In 2010, entrepreneur Paul Donato had a vision: opening a reimagined bowling alley in downtown Toronto. The first location of The Ballroom Bowl opened its doors in the city’s bustling Entertainment District – a sprawling entertainment venue complete with an elevated food menu and crafted cocktails. We interviewed Ballroom Bowl’s Marketing Coordinator, Mundi Bashir, to find out how they turned a vision into a thriving multihyphenate business.
From friends celebrating birthdays to corporate crowds, people come to The Ballroom Bowl to indulge in the nostalgia of bowling (yes, this includes retro shoes) and stay to watch sports, hang out on the patio or take in the high-energy atmosphere. “Everyone should try The Ballroom Bowl because the music’s great, the food is great, the drinks are amazing and you’re going to have an amazing time with your friends,” said Mundi Bashir, Marketing Coordinator at Ballroom Bowl.
The concept has remained popular since they took that initial bet on a “premium casual bowling venue,” so much so that over a decade later, they have big plans for expanding the brand.
In March 2024, the Ballroom Bowl’s second location opened in prestigious Yorkville, keeping the flagship’s location playful ambiance but adding a sophisticated spin to it with a stylish interior and the option to book VIP lanes. Now a brand-new third location is gearing up to welcome bowlers at Yonge and Dundas.
The Ballroom Bowl leveraged Square products like Square Loans to fund their expansion and Square Loyalty to keep customers coming back for more. Here’s how they did it.
How Square Loans fueled The Ballroom Bowl’s growth
“Square Loans gave us the money we needed to grow,” said Bashir. “Applying for Square Loans was super easy.”
Unlike traditional business financing, which entails lengthy, complicated application processes, it only takes a few minutes to apply for Square Loans. Eligibility depends on your business performance and time using Square.
As a business owner, all you need to do is select the amount you’re comfortable paying back. Instead of an interest rate, you just pay a flat fee. Your loan payments are based on a percentage of your daily sales, and you never have to make payments when your business is closed. There are zero credit checks or financial documents required, and you get access to your funds in a matter of days once approved.
Speed and convenience were key to The Ballroom Bowl’sgrowth. Square Loans provided the business with timely access to capital, which enabled their business to move fast and secure prime locations for the two new venues.
Creating raving fans with Square Loyalty
To fill three locations spanning tens of thousands of square feet and remain profitable, having repeat customers is crucial – and so is cultivating the type of brand awareness that makes people tell others about your business.
The Ballroom Bowl leveraged Square Loyalty to cultivate a loyal client base, which resulted in increased business and enhanced customer satisfaction. “It keeps customers coming back,” said Bashir. “They love earning rewards.”
Square Loyalty makes it simple to implement and customize a customer rewards program that drives repeat sales and integrates seamlessly with your point of sale. It allows businesses like The Ballroom Bowl to keep customers engaged with features like text notifications and limited-time or recurring promotions. In fact, customers enrolled in a Square Loyalty program spend 53% more and visit 40% more often than others.
Thanks to Square Loyalty’s user-friendly setup process, the Ballroom Bowl was able to get its reward program up and running in a quick and easy manner. “Square Loyalty has made our promotions way more effective,” added Donato. From two-for-one drink specials to deals around special events like long weekends or Football Sundays, The Ballroom Bowl often offers fun promotions to its customers.
Now, the business has refined its efforts with Square Loyalty. Customers can earn one “pin” for every dollar spent in a single transaction, which they can later redeem. There are also specific campaigns, like the opportunity to earn double the points on the Saturday special.
Square provides ease and simplicity
Going from a single location to three in the span of a year is going to test your operations. Using various Square tools has helped The Ballroom Bowl keep growing with streamlined systems. “A big reason why I love using Square is because it’s really easy to use – all the integrations in the front and backend. Our staff loves it,” said Bashir.
With national expansion on the radar, ease and simplicity remain essential.