition from larger chain restaurants or bars that have more resources and marketing power.
i. Who are the Major Competitors?
  • Brouwer’s Cafe – Seattle, WA
  • Radegast Hall & Biergarten – Brooklyn, NY
  • Prost! – Portland, OR
  • Bohemian Hall and Beer Garden – Astoria, NY
  • The Public Works – Chicago, IL
  • The Biergarten at Anheuser-Busch – St. Louis, MO
  • The Porch – Philadelphia, PA
  • The Standard Biergarten – New York, NY
  • The Belmont Fermentorium – Chicago, IL
  • The Hofbrauhaus – Newport, KY
  • The Federal – Durham, NC
  • Denver Beer Co – Denver, CO
  • Bavarian Bierhaus – Milwaukee, WI
  • Brooklyn Bavarian Biergarten – Brooklyn, NY
  • Heidelberg Restaurant and Biergarten – Huntsville, AL
  • Redwood City Beer Garden – Redwood City, CA
  • Gypsy Circus Cider Company – Kingsport, TN
  • Hops & Hounds – Reno, NV
  • Bohemian Beer Garden – Boulder, CO
  • Dig A Pony – Portland, OR.
ii. Is There a Franchise for Beer Garden Business?
  • World of Beer
  • The Beer Garden
  • Yard House
  • BJ’s Restaurant & Brewhouse
  • Gordon Biersch
  • Tilted Kilt
  • The Brass Tap
  • HopCat
  • Old Chicago Pizza & Taproom
  • Flying Saucer Draught Emporium
  • The Lazy Dog Restaurant & Bar
  • Bar Louie
  • Rock Bottom Restaurant & Brewery
  • Granite City Food & Brewery
  • Hops n Drops
  • Fado Irish Pub
  • Banger’s Sausage House & Beer Garden
  • Old Town Pour House
  • World of Beer Tavern
  • Buffalo Wild Wings.
iii. Are There Policies, Regulations, or Zoning Laws Affecting the Beer Garden Business?

Yes, there are policies, regulations, and zoning laws that affect beer garden businesses in the United States of America. These laws vary depending on the state, county, and city in which the business is located. For example, each state has its own Alcohol Beverage Control (ABC) laws that regulate the sale, distribution, and consumption of alcohol.

These laws may require beer garden businesses to obtain licenses and permit to sell alcohol, limit the hours during which alcohol can be sold, and prohibit the sale of alcohol to certain individuals, such as minors and intoxicated individuals.

Zoning laws dictate how land can be used in different parts of a city or county. Some zoning laws may prohibit the operation of beer garden businesses in certain areas, such as residential or industrial zones. Other zoning laws may require special permits or variances to operate a beer garden business in a particular location.

Beer garden businesses must comply with health and safety codes that regulate food preparation, storage, and service. These codes may also include regulations on outdoor dining areas, such as requirements for fencing, lighting, and seating capacity.

Many cities and counties have noise ordinances that limit the amount of noise that businesses can generate, particularly during late-night hours. Beer garden businesses may need to comply with these noise ordinances to avoid complaints from nearby residents.

Beer garden businesses must comply with fire codes that regulate the use of outdoor heating and cooking equipment. These codes may require the installation of fire extinguishers, smoke detectors, and other safety equipment. Beer garden businesses must comply with the Americans with Disabilities Act (ADA), which requires that businesses provide accessible seating and facilities for individuals with disabilities.

  1. Marketing Plan

a. Who is your Target Audience?
i. Age Range

Our target market comprises adults above 18 years old who have the finance to purchase beer and other beverages from us.

ii. Level of Educational

We don’t have any restrictions on the level of education of those who will purchase beer and other beverage drinks from us.

iii. Income Level

There is no cap on the income level of those who who will purchase beer and other beverage drinks from us.

iv. Ethnicity

There is no restriction when it comes to the ethnicity of the people who will purchase beer and other beverage drinks from us.

v. Language

There is no restriction when it comes to the language spoken by the people who will purchase beer and other beverage drinks from us.

vi. Geographical Location

Anybody from any geographical location is free to buy and drink our beer and other beverage drinks.

vii. Lifestyle

Adamson and Evelyn® Beer Garden, LLC will not restrict any customer from purchasing beer and other beverage drinks from us based on their lifestyle, culture, or race.

b. Advertising and Promotion Strategies
  • Deliberately Brand All Our Vans and Trucks.
  • Tap Into Text Marketing.
  • Make Use of Bill Boards.
  • Share Your Events in Local Groups and Pages.
  • Turn Your Social Media Channels into a Resource
  • Develop Your Business Directory Profiles
  • Build Relationships with players in the event planning and catering services industry.
i. Traditional Marketing Strategies
  • Marketing through Direct Mail.
  • Print Media Marketing – Newspapers & Magazines.
  • Broadcast Marketing -Television & Radio Channels.
  • OOH Marketing – Public Transit like Buses and Trains, Billboards, Street shows, and Cabs.
  • Leverage direct sales, direct mail (postcards, brochures, letters, fliers), tradeshows, print advertising (magazines, newspapers, coupon books, billboards), referral (also known as word-of-mouth marketing), radio, and television.
ii. Digital Marketing Strategies
  • Social Media Marketing Platforms.
  • Influencer Marketing.
  • Email Marketing.
  • Content Marketing.
  • Search Engine Optimization (SEO) Marketing.
  • Affiliate Marketing
  • Mobile Marketing.
iii. Social Media Marketing Plan
  • Start using chatbots.
  • Create a personalized experience for our customers.
  • Create an efficient content marketing strategy.
  • Create a community for our target market and potential target market.
  • Gear up our profiles with a diverse content strategy.
  • Use brand advocates.
  • Create profiles on relevant social media channels.
  • Run cross-channel campaigns.
c. Pricing Strategy

