Activities such as tasting menus (31%), games (25%), bottomless brunches (24%) a surprise from the venue (24%) and well-curated atmosphere (23%) topped the list.
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%). The report said reveals a strong consumer appetite for food-led experiences.
Interestingly, there were wide variations in the types of experiences preferred by different demographics. The report found that 18 to 24-year-olds were 14 percentage points more likely to seek out bottomless brunches.
Extra special
Meanwhile, older consumers tended to be more interested in experiences such as extra-attentive service. Women over-index for almost all activities, and they were 15 percentage points more likely to choose bottomless brunches.
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%).
Consumers’ interest in elevated experiences also extended to higher-tempo venues, such as bars (33%), drink-led pubs (23%), and nightclubs (13%). The report said this demonstrates an opportunity for those venues to potentially attract new customers by taking inspiration from full-service restaurants.
“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,” said Tim Chapman, chief commercial officer, at Zonal.
Attentive service
“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.”
Karl Chessell, CGA Business Unit Director - Hospitality Operators and Food, EMEA said: “Patchy consumer confidence and rising costs have made for a tough first half of 2025 in hospitality, but it remains a vital and much-loved part of consumers’ lives. In this challenging environment, elevating people’s experiences out of the ordinary is one of the best ways to loosen their spending and keep them coming back.”
He added: “Identifying the best ways to help them celebrate, enjoy treats and create memories in extra-special ways will be a major competitive advantage in the months and years ahead.”
