Eatertainment: Staging Food and Experiences for Brand Competitiveness in Restaurants

Abstract

The “eatertainment” phenomenon has become widespread as one of the latest trends for many restaurant brands. The main goal of the present work is to examine the relationship between the visual presentation of food and its influence on the multidimensional notion of brand experience. The research was exploratory and three focus group discussions were held. Findings revealed that food presentation enhances various dimensions of brand experience, although its impact varies: it significantly influences sensory brand experiences, mainly the visual and taste perceptions; it is less prominent in affective brand experiences, where other factors play a more significant role; it also shapes behavioral brand experiences, encouraging photography, online sharing, and culinary exploration; and its impact on intellectual brand experiences varies, with some seeing it inspiring and others merely aesthetic. However, plating is just one aspect of a holistic brand experience, necessitating a multifaceted strategy for contemporary diners.