Players in the F&B sector are capitalising on the diversification and hybridisation of their offer. Some are now transforming their restaurants into party and event venues in order to increase customer loyalty and attract a new clientele that wishes for even more entertainment.
After a complicated period, due to health restrictions and lockdowns, this summer is shaping up to be a hot one and now the party is on. While clubs and other traditional nightspots are unable to meet increasingly diversified needs, other types of venues are competing to find ingenious ways to integrate new activities within their offer: catering, music, shows, bars, parties... Halfway houses between restaurants and entertainment venues, party restaurants are more than ever becoming the hotspots for clients looking to let their hair down and have fun.
Clubs, cabarets with dance floors, music bars with DJs or live concerts and even third-party venues that invite artists to perform... Hybrid resto-club type venues such as Noto, Manko or Le Bœuf sur le Toit (part of Moma Group) now offer a unique culinary and party experience.
In the same vein, other restaurants are putting up their disco lights. Some prime examples are: Ora (part of Entourage Paris Group), Gypsi Motel (by Audren Dimitris, organiser and creator of festive concepts), Vesper (by entrepreneur Guillaume Benard), Chez Oim (by young chef Julien Sebbag), Thoumieux (part of the Beaumarly group), Bazurto et Yaya (by Michelin star chef Juan Arbelaez), Babor (by Mohamed Cheikh, Michelin star chef and former Top Chef winner), Tekés (by Israeli Assaf Granit) and Titi Palacio (managed by the Grape Hospitality group), to name but a few.
The big names of the party industry are starting more and more to export their brands to trendy destinations. Gigi is setting up in Ramatuelle and Val d'Isère, Maison Russe will soon be in Saint Tropez, Rasputin in Miami and from next autumn onwards in Dubai, and Le Piaf is opening in Courchevel.
The trend of hybrid venues is ever-growing and is designed to meet new consumer expectations. Customers are now going to restaurants in search of a 360° F&B&E experience. They prefer to spend the evening in one spot where they can do it all – dine, drink and dance the night away.
The key players in these hybrid venues have understood this and are continually reinventing their offer to attract more customers and more traffic. We are thus witnessing a veritable explosion of reservations being made in party restaurants and music bars in Paris, as well as in mountain and seaside resorts and major international cities alike.
These hotspots open earlier and close later. The average customer spend is boosted by the desire to keep on consuming as time passes. These hybrid places have become veritable destinations in themselves and convey an unmistakeable brand image. They are of places of sharing, of Eatertainment© par excellence and performance vectors.