Dave & Buster’s bets on adult raves to spark a comeback
Facing sales declines and leadership changes, Dave & Buster’s is testing an adult-first strategy by hosting raves and launching a ticketed events platform called D&B Unlocked to drive traffic on slower weeknights. After a Hollywood/Highland test drew crowds and the concept rolled out to markets across the U.S., executives say these events could refresh the brand and boost visits, though attendance varies (Irvine’s Hello Kitty night underperformed) and the move risks clashing with the family-friendly image amid rising eatertainment competition.