Our brands and locations

Ten-pin bowling is part of the UK’s diverse ‘out-of-home’ leisure sector. Its popularity is based around offering an inclusive, fun, affordable and sociable experience for friends, families or work colleagues, appealing to a broad range of consumers.

Hollywood Bowl is the market leader in the UK and is our most recognised brand. We specialise in operating large, high-quality bowling centres which are predominantly located in prime ‘out-of-town’ multi-use leisure parks alongside cinemas and casual dining sites.

We will complete the rebranding of the remaining two AMF Bowling centres to the Hollywood Bowl brand, in FY2023.

Our customer experience programmes provide valuable insights into our customers’ preferences, by digitally capturing satisfaction levels following each visit. As well as understanding what our customers want and value, we monitor our customer satisfaction and net promoter scores carefully, and are always ready to react quickly to any operational issue or respond to customer feedback.

Our team members are key to delivering on our purpose and our sales and service ambitions. Our in-house development and training programmes attract, retain and nurture top talent. Our centre teams are rewarded for displaying our cultural behaviours through our coveted pin badge scheme and financially incentivised based on customer feedback, recycling targets and financial performance.

Alongside bowling, our food, drink and amusements offerings give our customers a complete entertainment experience, provide more reasons to visit and increase dwell time and secondary spend.

We continue to enhance the bar and diner experience for our customer. The reduced menu, which was introduced in response to COVID-19 operating restrictions, has seen some evolution but continues to deliver strong quality and speed of service scores.

Amusements remains an area where innovation and new product development is key and we work closely with our key partner Namco and our in-centre games keeper teams to drive further revenues from our family focused offering in addition to expanding the footprint of our amusement areas in high lineage centres through reconfiguration as part of our centre refurbishment programme.

We continued to evolve and increase our investment in a wide range of digital solutions and marketing activities to enhance many stages of the Hollywood Bowl experience and customer journey.

These included the estate wide rollout of a new scoring system which is integrated with our CRM programmes, a new customer data platform (which enables increased quality of engagement with our contactable database) and enhancements to our mobile focused booking platform and infrastructure and in-centre food and drink ordering system. We also continued the rollout of digital leaderboards and bar and reception screens as an integral part of our refurbishments.

Our targeted customer awareness, acquisition and retention programmes use automated digital technology to engage prospects and customers before and after their centre visits through numerous social and digital media channels.

Digital channels remain a key strategic focus area and are an increasing source of revenue (accounting for 63 per cent of bowling revenue in FY2021), enhancement to the wider customer experience and increased brand engagement.