Darts. Hits the Bullseye for Eatertainment

A darts concept transforming a trivial pub hobby into a high-quality entertainment experience. How does Darts. commercially blend a Brussels bar, great food, and a game born in medieval England? Founder Laurent Neukermans reveals his technique.

© GONDOLA FOODSERVICE

"Impostered my way to the Gondola Foodservice congress," jokes Laurent Neukermans. Yet the small company recently founded by this former Google strategist gives him all the legitimacy he needs to detail his innovative concept: Darts. "A bar with a slightly raw, speakeasy vibe where you throw high-tech darts."

Launching products, conquering markets, preaching digital maturity… For years, Laurent had guided the growth of others. But through constantly optimizing other people's businesses, one question loomed larger: what did he really want to build? The existential crisis stung. His answer: a "competitive socializing" venue opened in the fall of 2025 on Place Jourdan, in Etterbeek.

"For the first time in my professional career, I feel truly fulfilled in what I do. Even the free massages, the all-you-can-eat food, and the incredible people at Google can’t compete with this feeling," the founder quips at the inauguration of Darts.Brussels.

The pub sport is enhanced here with interactive targets, using computer vision dart tracking to automatically tally scores. The game comes in a dozen versions, from the classic '301' to a 'mini-golf' mode where the trajectory of the throws steers a ball on a simultaneously projected course.

A crazy idea, by his own admission, that germinated while he was living in Paris. Laurent was a regular at a nearby darts bar that used that very same technology. But a well-thought-out venture nonetheless…

2.2 Million Throws Later

How do you transform a traditional pastime into a business model? Drawing on his experience at giants like Unilever, the founder of Darts. is redefining the "typical night out" to fill what he identified as a gap in the Belgian market. Unlike a classic bar, the dart activity is the focal point here. It serves as a catalyst for sparking friendly rivalry among friends, colleagues, or families.

It is no longer just a café that offers a game, but an entertainment destination that provides hospitality. The "premiumization" of the concept relies on high standards for food, drinks, and the overall service experience. This transformation naturally extends to the setting: Darts.Brussels focuses on an inviting, aesthetic, and "Instagrammable" environment, dusting off the image of the lonely corkboard tucked away in a corner behind the counter.

In just six months of operation, the establishment has welcomed over 22,000 players across more than 5,300 sessions. These figures indicate that engagement with the game sustains a steady flow of customers for the bar and restaurant – especially since the concept successfully brings together a wide range of profiles. "From 13 to 69 years old, everyone is our target audience," summarizes Laurent Neukermans.

From bachelor parties and corporate events to "date nights" or even… book clubs. This diversity allows the venue to remain occupied across various time slots throughout the day and week.

Beyond the game itself, the stated ambition remains connection. The food and beverage offerings are not mere accessories; they are the tools that extend the social interaction initiated by the darts.

"Beer is King"

The business model relies on two distinct revenue streams: lane rentals and on-site consumption. This dual approach secures margins. "The average spend per group is 60 euros," explains the founder of Darts.Brussels, "with an average group size of three people."

Within the product categories, beer alone generates nearly half of the venue's F&B (Food & Beverage) revenue, with strong brands leading the pack: Stella, Delta IPA, and Chouffe. Meanwhile, cocktails and finger foods together contribute nearly a third of total sales.

The logic is simple: customers spend more time in "competitive socializing" establishments than in traditional bistros or bars, which automatically increases consumption opportunities.

Laurent Neukermans even describes his concept as "recession-proof," as it offers a high-value, shareable experience at an accessible cost per person. Furthermore, operational efficiency is boosted by a low-maintenance concept because, as the owner puts it, "time is our rarest resource."

The brand's profitability is further bolstered by an impeccable reputation: an average rating of 4.9/5 on Google after 180 reviews. One user, a "Local Guide" with nearly 400 reviews to her name, perfectly captures the sentiment: "A really great place to have a good time! The darts concept is super fun; you don't see the time go by. The cocktails are excellent, the atmosphere is friendly, and the staff is very welcoming."

Laurent Neukermans concludes: "We are not a bar; we are a community." Has Darts.Brussels succeeded in institutionalizing a popular hobby by structuring it around the customer experience? Only time – and the growth of that community – will tell.