From immersive dinners to high-concept pop-ups, today’s diners want more than a meal — they want a memory. The third installment in our Trend Trifecta series explores how the line between food and entertainment is blurring, giving rise to “eatertainment” experiences that are designed to dazzle, delight and be shared. Fueled by social media and a desire for exclusivity, experience-first food culture is reshaping how brands show up in the marketplace — and on the ‘gram.
Macro Food Trend: Immersive Dining & Experiential Consumption
Consumers are increasingly seeking unique and immersive dining experiences that go beyond just eating. Whether it’s dining in the dark, themed pop-up restaurants or interactive food experiences, people are craving novelty and experiences that engage multiple senses.
Nearly 60% of consumers — especially men, Gen Z, millennials and high-income earners — indulge in premium or unique dining experiences at least once a year, according to Datassential.1
The rise of social media also fuels this trend, as consumers are eager to share standout culinary moments that offer not just great taste but also a memorable experience. Fifty percent of consumers learn about new dining experiences on social media.2
Macro Marketing Trend: Experience-Driven Consumerism & Social Sharing
Consumers, particularly younger generations, are driven by the desire to share experiences that feel special or exclusive on social media.
Marketing is evolving to focus less on product features and more on the experiences brands can offer. Brands are now focusing on creating experiences that spark joy, surprise and shareability, which can be amplified through social media platforms.
The Pinstripes restaurant-bar chain brings together a bistro-style menu, bowling and bocce ball in an eatertainment extravaganza that also offers private events and catering.
Topgolf offers sprawling venues that combine high-tech golf games with food, drinks and music and include promotions for parties and events of all sizes.
Intersection Insight: Brands Can Serve Up Experiences That Are Shareable & Memorable
As consumers seek more from dining out, food brands can capitalize by creating experiences that go beyond traditional meals. These could include limited-time themed menus, immersive culinary events or partnerships with influencers to create experiences that feel exclusive and Instagram-worthy. The intersection of experiential dining and experience-driven marketing will encourage consumers to not only engage with the brand but actively share and advocate for the experience, making it a key part of their personal narratives.
“Experiential dining is all about sharing the wow factor,” said Hays Formella, social media director for The Food Group. “Gen Z and millennials are especially drawn to snap-worthy, buzzy dining experiences that they can enjoy together and post about. Research shows they’re even willing to pay more for it.”1
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1 Datassential, Experiential Dining Report, February 2024
2 Deloitte, Fresh Food Key Ingredient to Grocers' Growth, October 3, 2023