In this episode, I talk with researchers from the University of Houston to discuss their recent research on how craft beer consumers react to possible mergers and acquisitions of “craft”, “artisanal”, and/or “local” beer brands. Turns out it all depends on why they drink your beer.
Guests:
Dr. Tiffany Legendre – https://www.linkedin.com/in/tiffany-legendre-shin-a5046565/
Dr. John Bowen – https://www.linkedin.com/in/bowenjohn/
Article link: https://www.emerald.com/insight/content/doi/10.1108/IJCHM-01-2020-0024/full/html
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Your host
Nathan’s LinkedIn - https://www.linkedin.com/in/nathan-jarvis-82ab719/
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00:00 Welcome
02:02 In this episode
03:05 Author introductions
05:00 30000 foot overview
06:17 Origin of the research
07:38 "Craft", "Local", "Artisanal"
11:06 Identity stigmatization, dissonance, and coping
15:35 Consumers views on acquisitions depend on what happens
17:59 How much the identity changes
18:52 Surveying craft beer consumers
20:57 The difference between what people say about themselves and what they do
24:00 Identify through the Brand or the Craft Category
25:15 Identity: Neither
26:34 Identity: Brand AND Category loyal
27:29 Identity: Category loyal only
28:57 Identity: Brand loyal only
30:14 How to cultivate the brand and category loyal consumers
32:31 Acquired by national or another local company?
36:09 The need for communication with the consumer
40:36 Protecting your employees during the transition
41:21 Many guests and employees are willing to give you a chance
44:51 Building upon this research
47:33 How would you use this to run an operation?
51:29 Recap
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Thanks to @StreamBeatsbyHarrisHeller
Tracks “Rehearsal” and “Oxnard” from Groove
#restaurantrelevance #craft #artisanal #food #localfood
Please note that this podcast is distinct from Dr. Nathan Jarvis’s teaching and research roles with the University of Houston. As with all academic research, data is contextual and designed to provide ideas for operators. However, no guarantees can be made for its effectiveness, etc. Restaurant Relevance – the Podcast, its employees, guests and affiliates assume no liability for the application of the information discussed.
