20/11/06

“uWink Bistro – ‘Gaming Starbucks’?” (#521)

Stinger REPORT Skinny!

(17/10/06) The Hospitality sector and the Casual amusement sector converge in the much-hyped uWink’s experiment in creating a successful restaurant model. Hoping to relive the creative thinking that created Chuck E. Cheese’s from the original Pizza Time concept; uWink launched the renamed bistro concept on the market. The Stinger is one of the first to get a glimpse at what was on offer and comes back with some interesting observations on the attempts at automated serving, casual games and e-Money payment.

Main REPORT:

The Stinger Report has been lucky enough both to gain a first-hand review of the opening of the first interactive dining facility to open in as many years, but has also been able to throw some questions to the developers for their feedback.

The Stinger first reported the plans for the uWink company to divest their amusement machine business and turn towards applying amassed skills towards an interactive dining experience tentatively known at the time as ‘uWink Media Bistro’ (Stinger #523). The abandonment of the touchscreen kiosk business for German investment in mobile phone games and a franchise dining operation was in the wake of a number of project plans from the team.

As expected with such far-reaching aspiration – uWink Bistro opening was delayed, finally pulling the doors open to expectant visitors, and a number of curious eyes from retail and restaurant franchise operators.

The first thing that attendees noticed was the name change – as the Stinger had revealed, uWink had been pressured to drop the Bistro name from the owner of the Media Bistro website brand. The Californian centre was named ‘uWink – Food – Dining – Media!’ Upon entering the venue it is hard to ascertain the reason for the delay in the build – as the venue is laid out on basic layout.

Upon entering the site the individual purchases the use of a RadioWare (RFID) card that calculates the customer’s purchases during their stay – this concept very similar to the Japanese ‘Dream Infinity’ scheme of the ‘Amusement-toll-Operation’ that they have fielded in Tokyo. The financial model was of interest to a number of franchise operations in the hospitality sector looking at a new methodology to expand per-cap. The cards were free during the visit, though this will change over time.

The uWink venue comprises the areas of the bar and game areas and patron’s table. The initial observations by visitors was of a lack of privacy, with cubicles being suggested a number of times as an idea to consider (not really an original idea as the uWink web page shows booths!). Within the space the walls are used for multiple projected displays showing random images from Internet pages and advertisements.

The facility’s central focus is the bar, while the rest of the game features are brought online. The big draw for the new visitors was to see the automated food and beverage service in action. The facility comprises ‘Game tables’ and the ‘Dining tables’. The ‘Game tables’ offer six player positions each with their own trackball controller and multiple button cluster. The units at the facility were not operational when visited by our representative – there was some talk that a major part of the delay was the game media and connectivity, but this could not be substituted; the systems to be populated with a multi-player trivia and mini-game (PONG-style) content.

The ‘Dining tables’ offer a four-seating arrangement, in the middle the ‘dining’ configuration based on the idea of a mounted SNAP! touchscreen that can be flipped (one or two screens) on the table for all the diners to use. The systems were only able to be used in food and beverage configuration during the first opening, with limited surfing of the Net and some games (only on kiosk), the user linked to the RadioWare card making purchases and ordering.  

The swiping of the RadioWare card initiates each purchase from the kiosk – this includes the games available, which were evaluated as small beer to what would be needed to keep a strong repeat audience. An audience used to sports bars running Golden Tee or Big Buck, may not be attracted to small flash-style games – reduced for the platform. The games built for 2-3 minute total duration play.

Described to some attendees to the opening as ‘cellphone’ style games, they bridge genres such as trivia contents between groups – the aim for ‘social’ interaction. A constant update of content is planned, though no more than the mini-game style of play is expected. The perception that uWink wants to move away from the Cyber Café style of playing environment.

Big ideas for the venue of table-to-table communication and competition, party customization and site communication all having to be installed and operated. As described by one source the current opening being an ‘uWink 0.1’ soft opening to start getting a feel for the site and generate some revenue (and placate investors). Some features though proved compelling and gave a glimpse of what is to come and the ‘Fun’ element of the concept. Elements such as the electronic site map showing table status (great for dating).

What Could this all Mean:
It opened – that’s a start, and it is hoped that by this time next month it will have all the features fully operational, and the menu screen kinks addressed. Obviously those familiar with the restaurant business will know you never get it right out of the box, and that tweaking the model is as important as keeping the cola cold!

For those who remember the electronic bar deployed in the Q-CITY franchise facility, the launch of uWink’s e-menu is not a major ground-shaking moment, but is a major step towards an automated service hospitality environment (see the inroads in the fast food sector Stinger #481). How much the uWink ‘Dining table’ systems differ from the Escapism Media machine covered in the same Stinger coverage is a moot point – the games for this site will make all the difference!

The ‘social’ environment aspirations were a major factor of the presentation – one journalist attending the opening used the ‘Chuck E. Cheese’s for Adults’ phrase in their report on the venue – citing the similarity in business model of non-coin operated gaming depending of high-priced set menus to generate a revenue stream (in this case with the added incentive of coffee and alcohol). Sources suggesting the business model aimed for by uWink looks to an average stay, inclusive of mealtime, being two hours.

The ‘social’ model has been used to date by new brand concepts such as ‘Jillian’s Club’, ‘GameWorks Arena Sports Bar’, ‘Jeepers!’, ‘GattiTown’, ‘The Bee’ and ‘ESPN Zone’ internationally. A difficult mix of adult entertainment gaming and leisure that has to work hard to keep a repeat audience. The failure of this concept in high-profile sites such as ‘XS-Entertainment’ must be kept in mind by all new investments in this area.

However it was interesting to see that no matter how hard uWink pushed their Atari and Chuck E. Cheese credentials, a number of the observers attending (both media and trade) were less than willing to support the venture either way, feeling that proof rather than claims was needed. That proof will be a successful opening and a second facility… we shall wait and see.

Additional Stinger News – After the event, correspondents and other attendees to the first few days of the uWink facility’s operation swapped notes. Some additional information came to the surface that uWink executives reported to some attendees a second and a third location for the brand had been selected in Southern California, hoping to open soon. The nationwide rollout aspirations looked to a franchise / ownership model. If the game element and play payment model can be tweaked, the consensus felt that this could offer the ‘Gaming-Starbucks’ hopes that uWink have for the brand.

The Stinger Hot Topic feature on the venue scene out next month!