Make It Experiential
The days of simply serving-up a delicious meal are over. Though quality food and good customer service will always be a foundation of the restaurant industry, the stakes are higher now because millennials are looking for experiences. The popularity of pop-ups, food festivals, and food markets and trucks definitely accelerated this trend.
“Experiential dining” is basically any unique experience that transcends the traditional or expected hallmarks of what makes a restaurant great. Music, ambiance, lighting, personal interactions between chef and guests – all of these elements go into the overall experience.
The next layer is infusing specific activations that are true to your brand voice, which is something only you can generate. For instance, maybe you’re a restaurant that draws inspiration from music – your brand-specific experience could be a guest-generated music playlist that makes the patrons feel like they are part of creating the ambiance. Or, if you’re a restaurant that celebrates local art, you could plan a live painting session that entertains your guests as they enjoy their meal.