DEVELOPMENT OF A GLOBAL FRANCHISE MODEL
Brand Positioning • Market Research
TopGolf is a US owned Sports entertainment business with a broad range of revenue streams, operating in four markets, with plans to expand into another three in the next year. The business was started in the UK some 20 years ago and today operates 42 locations in the US, 3 in the UK and more recently Australia.
TopGolf International was created to expand the footprint of TopGolf outside of the US with the sale of Franchises in key markets. Pimento were hired to undertake research into Global franchises to ascertain best practice and where TopGolf International could add the most value. This led to the creation of a Global marketing Playbook and the development of a brief for a franchise Portal.
Other projects included mentoring the newly appointed Director of International Marketing and most recently agency partner search and select for a new venue in Scotland.