Topgolf Callaway Brands quietly has created an inventory management platform for its golf entertainment business it calls “Pi.’’ The system, according to company president Chip Brewer, helps the venue operations team utilize the bays more efficiently and also allows for a more advanced reservation system.
“We believe this system will improve the guest experience and also increase profitability,’’ Brewer said. “It also builds a stronger digital relationship between Topgolf and the consumer. At the time of the merger, (March 8, 2021) 10 percent of the Topgolf business was digital. Now, it is 30 percent. But it should be more than half. This digital platform is key to getting us there.
“The Pi system was in 18 venues as of the end of 2022. We expect to have it in all venues by the end of 2023. So, that will unlock increased reservation capability, increase the management capability, and improve operating margins.’’
Topgolf Callaway Brands currently ownsand operates 81 golf entertainment venues and has five franchised venues. The company opened 11 venues in 2022 and plans to open another 11 this year.
Two of the new 2022 new venues were in the mid-sized cities were inthe Boise, ID., and Wichita, KS. Each, Brewer said, are “excellent examples” of a new size and format focusing on small to midsize markets.
“This new model is a more cost-effective way to serve our 50-day to 72-bay markets and one we believe can unlock additional markets for expansion and ultimately increases the total addressable market in the U.S. from 200 venues to 250 venues.
“As we enter 2023, we have ongoing brand momentum, and the Topgolf consumer continues to be engaged and strong,’’ Brewer said.
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