In today’s evolving leisure landscape, customers are seeking much more than just a meal—they want an immersive, interactive and above all, fun outing that allows them to connect with friends, family and even strangers in new and exciting ways. This is where competitive socialising comes into play.
It’s an innovative fusion of entertainment, social interaction and dining, turning ordinary venues into buzzing social hubs where guests can eat, drink, and engage in friendly competition.
In this blog, we’ll explore what competitive socialising entails, why it’s gaining popularity and most importantly how operators can tap into this sub-sector to create engaging, profitable, and unforgettable guest experiences.

What is competitive socialising?

At its core, competitive socialising is all about merging great food and drinks with engaging, interactive activities. Whether it’s mini-golf, bowling, axe-throwing, or even karaoke, these activities create an environment where guests aren’t just passive diners—they’re participants, competitors, and collaborators. It’s all about bringing people together through shared experiences in a way that goes beyond just sitting at a table.
Competitive socialising presents a huge opportunity to diversify the traditional dining experience, drive foot traffic and boost dwell time. The longer guests stay to play, the more they’ll eat, drink and spend. Moreover, competitive socialising allows your venue to stand out from typical restaurants or bars by creating unique and memorable experiences that leave a lasting impression on your guests.

Why is competitive socialising so popular?

The rise of competitive socialising has opened the doors for hospitality venues to thrive, attracting a diverse crowd of customers. According to recent insights, 53% of UK adults are visiting these venues more frequently compared to two years ago, with 67% of Gen Zs and 64% of parents leading the charge*.
People are no longer just looking for a meal; they want a fun, shared experience, where food and drink enhance the competitive edge. The emphasis is on creating memories that combine social interaction, entertainment and, of course, high-quality food.

There are several reasons competitive socialising can benefit your business:

• Experience-driven dining: Today’s customers, especially Millennials and Gen Z, crave experiences over material goods. They’re looking for unique outings where they can make memories and engage in something more interactive than just a meal.
  
• Social media buzz: Competitive socialising venues are highly “Instagrammable.” Customers love sharing photos and videos of themselves playing games, adding to the venue’s free marketing buzz. The more unique your venue looks and feels, the more likely it will get shared, driving more footfall
  
• Nostalgia and novelty: Many competitive socialising activities tap into a sense of nostalgia. Games like bowling, mini-golf and arcade machines remind guests of their childhood, but with a modern, adult twist (and craft cocktails). This fusion of old-school fun with new experiences creates a unique, memorable environment.
  
• Team building and group events: These venues are popular for corporate team-building events, birthdays and celebrations because they encourage teamwork and friendly competition. Group bookings can significantly increase your revenue, especially during off-peak hours.

The role of food in competitive socialising

Food is at the heart of competitive socialising. Whether your customers are refuelling between rounds of mini-golf or winding down after a competitive shuffleboard match, your menu needs to be designed for convenience, speed and taste. Your menu should complement the activity guests are engaging in.
When people are playing games, they’re looking for food that’s easy to eat, shareable and fast to serve with diverse dietary options.

Don’t be afraid to theme your food and drinks around the activities. If you’re running a mini-golf venue, for example, you could create a signature cocktail named “The Hole-in-One” or serve food in creative ways like mini-golf course-themed platters.

Adapting your offering to align with trends

Today’s diners are more adventurous than ever, seeking out unique and innovative dining experiences that reflect the latest culinary trends. Embrace the growing fascination with global cuisines by integrating dishes inspired by various international traditions. Our World Foods campaign offers a wealth of ideas for incorporating diverse, exciting flavours into your menu, helping you capture the interest of adventurous diners.

Our ‘Lets Play’ 2024 Bidfood food and drink trend perfectly complements competitive socialising by introducing fun, sensory-stimulating elements into dining. Consumers are attracted to flavour contrasts and visually engaging presentations, so consider incorporating creative touches such as salted caramel with spicy notes or cocktails with theatrical effects like smoke or colour changes.
This trend enhances the dining experience and adds excitement to your offerings.

By aligning your offerings with these trends, you can attract a diverse customer base and enhance their dining experience. For more inspiration, check out Bidfood’s top food and drink trends guide and resources, and our brand new Top food and drink trends 2025.

Efficiency is key: how to streamline your kitchen

Competitive socialising venues are fast-paced environments, and customers expect quick service. Kitchen efficiency is crucial to ensuring the dining experience complements the overall fun atmosphere without lengthy delays.
Preparing your ingredients in advance is a great way to ensure efficiency in your kitchen. By pre-chopping, marinating, and portioning ingredients, you can significantly cut down on preparation time during peak hours, allowing your kitchen staff to operate more smoothly and manage busy periods with greater ease.
Utilising productivity-boosting products is another crucial strategy. We offer a range of meal solutions designed to enhance kitchen efficiency without sacrificing quality. From ready-made accompaniments to versatile proteins, these products can streamline your kitchen operations and speed up service, ensuring that you meet customer expectations promptly.

Streamlining your menu also plays a vital role in enhancing kitchen efficiency. Focusing on dishes that are quick to assemble and serve simplifies kitchen operations and maintains consistent quality. Additionally, it’s important to cater to diverse dietary preferences and allergens, as today’s diners are increasingly conscious of these considerations.
For support on catering for allergies, check out our dedicated allergen support page: Allergens.

For more ideas on how to optimise your menu, visit our Unlock Your Menu support hub, which offers tailored advice on menu engineering, simple ingredient swaps, energy efficiency and more.

Packages and discounts

Competitive socialising venues are prime spots for group gatherings—birthdays, corporate outings or just friends looking to have a good time. Offering group packages that combine food, drinks, and game time can be a huge revenue driver. Create tiered packages that include game tokens or reserved lanes/courses, plus food and beverage options.

Additionally, off-peak pricing and “happy hour” promotions can help draw crowds during quieter times. Group bookings, especially during weekdays, can fill seats and keep the energy alive even during traditionally slow hours.

Top tip: make sure you have lots of places customers’ can put their drink down while they play!

Competitive socialising offers foodservice operators a unique opportunity to transform their business into an experiential destination. By combining great games with an even better dining experience, you can create an environment where customers not only eat and drink but stay longer, spend more, and keep coming back.
With the right menu, efficient kitchen practices, and a focus on customer experience, your venue can tap into this growing trend. For more tips, recipes, and industry insights, check out our leisure webpage, where we’re dedicated to helping you stay ahead of the curve.

*Mintel leisure outlook report UK 2022