WEBVTT
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Hey everyone, welcome back to Private Club Radio.
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I'm your host, Denny Corby, and in this episode I have a interesting conversation with my new friend, Spencer Potter, over from the ClubGrub app.
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He and I got linked up a few weeks ago and we were just chatting on the phone and we found out we don't live too far away from each other, so we went out, we chit-chatted, went to dinner, had some drinks and just had a really fun conversation.
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And what?
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Clubgrub is an app for clubs to use for mobile ordering, both for club pickup and for on the course.
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It's really cool.
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It has GPS technology so your members, your golfers, can order from the course and the staff knows exactly where they're at with the GPS technology.
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So it's really really cool to be able to go directly to the customers and the app is super easy to use.
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User interface is cool and the ability for upsells and boost and generate revenue and sales.
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Anyway, that's about the app, but we were just talking about really cool data, just things that they've learned, data trends that they've just seen throughout the past couple of months, such as which holes get the most orders or the most frequent orders, at which holes most popular items, most popular drinks, most popular foods.
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We just talked about all that really fun, interesting data that they've gathered and after pumping Spencer with a couple of drinks, I convinced him to give you all Private Club Radio listeners a killer offer on ClubGrub.
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So if you listen to the episode and you're interested, and if you don't listen to the episode, even if you're interested in the product, for all Private Club Radio listeners.
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So if you mentioned Private Club Radio to Spencer over at ClubGrub app, you will get $500 off your first year, free activation and a free iPad.
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So if you're interested, zero pressure phone calls are really really really neat system.
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Anyway, without further ado, welcome my friend Spencer Potter.
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How recent is this data?
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Yeah, so this is within this past six months or so and the data shifts right, the values continue to increase.
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Right, the maximum order size, conversion rates are going up, revenue increases.
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We find the more we're rolling out our technology at different clubs, we're finding different optimization hacks and techniques to gain adoption quickly, and I think that's always the key Anytime there's new technology you want, you kind of want to hit the ground running.
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I think if you just kind of just like post up a few QR codes and don't tell anybody about it, you're just not going to get any value from that right.
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So there's a level of but that's marketing, Like that's.
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What you got to do is put up the QR code and people are going to click it.
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Yeah, well, they will, but there's got to be more than just the QR code, right.
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So there's the level of promotion that goes into it and just awareness, right.
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It's like opening up any business.
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You can't just open up a restaurant, not tell anybody about it and expect to be successful.
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There's a lot of businesses within a given business.
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Particularly in the club industry, there's five or six different businesses that operate in one.
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We have learned just different optimization, not only within the technology, about how we onboard members and onboard clubs and how quickly we can get that first order in.
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That's really important and making that first experience a positive one.
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It's coming upon us as technology companies to make this transition into modern golf experiences, modern club experiences, as easy as possible for everyone and, recognizing that members and staffs have different technological proficiencies, and just making this seamless as possible.
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Yeah, no, these are just really fun stats.
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I'm just going to start going through them and then I think we'll just do it.
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Yeah, let's do it.
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It's funny.
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If you have any insight as to maybe why as well, if you guys have even thought about it, I'm going to.
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Yeah, it's all over.
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Popular stats Okay, through mobile ordering, the most popular whole numbers for orders were three, five and 14.
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Why, if you even know to me I can understand.
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I have a theory.
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Okay, theory it out.
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Yeah, I think three and five.
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I think.
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If you golf, sometimes you go in.
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I think everyone golfs for different reasons.
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Or even you golf on different days for different reasons.
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Some days you're like, hey, I'm really like training for a tournament coming up.
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Or it's just like a social day, like look, I just had a long week of work.
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I just need to get out and kill three, four hours and just reset a little bit.
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Some days you're going out there and you're like, okay, I'm feeling good, I had a good session on the range, I think I'm going to score really well.
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Then the first few holes are like kind of blow up holes.
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You're like, all right, well, I guess it's not that kind of day today.
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Let's just resort to let's get a couple drinks.
