White Plains, New York, United States: ClubGrub, one of golf’s leading food and beverage technology, has released a ground-breaking report examining the shifting preferences of golfers aged 52 and under (ie the next generation) and highlights substantial revenue losses across the club industry.

The study reveals that next-generation golfers often describe their current food and beverage options as ‘inconvenient’, ‘unreliable’, and ‘uninspired’.

Many clubs struggle with long-standing operational inefficiencies, from beverage carts with limited menus that aimlessly circle the course, to outdated call-in orders and rushed service at the turn.

This antiquated system, says the report, leads to reduced spending, more self-supplied food and drinks, and missed opportunities for operators to increase revenue and modernise the golf experience, creating a downward impact on lifetime member value.

“Hot dogs are not hospitality. Clubs have long grappled with how to deliver premium food and beverage experiences beyond the clubhouse and drive more revenue, without friction,” said ClubGrub Founder, Spencer Potter.

“This report, alongside data from ClubGrub’s GPS technology, reveals a more convenient, mobile-first preference of younger members and guests, as well as opportunities for operators to extend their reach across the entire club experience, from the back nine and range bays, to half-way houses and home delivery in golf communities,” added Potter.

Key Findings from the Report:

• Generational Shift: Unlike previous generations, nearly 80% of rounds played by golfers under the age of 52, conclude without ordering food or drinks at the 19th, accelerating revenue misses.
• Demand for Diverse Menus: Data from ClubGrub’s mobile ordering platform shows that fewer than 5% of in-app orders include hot dogs, highlighting a demand for fresher, more robust dining choices.
• Revenue Losses for Clubs: Missed service opportunities, self-supplying, and food waste collectively contribute to over US$5.65 billion in annual food and beverage losses for the industry.

“This report highlights a tremendous opportunity for clubs to both grow the game, and their bottom line, by engaging the next generation of golfers through more social, dynamic, and on-demand hospitality experiences powered by technology. If not now, when?” said Potter.

*For further details, please visit https://clubgrubapp.com/golf-intelligence-report/