Experiential hospitality more compelling than traditional venues, research finds
Some 60% of consumers now say they are more likely to visit a pub or bar if it offers these sorts of competitive socialising activities
Experiential venues like competitive socialising bars, event spaces and food halls have emerged as an “increasingly compelling” alternative to traditional hospitality venues, according to research from CGA by NIQ.
CGA’s new report found that 35% of consumers that go out for competitive socialising activities do so every week, following a surge in openings of venues offering games like golf, darts or arcade sports.
Meanwhile, 60% of consumers now say they are more likely to visit a pub or bar if it offers these sorts of competitive socialising activities.
The report has highlighted the growing desire of consumers to get more than just food and drink when they go out.
Some 40% of consumers that frequent ticketed events also visit venues with a bar or event space on a weekly basis.
Young adults in particular are increasingly attracted to sites like food halls, as 35% of those between 18 and 34-years-old say they visit these more often than they were a year ago.
Chris Sterling, client director at CGA by NIQ, said: “The steady shift in consumers’ preferences towards spaces that are led by experiences and events is one of the most important on premise dynamics of recent times. It’s turning a channel that was once considered a temporary niche into a powerful and permanent part of the market.
“People remain eager to eat and drink out, but they’re now demanding something more when they go out, with value for money and social currency among their top priorities.”
