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Case Study

“Dreams of frolicking with friends in a world of American fiction became a reality.”

This was the All Star Lanes Mission. Gone are the sticky carpets and warm beer and in their place you will find cutting-edge cocktails, gorgeous food, excellent service and Americana galore –  all designed to be the ultimate escape.


The Challenge

The All Star customer journey encompasses a cocktail bar, an American-style restaurant and ten pin bowling. There’s a lot to take in and a lot to get right. The service at every step of the journey needs to be absolutely bang-on, whether it’s a smile at the shoe exchange or an expert recommendation at the bar. Ensuring that the research undertaken gave the necessary data to measure each part of the customer experience was a challenge that we were happy to take on.

Insight are instrumental in our understanding of the journey our customers undertake when they spend time with us.

Our Insight

All Star Lanes focus on three main things – fun customer experiences, a timeless classic American style, and, finally, a quirky approach in all they do. We created a pathway questionnaire that followed the customer through their welcome, their booking, drinking at the bar, eating in the restaurant and bowling. At each stage, we measured the experience – the service, the tone, the feel, the quality of the product – and highlighted the key touchpoints of the visit.

Established in


No. of Venues


The Outcome

To ensure that All Star Lanes have the most beneficial view of their operational data, we have created reports that show peak and off peak data, as well as bookings that are for two people and those that are for larger groups. The data can be viewed as a whole or split into sectors to show like-for-like comparisons across the group. From this, they can ascertain where they are providing excellent customer service and where there is room for improvement, as well as their customer’s perception of their brand and the feel of their experience.

“All Star Lanes is not just a bowling alley, it’s a step up in class for the whole night out! Measuring the guest experience at all touch points is very important to us. We offer quality food and beverage and guest satisfaction is at the heart of everything we do!

Insight have worked with us since 2012. They have been instrumental in our understanding of the journey our customers undertake when they spend time with us. From the very first point of entry, through to the bar, restaurant, bowling and departure, Insight provide us with detailed, objective, real feedback and data. We can look at our performance month on month, year on year and pinpoint trends or recurring patterns. We measure service, engagement, food and drink quality, cleanliness – everything that makes up the All Star experience. We want our Guests to leave our venue feeling that they have had the best night out – and to do that, we need to continually measure and improve what we do and to do that, we need Insight!”

David Wright, Head of Guest Delivery, All Star Lanes

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