Rock & Brews is tapping into the pent-up demand for experiences and targeting casinos to expand its ... [+]
The food and beverage industry has recently experienced remarkable growth within the casino space. While there was a significant slowdown in demand the year following the pandemic, many restaurants are now taking advantage of pent-up demand. In fact, according to the National Restaurant Association, 70% of consumers have expressed a desire to gather on-premise at public establishments, including restaurants.
Before the pandemic, casinos had already started working to overcome outdated business models, including looking at new ways of approaching the dining experience. Gone are the days when casino dining focused on all-in buffets and premium restaurants. The casino experience has now converged into one holistic experience with the inclusion of not only gaming, but entertainment and dining as well. This is all part of the larger "eater"-tainment trend–one that casinos seemed determined to win.
While gaming is their bread and butter, casino operators have pivoted to providing a richer, all-encompassing experience. In this highly competitive market, casinos must provide a stand-out experience to get consumers to stay on the property. According to Nick Dan-Bergman of LaneTerralever, "The types of dining and entertainment a casino offers can be a significant driver of loyalty, but operators need to consider the preferences of different generations." For example, a recent player trends study found that Gen Z prefers to use loyalty program rewards on friends and family, while Boomers prefer to use rewards on free meals and free plays. There is an opportunity to attract both, but you must understand the player mindset to understand the role dining plays in their overall experience with a casino.
I had the opportunity to speak with Adam Goldberg, CEO of Rock & Brews and gained insights on how the dining experience is being incorporated within the casino industry and how these trends will play out near term.
Jeff Fromm: How has Rock & Brews tackled the challenge of customers having a digital customer journey that may diverge from the physical journey? What key learnings can you share?
Adam Goldberg: The Rock & Brews experience has embraced the digital journey and is used as a marketing tool to personalize and target clear messaging which leads to increased frequency and impactful experiences on the casino floor.
Fromm: What are the major trends you are seeing in the Tribal Gaming market?
Goldberg: One major trend in Tribal Gaming is the partnering with brands like ours to enhance the gaming experience. Rock & Brews immerses consumers in a concert-style environment of high-quality audio and visual experiences taking them back to the defining moments of rock. Offering delicious food, an expansive beer selection, and Rock-tail beverages, Rock & Brews is where the power of rock fuels the fun of gaming.
Rock & Brews is a key component to frequency, loyalty, and the total gaming experience which ultimately increases lift on the gaming floor.
Fromm: As you think about mixing nostalgia with food, music, and entertainment central to your brand DNA, how do you feel about integrating consumer culture trends into your customer experience? What can other CEOs learn from your approach?
Goldberg: Our team really takes to heart what our customers want. As entrepreneurs and operators ourselves, we understand the need for flexibility and working with the casino management teams to provide gamers with great food and an exciting gaming experience.
That formula for success is constantly being tailored for each venue whether it’s the addition of a unique rock n’ roll gaming floor or a concert bar with a powerfully curated music list and “live” band stage. Our design team works with casino management and tribal leadership to create a fun and exciting gaming environment that players want to experience.
