In the Wealthy Street Business District of Grand Rapids, Michigan, there is a rustic-looking brewpub that is starting to make a name for itself. It is called the Elk Brewing Company.
Eric and Lisa Karns, the founders of the Elk Brewing Company of Grand Rapids, didn’t imagine themselves to run a business this big. It all started so simply. Lisa just bought a brewing kit for Eric a few years before their wedding. Eric fell in love with brewing so much. He ended up brewing some beers for their wedding.
Eric Karns decided to pursue the brewpub business back in 2011. But it was not an easy pursuit. He had trouble finding financers to buy the building at Wealthy Street. In fact, he had so much trouble that the Elk Brewing Company project was halted for two years.
The brewery business venture went back on track in 2013, as Eric Karns’ brother-in-law Taylor Carroll joined the venture as a partner. It was all uphill from there. The building they bought seated up to 80 people. It also had additional provisions to cater to more than 120 people outside. It was the largest beer garden in the city. This was very impressive, considering that the city was Grand Rapids, the most competitive city for brewpubs.
In May 2014, the Elk Brewing Company of Grand Rapids had a successful launch. They opened with five beers on tap: Black IPA, ESB, IPA, Porter, and Scotch Ale.
Fast forward to 2020 and the brewpub now has an extensive menu of beers. The Grand Rapids brewpub has a wide collection of ambers, browns, stouts, and porters. They also have Belgians, blondes, ciders, lagers, pilsners, seltzers, and wheats.
The best thing about these beers is their availability. Karns and Carroll have been lucky with their liquor licenses. They have been given a microbrewer license that has allowed them to distribute their beers. This has opened the door for the Elk Brewing Company to make their beers available throughout Michigan.
The company has at least 17 distributors, strategically located around Michigan to make the beers available in the entire state. They have Alliance Distributing in Traverse City in the north. They have the Tyler Sales Company in Muskegon Heights, just west of Grand Rapids. Earl Smith Distributing in the edge of east Michigan should also not be overlooked. The same can be said for Floral City Beverage of Monroe in the south.
The Elk Brewing Company of Grand Rapids also offers some light snacks for their patrons. They have peanut baskets, pretzels with cheese or mustard, and kettle chips. They also allow their patrons to bring their own food or order delivery from the delicious restaurants in the area.
The brewpub also has daily specials to spice things up. So, each day is always a brand-new experience for their patrons. On Mondays, patrons can enjoy half off for apps and beers and free popcorn and movies. On Tuesdays, Wednesdays, Thursdays, and Sundays, patrons can also enjoy a variety of discounts. Patrons can share their unique experiences with the hashtag #elkbrewing.
Like many brewpubs, the Elk Brewing Company of Grand Rapids also has a mug club membership. Patrons can be a member for 60 dollars initially. But they can renew their membership for 50 dollars.
There are a lot of perks on being in the mug club. For instance, mug club members enjoy a 1-dollar discount on all beers. And this isn’t locked on specific days like the brewpub’s daily specials. Mug club members can get this discount every day.
Members enjoy a 2-dollar off for growler fills and a 1-dollar off for howler and crowler fills. They also enjoy a 10% discount for 6 packs and a 15% discount for any merchandise.
But it’s not always sunshine for the brewpub. There are still challenges in running the Elk Brewing Company. The latest among these challenges is the coronavirus pandemic.
The brewpub has no choice but to create their own dining room guidelines. Of course, it’s not always just about the business itself. The owners know they need to keep their customers’ safety in mind. And COVID-19 is a serious risk.
The owners have come up with a contactless dining protocol. They use disposable paper menus to avoid passing menus from customer to customer. They also have electronic menus available that can be viewed on cellphones. Patrons are also required to use face masks, especially when they are not on their own tables.
Though walk-ins are still accommodated, the brewpub would prefer it if patrons call ahead and make reservations. If the brewpub is at full capacity, waiting patrons are advised to leave the building and wait elsewhere, such as on their vehicles, to avoid unnecessary contact.
Perhaps the worst part of all of this is the fact that the brewpub can only operate at 50% capacity. That also means that they could only enjoy up to 50% of their usual sales. But it can’t be helped. The owners of the Elk Brewing Company have already shown their business skills and determination. So, they would lift the brewpub out of this challenge for sure.
Another proof of the owners’ business skills and determination is the opening of their second location.
Back in mid-September of 2016, the Elk Brewing Company opened in Comstock Park. It was located in Dodge Street, just off of West River Drive. It was strategically placed near the Fifth Third Ballpark.
Unlike the Elk Brewing Company in Grand Rapids, the Comstock Park branch has a full kitchen. It has a wide variety of starters, burgers, handhelds, wings, and soups and salads. One of their signature burgers is the Elk Burger. It is made from the Elk patty, beer braised onions, garlic aioli, and mushrooms.
The Comstock Park branch also has a similar mug club membership program, with some slight changes to incorporate their full kitchen into the mix of discounts.
Indeed, the Elk Brewing Company is still a growing business venture. It won’t be a surprise if they end up opening another branch and growing their footprint in the brewing industry.