Urban Growler is booming. And co-founders Deb Loch and Jill Pavlak have a lot on their plate, from a long-awaited kitchen and menu expansion to a new Kickstarter campaign and a rapidly growing distribution footprint. The St. Anthony Park brewery now has 22 employees, with 17 between the brewery and taproom, and 5 in the kitchen. That’s up from about a dozen when the brewery first opened.
“We thought we could get by with 12 or 13 people,” says Pavlak, but Urban Growler’s runaway popularity quickly spurred another hiring round. “You need to have enough [employees] to provide excellent customer service,” she says. “That’s what keeps people coming back.”
The kitchen expansion tops on the agenda. Pavlak hopes to have the kitchen expanded by mid-winter, but warns of unexpected delays or complications.
“If there’s one thing I’ve learned since we began,” she laughs, “it’s that timetables can slip.” She and Loch had to push back Urban Growler’s opening date several times due to unforeseen complications.
The new kitchen’s menu will expand to include burgers and other entrees made from organic, locally sourced meats. Urban Growler cultivates relationships with local producers whenever possible, says Pavlak, noting a particularly poetic relationship with Mark and Jesse Gilbertson, a pair of western Wisconsin farmers who frequent the St. Paul Farmers’ Market. Pavlak hands off Urban Growler’s spent grains to the Gilbertsons to be used as animal feed
“They tell us their cows, hogs and chickens love them,” says Pavlak. “The grains are sweet, but also wholesome and protein-rich.”
Once the new menu is in place, Pavlak and Loch plan to buy beef, and possibly pork and chicken, from the Gilbertsons, creating a sustainable circle. Pavlak says the new kitchen may also use spent grains in house-made bread and cookies, though “we’re still working on the recipes,” she warns.
Pavlak says the new kitchen’s Kickstarter campaign should be live before Christmas, but details on the funding amount and timeline still have to be worked out.
Separately, Urban Growler is also feverishly producing more beer to satisfy an expanding roster of brewery and restaurant clients, despite frustrating delays in fulfillment for Urban Growler’s branded tap handles. “We’re still sending out prototype tap handles,” laughs Pavlak.
Distributed beers include Cowbell Cream Ale, City Day Ale and Graffiti IPA. Most confirmed accounts are in the western suburbs, but Pavlak mentions
Bar Louie in Uptown and
Muffuletta in St. Anthony Park as local adopters. In October, a Muffuletta-Urban Growler beer dinner sold out in seven hours. “[Muffuletta’s manager] said that was a record,” says Pavlak.
Beyond the kitchen, Urban Growler’s interior configuration is changing for the better. Come January 1, the co-founders will take over a storage area next door that will house a gigantic cooler that now juts out into the seating area. The expanded kitchen will occupy part of its former footprint, with expanded seating and standing room in the remainder.
And Pavlak and Loch are weatherproofing the brewery, widely known for its spacious, sunny patio. An interior vestibule, installed in November, should shield the high-ceilinged brewhouse/taproom from outdoor cold.