This report is the first from Mintel that looks at the ‘Theatre of Eating Out’. It explores the changing consumer preferences for eating out and the ways in which a meal out becomes an ‘experience’.

The variety of theatrical elements that can be associated with eating out is enormous and can include factors such as a spectacular building, setting or view, live entertainment, and food preparation and presentation. This report explores a selection of these elements, drawn from a mixture of venue types, from fine dining to fast food.

The report draws upon consumer research conducted for Mintel by GMI, which found that after good food, service and value, the two key priorities for consumers is to have plenty of time and space to enjoy the meal. The entertainment value for young adults surrounds music and a theme whereas for the older generations this is subtler in the ambience, the food displays and a feeling of personal service.

This report investigates the hypothesis: ‘As consumers are forced to tighten their belts, restaurants have to work harder at giving them reasons to eat out: but which parts of the eating out ‘experience’ are really important to diners and which are just passing fads?’