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Pins Mechanical Co. mobile site

A centralized, mobile-first digital platform built to support a fast-expanding hospitality brand

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.

Introduction

Replace a pile of sites with one system for growth.

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.

Person holding a phone showing Pins activities on a stone surface outdoors.
Laptop showing the Pins Mechanical Cincinnati homepage.

The work

One CMS for every venue, menu, and league.

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.

Bowler rolling on a wooden lane while friends watch from tables inside Pins.
Phone on a table showing Pins locations for Nashville and Charlotte beside a drink.
Animated Pins panther mascot wearing sunglasses.
Pins arcade interior with pinball machines and a location directory.
Pins Mechanical Company venue exterior at dusk, with the entrance lit.
Pins drinks page for Nashville, with Playground Punch cocktails over a lineup of glasses.

Outcome

A platform that can open the next city.

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

Three phones showing Pins venue, menu, and booking screens.
Pins bowling interior with leather sofas and score screens reading “We set ’em up, you knock ’em down.”
BYBE out-of-home billboard

BYBE

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