Food & fun: succeeding in the captivating world of eatertainment

Eatertainment, a contraction of “eat” and “entertainment”, has become a key concept in the world of leisure .

Brands like TopGolf , Dave & Buster’s or BAM Karaoke Box (to name just a few!) prove that eating and having fun can go hand in hand! But to succeed in this sector, it is necessary to have a solid strategy and to clearly understand the public's expectations.

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Understanding the evolution of eattainment

Emerging in the late 1970s with Chuck E. Cheese’s , eatertainment has evolved by incorporating innovative concepts that combine technology, gastronomy and social immersion.

In its early days, this type of experience was primarily aimed at children and families, with simple attractions and basic food offerings.

Over the decades, the concept has been enriched to meet the expectations of a wider audience , including young adults and companies looking for team-building experiences.

Technology plays a key role in the evolution of eattainment by making experiences more immersive and interactive .

Today, establishments are relying on innovations such as augmented reality, connected games and themed decor to offer customers unique moments.

Take the example of TopGolf , which revolutionized traditional golf by offering a fun environment with interactive games based on precision sensors, and culinary offerings adapted to groups.

Similarly, the social experience has become essential : customers are looking for places where they can not only be entertained, but also share their experience on social networks.

That's why it's crucial to offer visually appealing spaces and engaging animations that encourage capturing and sharing every moment on TikTok or Instagram .

The challenges of the eatertainment sector: remaining attractive and profitable

Although eattainment is a concept that continues to grow, it also faces several challenges! To last, industry players must address these major issues.

1. Keep the enthusiasm intact

After a spectacular launch, some venues see their attendance plummet by 20 to 30% as early as their second year.
Why? Because the novelty wears off, competition intensifies, and the offerings aren't necessarily being refreshed. To avoid this decline, successful brands rely on regular updates: new games, new attractions, and original events.

2. Increase the frequency of visits

These unique venues are often associated with special occasions like birthdays or company outings, which limits their use to once or twice a year. To encourage customers to return more often, strategies such as subscriptions, themed evenings, or recurring tournaments are implemented to build loyalty and encourage regular visits.

3. Finding the right audience

Trying to please everyone is a common mistake. A concept that's too broad can lose its identity, while one that's too narrow risks quickly becoming tiresome. The key is to clearly define your target audience and stick to it.

4. Justify the price

Many customers perceive these experiences as too expensive compared to other outings, such as a restaurant or a movie. To overcome this obstacle, several chains offer all-inclusive packages or attractive promotions, allowing for better budget control and attracting more visitors.

5. Find the right culinary offer

An overly sophisticated menu can complicate the smooth running of the venue and distract from the entertainment, while a very basic offering can disappoint customers. Ideally, the menu should offer simple, delicious dishes meant for sharing and tailored to different types of visitors: families, groups of friends, and businesses.

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The keys to success in eatertainment

To meet these challenges, here are some best practices inspired by industry leaders:

Define a precise target audience.
Identify a clear customer segment (families, young adults, businesses) and design an offer tailored to their needs. Effective segmentation allows you to offer personalized experiences and build customer loyalty by meeting their specific expectations.
Offering an immersive experience:
Originality and innovation must be at the heart of the customer experience. Investing in technology and storytelling allows you to stand out. For example, BAM Karaoke Box offers rooms with meticulously designed decor that immerse customers in diverse worlds.
Reinventing ourselves regularly:
Introducing new features every 3 to 4 years, whether through new activities, a redesign of the space, or new promotional offers. Constant renewal is necessary to maintain enthusiasm and prevent public fatigue.
Offering affordable options,
such as subscriptions, all-inclusive packages, or special offers, can help overcome price barriers and build customer loyalty. Bundled offers allow customers to better plan their budgets and encourage repeat visits.
Simplify the food service offering.
Opt for simple, popular, and easy-to-prepare dishes, while guaranteeing consistent quality. The current trend is towards shareable dishes and menus adapted to different dietary needs, which helps attract a wider audience.
Maximize off-peak periods.
Develop strategies to attract customers outside of weekends, such as weekday specials or themed events. For example, organizing themed evenings or special promotions for students can help fill the establishment outside of peak hours.