The reasoning behind the launch was straightforward for Dave & Buster’s—get food into the hands of customers eager to get into the arcade. Not everyone was willing to commit to the time and price point of a full-service dining experience.
Dave & Buster’s is now testing food carts with snackable items, Jenkins said. They’re staffed by an employee and offer roughly five items along with beer selections as well as the signature drink. And the cart, currently in select stores (no number was given) is located within the arcade. So that should take care of the awareness issue. Also, the move fits a new offering into current consumer behavior instead of asking them to go somewhere else.
While this is happening, Dave & Buster’s continues to pilot a simplified 30-item menu. It has introduced new signature and shareable items as well.
Dave & Buster’s launched a new mobile app in October that furthers this guest engagement conversation. Through the end of November, Jenkins said, the chain recorded more than 600,000 guest accounts through the platform and generated north of $14 million in amusement revenue from the purchase of digital power cards on the app.
To put that into perspective, the company had less than 800,000 active guest accounts prior to launch. And the company defines that latter term as anybody who has come into the restaurant and purchased and/or played a game. It’s significant movement in two months.
Dave & Buster’s built the platform with Stuzo’s Foundational Technology. Notably, it enables customers to tap their phone on games, activate, and play. The chain said it’s the nation’s first mobile NFC tap-to-play experience. To Jenkins point, you can also purchase and reload Dave & Buster’s virtual Power Card with a rewards program integration.