Prophet Helps Brunswick Corporation Evolve the Bowling Industry
Upscale dining and entertainment destination wins over bowlers and attracts a new generation of active adults
CHICAGO, Aug. 26, 2013 /PRNewswire/ — Brand strategy and marketing consultancy Prophet has teamed with Brunswick Corporation to radically enhance the latter’s bowling centers. The innovative concept, known as Brunswick’s, includes upgraded lanes and score-keeping systems and comfortable seating and socializing areas. A new in-house restaurant called Tavern ’45 serves elevated American pub fare and local craft beer in a welcoming and lively atmosphere.
The first two Brunswick’s locations recently opened in the Atlanta suburbs of Marietta and Norcross in Peachtree Corners. A third will open this fall in Buffalo Grove, Ill., outside of Chicago.
“Brunswick’s offers a new generation of leisure bowlers a comfortable place to connect with each other in an authentic way,” said Brunswick Bowling President Jim Fox. “Through innovative developments such as this, Brunswick will continue to be a leader in the bowling industry and provide superior experiences for guests.”
“Brunswick Corporation continues to evolve into a more customer-centric business,” remarked Scott Davis, Prophet’s chief growth officer. “We’ve enjoyed partnering with Brunswick on its journey, helping to bring clarity around ever-changing customer needs, motivations and behaviors and using these insights to fuel continued bowling center growth.”
Brunswick Corporation partnered with Prophet to realize its vision for the next evolution in bowling. Bowling is the most popular participatory sport for American adults; in 2012, more than 70 million Americans reported bowling at least once in the past year. However, the growth of casual, social bowling has outpaced organized league play, and it was time for the bowling experience to evolve.
“Brunswick is a strong brand, but we needed to address consumers’ perceptions of the traditional bowling center environment,” said Peter Dixon, Prophet’s creative director. “We are confident that the new Brunswick’s concept offers a broader entertainment and dining experience, expanding appeal by giving people more reasons to go and more things to do once they are there.”
The transformation started with consumer research, as Prophet gathered insights about attitudes, behaviors and usage occasions surrounding bowling. Market analysis identified growth opportunities and four concepts were developed and refined for testing. Once the winning concept was identified, Prophet developed schematic design concepts for the exterior and interior and a visual identity of the buildings to exemplify the new concept. The team also created a high-level brand identity concept that stays true to the Brunswick heritage, while providing a contemporary experience that’s in step with how today’s consumers spend their leisure time.
The reinvented environments appeal to customers of all ages with comfortable, welcoming spaces that encourage customers to stay a while. New elements include:
-- Natural materials such as warm wood and stone -- Plush leather seating and specialty lighting to enhance ambiance and create spaces to gather and relax -- Upgraded bowling equipment and a state-of-the-art scoring system -- Full-service ball and shoe fitting station -- Arcade with the latest interactive video and prize redemption games -- Tavern '45, a new restaurant concept serving innovative small plates, hand-made burgers and local craft beer in a friendly atmosphere. The name is a nod to the year John Brunswick founded the company, 1845 -- In-restaurant, lane-side and outdoor patio food and beverage service -- The Norcross in Peachtree Corners location features a glassed-in bar loft area in the middle of the lanes with a unique perspective of the action -- The Norcross in Peachtree Corners location has an open-air beer garden featuring craft beer and cocktails and outdoor games such as bean bag toss
“Prophet partnered with us to build a solid business concept and strategy based on consumer insights and analytics. Their customer experience recommendations and design concepts helped to clarify our vision and elevate our centers,” said Fox. “That’s a rare combination of talents,” he added.
Owned and operated by Brunswick Bowling Centers, Brunswick’s is an upscale bowling and entertainment center offering guests a comfortable atmosphere for bowling and dining. Tavern ’45, Brunswick’s full-service restaurant, offers distinctive new American cuisine as well as several local craft beers and handcrafted cocktails. For more information, please visit www.brunswicks.com.
About Brunswick Bowling Centers
Brunswick Bowling Centers, a business within Brunswick Corporation, is one of the largest operators of full-service bowling and family entertainment centers in the world; is a full-line supplier of bowling equipment, supplies and consumer products; and designs billiards tables and accessories. Headquartered in Lake Forest, Ill., Brunswick Corporation (NYSE: BC) has been a leader in the recreation business for more than 165 years. For more information, visit www.BrunswickZone.com.
Prophet is a strategic brand and marketing consultancy with offices around the world. It helps companies win by delivering inspired and actionable ideas. Prophet has worked with leading brands such as BMW, Cisco, GE, Johnson & Johnson, McDonald’s and Zurich Financial on a broad scope of projects in its areas of expertise: brand, marketing, innovation, design, digital and analytics.