Wings, Breasts, and Betting: The Evolution of the Sports Bar
Technology is having an impact on ALL types of MULO (multi-location) businesses. With football season upon us, thousands of people are flocking to the ubiquitous sports bar to watch their favorite teams, interact with fellow fans, drink beer, spiked seltzer, and Bloody Marys (in the case of early games), and cheer and boo (all while posting on social media, of course).
The sports bar originated in the 1930s. Because televised sports didn’t yet exist, it was simply a place where people could gather to play sports like darts and pool.
In the 1960s, we saw the first venues resembling modern-day sports bars (although televisions were still not widespread). Legends gets credit for being the first real sports bar. Founded in 1979 in California, it had satellite TV and, of course, wings and beer.
Fast forward to the 2020s…
Last year, Hooters led the pack as the largest sports bar brand in the U.S. Generating nearly a billion dollars in sales ($867 million), they have about 300 locations. They are also known for their “All-American Hooters Girls®.” These women are now a crucial part of the company’s branding. Their website offers opportunities for them to serve customers, play a role in the community, and build their own personal social media brands.
Among the other leaders on the MULO sports bar field are:
- Wings & Rings ($142M in sales)
- Duffy’s Sports Grill ($153M)
- Roosters Wings ($179M)
- Beef O’Brady’s ($204M)
- Walk-Ons ($300M)
Twin Peaks, which also appeared on the list, is valued between $1 and 2B and has filed for an IPO, proving the popularity and potential of the MULO sports bar category.
Technology is integrated into sports bar operations, design, and marketing. The word “immersive experience” is often used.
- Online ordering is commonplace these days
- Screens are getting larger and more plentiful, and sounds and images are even cropping up in places like bathrooms and outdoor spaces to drive engagement and attract new visitors to venues
- Simulators and VR games keep guests occupied and social during breaks
- Sports betting is being incorporated into the guest experience at locations like this one. Says Nick Dan-Bergman, VP at LT (and one of our speakers at Street Fight LIVE), “Consumers are also bringing their “second screen” with them everywhere and are likely to be checking the status of their sports bets and fantasy teams — with or without watching the actual game.”
- AI-powered marketing keeps fans informed of local specials and game times
- Technology is being applied to food preparation and beer quantity management to monitor inventory and expedite service
Wings and beer are not the only dining options at sports bars today. Healthy food choices and booze-free beverages abound.
So, whether you love to head out to watch Monday night football or are an agency or tech company that supports this dining category, stay abreast of sports bar trends! Join us at Street Fight LIVE on November 7th at Meta’s Chicago headquarters.
