Immersive Eating & Drinking - New Hospitality Experiences

Consumers Want To Consume -

Having faced several challenges over the last few years the hospitality sector is now having to adapt to new ways to entice customers. Bars and restaurants have seen major shifts in the hospitality industry with customers choosing experience-driven environments over a regular restaurant or bar, an Instagram photo moment in a traditional setting doesn’t quite cut it anymore.

There are several reasons behind this new trend, people more than ever before are more conscious of their spending habits but also consumers want to consume more when they are eating or drinking. There has been a 33% increase in consumers choosing a hospitality environment where food and drink are not the main focus of the experience, it still plays a huge role but it’s mostly the added extra experience that drives the visit.

Lane 7 Bowling

Where Is This Coming From?

When we look at demographics and their spending habits, we see that there are major differences between them. We have the millennials who love to drink and have grown up on Instagram moments for any outing. But in contrast, Gen Z’s supported growth in the zero alcohol beverages market and seeking more creative and engaging experiences.

(https://www.bbc.com/worklife/article/20231218-the-picky-buying-habits-of-gen-z-consumers)

Gen Z are more influential in the hospitality industry as they are the generation with the most disposable income, around $360Bn has been reported that they are ready to spend.

With the birth of competitive socialising, we’ve seen a 13% increase from 2019 – 2023 mostly driven by the younger generations as they are more sober-curious than other generations. They are increasingly looking for new and varied activities that provide a sense of adrenaline but don’t necessarily involve consuming alcohol.

(https://www.mintel.com/insights/travel-and-tourism/how-brands-can-tap-into-the-increasing-popularity-of-competitive-socialising/)

Excel London

Now we don’t expect the traditional settings to disappear off the face of the planet as we believe there is still a time and a place for them. For example, there may be a time when you purely just want a nice meal and good service. A date night can always be kicked off with an intimate restaurant setting, where you can get personal recommendations from the waiter or waitress. No apps to order or QR codes to scan. But we do believe that this is a smaller portion of what today’s consumers want.

There is a huge growth in playground-themed bars, with the expansion of the likes of Lane 7, Roxy Ballroom and the Urban playground heading to every major city in the UK. These bars offer food, drink and a variety of environments and experiences in one place.

A night out isn’t just a night out anymore, it’s more of a series of fun activities surrounded by food and drinks catering for all generations. Another bonus that adds to the success of these venues is they organically drive user-generated content, word of mouth is one of the most powerful tools. A viral TikTok and everyone will want to visit.

Examples we love:

Alcotraz Penitentiary Manchester

This is more towards the theatrical side of alcohol consumption, where you spend a few hours in Alcotraz penitentiary. This is part drinking experience part escape room where you are provided with a bright orange jumpsuit you must work with some insiders to get your chosen bottle of alcohol into your cell. The warden and the other officers stay in character the whole time, whilst you sit back and watch the drama unfold and cocktails arrive with your smuggled-in liquor to your cell.

NQ64 Arcade

A great example of competitive socialising, a bar that provides cocktails, craft beers are pizza and every retro game and console you can think of. Several tv’s with different consoles from Nintendo Cube, PS1, Xbox and Sega Mega drives. It also features old-school arcade games, crazy taxis, dance machines, Street Fighter II and Donkey Kong.

Gingeline – The great expedition

A theatrical dining experience with circus-inspired dance, fusing art, interactive performance and incredible experiences. Their productions are, bold and experimental. Featuring, colour, music, projections hand-drawn live animation, bold dance routines, a five-course dinner and a complete immersive dining experience.

You go on a journey without leaving your seat, eating and drinking your way through the world! Guests are encouraged to interact and take part in the fun.

The Grand Expendition

Urban Playground

Literally, what it says on the tin playground for adults, you can drink and eat whilst playing crazy golf or ‘The Cube’ which is the main event. There are 12 cubes dotted around the venue each with their own game inside where you can set off to battle on 7 cube games!

Urban Playground

Kitchen Theory – Chef’s table Supperclub

This memorable dining experience is brought to life with the aid of audio, lighting, table projections, aromas, and textures to give you a unique multisensory and immersive evening inspired by art, nature and science.

(https://kitchen-theory.com/supper-club/)

The Murder Express

This award-winning immersive experience transports you back to the glamourous 1920s East London, combining comedy entertainment with delicious culinary delights. Indulge in a menu specially curated by the celebrated Creative Head Chef as scandalous plots unfurl in your midst. The Murder Express is an evening of intrigue as you uncover the secrets behind the veil of decadence and opulence.

SUMMARY

As retail continues to be challenged on the Highstreet we are seeing these experiences taking up retail estate across the country with escape rooms, crazy golf and unique experiences highlighted above. We believe there is still certainly a place for more traditional bars and restaurants, but we expect to see further growth and bolder concepts to appear as the ‘experience’ venue sector continues to expand creating night outs that are no longer purely focussed on eating and drinking.