The Dime Case Study
Client Profile
The Dime is a neighborhood hangout in South London’s Battersea. Styled with elements of both diner and dive bar, the venue serves gourmet comfort fare alongside a regularly changing menu of cocktails, world beers and wines. Its uniquely themed areas make ideal spots for private bookings; laid-back brunches and a late license are weekend draws that encourage strong trade from locals and non-locals alike.
The Challenge
Before The Dime was the American retro-themed space it is today, it was Red Monkey, a concept eatery modeled after the traditional Japanese sake bar.
Owner Steve Kelly and his partners had identified a niche in upmarket Battersea for a neighborhood lounge with an Asian twist; they created food and cocktail menus to showcase Japanese ingredients and decided to convert a disused basement into a karaoke space. “We needed to monetise the area and thought about a private room,” explains Kelly, “but we agreed that karaoke would be more fun.”
With the decision made, the team undertook what Kelly describes as ‘a detailed investigation’ of available karaoke solutions. After assessing numerous software products, they opted for Lucky Voice Enterprise. “We felt it was by far the highest quality and most user-friendly system out there. We wanted to offer our customers the best and Enterprise was the clear choice.”
The Solution
Red Monkey’s founders overhauled the venue’s two upper floors and The Dime was born, bringing customers an entirely new concept and theme. Only the karaoke pods went untouched.
“The up-front investment wasn’t massive and our break-even point was low,” explains Kelly. “The pods were generating good cash flow and customers were happy with the offering, so we had no reason to change what was there.”
The Benefits
Along with operating cash from pod hire fees and wet spends, the karaoke installations provide The Dime with numerous qualitative benefits.
They create a destination element in what is ultimately a local watering hole, bringing in groups of regulars as well as hen parties, sporting club functions and corporate events that might otherwise go to London’s west end.
“We get people who come in on a Thursday evening for dinner without realising we have karaoke, then the next thing you know they’re downstairs singing,” says Kelly. “It adds another dimension to their night.”
Overall Success
Three pods built in disused basement of neighborhood diner
Karaoke maintained after large-scale reinvention
Cash positive after a very short time; quick ROI
Creates a destination in what is ultimately a local watering hole
Encourages customer loyalty
Start Your Journey With Lucky Voice
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