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Novelty seeking; the decline of repeat appeal

In our last two months' e-newsletters, we discussed the decline in the repeat appeal of location-based entertainment venues (LBEs) due to experience novelty seeking and the endless choice of out-of-home leisure and entertainment options. PGAV's survey found that "visitors are increasingly drawn to new experiences, prioritizing exploration and discovery over revisiting familiar destinations… Been there, done that shows a growing aversion to repetition." PGAV found that younger generations (18-54) are more likely to build a diverse portfolio of unique and new experiences over visiting old ones. Gen Z is especially prone to novelty seeking. But this is not limited to Gen Z. Younger Millennials are nearly as novelty-seeking as their junior cohort.

Although there are no other LBE surveys on repeat appeal besides PGAV's, there is also strong evidence of novelty seeking for dining out from recent surveys.

Mintel found that over two-thirds of consumers ages 25-34 (68%) consider themselves foodies. Mintel found that foodies are interested in new dining experiences, which can drive novelty seeking.

Foodie novelty seeking is underscored by Gen Z's penchant for trying out new restaurants versus just visiting the same ones. A 2025 Morning Consult survey found that three-quarters of Gen Zs (77%) said they had tried at least one new restaurant in the last month, and 1 in 5 said they had tried at least five. On average, Gen Z tried three new restaurants a month.

LTOs (limited-time offerings) are strong motivators to try out new restaurants. A TouchBistro survey found that 62% of diners would be very or somewhat motivated to visit a restaurant offering an LTO. The percentage jumps to 81% with Gen Z, followed by 72% for Millennials.

Younger adults think of food and beverages as a conduit to socializing, a way to connect and spend time with others, but also a way to explore and treat themselves. As a result, food and beverages have become increasingly important in attracting Gen Z and Millennials to LBEs, especially at social gaming venues, as F&B combined with social games offers a high-fidelity social experience.

To ensure their social gaming venues have repeat appeal, operators need to ensure that the F&B doesn't become "same old" by offering a wide enough variety menu that invites foodie exploration as well as seasonal menu changes and LTOs on a regular basis.

Note: Also see this month's article on the top cuisines Gen Z seek.

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