Interactive, participatory fresh
food experiences—particularly those featuring hand-held food for immediate
consumption—continue to captivate consumers across all demographics, especially
Millennials seeking discovery. According to Steven
Johnson,
Grocerant Guru® at Tacoma, WA-based Foodservice
Solutions®,
brands that fuse dining with immersive entertainment are driving innovation and
securing long-term consumer engagement.
Topgolf is a prime example of
this trend. The company recently announced a strategic partnership with esports
company Super League Gaming, reinforcing its leadership in interactive
entertainment while expanding its foodservice offerings in a highly engaging
format. This move aligns with a broader industry shift where experiential
venues integrate foodservice to enhance consumer dwell time and spending.
Interactivity Drives Brand Relevance
for a Larger Share of Stomach
Esports and Foodservice Convergence
Esports is a rapidly growing
industry, with the average number of concurrent viewers on Twitch more than
doubling to 1.3 million over the past two years. Competitive video gaming has
birthed leagues around games such as "Overwatch," "Fortnite,"
and "League of Legends," where top players earn millions. Recognizing
the business potential, traditional sports organizations, including the NBA,
have launched their own esports leagues.
Restaurant chains, often
grappling with a declining dine-in culture, are increasingly incorporating
esports elements to attract digital-native customers. Buffalo Wild Wings, for
instance, has integrated video gaming into its store design, and now Topgolf is positioning itself as an
esports-friendly entertainment hub.
To kick off this initiative,
Topgolf will launch its Super League Gaming event series in Las Vegas,
featuring "Super League Clash Nights," centered around the mobile
game "Clash Royale." This follows a previous partnership between Topgolf
and electronics giant TCL to establish esports lounges within select venues,
outfitted with real-time gameplay broadcasts on TCL televisions, including live
streams from Twitch, YouTube, and other digital platforms.
"Topgolf has established one of the most
impressive experiential brands in the world and recognizes that esports can be
a significant additional growth engine for their business," said Matt
Edelman, Chief Commercial Officer of Super League Gaming.
The Role of Strategic Partnerships in
Foodservice Growth
The convergence of entertainment
and foodservice is not new, but strategic partnerships amplify the impact. The
synergy between Topgolf and Super League Gaming
highlights how collaborations can enhance brand relevance, increase consumer
engagement, and drive incremental sales.
Topgolf’s multilayered
entertainment complexes already boast high-tech golf experiences,
climate-controlled hitting bays, live music, and events. The food and beverage
offerings include a menu rich in shareable, portable items—appetizers,
flatbreads, sandwiches, burgers, and handcrafted cocktails—designed to
complement the entertainment experience seamlessly.
Johnson emphasizes that strategic
partnerships serve as a proven platform for driving both top-line revenue and
bottom-line profits. “This relationship is an outstanding example of how a
brand can drive incremental adoption, injecting fresh electricity into brand
relevance.”
The New Electricity in Foodservice
Innovation
What is the “new electricity”
that will propel brands forward? According to Johnson, brand relevance stems from
innovation in food offerings, new distribution channels, and enhanced customer
experiences.
“The new electricity must be
highly efficient for the supply chain and encompass fresh foods, free sampling,
beer programs, urban brand collaborations, grocerant positioning, fresh food
messaging, autonomous delivery, cashier-less retail, digital hand-held
marketing, and esports,” he explains.
To remain competitive, food
retailers must embrace the artificial intelligence revolution while
simultaneously offering fresh, portable, and familiar food options with a
differentiated edge. Whether through esports, gamification, or unique
partnerships, the brands that successfully integrate interactive experiences
with quality food will thrive in the next generation of retail and
entertainment.
Is your brand ready to harness
the new electricity of experiential dining?
Don’t over reach. Are
you ready for some fresh ideations? Do your food marketing ideations look more
like yesterday than tomorrow? Interested in learning how Foodservice Solutions® can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
following links: Facebook, LinkedIn, or Twitter
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