Eatertainment has grown in popularity over the last few years, as diners continue to look for more than just a great menu from their favourite restaurants. Likely stemming from post-pandemic desire to make the most of spending time together, eatertainment emerged as a way for diners to maximize memories, experiences, and socializing.
After filing for bankruptcy in 2020, Chuck E. Cheese recently updated its customer experience, removing animatronics, upgrading to scratch-made pizzas, and adding partnerships with Paw Patrol, Marvel, and Nickelodeon. As of December 2024, the chain has also added kid-sized trampolines in 450 locations so far as part of its makeover.
Similarly, Dave & Buster’s has made the news lately with a change in leadership after struggling financially since the pandemic. Citing a lack of marketing focus and rapidly adopting new games leaving staff undertrained, the company is looking to refresh their locations, adding social games like high-tech darts, and digital shuffleboard to stay interesting and compete with some of the new concepts in the eatertainment space.
‘Sportainment’ has emerged as a leader in this space, integrating sports into the dining experience to offer something innovative. Companies like TopGolf have inspired more concepts to come forward, adding pickleball, bowling, pool, and more to the competition. As well as providing a unique night out, these types of attractions offer guests the opportunity to try a sport in a fun environment without purchasing any equipment. While some of these establishments focus on high-level technology, some on quality food and beverage, and some on offering guests a place to hone their skills, most of the concepts provide a unique take on a fun night out with friends to attract new guests and keep them coming back.
Eatertainment, like the rest of the foodservice industry, is heading towards providing more personalized experiences that align with guests’ priorities, like health and wellness, sustainability, and technology integration. As more competition emerges, operators looking to compete in the eatertainment market will have to get more creative and work harder to stand out, drive traffic, and provide elevated experiences for their guests.
