Dave & Buster's Entertainment, Inc. (NASDAQ:PLAY) Q2 2019 Earnings Conference Call Transcript
Sep 10, 2019 • 05:00 pm ET
Brian A. Jenkins
LED screen that can be customized by location. We are very pleased with the list we have seen in Dallas, particularly in F&B and plan to roll out the WoW Walls technology in 35 additional stores by the end of October as the football season gets underway.
Over time, we also plan to extend LED technology to our sports lounges to cement our position as one of the best and most innovative sports doing destinations in the country to drive reach, frequency and F&B penetration. The WoW Walls and expanding the use of LED technology are only some of the improvements we are making to our stores. In addition, we've reengaged Jackman re-events to take a comprehensive look at our store portfolio and offerings to assist with our brand revitalization and a strategic refresh. As the foremost customer experience reinvention company and an organization that we have worked with to great effect in the past, we believe this highly successful partnership will continue to be instrumental in enhancing our integrated experience across all customer trust points.
We are committed to our store revitalization efforts and are excited about the opportunities in front of us. In addition, as we look to keep our games and attractions refreshed, we are excited to launch Terminator VR which will be the Company's fifth proprietary title in our VR library. The launch will coincide with the release of the new Terminator movie in November. We're excited to continue to leverage our leadership in the industry to be the go-to place for cutting-edge entertainment. Making sure we have a strong pipeline of games and other initiatives to wow our guests and drive comparable store sales will continue to be a top focus for our team.
With all of the projects underway and as new strategies emerge from our engagement with Jackson, we will maintain new store development flexibility and optionality not only for our store revitalization efforts, but also to execute new initiatives. Our second near-term priority, which goes hand-in-hand with the first, is building deeper guest engagement. We have already discussed the large and untapped opportunity to unlock guest frequency and F&B penetration. Our new mobile app rolling out nationally later this quarter is an important tool that will help us exploit this opportunity. The app allows guests to use their phones to quickly purchase and recharge digital power cards, tap and play games and earn valuable loyalty points.
It will also allow us to connect directly with guests and deliver targeted, personalized offers whether they're in store or out of store. The new app allows us to capture powerful actionable guest data and in a way that is highly differentiated in our industry. The app we've promoted on TV and through digital media and our 12,000 guests facing employees will also play a key role in increasing awareness and use of the app. We look forward to updating you on our progress in the future.
Now I'll turn to our third priority, which is