Punch debuts new initiative to bring children's artwork to life
Using technology from location-based AR experts Darabase, children will have access to an AR focused colouring experience, where customers will also be able to use mobile phones to scan colourings and watch them transform into 3D animated images.
The pubco said the initiative would focus on changing children’s menus and driving footfall to local establishments, with information on the scheme located on the back of children’s menus at selected pubs.
Exciting project
Punch, which operates around 1,300 pubs in the UK, said the new project would be introduced across its Fireside concept, part of its management partnership estate.
The project was welcomed by James Goldsworhty, Punch’s Head of Digital & Creative. Discussing his thoughts on the initiative he stated: “We’re thrilled to partner with Darabase on this new and exciting project.
"We are always looking at ways to elevate our in-pub experience for families with young children and this project aims to do just that.”
Goldsworthy explained although AR may seem like a slightly lesser known form of technology, he hopes both children and their families can create memories that span beyond just moments spent in the pub. He added: “I can’t wait for our guests to try it out and bring their drawings to life.”
Memorable moments
Darabase CEO and co-founder Dominic Collins also shared his thoughts on the scheme, he said: “We're absolutely delighted to be partnering with Punch Pubs on this project. At Darabase, we pride ourselves on being the leading technology partner for location-based AR experiences that drive footfall, inspire innovation and allow for user-generated content.”
Collins added by changing the way children interact with colouring, within a pub setting the initiative can allow dining experiences to be completely transformed.
He continued: “We're confident this unique initiative will not only delight customers but also set Punch Pubs apart as a leader in experiential dining, creating memorable moments for families that go beyond the meal itself.”
The AR focused experience was made available on Monday 14 October. The news follows a strong period for the pub company, after recently opening three pubs in one week.
