SOURCE: Eventbrite

Eventbrite

March 31, 2015 11:00 ET

Eventbrite Explores Cultural Shift Towards Events in the Food & Beverage Industry and the Value of the Experiential Diner

Exclusive Research Suggests Pop-Up Events Are Successfully Exposing Chefs and Restaurants to Lucrative and Influential Guests and Fueling Adoption of Advance Ticketing

SAN FRANCISCO, CA--(Marketwired - March 31, 2015) - Eventbrite, the global ticketing and events marketplace, today released new research focused on pop-up dining experiences, the trend driving a fundamental shift towards events in the food and beverage industry. Eventbrite, which experienced a 47% year-over-year increase in food and beverage events from 2013-2014 saw an 82% increase year-over-year in pop-up dining experiences specifically. The study, "The Rise of Pop-up Events and the Experiential Diner", reveals valuable insights from more than 2,000 people who attended a pop-up dining event on Eventbrite in the last year. Key findings include:

Pop-Up Events Indulge the Experiential Diner

The experiential diner is driven by the desire to be immersed in something new and cost is not a factor: three in four (75%) believe it's simply worth paying more money for a unique dining experience. They seek an unexpected, memorable location (76%), a surprising menu or theme (84%) or a one-of-a-kind experience (74%), and pop-up events provide the experience these ideal guests crave and are willing and eager to pay top dollar for. In fact, 50% of respondents say that even with the exact same menu, they'd be willing to pay more for a meal at a pop-up event with a chef interaction than for a meal at a regular restaurant ($58 dollars more per person on average).

Experiential Diners Fuel Adoption of Advance Ticketing

Experiential diners are open to innovation in payment and are a leading indicator of a broader shift in the industry towards prepaid, curated experiences that deliver value to both the guest and the chef. Eight in ten (80%) would rather attend a pop-up event that sells tickets in advance than pay at the end of the meal and 55% say they would dine just as often or more often at a restaurant they liked if it required a prepaid ticket.  For this select group, the meal is not just part of a night out, it's the main event. It's also an experience they are willing to pay for ahead of time like a concert or sporting event; on average, diners said they would pay more for a ticket ahead of time to a meal prepared by their favorite chef ($98) than they would for a performance by their favorite band ($96) or for a ticket to see their favorite professional sports team play ($74).

Distinctive Pop-Up Experiences Attract Influential Guests

The diners that frequent pop-up events tend to be both leaders in their social circles and tastemakers that are already engaged in the restaurant world: 65% say they often plan big group outings among their friends, 72% report that people often ask them for restaurant recommendations and 55% eat out for dinner twice a week or more. Nearly half say they attend pop-up events four times per year or more, and 84% say they'll attend just as many or more in the next year.

After attending memorable pop-up dining experiences, 90% would recommend the restaurant or chef to loved ones and 87% would return to that restaurant at a later date. Experiential diners also wield valuable social currency: they are more likely to share posts on social media about a pop-up dining experience than about a night out at a restaurant (75% versus 51%) and are nearly three times more likely to follow or communicate with a chef or restaurant after a pop-up event than a regular meal. More than sixty percent (62%) have also posted food photos to their social channels in the last three months.

"The current generation of foodies views food as an experience, not just a meal, and is highly focused on the social and one-of-a-kind, ephemeral qualities that this new wave of events offers," said Sarah Hoffman, head of food & drink marketing at Eventbrite. "It's a win for guests who get to experience chefs at their most creative, but also for the industry; chefs and restaurants are able to build their brand and differentiate themselves through these pre-paid, ticketed experiences that help reduce food waste and deter no-shows."

"Launching my pop-up, Co+Lab, is helping me to create a business of my own," said Chef Melissa King, Founder of Co+Lab and "Top Chef" season 12 finalist. "As an entrepreneur I've always wanted to have a restaurant and pop-up events have given me the opportunity to present my food to people and let them experience what I have to offer."

For more details and to view the full study, please visit the Event Academy, Eventbrite's resource for event organizers with webinars, whitepapers, and industry insights for events of any kind. To learn more about Eventbrite ticketing and registration for food and drink events, check out eventbrite.com/food.

About Eventbrite

Eventbrite is the global marketplace for live experiences that allows people to find and create events. Since 2006, the self-service platform has helped event organizers of all kinds to sell more tickets through robust technology and promotional tools, totaling $3.5 billion in gross ticket sales. In addition to providing technology for organizers, Eventbrite has become the destination for consumers looking to discover a variety of live experiences from small photography and yoga classes to large concerts and festivals with tens of thousands of attendees. More than 200 million tickets have been processed on the platform, and in 2014 alone, Eventbrite processed $1.5 billion in gross ticket sales for attendees in more than 180 countries. Eventbrite investors include Sequoia Capital, Tiger Global and T. Rowe Price.  Learn more at www.eventbrite.com.

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