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I'm actually out here with a couple buddies or clients that I'm entertaining and it's more of going to be of a social round than it is like a competitive performance round.
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That's my theory on why that kind of sweet spot happens.
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I think the first few holes you're trying to dial in your game a little bit.
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That's one theory Also.
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Sometimes maybe you're starting your round early and the first few holes aren't really conducive to heavy drinking, or you're not hungry yet or whatever it is.
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Then you get out there you're like, oh yeah, let's get some bebs in us, we're having a good round.
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Maybe we've got a bet going on and someone's got to pay up.
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They got to order this time, or something of that effect.
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Then 14 seems to be like the second order.
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A lot of people order twice per round.
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They'll do something on the front nine and then they're ready for a refill on the back nine, and that's usually where it happens.
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14, 13 would be like a close second for the back nine, the sweet spot for ordering.
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That makes sense.
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Then if the popular hole number for order so, is that when they order, or is that when they receive the order Are they ordering at hole three and then they're getting it at four or five?
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Correct.
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Yeah, that's exactly, it's the ordering hole.
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Yeah, 6, 7.
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Yeah, so in the app we don't actually ask for a whole lot of information, but when they're checking out we ask for their current hole location.
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Just in case their phone dies or something of that effect and the clubhouse is not able to locate them, they can do the math and say hey, 15 minutes ago they ordered on three.
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They're going to probably be on four now, so we can just shoot out in that direction and make sure that member gets their order.
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Most popular items.
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What's a transfusion?
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Yeah, so transfusion has been this really popular clubhouse drink for years, but it's just gained this real momentum in the last two years or so.
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It's basically yeah, it's pretty good.
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It's vodka your choice of vodka with a grape juice, ginger ale or ginger beer and a lime.
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Typically it's like this refreshing grape flavored drink, which I don't normally love grape stuff, but a good transfusion is pretty good.
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Our app lets clubhouses offer more options now, which is awesome.
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Members can access more clubhouse type cocktails, whether it's craft beers, whether it's their specific brand of vodka or gin or rum or anything like that, and wines too.
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It allows them to really access more than just a couple of domestic beers and hot dogs.
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This is going to open up a whole experience for people.
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I thought this would have been higher.
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The top single order 172 bucks.
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I thought that would have been more.
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Well, this is just for on course transactions, right?
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People ordering dinners to go and stuff.
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It's well above that.
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I was thinking, when you say, when it's single order, is that the whole time on the course, or is that just no, literally just like somebody hit one button.
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There was seven transfusions, couple chicken sandwiches, bunch of food and a ton of drinks.
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Then they ordered again later in that round.
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You can get over $300 in a round out of members.
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That's not too bad.
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It's like 21 bucks a person, depending on if there's like eight people.
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That's not bad, see I thought-.
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Yeah, no, that's not bad.
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No, no, no.
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And look people, you're, look, if you're a golfer, you're kind of like hostage out there, like whether you're on a private club or you know, public course, like you're, you're hostage for several hours out there and you're willing to pay a premium for convenience, right, you, you know, and and sometimes it's even more than convenience.
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It's like, oh, I love this, like clubhouse sandwich that our club makes here.
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They make this awesome BLT or whatever it is.
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You're like I want that.
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I don't really want to just like jam a hot dog or a burger down my throat just because it's convenient.
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I don't want to back up the pace of play behind me.
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So, you know, this really unlocks just really unique stuff and we you know one of our clubs is really notorious for like their lobster rolls and they just like sell so many lobster rolls and that is just like a game changer.
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We feel like we're just not going to get that.
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The ability to order a lobster roll somewhere is always a big deal, and the fact of being on the golf course and you're going to bring it to me it's like hell yeah 100%.
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Yeah, I'll do that 10 out of 10 times.
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Like there's not there's no limit to how many lobster rolls we'll eat, I'm sure I'm getting it on the same boat 76% drinks the order breakdowns.
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That makes sense.
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That makes sense.
