The oft cited example of variety being presented but not really there is the airport bar. I have seen photos where you can see 10 Barrel, Elysian, Goose Island and others from the “High End” on tap handles. It is an illusion of choice since all are Bud owned.
I can face to face with that illusion at a newly opened Burgerim franchise in Glendale. A burger place that offers actual choice in their burgers. You can get beef, dry aged beef, chicken, Wagyu beef, turkey and so on. You have topping options as well as types of fries to have on the side.
But when it came to choice on the six tap handles, you had variety of styles but nothing independent at all. You could almost hear the conversation….
Bud Rep – You only need one delivery. We bring it all. Clean the lines. No fuss, no muss.
Franchise Owner – Well, I’ve got too much on my plate as it is and your prices are super cheap, so yeah.
That is how you get Bud Light, a pair of Goose Island beers, and a pair of Golden Road beers. Considering that Shake Shack has Brooklyn Beer on draft and solid bottle choices, My business will be tilted there.