Sporting Globe remains focused on growing and offering the best sports atmosphere

Focuses on atmosphere and other unique offerings.

"We challenge our team to constantly innovate, promote and excite our customers with great food, exceptional service, exclusive offerings, and the best sports atmosphere around," James Sinclair, Executive Director of The Sporting Globe Bar & Grill, tells QSR Media.

Last year, Sporting Globe put effort into creating the ultimate game day and hosted a Super Bowl party across all its venues. The event has grown every year, he pointed out, noting that the Super Bowl is watched by over 100 million people worldwide.

"A new initiative to create the ultimate game day experience involved us partnering with ex NFL star Ben Graham, the only Australian to have played in a Super Bowl. Using the latest in streaming technology we hosted him at one of our central venues and beamed his exclusive commentary and insights over our network of Audio Visual systems to all Sporting Globe venues. Fans were able to ask questions via social media, and this certainly enhanced our customer experience and added to the event’s success."

To set itself apart, according to Sinclair, Sporting Globe offers a truly unique design and fit out featuring a state-of-the-art sports bar. "The fit outs incorporate a huge hero screen as well as over forty other screens and displays to enable customers to view the game from any angle. The brand has specially designed booths with distinct BoothTV® featuring individual touch screens. This unique sporting entertainment experience allows you to choose up to four different channels, access the Internet, or play touch games all at the same time."

Sinclair shares to QSR Media that the industry has seen the total volume of beer consumed in Australia decrease over the past few years. "This has resulted in the giants of retail liquor responding with loss leading packaged beer prices to achieve their own volumes. This means it is cheaper than ever for consumers to buy packaged beer to consume at home with their own home entertainment system."

However, Sporting Globe accepts this as a challenge to ensure the brand's product continues to remain compelling and grows even stronger to get people off the couch and into the game in venue, he noted.

FIRST INTERSTATE LOCATION

Sinclair tells QSR Media that the brand is excited to be opening its first interstate venue in Western Australia (WA) later this year.

"It will be a franchised site and bring all the same aspects our customers have come to love about The Sporting Globe including food, beverage, sports vision and atmosphere. We will remain focused on growing and supporting the business in WA before looking to other states around the nation," he noted.

At the same time, the chain will be opening another company owned store in Werribee Plaza. According to Sinclair, this location will be the the Sporting Globe's largest undertaking which will feature an extensive indoor and outdoor dining experience and a three hundred person roof top deck looking back towards Melbourne.