Topgolf is overhauling its group events business ahead of peak corporate booking season, rolling out four new signature buffet concepts, a tech-enabled team competition format, and two limited-time holiday menus — the venue operator's most comprehensive events update in several years.
The new year-round menus and promotional packages become available for events hosted from October 28, 2026, through January 31, 2027, at Topgolf's 100-plus locations globally.
The New Menu Architecture
The four incoming chef-driven buffet formats — Modern Mediterranean, Cantina Kitchen, Taste of Topgolf, and Chef's Table — replace a legacy menu structure that offered less customization. Each concept is built around a build-your-own or shareable format, with à la carte add-on proteins, sliders, sides, and whole pizzas available across all tiers. Planners can also filter for gluten-friendly, vegan, and vegetarian options. The premium Chef's Table tier, featuring items such as beef tenderloin and buttery herb salmon, is positioned at the executive and milestone-celebration segment, which typically commands higher per-head spend.
For the holiday window, Topgolf adds two limited-time formats: a Holiday Taste of Topgolf, which layers Prime Rib Sliders and Lobster Mac and Cheese onto the core Taste of Topgolf lineup, and a Festive Fare pre-fixed menu that also includes Coconut Shrimp, Chicken Potstickers, Italian Meatballs, and a Holiday Dessert Duo of mini beignets and churro bites.
Operations and Competitive Context
Beyond the culinary refresh, Topgolf is restructuring its catering service model in ways that matter to foodservice operators watching the events-hospitality segment. The venue chain is increasing buffet frequency from one buffet per 50 guests to one per 30 — a meaningful shift in labor deployment that the company says will improve food freshness and reduce wait times during high-volume periods. Each event will now be supported by a dedicated Service Support Lead responsible solely for buffet setup and maintenance, freeing event staff to focus on guest interaction.
Physical infrastructure is also being updated: new event tables eliminate the need for linens and storage transport, while modernized buffet displays and serving equipment replace older setups across venues. These operational changes reflect a broader industry move by large-format entertainment-dining operators to tighten execution standards as corporate event planners increase scrutiny of per-head value.
Group Incentives and the Holiday Playbook
Topgolf is pairing the menu refresh with three group booking promotions. Guests attending a holiday event between November 1 and December 31 receive a $15 game-play bonus card redeemable through March 31, 2027 — a mechanism designed to convert one-time holiday groups into repeat visitors. A "Merry Mondays" offer provides half-off game play for groups booking two or more bays on Mondays in December, available at all U.S. venues for events hosted November 30 through December 28. A third early-bird incentive targets planners booking parties of 25 or more guests before October 31.
The company is also introducing a redesigned TopContender experience, the venue's proprietary team-scoring game. The updated format is fully tech-enabled and supports QR-code-based instant results across multiple bays simultaneously, with cross-location competitive play available between venues in different cities.
David McKillips, Chief Executive Officer at Topgolf, called events "core to the Topgolf experience" and said the refresh gives planners "more flexibility and a smoother experience from booking to the last bite." The timing is deliberate: the fourth quarter represents the heaviest corporate and social event booking period for large-format entertainment-dining venues, and operators across the restaurant and hospitality sector are competing aggressively for group spend as remote-work norms continue to reshape how companies structure end-of-year gatherings.
For the broader foodservice and catering market, Topgolf's move signals that experiential dining venues are investing more deliberately in the B2B events segment — developing tiered menu architectures, dedicated service roles, and loyalty mechanics that mirror tools long used by hotel banquet operations.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
