How Toca do Urso turned self-pour into experience and loyalty

Who is Toca do Urso?

Created next to the Cervejaria Coloradofactory, Toca do Urso was born with a clear ambition: to be more than a bar. The space was conceived as an extension of the brand, where consumers could experience the world of Brazilian craft beer in an accessible, sensory and educational way. Since its opening in 2018, Toca has positioned itself as a complete experience, with architecture, gastronomy and hospitality orbiting the main theme: draft beer.

The challenge: scaling the experience without losing control

When planning the operation, the Colorado team faced challenges common to large, high-traffic bars:

• How to offer a diversity of styles without slowing down service
• How to allow tasting and discovery, without increasing waste
• How to maintain inventory and consumption control in real time
• How to turn the bar into a channel for customer relationships, and not just a point of sale

The answer had to go beyond operational efficiency. The focus was on customer experience.

Choosing myTapp self-pour

Toca do Urso was the first bar in Ribeirão Preto to adopt myTapp self-pour draft beer, with a beer wall of 14 self-pour taps. The decision was strategic: letting customers pour their own glass, in the amount they want, exploring different styles and learning about each beer along the way.

According to Bia Macedo, Colorado's brand ambassador, self-pour was decisive in bringing consumers closer to the beer world and, at the same time, ensuring full control of the operation.

How the experience works in practice

The flow was designed to be simple and intuitive:

1. Customers get a rechargeable card right at the entrance
2. All consumption — draft beer, dishes and store products — is charged to the same card
3. At the taps, customers choose how much to pour and follow information about the beer on the screen
4. The system records every interaction in real time

The result is fluid service, without constant lines, and with the freedom for customers to explore different styles at their own pace, ideal for Toca do Urso's business model, where experimentation is a key point.

Data that turns into relationships

One of the model's main differentiators lies outside the dining room: the data.

With myTapp, Toca do Urso began tracking:

• Individual consumption preferences
• Visit frequency
• Most consumed styles by customer profile
• Turnover of each keg in real time

This information enabled highly targeted relationship actions, such as personalized invitations when a new IPA draft beer was tapped for customers who had already shown a preference for the style, as well as loyalty campaigns with gifts and vouchers.

Operational and financial impact

Beyond the experience, the operational gains were clear:

Self-pour stopped being just a service format and became a management tool.

What other operations can learn from Toca do Urso

The case leaves clear lessons for decision-makers at bars, breweries and experience venues:

• Self-pour does not reduce hospitality when well designed
• Customer experience can go hand in hand with strict control
• Consumption data are strategic assets, not just reports
• Freedom of choice increases engagement and average ticket

More than technology, Toca do Urso's success lies in the integration of brand, space and system.

FAQ – Frequently asked questions

Does self-pour only work for craft beers?
No. The model can be applied to different types of operations, from traditional bars to tasting venues and large breweries.

Won't customers waste more draft beer if they pour it themselves?
Quite the opposite. With control and real-time data, Toca reduced waste by up to 20%.

Can the data be used for marketing actions?
Yes. The consumption history enables personalized actions and loyalty campaigns.

Does the system completely replace the team?
No. It frees the team for higher-value roles, such as service, guidance and experience.

Is the model scalable?
Yes. The self-pour logic can be expanded as the operation grows.