Electric Pickle Bringing Fun: The pickleball phenomenon continues to evolve with the introduction of a new eatertainment concept, Electric Pickle, poised to open its doors in Tempe, Arizona, this December. Developed by Eureka! Restaurant Group and backed by Knighthead Capital Management, Electric Pickle is set to feature an expansive 4.5-acre facility that will house multiple pickleball courts alongside a two-story restaurant and additional recreational activities such as bocce ball courts and ping pong tables.
Expansion Plans and Market Strategy
Electric Pickle is not just a standalone venture; it’s part of a strategic vision aimed at establishing a national presence. With Tempe as its launchpad, the company plans to expand to other key markets, including Las Vegas, Roseville, California, Katy, Texas, Rancho Cucamonga, California, and Reno, Nevada.
“The rebirth of entertainment came from COVID: everyone was restricted… and there was this pent-up demand to have more activity-driven restaurant experiences,” said Paul Frederick, founder and co-CEO of Eureka! Restaurant Group and Electric Pickle. He sees the explosive growth of pickleball as merely the beginning. “Pickleball, combined with the culinary aspect, plus making our pickleball venues super fun and energetic have been packaged into Electric Pickle. We’re going to underserved markets and owning them.”
Differentiation in a Crowded Market
While Frederick acknowledges that Electric Pickle enters a growing field filled with competitors like Chicken N Pickle and Camp Pickle, he is confident that his concept will stand out. “We’re elevating the experience,” he explained. “It’s more in line with the kind of restaurants in our portfolio.” Electric Pickle aims to provide a multifaceted entertainment experience, featuring DJs and live bands during the evenings while leveraging the pickleball courts as a primary attraction during daytime hours.
Culinary Offerings Take Center Stage
At the heart of Electric Pickle’s approach is its food. The on-site restaurant will offer an eclectic international menu that includes sushi rolls, Korean bowls, American burgers, Neapolitan pizzas, and Mexican street tacos. “The food and beverage will be the majority of our revenue, so it will be a huge emphasis for us,” Frederick noted. He believes a well-defined menu is crucial to success. “If you try to do everything, you end up looking like a TGI Fridays…we have a huge variety of what we call polished comfort food.”
Innovative Gaming Technology and Aesthetic
Electric Pickle’s venues will use cutting-edge AI gaming technology, enhancing gameplay at four of the nine pickleball courts. Additionally, the concept will include a golf simulator, all set against a backdrop of lush landscaping designed to create an inviting atmosphere. “It’s very outdoorsy, with lots of lush landscape,” Frederick remarked, describing the aesthetic. “The whole goal is to whisk people from their everyday lives into a sort of paradise or vacation spot, you know, with waterfalls and firepits.”
Future Growth and Market Potential
Looking ahead, Electric Pickle is committed to partnering with investors to identify and develop locations in emerging markets where competition remains limited. The next openings in Roseville and Las Vegas are projected to take about 11 months to complete, setting the stage for Electric Pickle’s ambitious growth trajectory.
News in Brief: Electric Pickle Bringing Fun
Electric Pickle, an innovative eatertainment concept, is set to open its first location in Tempe, Arizona, in December. Developed by Eureka! Restaurant Group and supported by Knighthead Capital, the venue will feature 4.5 acres of pickleball courts, a two-story restaurant, and various activities. With expansion plans already in motion for locations in Las Vegas, Roseville, and more, Electric Pickle aims to provide a unique blend of culinary offerings and entertainment experiences, tapping into the growing popularity of pickleball.
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