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Modernizing Dave & Buster’s Beverage Program for Growth & Guest Engagement

How DCG helped Dave & Buster’s evolve its beverage strategy, streamline operations, and create a more engaging guest experience through menu innovation and data-driven optimization.
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WHERE WE STARTED

The Challenge

Dave & Buster’s beverage program needed to evolve to better align with changing consumer expectations, operational realities, and the brand’s long-term growth goals. While previous menu updates had simplified offerings and improved product quality, guest perception had not fully caught up with the improvements being made behind the scenes. Additionally, large menus and operational complexity created execution challenges for staff and slowed service consistency across locations.
Guest perception did not align with the quality of the beverage program
Large menus created operational and execution challenges
Need for a more modern, engaging beverage experience to drive sales growth
THE STRATEGY

The Approach

DCG developed a modernized beverage strategy focused on improving guest engagement, optimizing menu performance, and creating scalable operational efficiencies across the brand.
Consumer Research & Audience Segmentation

DCG conducted extensive consumer research to better understand guest perceptions, beverage occasions, flavor preferences, and menu expectations. Using these insights, we identified key consumer segments and aligned the beverage program to better maximize guest appeal and engagement.

Menu Optimization & Innovation Strategy

We streamlined the beverage menu to improve speed of service, reduce operational complexity, and create a more focused guest experience. The new strategy introduced refreshed imagery, seasonal innovation, and quarterly LTOs designed around emerging beverage trends and consumer preferences.

Testing, Activation & Long-Term Performance Planning

DCG implemented a year-over-year testing process that allowed Dave & Buster’s to evaluate new beverage concepts ahead of launch while building a stronger foundation for supplier activations, promotional programming, and long-term beverage innovation.

“The DCG Marketing team has had a large impact on the beverage look, feel, flavor profile, profitability, and funding of the Dave & Buster’s menu. DCG rebuilt the funding relationships and was at a very positive number when I left in 2022. DCG was with my team from research to ideation, execution and proper funding.”
Art Carl
Former VP, F&B at Dave & Buster’s
MEASURABLE IMPACT

The Results

By modernizing the beverage strategy, simplifying execution, and aligning the program with evolving guest preferences, Dave & Buster’s achieved measurable improvements in engagement, beverage mix, and profitability.

+3.5%

Increase in Featured Beverage Mix

+5%

Increase in Featured Beverage Quantities

+$0.48

Increase in Gross Profit Per Drink Sold
TALK TO US

Ready to elevate your beverage program?

Contact us to explore how DCG can help optimize your program’s profitability and guest experience.

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