For B2B food & beverage companies (manufacturers, suppliers, equipment makers, retail/foodservice operators, and packaging partners) this is more than PR theatre: it’s a revenue and loyalty channel, an R&D testbed, and a data-rich platform for product incubation.
Experiential dining — restaurants and foodservice concepts designed around theatre, multisensory stimulation, interactivity, or tech-enabled immersion — has moved from novelty to a strategic growth area. For B2B food & beverage companies (manufacturers, suppliers, equipment makers, retail/foodservice operators, and packaging partners) this is more than PR theatre: it’s a revenue and loyalty channel, an R&D testbed, and a data-rich platform for product incubation.
Market estimates put the global experiential dining market in the tens of billions and forecast rapid growth into the 2030s.
In many markets, consumers are intentionally shifting spending from goods to experiences: in the UK, 50% of consumers expected to spend more on experiences vs. the prior year, and experience spending rose as a share of total spending across Europe (22% in 2023 vs 19% in 2019).
Technology is sticky: 87% of diners who tried an AR/VR dining experience said they’d do it again — showing strong repeat intent for immersive formats.
Reservation demand signals show recovery and growth in out-of-home dining: several operator datasets reported double-digit increases in reservations year-over-year in recent quarters (e.g., a 21% rise in reservations year-on-year for a major US dataset).
Themed/activity-led venues are driving outlet growth in hospitality (e.g., “themed bars” have shown strong expansion in some markets), evidence that experience-led formats scale beyond niche fine-dining.
Why experiential dining is growing
Experience economy & consumer priorities — Younger cohorts (Gen Z, younger millennials) prioritise memorable moments over ownership and are willing to pay premiums for “one-of-a-kind” experiences. This shifts spend toward immersive F&B offerings.
Social & digital media amplification — Instagram/TikTokable moments create earned marketing that can more than cover the higher operating cost of experience concepts.
Technology affordability & appetite — AR projection mapping, spatial audio, haptics, and location-based projection have become cheaper and easier to integrate — and the high repeat intent suggests tech investments can pay back.
Diversification of venues — Sports arenas, pop-ups, and hospitality groups are layering premium experiences (private dining, seasonally-rotating immersive menus) to increase per-capita spend.
Formats to watch
Multisensory fine dining (e.g., Ultraviolet-style staging) — high margin per seat; suppliers of speciality ingredients, theatrical lighting, scent diffusers, and bespoke tableware are in demand.
Tech-driven AR/VR tables and projection mapping — opportunity for AV integrators, software vendors, and packaged food brands that want interactive storytelling (e.g., origin stories, pairing suggestions).
Activity-led casual venues (mini-golf, axe-throwing, immersive bars) — scalable for franchisors; drink and snack manufacturers can create co-branded offerings.
Themed pop-ups and brand experiences — low-capex pilots for product launches; great for consumer testing and social buzz.
Phygital experiences (in-venue + at-home extension) — e.g., immersive dinner paired with a home kit/streamed content; opens DTC revenue for manufacturers.
Concrete ways companies can utilise the trend
1) Product development & launch platform
Use immersive pop-ups to pilot new SKUs (limited-run flavours, premium formats, seasonal items). The environment accelerates consumer feedback loops and creates high-value first buyers.
Actionables:
Partner with an event operator for a 4–8 week pop-up and test 3 SKU variants by sales and social engagement.
Capture first-party data (email, feedback, purchase intent) at the point of experience.
2) Co-brand experiences and content partnerships
Food brands can sponsor sensory elements (a scent that ties to the product, a signature cocktail), gaining exclusive visibility and product trial.
Actionables:
Design a signature tasting moment that integrates the product narrative (origin, sustainability claim).
Negotiate exclusivity periods or retail tie-ins (sell the experience dish as a limited-edition in supermarkets).
3) Technology + storytelling for premium pricing
Integrate AR menus or projection mapping to tell a provenance story — consumers are willing to pay a premium for one-off narratives.
Actionables:
Work with AR providers to build a 6–7 minute immersive menu journey; measure uplift in average spend per head.
Train floor staff to upsell premium paired items during the story moment.
4) Partnerships with hospitality operators
Manufacturers can supply bespoke, experience-optimised ingredients (smoke-ready sauces, single-serve craft elements) that ease operator execution while showcasing a brand.
Actionables:
Create “experience kits” (prepped garnish, finishing sauces) to lower operators’ labour and maintain quality consistency.
Offer operator training and branded merchandising at the venue.
5) Retail/At-Home extensions
Turn the experience into a product: packaged meal kits, cocktail kits, or NFTs/limited digital collectables that unlock bookings or discounts.
Actionables:
Launch an “at-home companion kit” sold online to attendees and non-attendees, with a clear margin and fulfilment plan.