In addition to our normal news coverage, What Now Atlanta is tracking ways Atlanta’s businesses are adapting to the novel coronavirus and the challenges it brings to brick-and-mortars.
Bad Axe Throwing today is celebrating a rebound from what the company at the end of April labeled a “complete failure” of its post-shelter-in-place reopening.
The axe-chucking facility in early-May announced it would be making some drastic operational changes after reopening in late-April to only two customers the entire weekend.
“In less than 10 days, we made substantial changes to our eCommerce strategy, our business model, and our marketing message,” Mario Zelaya, president and CEO of Bad Axe Throwing, told What Now Atlanta in a prepared statement Monday.
“Our sales in Atlanta jumped 25-fold as a result of those changes.”
Here are some of the changes Bad Axe Throwing made:
- Moving to a booking-only model with private lanes: customers must book a private lane to go axe throwing with their group.
- Walk-ins that are normally available during the week have been eliminated.
- Lowering booking requirements: normally, you need a group of at least eight people to book, now, can book a private lane with as little as four people
- Additional incentives include a free t-shirt or medallion to a group when a booking is made
- Targeted local marketing focusing on our reopening and safety precautions
- Marketing messages now focus on safety precautions taken, including assigning 12ft private lanes to groups to ensure social distancing; axes are not shared among groups and are wiped down every hour or after every group; all touchable surfaces, including tables, are be wiped down every hour or after every group; patrons showing any symptoms of COVID-19 are not permitted in the venue
“We do not have the luxury of time,” Zelaya said.
“All businesses have to proactively take measures in order to ensure survival. The increase in sales week over week is a testament that we will not go gentle into that good night. Despite being in recreation, one of the hardest-hit industries, we will survive.”
[Editor’s note: The novel coronavirus (COVID-19) pandemic is rapidly evolving as is its effect on Atlanta, and the City’s businesses and its residents. Click here for What Now Atlanta’s ongoing coverage of the crisis. For guidance and updates on the pandemic, please visit the C.D.C. website.]
2 Responses
Finally some encouraging news!
Always gotta know when to pivot– not every business knows how or when to pivot.
Congratulations to these guys!
It’s great to hear that a business is doing well in these times. Especially after being smacked with the reality that was their opening weekend.