When working out our pricing strategy, Adamson and Evelyn® Beer Garden, LLC will make sure it covers profits, insurance, premium, license, and economy or value and full package. In all our pricing strategy will reflect;

  • Cost-Based Pricing
  • Value-Based Pricing
  • Competition-Based Pricing.
  1. Sales and Distribution Plan

a. Sales Channels

Our channel sales strategy will involve using partners and third parties—such as referral partners, affiliate partners, strategic alliances in the entertainment industry and freelancers help refer customers to us.

Adamson and Evelyn® Beer Garden, LLC will also leverage the 4 Ps of marketing which are place, price, product, and promotion. By carefully integrating all these marketing strategies into a marketing mix, we can have a visible, in-demand service that is competitively priced and promoted to our customers.

b. Inventory Strategy

The fact that we will need supplies such as local craft beers and imported beers, as well as a range of other beverages means that Adamson and Evelyn® Beer Garden, LLC will operate an inventory strategy that is based on a day-to-day methodology for ordering, maintaining and processing items in our warehouse.

We will develop our strategy with the same thoroughness and attention to detail as we would if we were creating an overall strategy for the business.

Adamson and Evelyn® Beer Garden, LLC will make sure we work with “Just-in-time (JIT) inventory” – (JIT involves holding as little stock as possible, negating the costs and risks involved with keeping a large amount of stock on hand.)

c. Payment Options for Customers

Here are the payment options that Adamson and Evelyn® Beer Garden, LLC will make available to her clients;

  • Bank Transfers
  • Credit or Debit Card
  • Cash
  • Checks
  • Electronic Payment Systems such as PayPal or Venmo.
d. Return Policy, Incentives, and Guarantees

At Adamson and Evelyn® Beer Garden, LLC, will be offering a return policy, incentives, and guarantees to build trust and loyalty with our customers. We will ensure the policy is clearly communicated on our website and in-store signage.

Return Policy:
  • If a customer is unsatisfied with their order, we will offer a refund or a replacement.
  • We will also offer a store credit for future purchases.
  • We will implement loyalty programs where customers earn points or rewards for repeat purchases.
  • We will offer special discounts or promotions for customers who refer friends or family members to the deli restaurant.
  • We will organize social media contests and giveaways to increase engagement and attract new customers.
  • We will guarantee the quality of our beer and other products, and if a customer is not satisfied, they could receive a refund or a replacement
  • We will offer delivery guarantees such as a guaranteed delivery time or a discount on the next order if the delivery is late.
  • We will implement satisfaction guarantees where customers are guaranteed to be satisfied with their experience, or we will take steps to make it right.
e. Customer Support Strategy

To ensure customer satisfaction, we will encourage customers to provide feedback and suggestions. This will help us provide excellent customer service. We will work with effective CRM software to be able to achieve this. On a regular basis, we will work towards strengthening our Customer Service Team and also Leverage Multi-Channel Servicing as part of our customer support strategy.

  1. Operational Plan

Our operational plan will outline how the business will run on a day-to-day basis. It will cover areas such as staffing, inventory management, customer service, and marketing.

Overall, we plan to expand our revenue by 25 percent in the second year and the plan will include a marketing, sales, and operations component. By developing a strong plan and implementing it effectively, we will be able to run our beer garden business smoothly and attract and retain loyal customers.

a. What Happens During a Typical Day at a Beer Garden Business?
  • The business is open for the day’s work
  • The beer garden serving the area is cleaned and ready for the day’s business
  • Supplies such as a wide selection of beers, as well as other alcoholic and non-alcoholic drinks, and food glass cups and straws are purchased, and ready for use
  • Customer’s orders are taken and they are served or their orders are delivered to them
  • The cashier collects cash and reconciles accounts for the day
  • Administrative duties are carried out
  • The store or warehouse is restocked when required.
  • The business is closed for the day.
b. Production Process (If Any)

There is no production process for a beer garden business.

c. Service Procedure (If Any)

The service procedure for a beer garden business starts with a customer requesting beer and other beverage drinks. Once the request is gotten, it will be processed and the customer will be served or the order delivered to a location as requested.

d. The Supply Chain

Adamson and Evelyn® Beer Garden, LLC will rely on a supply chain model that involves the process of sourcing, transporting, storing, and managing inventory of the various products and supplies needed to run our beer garden business.

e. Sources of Income

Adamson and Evelyn® Beer Garden, LLC will generate revenue primarily through the sale of alcoholic and non-alcoholic beverages, as well as food items.

