Norman Sizemore
Creating Differentiated Experiences That Keep Customers Coming Back
Guests walk into a restaurant, and something immediately captures their attention—a stunning visual display that shifts the entire energy of the space. Conversations pause, heads turn, and suddenly the venue feels different. More engaging. More memorable. That's exactly what happened at Alter Brewing + Kitchen in Oak Brook. With the help of Barrett's Technology Solutions, they transformed their space with a dynamic video wall, turning a business challenge into a competitive advantage that now draws loyal sports fans and corporate clients alike.
The Experience Factor
Post-COVID, Alter Brewing enjoyed increased patronage, leading to the opening of a new location in Oak Brook. However, inflationary pressures cut into both customers' pocketbooks and operating margins, creating a more challenging business environment. Alter Brewing + Kitchen realized that outstanding beer and food were no longer enough. Customers had become more selective about where they spent their time and money. They already had TV screens for sports and entertainment, but they wanted to create a differentiated experience that would make people want to stay longer and return more often.
Their video wall installation behind the bar became a focal point visible throughout the restaurant, transforming standard TV placement into a destination-worthy viewing experience. The result speaks for itself: Alter Brewing + Kitchen now boasts a loyal Bears following and has successfully attracted corporate events. They've moved beyond simply serving customers to creating an environment where people genuinely want to spend their evenings, over and over again.
Practical Business Applications
The success at Alter Brewing + Kitchen illustrates how video walls serve different business needs throughout the day. During lunch, they might display menu specials and tap lists, news highlights, and sports recaps all on one video wall. Afternoons bring sports programming that keeps the bar busy between meal rushes. Evenings transform the space into an entertainment destination where friends gather for games and events.