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CGA and RSM Hospitality Business Tracker to measure sales in experiential venues



CGA by NIQ and RSM are launching the first ever monitor of sales in Britain’s experiential hospitality venues and inviting all businesses in the sector to get involved.


The new service is part of the CGA RSM Hospitality Business Tracker, the leading analysis of trading at Britain’s managed restaurant, pub, bar and the on-the-go groups. It will deliver sales data from venues that provide competitive socialising activities like golf, bowling and arcades alongside food and drink. CGA data shows these venues generated double-digit increases in total sales growth in early 2024—powered by a surge of new openings and fresh investment, time will tell if it’s a craze or a segment here to stay.


The new segment complements the Hospitality Business Tracker’s breakdowns of sales in the restaurant, pub, bar and on-the-go channels, which have supported businesses since 2009. Participants in the service include Adventure Leisure, All Star Lanes, Big Fang Collective, Discovery Adventure Golf, NQ64 Arcade Bars, Rileys, Roxy Leisure, State of Play Hospitality and Topgolf.


Participating operators contribute sales figures to the Tracker in complete confidence, and in return receive weekly and monthly data that helps them benchmark performance and understand market trends. Headline anonymised data for the various segments of hospitality is also widely used by the media, analysts and investors every month.


Karl Chessell, director - hospitality operators and food, EMEA at CGA by NIQ, said:“The experiential sector is a dynamic and rapidly evolving area of hospitality at the moment, as consumers seek shared experiences with friends and family. But the wave of interest raises some important questions about the size of the potential market and how to generate loyalty. We’re delighted to launch this new service to give operators and investors the sales insights they need to understand trends and keep growing.”


Saxon Moseley,head of leisure and hospitality at RSM UK, said:“The experiential sector has seen phenomenal growth since the pandemic as consumers look for more varied ways to spend their leisure time. The breadth of concepts that have come to market in recent years is a testament to the creativity and ingenuity of the UK hospitality sector which has continued to adapt as tastes change and high streets evolve. RSM UK are thrilled to provide greater insight into the growth of this important segment of the market, and we are excited to see how the sector develops in the coming years.”

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