Experience Economy: Serving Up Culinary Adventures

Restaurant operators have an opportunity to leverage the trend of experience-driven dining. A remarkable 74 percent of diners report returning to an establishment after a  memorable event so by offering curated experiences and special events, operators can effectively engage their customer base as well as foster long-term loyalty.

Spuntino Wine Bar & Italian Tapas is one restaurant that is capitaizling by launching culinary classes, inspired by the team's passion for interacting with guests.

"We've always delighted in spending time with our guests through wine dinners and walk around wine tastings," Regan DeBenedetto, Director of Operations, told Modern Restaurant Management (MRM) magazine. "Chef Michel was inspired to capture the same energy through a culinary experience. His love of cooking authentic Italian cuisine combine with his warm hospitality made these classes a perfect fit."

Other restaurants offering culinary experience such as cooking clases, murder mystery dinners, and cocktail making lessons include:

• Eataly

• Forsythia NYC

• Gio’s Restaurant

• Yolan Italian Restaurant + Cafe 

• TVB by: Pax Romana

• Divino Cucina Italiana 

Feedback from attendees has proven to be valuable gauge of success.

"Our guests loved the interactive process of the class and the fact that they left with our signature recipe and fresh ingredients to cook with at home and continue the fun," DeBenedetto shared. Moving forward, they will be capping the culinary classes at 40 to ensure an intimate experience for everyone. 

Executing these classes requires a  team effort, DeBenedetto explained. "Chef does a special demonstration with the culinary team and service staff that work at every event. He walks them through the plan step by step and sets the dining room with the front of the house team so he's available to answer any questions." The initial classes involved "all hands-on deck" to ensure a positive guest experience.

Marketing efforts primarily focused on word-of-mouth referrals within the restaurant and leveraging their social media presence. Spuntino sold out the first two classes.

"Word of mouth to our regular guests secured most of the reservations as they have come to love our wine experiences and couldn't wait to interact with Chef Michel."

For other restaurants considering similar ventures, DeBenedetto advises: "Lead with what makes your restaurant special and what is most authentic for your team to execute. Fresh Italian food and quality ingredients are at the heart of our menu so starting with fresh pasta and pizza was a no brainer for us and something the whole team was excited to share with our guests."