Artie Starrs
Analyst · Morgan Stanley. Please go ahead.
Yes, we'd certainly love to see the macros improve, but we think we're going to get same venue sales going even if that doesn't happen. And what I tell you versus last year, what's different? Number one, the consumer environment's different and two, how we're tackling it is different. Most notably, if I look at the first half of last year when we were applying some promotions and targeted value on maybe specific digital channels and specific sort of shoulder parts of the business, we drove some incrementality a couple points with the Free 30 and the Free Play promotions. But this year we're really providing value when our players can truly use it, which is Sunday and late night, which is two ownable equities for us. We've done a bunch of research in terms of why players love Topgolf, why they come to Topgolf. Where do we have a competitive advantage? Those are two segments and two parts of the business where we have bays to sell. And it's very profitable for us to provide the price point that we're targeting. The other thing is the price point sharp. So how we price, which is by the hour, just saying 30 bucks is in this environment for six people, that's five bucks a player. And that's extraordinary value. The beauty of this for us, if you take Sunday for example, Sunday is 15% of our business. Gameplay is half the business. So, we're basically putting 7%, 7% to 8% of the business on a nice promotional value. But what we're seeing come out of it is larger group sizes, strong, it's early, but in some respects stronger F&B spend. So, the groups that are coming, they're socializing, they're spending more when they come. And, the traffic numbers are extremely encouraging and the sales as well. In terms of a couple other things that I didn't get into much detail in my script on, but the beginning of Q2, because people come into the venue, really gameplay is like the anchor price, if you want to think of it that way. That's what kind of gets people in. We've done some deep statistical work on how our F&B prices compare and how people are navigating the menu and we're rolling out a simplified menu with some targeted pricing moves inside the menu that we don't expect that the player to see, but we expect to yield some comp growth and higher margins. And we saw sequential traffic improvement through most of last year and before the weather hit was continuing. So, I sort of feel like with this value construct, with some of the F&B work we're doing, we've got a strong slate of new news to get people excited about coming to Topgolf. I'm very optimistic.