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Yeah, Hot dogs only 3%.
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Thank you, baby Jesus, because those should be last resort.
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Yeah, look, I think it's just indicative of how much golfers want more variety.
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Like they don't want to live on hot dogs.
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And you know, honestly, we have so so many orders in our app that so few of them contain hot dogs or even just like basic domestic beers.
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Like, people want more variety, they want craft items, they want fresh items, they want healthy items.
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You know there's a lot of salads and healthier type sandwiches in our in our app that people just never click on the hot dog button even though it's there, they don't want it.
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You almost feel like you can't, because if everyone's getting wraps around you, it's like, oh, I'll get like the.
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You know the ballpark Frank.
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It's like all right.
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Yeah, look and look.
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If you play more than like once a week, that hot dog gets old real quick.
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Even if you're like a public course, you're just looping around.
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And not, you know, for anything.
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It's like you know you're out there, it's hot, and then you're maybe not drinking the best stuff.
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Now you're putting hot dogs in your butt, Of course, yo, you are.
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Yeah.
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Later you're asking for not a good night Purse.
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I don't know.
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That's right.
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Right, yeah, I'm a big reflux guy.
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If you ever give me like a pig in a blanket at like a cocktail reception or something, I've learned that you know in my years of in the entertainment business and I'd always enjoy cocktail hour never, we'll never, eat a pig in a blanket again.
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I think when I was a kid, something with like the cab, like I don't know why I just can't do it a pig in a blanket.
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Like.
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I know what it is.
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I think it's just like a weird.
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I just can't do it.
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Yeah, yeah.
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It's it's it's medieval is what it is.
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Hot dogs are medieval in general, and it's time to innovate.
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The gourmet hot dog.
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Stop, stop it.
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Right, stop, it, right what is it Hebrew national?
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Okay, like that's.
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I mean we're still, I think, nathan's, I I will yeah, right, if I ever do it, it's Nathan's.
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I think they're a hundred percent beef Right, so that's a good one.
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Yeah, if you had a ball game, let's use it where you find them.
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Well they're the same.
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Well, there's nothing else.
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Like it's the same thing, you're like locked into $30 chicken fingers or that $15 Nathan's.
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Yeah, yeah.
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So yeah, golfers are cap, it's a captive audience and there's, honestly, there's just so much room for innovation and, you know, opportunity to, you know, enhance experiences and this is the generation.
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I think of this, as this is where the industry's heading right.
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How long can we live on the hot dog and just all of these bottlenecks and, you know like, without having digital way to order?
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You know.
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So, like you know, when we were talking earlier, I don't.
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I can't golf, I can hit, I can play any other sport, I can't hit this damn ball.
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Work.
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I'm going to slowly start working on it though.
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Awesome, let's do it.
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I went to a friend's bachelor party in Florida, and I forget what course, or whatever it was, wasn't like the most expensive, wasn't the cheapest, it was like a decent course from their status, nice, but the same thing, like you know, the whole drink.
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You are locked in, and the weather wasn't great and, granted, it wasn't August, but like nobody really came by.
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You know so it was.
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And then, like we finally found like a bathroom, like it was like such a strange and like I forget if I had a pay or not, even though I didn't golf, I just like sat there and like heckled people because they all brought, like they all looked really good, they looked so right and they had really nice stuff, but they played so bad.
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And it's a common steam, yeah, but look.
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I mean it can be enjoyable as a social experience, right, like I think a lot of people play for different reasons and I think, you know, the more people learn about our technologies, you know there are a lot of guys like yourself that, like you know, normally I wouldn't play, but this sounds a lot more fun, like this sounds more like a top golf experience where it's social and there's food and beverage and, you know, even if I just like take a couple swings here or there, if I play terribly and I'm just trying to play, like it's OK, at least we're out here having some laughs and some fun, and I think that you know for me just being on.
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I don't want to get a sidelines a little bit more, but even like some of the other people who are playing weren't like die hard golf and you can tell at some point we're like, oh man, I can really use like a snack or something.
