While lane and game fees form the foundation of any bowling alley, long-term growth often comes from additional revenue streams like parties, food and beverage, leagues, bundles, and well-timed add-ons that enhance the guest experience.
Every visit creates opportunities to spend a little more and come back a little sooner, allowing revenue to grow naturally. Small improvements across checkout, F&B, and programming can compound into meaningful gains over time.
In this guide, you’ll find 12 proven ideas bowling alleys use to increase revenue while keeping guests happy.
1. Maximize upsells, add-ons, and bundles at checkout
Upsells work best when they feel like experience upgrades rather than mandatory extras. Guests are far more likely to say yes when add-ons clearly improve their time at the lanes, especially when options are presented at the right moment.
Bowling-specific add-ons like premium shoe rentals, lane-side snack bundles, arcade credits, or extra game time can meaningfully increase average order value without hurting conversion.
How to do it:
- Create pre-configured bundles designed to lift average order value, such as a “Strike Pack” that includes a game, a shoe rental, and a drink
- Offer premium shoe rentals or VIP lane seating as a visible upgrade
- Use timed prompts during online checkout and kiosks to surface add-ons naturally
- Train staff with simple point-of-sale scripts that frame upgrades as enhancements
Read more: Maximizing Revenue with Smart Upselling
2. Optimize F&B to increase per-guest spend
Food and beverage is one of the most powerful bowling alley revenue drivers because it keeps guests on-site longer while increasing per-guest spend. When mobile ordering is available and doesn’t stop the fun, guests are more likely to add another round or share platters.
A balanced menu that includes kid-friendly staples alongside premium options helps capture spend across different group types.
How to do it:
- Design combo meals and family platters that are easy to share
- Create a custom menu that includes both approachable items and premium upsells like specialty cocktails or loaded appetizers
- Enable QR code ordering directly from lanes or tables
- Schedule food delivery between frames to avoid interrupting play
- Highlight limited-time or seasonal items during events and themed nights
3. Streamline online checkout to lift conversions
Every extra step in checkout increases the chance that a guest abandons their booking. A fast, intuitive, mobile-friendly checkout experience removes friction and increases both conversions and revenue.
How to do it:
- Design a mobile-first booking flow with minimal required fields
- Display real-time lane availability so guests can book confidently
- Enable guest accounts or saved details for easier rebooking
- Surface add-ons based on booking type or group size
- Optimize party booking flows to reduce back-and-forth with staff
4. Offer flexible payments to reduce abandonment
Guests expect flexibility when it comes to payments, especially for parties, events, and larger group bookings. Offering multiple payment options reduces friction and helps close more bookings.
Just as important as flexibility is transparency. Surprise service fees or unclear deposits can quickly erode trust and increase abandonment, especially for parties and group bookings.
How to do it:
- Accept popular cashless payment methods and digital wallets like Apple Pay, Google Pay, buy-now-pay-later (BNPL) options, and gift cards
- Offer deposits with clear remaining balances and automated reminders before the visit
- Display all fees upfront during checkout so guests understand the total cost before confirming
- Use plain language to clearly explain service charges, gratuities, or minimum spends
- Store payment details for members to streamline recurring billing and simplify rebooking
5. Launch memberships and leagues for recurring revenue
Memberships, loyalty programs, and leagues create predictable, recurring revenue while strengthening guest loyalty. When structured well, they also increase lifetime value through food, beverage, and referrals.
When designed well, memberships also increase lifetime value through food, beverage, and guest referrals.
How to do it:
- Create tiered memberships with perks like discounted games and F&B
- Offer priority booking and exclusive member-only nights
- Bundle league registration with member pricing or benefits
- Automate renewals and send milestone or anniversary rewards
6. Increase party and group bookings with better flows
Parties are one of the highest average order value opportunities for bowling alleys, and they often introduce new guests to your venue. Clear packages and self-service booking remove barriers for parents, planners, and corporate organizers.
A smooth experience also increases the likelihood of repeat bookings.
How to do it:
- Offer online party booking with clearly defined packages
- Include optional add-ons like themed decor, VIP lanes, or hosted service
- Allow guests to manage their party details online
- Send automated reminders before the event to reduce no-shows
- Follow up with post-party offers to encourage rebooking
- Use analytics tools to better understand party conversion rates
Read more: Take the Stress Out of Party Planning with Self-Service Tools
7. Use data to personalize promotions and fill off-peak sessions
Using guest data allows you to target offers based on visit frequency, spend, and preferred day or time. This approach helps fill slower periods without discounting peak demand.
How to do it:
- Send “Welcome back” offers to lapsed bowlers
- Trigger birthday and anniversary promotions automatically
- Promote family bundles during early evenings
- Run student or young adult nights during off-peak hours
- Use analytics and CRM tools to segment and refine campaigns
8. Turn guest feedback into revenue opportunities
Guest feedback highlights both friction points and unmet demand. When you act on that feedback and communicate improvements, guests feel heard and are more likely to return.
Feedback can also guide menu updates, pricing changes, and new experiences.
How to do it:
- Automatically send post-visit surveys via email or SMS
- Tag recurring themes such as menu requests or wait time issues
- Close the loop by sharing improvements with guests
- Ask satisfied guests for reviews after positive feedback
- Use insights to test new offers or service adjustments
9. Program your calendar with themed nights and events
Themed nights and events give guests reasons to return beyond standard open bowling. They also help create community and differentiate your venue from competitors.
A well-programmed calendar balances variety with consistency.
How to do it:
- Schedule glow bowling and throwback music nights
- Host live DJ events or adult-only evenings
- Create family-focused days with bundled pricing
- Promote league showcase nights for spectators
- Offer corporate team-building and fundraiser packages
10. Add arcade games and additional attractions
Not every guest wants to bowl nonstop, especially mixed-age or mixed-interest groups. Lane-adjacent experiences keep everyone engaged while diversifying revenue streams.
A small, curated arcade can deliver strong margins without requiring a massive footprint.
How to do it:
- Select a focused mix of high-margin arcade games
- Bundle arcade credits during checkout and party bookings
- Tie redemption promotions to games played or visits completed
- Promote arcade add-ons to non-bowling guests
- Track performance to refine game selection
Read more: 11 FEC Attractions to Bring in More Visitors
11. Promote gift cards, merch, and pro-shop items
Retail sales provide high margins and immediate cash flow, especially around holidays and events. They also deepen brand loyalty and appeal to frequent bowlers.
How to do it:
- Promote gift cards seasonally and during events
- Sell branded apparel and drinkware near check-in and the bar
- Offer ball and bag upsells for league and enthusiast bowlers
- Bundle merch with memberships or special events
- Feature retail displays in high-traffic areas
12. Build a smart pricing strategy
Instead of using one flat rate across all sessions, operators can use structured pricing strategies to fill quieter time slots, reward guests who book early, and protect premium pricing during high-demand periods.
When pricing is set up thoughtfully, it works in the background to support attendance, improve lane utilization, and create steady revenue patterns throughout the week.
How to do it:
- Use time- or day-based pricing to encourage bookings during slower sessions
- Reward early bookers with advance purchase incentives
- Offer group-based pricing to increase revenue per lane
- Run targeted promotions to support seasonal events or special campaigns
Read more: How to build a pricing strategy that supports your business goals
Conclusion
Increasing bowling alley revenue does not require a complete overhaul. Small, systemized improvements across checkout, food and beverage, parties, memberships and leagues, and event programming compound into meaningful gains over time.
When these systems work together, operators can boost revenue while improving the guest experience.
Want to see how it works? Book a demo to see how ROLLER can help your bowling alley thrive.
