A person holding a smartphone with a digital pinboard app showing a list of arcade games, resting on a reflective stone surface outdoors.

Pins Mechanical

Services
Digital

Stage
Growth

Client
Pins Mechanical Co.

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PINS Mechanical Co. is a fast-growing hospitality and entertainment brand, operating large-format venues across the U.S. that combine games, food, and craft libations.

Case Study

(01) Introduction

As Pins entered a rapid expansion phase, opening new locations each year, the team needed a digital platform that could support both customer experience and internal operations. With multiple web properties, fragmented content, and growing administrative overhead, PINS partnered with Nucleus to build a scalable digital system designed for growth.

Black and orange checkerboard pattern with irregularly shaped orange squares and rectangles on a black background.
Laptop on a dark surface displaying a website for Pins Mechanical, a location in Cincinnati, with text promoting Midwest grit and a roller-skating theme.
A man in a navy jacket and white shirt rolls a bowling ball on a wooden lane while a group of friends, sitting at tables and bar counters, watches and smiles inside a modern bowling alley.

A CENTRALIZED, MOBILE-FIRST DIGITAL PLATFORM BUILT TO SUPPORT A FAST-EXPANDING HOSPITALITY BRAND

PINS partnered with Nucleus to design and build a centralized digital experience capable of supporting a growing national footprint. The primary challenge was scale: multiple websites, redundant processes, and no single system for managing locations, content, or in-venue experiences as new venues came online.

Nucleus delivered a fully responsive, mobile-first website that extended the existing PINS brand into a flexible digital experience. At the core of the work was a fully custom CMS built specifically for the PINS team, consolidating location data, activities, drink menus, arcade details, and venue-specific content into a single source of truth. This dramatically reduced administrative time and made it easy to keep all locations accurate and up to date.

For guests, Nucleus introduced intelligent location-based experiences that surface the nearest PINS venue in real time, removing friction from discovery and planning. Dynamic, location-specific menus ensured customers always saw the most current offerings in each venue, while additional functionality supported online merchandise sales, league signups, and event bookings.

Together, the platform supports both rapid expansion and a seamless customer experience, positioning PINS to continue scaling with clarity, consistency, and operational efficiency.

A menu from a bar named PINs showing colorful cocktails, with popcorn, 3D glasses, and drinks on a dark surface in the foreground.
Smartphone on a table displaying a Pins app with location options for Nashville and Charlotte, and a glass of amber-colored beverage nearby.
Cartoon illustration of a jaguar's head wearing sunglasses.
Indoor arcade with pinball machines, decorative ceiling, and directory listing Nashville and Indianapolis locations.
Three smartphones displaying different pages of a website called PINS, a recreational facility, on a wooden background.
Interior of a modern bowling alley with black leather sofas, high tables, and digital score screens displaying 'We set 'em up, you knock 'em down'.

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Brand, Digital

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