The new GO Technology report, from hospitality tech provider Zonal in partnership with CGA by NIQ, shows there is an opportunity for operators to boost bookings, inspire recommendations, drive repeat visits, build loyalty and generate more spend by offering their guests dining experiences ‘beyond the ordinary’.  

According to the research, the most popular ways of doing this are tasting menus (31%), games (25%), bottomless brunches (24%), a surprise from the venue (24%) and a well-curated atmosphere (23%).

Others pointed to attentive staff who remember them (19%), exclusive or limited-edition food (19%), personalised visits (14%), drinks masterclasses (13%), and cookery classes (12%), all of which reveals a strong consumer appetite for food-led experiences. 

Nearly half (49%) of diners prefer full-service restaurants when seeking something extra special. This demand is driven by a desire to try new experiences (42%), enjoy a personal treat (38%), take part in engaging group activities (38%) and create lasting memories (31%). 

Tim Chapman, chief commercial officer at Zonal, said: “This new research makes it clear that offering consumers an experience that goes beyond just a meal will boost bookings, drive personal recommendations, increase return visits, and build loyalty. It is, therefore, key to success. 

“While there are many and varied ways of delivering such experiences, this insight shows that food still leads the way. Tasting menus, bottomless brunches, exclusive or limited-edition menu items, and cooking or drinks masterclasses all make the top 10. However, other popular ideas include attentive service and atmosphere showing that getting the fundamentals of hospitality right remains vital.”