The world of social entertainment—the term that is now preferred over “eatertainment”—continues to get more crowded.
The new F1 Arcade, a concept designed to appeal to the growing number of Formula One racing fans, launched in the U.S. in April and has plans for 30 units across the country over the next five years.
F1 Arcade features sophisticated Formula One racing simulators alongside a food-and-beverage menu that includes seafood towers, champagne and caviar service—though guests can also choose
more affordable options like a burger. Guests can pretend to be Max Verstappen or Lando Norris while they race for the chequered flag.
“We’ve tried to take the essence of Formula One, and all the glitz and glamor that it brings, and try to bring it to the masses,” said Jon Gardner, F1 Arcade’s president.
F1 Arcade's seafood tower. | Photo courtesy of F1 Arcade.
It’s a concept developed by Adam Breeden, who also co-founded the Puttshack and Flight Club concepts, among others in the social entertainment segment.
But, more importantly, F1 Arcade is backed by Liberty Media, the conglomerate that owns Formula One Group (along with Sirius XM and Live Nation Entertainment), so it’s fully aligned with the authentic global auto racing experience, Gardner said, though you don’t have to be a Formula One fan to enjoy it.
This not your grandma’s driving arcade game.
The full-motion simulators are designed to offer a realistic driving experience, like you’re on the track. Drivers feel every bump, turn and oversteer, though perhaps without actually hitting a wall.
“Even the steering wheel is crafted the way it would be in an F1 car,” said Gardner.
The technology can adapt for a range of ability, from a 7-year-old who might need some AI help staying on the track, to an experienced fan who wants full control, Gardner said. Players can race each other. And, here, it’s okay to drink and drive.
Gardner said the company expects about 55% of sales to come from food and beverage, which might include fresh oysters and crab claws, or wagyu sliders, tacos or flatbreads. There’s also a kid’s menu.
Born in the United Kingdom, F1 Arcade opened two locations in London before opening the first U.S. unit in Boston this spring.
A second is scheduled to open Oct. 13 in Washington, D.C., and locations are coming to the Las Vegas strip (The Forum at Caesars Palace) and Philadelphia next year.
The planned locations are roughly 16,000- to 20,000-square feet and the number of simulator bays will vary, depending on the real estate. There are 69 bays in Boston, for example, but the Washington, D.C. unit will have 83, and Las Vegas more than 90, Gardner said.
Based in Chicago, F1 Arcade has also won a $5.6 million investment from Emerging, a new tech-focused investment fund that is also behind the new Batbox, a baseball-themed social entertainment concept that’s also planning growth.
(To learn more about the Emerging fund, listen to Mathew Focht’s interview with Jonathan Maze here.)
F1 Arcade's wagyu burger and fries. | Photo courtesy of F1 Arcade.
The social entertainment, or eatertainment, space has been showing signs of softness, though that doesn’t seem to be chasing away investors or new concepts.
Gardner said many social entertainment concepts are growing with easily copied ideas, like the many pickleball-themed chains now popping up across the country.
F1 Arcade, with its Formula One licensing partnership, is something unique, he said.
“Anybody can replicate a pickleball concept,” said Gardner. “But there’s always room in the market for new innovative ideas that can’t be replicated.”
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