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Like you know, we're just like.
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And then even because, like you know, at one point the weather got bad so we had to like pull off to the side and wait, so we're like, oh man, if we could order some drinks right now, or like a little like snack, because I think they stopped play for like a little.
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I forget how it all worked out.
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The carts were just like you can't go anymore, right, but it was one of those.
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I was like, oh man, I went real nice to I think one of the guys may have, may have went back to the clubhouse and guys I'm not 100 percent sure, but I was like at that point like this is even before knowing about club grub and everything I was like this would have been so nice to have.
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Like I'm surprised it's not a more common yeah.
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You know, I thought the same too when we started this process.
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Like, this has kind of been on my radar for like a decade.
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Right, I'm like why is this such a pain in the butt to like get food and drinks stirring around?
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And if you do get it, it's just like boring stuff, right, like we're saying hot dogs, you know, miller lights, all that stuff, you know, just very like ordinary stuff.
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Even when you can get it, and sometimes they're cast transactions If you're out of public course, it's like there's like 30 different pain points and like bottlenecks, right.
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And you know, it was just really about like, how do we, how do we just make this a more inviting experience too?
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Right, for guys like yourself that are like I'm, I'm here for a bachelor party or maybe I'm just interested, I'd like to learn how to play or get out there, but like, why do I need to starve?
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Or you know, you know it's, it's just, it's just a lot of yeah, it's very traditional.
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There's a lot of opportunity to really like improve the experience out here.
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And, you know, and make it a win-win too, not just like a better experience for golfers, but, you know, for for clubhouses and clubs to to generate more revenue for them, like we're.
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You know we're given.
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You know our return on investment for our platform is 10X or more typically, and you know we're just excited to go out there and innovate the experience for golfers.
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At the same time, we're we're helping clubs and people that don't necessarily want to take call-in orders or, you know, get bombarded at the turn by people that they don't expect coming.
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They don't know what that order is going to be and it's stressful on them.
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The customer is just like hovering over them while they're trying to make sandwich or whatever they're doing, because that golfer doesn't want to hold up pay supply.
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Nobody wants to do that and it's just kind of a stressful experience for everyone.
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To be honest with you.
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Now, does the app also give that data of like?
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I think you probably know what like words I'm looking for, but I'm not used to like talking about them.
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But, like you know all of this, the timing, all of that, can clubs get that data from it and utilize it?
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Like knowing like?
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Hey, you know, normally when people start around this time that means people you know we're probably going to get some orders around here.
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Like, does it give that?
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What's that word I'm looking for?
00:16:26.831 --> 00:16:39.654
It's like I guess like analytics and you know that's part of it, or you know I guess, but yeah, yeah, so it gives a lot of information that those particular elements who are actually adding to it as we speak to.
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So you know more predictable insight about, like you know where, where things are happening.
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Where they can yeah, so they can they can allocate resources accordingly, like whether the you know, obviously we have, like, top selling items and customer.
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You know who are their top members, like how many times are they ordering, you know how much, how much are they selling per order.
00:17:00.909 --> 00:17:06.262
So you know our platform increases ticket averages pretty significantly compared to.
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You know if you're just selling hot dogs and now you can sell, you know, $15, $20 sandwiches and $15, $10, $15 cocktails, versus $5 beers and $2 hot dogs.
00:17:16.623 --> 00:17:28.298
So you know, when you expand the menu and offer you know, offer higher ticket menu items, your ticket averages obviously increase too, yeah, so all of that stuff is in there as well.
00:17:28.298 --> 00:17:38.623
You know we want to give, you know we want to give as many tools and insights as we can to our club partners to help them optimize their systems and save on labor costs a little bit too.
00:17:38.623 --> 00:17:45.215
You don't need to be overstaffing necessarily, especially on off days like Monday, tuesday, wednesdays or off seasons.
00:17:45.215 --> 00:17:48.579
You know, if you have a down season stuff, you don't need to be full staff.
