A new report on how American golfers aged 52 and under use their golf clubs for food and drink finds their attitudes are different to those older than them.
ClubGrub says the current model has led to substantial revenue losses across the US golf club industry.
The study reveals that next-generation golfers often describe their current food and beverage options as “inconvenient,” “unreliable,” and “uninspired.” Many clubs struggle with longstanding operational inefficiencies, from beverage carts with limited menus that aimlessly circle the course, to outdated call-in orders and rushed service at the turn. This antiquated system leads to reduced spending, more self-supplied food and drinks, and missed opportunities for operators to increase revenue and modernize the golf experience, creating a downward impact on lifetime member value.
“Hot dogs are not hospitality. Clubs have long grappled with how to deliver premium food and beverage experiences beyond the clubhouse and drive more revenue, without friction,” said ClubGrub founder, Spencer Potter.
“This report, alongside data from ClubGrub’s GPS technology, reveals a more convenient, mobile-first preference of younger members and guests, as well as opportunities for operators to extend their reach across the entire club experience, from the back nine and range bays, to halfway houses and home delivery in golf communities.”
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