  1. Financial Plan

a. Amount Needed to Start Your Beer Garden Business?

Adamson and Evelyn® Beer Garden, LLC would need an estimate of $185,000 successfully set up our beer garden business in the United States of America. Please note that this amount includes the salaries of our staff for the first month of operation.

b. What are the Costs Involved?
  • Business Registration Fees – $750.
  • Legal expenses for obtaining licenses and permits – $3,300.
  • Marketing, Branding, and Promotions – $3,000.
  • Business Consultant Fee – $2,500.
  • Insurance – $3,400.
  • Rent/Lease – $50,000.
  • Other start-up expenses include commercial satellite TV subscriptions, stationery ($500), and phone and utility deposits ($1,800).
  • Operational Cost (salaries of employees, payments of bills et al) – $70,000
  • Start-up Inventory – $25,000
  • Bar Equipment (cash register, security, ventilation, signage) – $1,750
  • Furnishing and Equipping the Beer Garden – $80,000
  • Website: $600
  • Opening party: $5,000
  • Miscellaneous: $2,000
c. Do You Need to Build a Facility? If YES, How Much Will it Cost?

Adamson and Evelyn® Beer Garden, LLC will not build a new facility for our beer garden business; we intend to start with a long-term lease and after 5 years, we will start the process of acquiring our own facility.

d. What are the Ongoing Expenses for Running a Beer Garden Business?
  • Rent or Mortgage Payments
  • Employee Wages and Benefits
  • Inventory and Supplies (beer, wine, spirits, and other beverages, as well as food items and other supplies such as paper products, cleaning supplies, and equipment).
  • Marketing and Advertising
  • Maintenance and repairs include cleaning supplies, pest control, repairs to equipment or furniture, and general upkeep of the physical space.
  • Licenses and permits such as liquor licenses, health permits, or permits for outdoor seating or events.
e. What is the Average Salary of your Staff?
  • Chief Operating Officer (Owner) – $65,000 Per Year
  • Bar Manager – $45,000 Per Year
  • Accountant – $32,630,000 Per Year
  • Barman – $30,800 Per Year
  • Bartender, Waiters, and Waitresses – $28,100 Per Year
  • Cleaners – $25,000 Per Year
  • Security Guard -$24,000 Per Year
f. How Do You Get Funding to Start a Beer Garden Business?
  • Raising money from personal savings and sale of personal stocks and properties
  • Raising money from investors and business partners
  • Sell shares to interested investors
  • Applying for a loan from your bank/banks
  • Pitching your business idea and applying for business grants and seed funding from the government, donor organizations, and angel investors
  • Source for soft loans from your family members and your friends.
  1. Financial Projection

a. How Much Should You Charge for Your Product/Service?

The price of our beer and other beverage drinks to a large extent depends on the type of beer and other beverage drinks, but on average, a bottle of domestic beer can cost anywhere from $3 to $6 at our bar and imported beers or craft beers can cost more, typically ranging from $5 to $10 per bottle.

b. Sales Forecast?
  • First Fiscal Year (FY1): $320,000
  • Second Fiscal Year (FY2): $450,000
  • Third Fiscal Year (FY3): $750,000
c. Estimated Profit You Will Make a Year?
  • First Fiscal Year (FY1) (Profit After Tax): $150,000
  • Second Fiscal Year (FY2) (Profit After Tax): $200,000
  • Third Fiscal Year (FY3) (Profit After Tax): $350,000
d. Profit Margin of a Beer Garden Business Product/Service

Adamson and Evelyn® Beer Garden, LLC will aim for a profit margin of 20-30 percent on beer sales. This means that for every dollar spent on beer by a customer, the business should aim to earn 20-30 cents in profit.

  1. Growth Plan

a. How do you intend to grow and expand? By opening more retail outlets/offices or selling a franchise?

Adamson and Evelyn® Beer Garden, LLC will grow our beer garden business by first opening other outlets in key cities in the United States of America within the first five years of establishing the business and then will start selling franchises from the sixth year.

b. Where do you intend to expand to and why?

Adamson and Evelyn® Beer Garden, LLC plan to expand to

  • Denver, Colorado
  • Portland, Oregon
  • Milwaukee, Wisconsin
  • Seattle, Washington
  • San Diego, California
  • Philadelphia, Pennsylvania
  • Boston, Massachusetts
  • Austin, Texas
  • Louis, Missouri
  • Cincinnati, Ohio.

The reason we intend to expand to this geographic location is the fact that available statistics show that the cities listed above have the highest and thriving market for beer and other beverage drinks and alcoholic drinks in the United States.

As a matter of fact, these cities are generally known for their thriving craft beer scenes, and have a large number of breweries and beer-related events and festivals.

  1. Exit Plan

Adamson and Evelyn® Beer Garden, LLC’s founder plans to exit the business via family succession. We have placed structures and processes in place that will help us achieve our plan of successfully transferring the business from one family member to another and from one generation to another.