Eatertainment concept Puttshack is making a splash in the category under the leadership of CEO Joe Vrankin, who formerly held the same position at Topgolf from 2007 to 2012.

The concept was created by Adam Breeden and twins Steve and Dave Jolliffe—the same trio who founded Topgolf years earlier. Their latest brainchild premiered in London in 2018 and has since expanded to the U.S. with locations in Atlanta and Chicago.

When the Jolliffe brothers and Breeden were looking for a CEO to grow the brand domestically and internationally, they called Vrankin to see if he would check out the new concept they had cooked up.

“I literally said, ‘Oh my gosh, they did it again,’” Vrankin said in a previous interview with FSR.

Puttshack puts a modern spin on mini-golf through tech integration. For example, instead of paper scorecards, technology is embedded in the golf balls to keep score as customers play. Like Topgolf, Puttshack’s technology is patent-protected, giving it an inherent advantage over the competition.

“Our own proprietary technology sits at the core of the Puttshack experience,” Vrankin says “The gameplay is powered by our patented Trackable technology, which means there is essentially this mini-computer in the ball that automatically keeps score for you. It knows when you putt, if you pick it up and try to move it in any way, when you win bonus points, or lose hazard points at each hole—it tracks everything.”

While the venue is suited for families and corporate events during the day, at night it transforms into a playground for adults. During these hours, the course adds special flourishes like a beer pong hole

Entertainment isn’t the only selling point for customers visiting Puttshack. The brand has developed a high-quality F&B program as well. The food menu incorporates global flavors and features dishes that are easy to eat while gaming, like Persian Chicken Skewers, Korean Pork Bao Buns, and Chorizo & Cheese Empanadas.

On the beverage side, Puttshack offers draft and bottled beer, wine, energy drinks, and signature cocktails.

“There is no one currently in this space that dedicates as much attention as we do to serving food and beverage of the highest quality,” Vrankin says. “Mark Boyton, our vice president of food and beverage, has taken great care in creating a globally inspired menu that is filled with an eclectic offering of shareable street food-inspired items. A key differentiator for us is that we never cut corners on freshness.”

Puttshack has a goal of opening between 10 and 12 stores annually starting in 2023, but it still has several on tap for 2022, including Boston, Denver, Houston, Miami, Pittsburgh, St. Louis, and Scottsdale, Arizona. Already 2023 is set to bring a second Atlanta location and a first for Nashville, Tennessee, is in the works.

The brand’s strategy is to target major and up-and-coming markets across the country so it can get a foothold and then penetrate those regions deeper.

“We have created something really special at Puttshack by combining a great game with great food and beverage and an exceptional experience,” Vrankin says. “I don’t think there are any other concepts out there that can and/or who have executed all three of those well.”