Overall Restaurant Beverage Program :
DAVE AND BUSTER ’ S
The pandemic hit most restaurants hard , but Dave & Buster ’ s Entertainment , which operates 144 venues across 40 states in North America , was uniquely affected by Covid-19 . For one , the chain ’ s takeout business reflects a low percentage of sales due to its format , games-centric occasions and logistical challenges .
The large store footprints — on average 41,000 sq . ft . per location — rely heavily on guest traffic . Customers tend to be drawn to entertainment attractions centered around playing games and watching live sports and other televised events , so food and beverage occasions are not the main traffic drivers for the brand .
And despite a menu refresh prior to the pandemic that simplified both the number of beverages and improved the quality , consumers still did not give Dave & Buster ’ s credit for great-tasting drinks .
Business conditions following the Covid-19 shutdowns further challenged Dave and Buster ’ s . Restaurant operators had to deal with large menus and limited staff , not to mention dated brand imagery that no longer conveyed excitement and invited trial .
It was time for a full revamp to create a beverage program that : Elevates the guest experience . Provides the guest with variety across multiple taste profiles and flavor options , maximizing consumer reach . Maintain high velocities and speed of service . Drives incremental food and beverage sales .
Dave & Buster ’ s spring drinks , from left : Strawberry Boba Punch , Tangy Tropical Rejuvenator and Hibiscus Rosemary Gimlet .
Refreshes imagery to be enticing , fresh and new . Provides a baseline for activation opportunities . Gives employees new news to talk about .
Where to start ? Dave & Buster ’ s began with rigorous consumer research on both attitudes , perceptions and sentiments for its offerings , and then a TURF ( Total Unduplicated Reach and Frequency ) study that resulted in a new menu approach .
CORE CUSTOMERS AND EXPLORERS The research helped identify two consumer segments for the restaurant brand : Core , which are “ driven-to-win instigators ” drawn to classic , elevated cocktails , classic wines by the glass and American light lagers ; and Explorer , “ fun-loving connectors ” that always love to try the latest fun and innovative drinks , canned wine and craft beers .
Dave & Buster ’ s launched a new menu in two waves , in November 2021 and January 2022 , that was structured to appeal to target consumers in each segment . The chain upgraded many of its tequilas , gins and vermouths , as well as its garnishes and glassware , to deliver an elevated drink experience to guests . It simplified and streamlined many multistep drinks to deliver speed and quality . The program outlined a quarterly limited-time offer ( LTO ) showcasing relevant flavors and trends by season and created a year-over-year testing process in which it tries out new items one year ahead of launch . Dave & Buster ’ s developed specialty cocktail lineup to reflect research , flavor and consumer approach .
For instance , the menu lineup is 70 / 30 Core / Explorer and 45 / 55
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