00:17:48.579 --> 00:17:53.241
You know some of those seasonal people you can let go until the following season and stuff like that too.
00:17:53.241 --> 00:17:56.519
So there's there's some cost savings in there as well.
00:17:58.315 --> 00:18:00.000
And then some other ones you sent me.
00:18:00.000 --> 00:18:09.346
Yeah, beverage cart mileage 30 to 40 miles a day, yeah, so if you have, I mean, let's talk about this.
00:18:09.346 --> 00:18:11.092
It does make sense Like some of these courses are mad.
00:18:13.116 --> 00:18:21.382
Right, and even still, it's not even necessarily the massiveness of it, it's the inefficiency of this cooler on wheels, right, like there's.
00:18:21.382 --> 00:18:36.915
If you understand how they work and look, I don't know if there's anybody deeper in the weeds of golf, food and beverage than myself, right, like, I've been studying this for years, done market research, I talked to every single person I can find and I try to understand, like, like, where are the pain points?
00:18:36.915 --> 00:18:37.738
How can we help you?
00:18:37.738 --> 00:19:03.661
And if you understand how a beverage cart works, it basically starts from the 18th green, drives to the 18th tee, goes to the 17th green, it almost plays the course backwards, right, and they're just, they drive in circles through the course, essentially starting with 18 green, working your way all the way back to the first tee, and they're driving around, this dinosaur on wheels, you know, hoping to find the right member at the right time with the right product.
00:19:04.563 --> 00:19:11.929
And that just seems kind of silly, right, and 2023, almost 2024, just just aimlessly driving around.
00:19:11.929 --> 00:19:12.631
Let's be honest.
00:19:12.631 --> 00:19:16.181
And you have to bug each golfer as you drive by.
00:19:16.181 --> 00:19:18.106
You're like, hey, you guys, good, you good, you good.
00:19:18.106 --> 00:19:25.203
And like these guys, you know, they're just trying to enjoy the round, right, right.
00:19:25.203 --> 00:19:31.224
And then if you actually have to deal with that transaction, then it's like okay, you got to ask, like okay, what do we have on the cart today, what's available?
00:19:31.224 --> 00:19:37.760
And then she has to go open the coolers and tell you what's in there and then you have to like actually order it and pay for it.
00:19:37.760 --> 00:19:40.936
Or, you know, if it's a private club, obviously they just take your information.
00:19:40.936 --> 00:19:51.167
But it's such an inefficient system and yeah, it's, it's, it's, it's a dinosaur, it's a medieval experience.
00:19:51.167 --> 00:19:51.509
Let's.
00:19:51.509 --> 00:19:52.554
You know, people are thirsty.
00:19:52.554 --> 00:19:53.857
Here's this cooler on wheels.
00:19:53.857 --> 00:19:55.101
It's going to drive around in circles.
00:19:55.181 --> 00:20:00.444
Maybe find you with a mediocre menu, and I don't know if this is like counterintuitive, but you can also still have both.
00:20:00.444 --> 00:20:07.279
But I think you know at that point, just have a beverage car or like you know, whatever system you have, but maybe just make it more streamlined.
00:20:07.279 --> 00:20:11.476
Like it's just, you know, a light beer, a high.
00:20:11.476 --> 00:20:20.578
Like you know it's like a very minimal, but it's like so you know if you're going to go, you know you're not stopping and here's everything, we have it's, you know we have Tito's, we have Jack.
00:20:20.578 --> 00:20:23.886
You know it's just like the basic, like a couple beers, water.
00:20:24.896 --> 00:20:25.759
So yeah, for sure.
00:20:25.759 --> 00:20:33.980
Look, they can use our platform as their own independent POS, like on the Bev cart, and they can just basically order directly from the Bev cart and never even touch the clubhouse.
00:20:33.980 --> 00:20:37.336
The Bev cart just knows exactly where they're at and that depends on the course too.
00:20:37.336 --> 00:20:39.282
If you're like a mountain course, that's going to be really tricky.