What happened to immersive dining? There was a time when young couples would go to the Rainforest Cafe by default for a jungle-themed first date, complete with fake plants, fog machines, and animatronic animals. Then, sometime in the 2000s, the popularity of immersive dining dwindled (worsened by the effects of the pandemic), and there was a possibility they would disappear forever.
Yet, in the 2020s, they seem to be making a grand return. What once felt like a dying breed is returning in places that make complete sense for them to exist: amusement parks across the country. What has brought them back, and how can park managers protect against their newly established dining spots dwindling in popularity again?
Was immersive dining ever really gone?
You would be right to think that immersive dining has always had a home in amusement parks. Universal Studios Florida’s Diagon Alley serves everything from Butterbeer at the Three Broomsticks to traditional British food at the Leaky Cauldron. Disney-themed dining has been available at Disney World locations across the globe for years, while Sea World even offers a “Dine with Orcas” experience to wow guests.
These themed restaurants are purposely larger-than-life, building immersive dining experiences around a unified, usually fantastical theme. The difference today is that we have more access to them than ever before. Using social media platforms like TikTok and Snapchat, theme parks can drum up excitement while providing high-quality food created by pedigreed chefs.
Immersive dinners are tailor-made for virality. Selfies, TikTok clips, Instagram videos, and other short-form media benefit from the glitz and splendor of themed dining. When paired with a recognizable character that evokes nostalgia, the magic is undeniable. People want to also be in that dining experience, bringing immersive dining to a whole new level through the virality of the internet.
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FOMO is a powerful force
That virality creates a fear of missing out (aka FOMO) on experiences, making immersive dining effective in drawing crowds. Theme parks can mix their headline attractions with exciting meals to capture a larger audience than ever.
This effect is supported by research that suggests people who spend the same amount of money on experiences rather than consumer goods are actually happier as a result. What makes this research more relevant than ever are the ongoing effects of the pandemic. During lockdowns and other restrictions, people were forced to spend money on material things. Home renovations, cookware, and other goods that could be brought to their home and used there were the only experiences available to them. With pandemic lockdowns and precautions ended, people seek out exciting events outside their homes.
That means amusement parks can capitalize on people’s need for ever more exciting and immersive experiences, catering to an audience that wants to be transported to other places more than ever.
A look to the future of interactive dining experiences
These factors have led to a wave of new takes on immersive dining, from the Super Mario Brothers-themed Toadstool Cafe at Universal Studios to Peppa Pig Theme Park’s themed meals at “Miss Rabbit’s Diner.” The sky’s the limit, quite literally, with plans by Disney to design space-themed restaurants that create the illusion of being surrounded by stars and planets in the not-too-distant future. As technology advances, so will the quality and variety of immersive dining.
It’s up to amusement parks to make use of this emerging technology. For instance, as augmented and virtual reality become more prevalent at amusement parks, the doors will open for even more immersive dining experiences that make guests feel like they are truly in another world. Opportunities are ever-expanding, and innovative problem-solving will allow park managers to use this technology in exciting ways.
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Safeguards are needed
Within this changing landscape, it’s crucial to ensure the longevity and safety of amusement parks by investing in the right insurance. Park managers need comprehensive insurance for amusement parks, water parks, go-kart tracks, and more. With the rise of immersive dining, theme parks also need policies for their dining spaces to cover food-related health and safety issues.
Park managers should rely on McGowan MPA’s Amusement & Entertainment Insurance and Restaurants, Bars, & Taverns Insurance. Our programs provide coverage and loss-control services that help ensure park managers can focus on what matters most: Growing their business in this exciting market segment. Partner with McGowan and feel secure knowing you have access to comprehensive protection should the worst happen.
