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Eatertainment, the new value proposition

Eatertainment has gained popularity in recent years as a format that makes it the perfect candidate for success in today's consumer value-driven out-of-home entertainment culture.

Today U.S. consumers calculate value for out-of-home entertainment - movies, concerts, sports, theme parks, community location-based entertainment venues (LBEs) including family entertainment centers (FECs), festivals, and other live events - through a multidimensional lens that blends price with quality, uniqueness, convenience, trust, and personal meaning. For U.S. consumers in 2025, value for out-of-home entertainment is no longer synonymous with cheapest. Value to consumers means getting the most for their money, not necessarily paying less. Most patrons are willing to pay more when they believe the experience delivers superior benefits that endure beyond the event itself.

For many people, leaving home and visiting a particular leisure venue is more about using discretionary leisure time than spending discretionary money. In our time-pressed culture, the last thing people want to do is waste their leisure time. For that reason, they'd rather go for a high quality, more premium experience even if it costs a premium in price to make the most valuable use of that limited time. For higher socioeconomic consumers, who are the vast majority of the out-of-home entertainment venue market and are the most time-stressed, their time is more valuable than their money. It is better to part with more money to be assured of gaining the maximum value and enjoyment for time well spent or invested.

In fact, with many consumers having limited time to visit out-of-home entertainment, they'd rather go for a high quality, more expensive experience to make the most valuable use of that limited time, to make sure it is time well spent

Consumers consistently cite the chance to connect socially with friends and family, atmosphere, memories, uniqueness, and premium formats as justification for paying more when they do attend eatertainment venues.

Among today's many LBE options, consumers view eatertainment venues as high-value destinations that deliver more bang for their buck and leisure time than traditional dining and entertainment. Consumers increasingly see eatertainment venues as lifestyle destinations that offer superior social connections, entertainment, and culinary experiences under one roof. The social experience is especially important as consumers are craving out-of-home experiences and connections after the long pandemic drought. Eatertainment venues satisfy that craving.

Consumers no longer accept mediocre food quality as a trade-off for entertainment value. Today's consumers have elevated expectations for eatertainment venues, particularly regarding food selection, quality and authenticity. A July 2024 study found that quality of food" was the number-one consumer pain point, identified by 52% of respondents.

It's not just chicken fingers and pizza anymore. Consumers now expect high-quality ingredients, globally-inspired, flavor-forward, and foodie-worthy foods and craft cocktails and premium beverage programs as part of the value proposition.

Successful eatertainment venues offer the value proposition of not just providing food and entertainment, but creating memorable experiences that foster social connections and community building.

A July 2024 study by MG2 Advisory of 1,178 American adults found there are three eatertainment consumer personas:

• Funclusives (48%) - Individuals who prefer an experience where they don't need to be an expert to enjoy themselves and there is accessible and social fun, appeals to first timers, those newer to a game or activity, with food the secondary component of the experience. Communal fun serves as the primary driver for much of this group.
• Food Fanatics (29%) - Individuals who prefer food and beverage offerings to be on par with or exceeding the entertainment: appeals to those who view the entertainment as icing on the cake and secondary to the food and beverage offering.
• Competitively Social (23%) - Individuals who prefer to participate in a certain activity (pickleball, golf, etc.); appeals to more avid fans and who want to be in on the action and compete. Food is secondary to the experience. They are especially interested in leagues.

The number one overall reason study respondents gave for visiting a particular eatertainment venue was communal fun for their group followed by an escape from the day-to-day.

One sophisticated evolution in eatertainment is the rapid expansion of social gaming venues. They have high appeal to the over three-quarters of eatertainment consumers (77%), those with the personas Funclusives and Food Fanactics. Social gaming venues differ from a related type of eatertainment, competitive socializing venues, as they offer approachable low skill-level variance games. Low-skill level variance games are easy to learn and easy to play. With some practice, you can play against another player who already knows how to play. People don't want to play a game that makes them score poorly compared to other players. Any competition the game may create must be very light-hearted and not taken seriously. Rather than competitive games, they are casual social games. If the game is competitive, it destroys the socialization; people are focused on the play and score, not socializing with others in the group.

A characteristic of social gaming, that differs it from other types of eatertainment is that the food, preferably shareable, and beverages are joyed throughout the visit experience simultaneously while playing, combining them and the game play into a single hybrid experience. This adds greatly to its perceived value, as both simultaneous game play and eating and drinking with the group create a highly social experience.

Competitive socializing venues on the other hand appeal to the Competitive Social persona, the minority of eatertainment customers (23%) who are into the competition and winning aspect of the experience. At the vast majority of competitive socializing venues, the food and drinks are not enjoyed simultaneously with the games or attractions, but separately in at another area of the venue.

The value proposition of eatertainment venues in 2025 represents a fundamental evolution in how consumers perceive and experience value for out-of-home experiences. By combining quality food and drink, engaging games, and social connection, eatertainment venues create holistic value that significantly exceeds the sum of their individual components.

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