Consumers’ nightlife preferences are shifting away from crowded clubs and bars with loud music and little or nothing to eat to places that offer food, drink and activities under one roof—often referred to as “eatertainment.” Concepts such as Topgolf, Punch Bowl Social, Spin and City Winery are popular examples.
The shift was revealed in a recent study conducted by SevenRooms, a data-driven hospitality platform, and research firm YouGov. The result is “The New Nightlife” report, which surveyed the priorities of 1,248 adults. Here are the highlights:
• 30% prefer a bar or club that has an activity, food and drink all in one place.
• 21% are willing to spend more money on a night out at an eatertainment venue.
• 25% report having more fun at venues that combine activity with food and drink than at
traditional venues.
• 64% would leave a bar or club it it’s too crowded.
• 34% would leave bars or clubs that have no food on the menu.
• 25% think eatertainment venues are good spots for dates.
• 49% have chosen an eatertainment venue for a regular night out with friends.
Adding entertainment and activities to traditional offerings can open up a lucrative new revenue channel, said Joel Montaniel, CEO and co-founder of SevenRooms.
But how can an operation already in business add an entertainment component without breaking the bank? “Restaurants should look for opportunities to partner with local businesses and artists to offer unique, lower-cost experiences,” Montaniel told Restaurant Business. These can include a local art showcase, comedy night or hosting up-and-coming musical artists.
Operators opening new restaurants or reconfiguring their footprint can offer convertible private dining areas or outdoor spaces adaptable to activities. “Eatertainment can be as casual as lawn games outside, weekly trivia nights, a craft cocktail class or wine tasting,” he said.
“Today’s guests—across all segments—are looking for alternative activities when going out, preferring an experience over a night out drinking,” said Montaniel.
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