TRATA | Rochester, NY
Draft Lines: 72
Style: Upscale Casual; All-American Bar; Focus on Beer
Since opening in 2012, TRATA, aka The Restaurant at the Armory, has provided the Western New York State city of Rochester a premier dining and craft beer experience.
A BeerBoard client since late 2015, we took a few minutes to catch up with Tucker Kuhe, VP Food & Beverage for Two for Seven Restaurant Group, which owns the concept.
“TRATA evolved when we were approached by the developers of the Culver Road Armory,” Kuhe said while driving between appointments. “They were were looking for a flagship to be the face of the property. We had previously opened steak- and wine-centric restaurants. This was an opportunity for us to focus on beer and we jumped at.”
TRATA features 72 draft beer lines, split between its main and rooftop bars. Management has taken the effort to offer a rotating craft beer lineup. “When we started TRATA, it was a bit of a leap,” Kuhe continued. “Craft beer was still emerging. Who truly knew it would evolve to the level it’s at today?”
With a large number of draft lines and constant rotation, Kuhe said TRATA turned to BeerBoard to help improve efficiencies across the segment. “With BeerBoard, we are much more aware of it all,” he said. “The amount of taps we feature is a challenge — tracking pour volumes, alerting our customers on new beers, making sure staff make the necessary POS updates — it is hard to keep a finger on everything. We now have clarity on a per-shift basis, can see where loss is occurring and address it immediately. It keeps everyone accountable, which is valuable for us.”
TRATA prides itself on connecting and interacting with their craft-beer crazed clientele. Utilizing the BeerBoard services of print-menu automation and website and social media integration, Kuhe sees those tools as a value-add for the platform.
“Honestly, it is one of my favorite parts of the BeerBoard system,” Kuhe said. “When the staff updates our draft lines, we know our customers will receive that information immediately on our web and social sites. Our customers are always looking for what’s new on tap — every time we tap a keg, we have the beer and brand in front of them in real time. The marketing aspect of BeerBoard is huge for us, and in my mind, the brewer as well.”
Before we let him move on, we asked Kuhe the most important question of the day — name his favorite beer.
“Hands down, Firestone Walker Easy Jack IPA,” he said. And with that, he was off to his next appointment.
If you find yourself in the Rochester area, be sure to visit TRATA (145 Culver Rd, Rochester, NY 14620 585.270.5460) and tell them we sent you.
For more information on BeerBoard and our Integrated Beer Management & Guest Display System, visit us at beerboard.com.