Consumers Are Likely To Pay More for Experiences: Enter Experiential Dining Franchises

In 2015, Eventbrite conducted a study that showcased the general public’s prioritization of experiences over possessions. In fact, 75% of participants agreed that they would be willing to pay more for a unique dining experience than a meal at a typical restaurant. What makes for an atypical dining experience? It could be a memorable location, an engaging theme, an interactive activity or a limited-time event. 

Especially after the pandemic, where all interactive experiences and events were canceled or put on hold, people are seeking ways to spend quality time with their loved ones. Many are seeking this through experiential dining.

Experiential dining is a trend that has taken hold; it involves themed menus, immersive food preparation activities and other dining-related experiences. The franchise industry has not let this trend pass it by. A variety of brands have met the demand for an interactive dining experience, including those listed below. 

The Melting Pot

Unit Count: 94

Initial Investment: $1,364,389 to $2,069,638

This fondue-concept franchise gives guests the opportunity to be involved in their own food preparation by offering groups of loved ones the experience of bonding over a pot of melted cheese, with a variety of food options that they can dip into it.

While consumers love the memory-making experience, franchisees love the brand’s Path to Grow Program, which is a financing program designed to help Melting Pot employees become owners.

Comic Book Cafe

Unit Count: 1

Initial Investment: $432,500 to $936,000

Comic Book Cafe is an immersive experience that is sure to be memorable to superhero fanatics. The entire restaurant is decorated with life-sized statues, action figures, comics, T-shirts and other superhero paraphernalia. Adding to the immersive experience is the fact that the restaurant doubles as a comic book store, where all of the items on display are actually for sale. 

The brand is relatively new to the franchise space but expects to see growth given the industry trends and demand for immersive dining experiences.

Gyu-Kaku Japanese BBQ

Unit Count: 650

Initial Investment: $781,793 to $2,110,500

This dining experience is made experiential because each table contains a personal grill. Staff circulate the restaurant to give helpful tips and advice, but diners are ultimately responsible for the cooking. Consumers love taking turns making their own creations with beef, pork, poultry, seafood, vegetables and desserts. 

Tapville Social 

Unit Count: 30

Initial Investment: $672,250 to $1,351,500 

Pour Your Own taprooms have been trending nationwide over the past couple of years. Tapville Social franchise meets the demand for this experience with self-pour wine and beer walls, as well as offering creative cocktail flights, pairings, and themed events or experiences. For example, they recently offered a cupcake and beer/cider pairing event.

Tapville Social is looking for franchisees with previous business or hospitality experience. 

An Industry Trend Makes for an Entrepreneurial Opportunity

The demand for experiential dining does not seem to be going out of fashion anytime soon. Investing in a franchise in the experiential dining industry allows franchisees to offer something that other restaurateurs are not necessarily offering: a memory that’ll make them want to return.