Winning admits that he was concerned about Batbox's customer demographics being overwhelmingly male, but he was surprised to learn that it's split pretty evenly. There are "a bunch of guys who are having bravado moments and want to smash it," but it's complemented well by the team aspect with wives, girlfriends, friends, and children in attendance. He breaks it into four categories—the uber sports fan, the mixed group of friends wanting a social gathering, families during the weekend, and corporate events (this controls roughly 35 percent of sales).
The menu started as basic mom-and-pop type items, but it's been enhanced throughout COVID to meet the higher expectations of customers. There will be nuances between the U.S. and Mexico, but the foundation will be an "elevated ballpark experience," Winning says. He compares it to entering Fenway Park in Boston and eating an unexpectedly good lobster roll. Batbox is shooting for higher-grade ingredients that someone couldn't replicate in their typical supermarket shopping, such as a Wagyu-filled hot dog.
The service model is analogous to a concession stand. At stadiums and arenas, people can now order from their seats through a QR code/app or decide to order in person. These same options will be presented to consumers inside a Batbox location. Winning envisions text alerts to let guests know to pick up their meal and servers delivering food to customers.
"It's high-quality prep, easy to execute food and beverage, and with that, it's an increased speed," Winning says. "So really guests can pace themselves rather than be at the mercy of the server who's just floating around just taking drink orders. That's more on the culinary side. On the beverage side, it's a heavy beer and draft influence just because that's the ballpark experience. We have a range of ready-to-drinks that are catered especially to us. So we have our own recipes. So working with a group in London who are spearheading a lot of that consultancy work for us. It's definitely a better experience than going to a Triple-A game and spilling nacho cheese all over yourself."
The average Batbox location is 4,000-5,000 square feet, but that will be bumped to 8,000 to 12,000 square feet in the U.S. Winning sees whitespace in suburban markets and uses the example of malls being taken over by experiential dining. So there's a possibility that Batbox could expand to 20,000-25,000 square feet. A comfortable 10,000-square-foot property could fit eight batting cages, a centralized bar, and a larger patio—enough space so that the focus isn't just on simulator play.
Although not an exhaustive or solidified list, Batbox may look for growth in the Carolinas, Florida, Atlanta, and Louisiana.
"If you think of an overall growth plan, you could look in every MLB market plus you can look in every Triple-A market plus you can look in spring training areas," Winning says. "And then you haven't even scratched the surface of college towns. And then with that it can be hyper-regionalized. Michigan, it's not a massive baseball market, but it's definitely a drive for people wanting experiential dining. So we can layer in with our corporate locations a lot of franchise regions as well."