FEATURE prices and boast such state-of-the-art amenities as stadium seating with extra wide aisles and reclining seats, digital and 3D projection, and Dolby surround sound. There is an extensive concession menu, and patrons can choose in-theater dining as well. Movies have been a strong draw, with ticket sales alone contributing as much as 40 % of revenues at locations with screens. Concessions, which are included in food and beverage sales, constitute another revenue stream. As a result, FatCats plans to include a multi-screen cinema in all future locations.
REWARDS FOR HAVING FUN AND DOING GOOD
FatCats prides itself on offering customer rewards that reinforce the fun. Staff members regularly distribute complimentary cards for arcade play or give free rounds of mini-golf to customers for just having a good time. The promotion has generated a lot of positive mentions on social media from customers. “We’re getting great reviews from the
customers,” says Card. “[They say] these guys go above and beyond.” People who go above and beyond for their local community get rewards too, through a new program with the theme “It’s fun to do good.” FatCats seeks out local companies, non-profits, and community groups that do public service projects. Then they invite the volunteers in for bowling and a party, all paid for by FatCats. The message is, “You guys work hard to serve other people, let us serve you,” says Card. Rewarding folks has in turn rewarded FatCats with very loyal customers. Where competing cinemas and FECs have opened up nearby, Card says FatCats’ business has stayed steady. “I think they’re very loyal to the environment,” he says. “It’s just such a family-friendly, great environment. It’s a little bit of a Disneyland feel to it.” According to Card, customer reviews on social media have been very positive, with comments such as, “I had no idea there was a place like this around that I could feel so comfortable in coming to,” and, “Everyone, of all ages, that was here was having a great time.” 54
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COMING ATTRACTIONS
Now that FatCats has mastered its formula for all out fun, they have big plans for the future. “We’re going to break ground on a couple more, probably in the next six months,” says Card, “and then be on a trajectory of two new centers a year.”
The founders of FatCats wanted to build a place where hardworking families could go for a good time, and, by all accounts, they have succeeded. All customers have to do is be willing to leave their worldly cares behind for a few hours and just have fun. Red bowling shoes are optional. ❖
Robert Sax is a writer and PR consultant in Los Angeles. He grew up in Toronto, Canada, the home of five-pin bowling.