Question · Q3 2025
Simeon Gutman asked for management's hypothesis on what is hindering new guest acquisition, considering potential regional, marketing, or market maturity factors. He also inquired about the balance between guest count and ticket growth, and the ideal model for the business to achieve sustainable growth.
Answer
Chris Morris, Chairman and CEO, attributed challenges in new guest acquisition to the time required to develop robust data analytics and effective marketing tactics, noting that recent efforts are now gaining traction. He also highlighted ongoing work with a new brand agency to refresh the brand identity for high-value acquisitions, expected to impact 2026. Morris stated that the company does not provide granular breakdowns of guest count versus ticket but emphasized a balanced approach focused on long-term sustainable traffic growth coupled with smart ticket growth, achieved through price increases, add-ons, and targeted messaging to drive incremental spending, rather than deep discounting.