Eat, Drink And Be Entertained

Eatertainment is the buzzword for a dining experience combining food and drinks with entertainment. Annabel Tan explores the rising trend here and distils a list of novel concepts to check out

- Annabel Tan

Dining out is no longer as simple and straightforward as it was before. As more eatertainment venues pop up around the island, it has become apparent that Singaporeans are demanding more from their time and money spent at a restaurant or bar. Especially in the gastronomic paradise of Singapore where celebrity restaurants exist alongside Michelin-starred hawkers, good food is always accessible, practically a given and, increasingly, no longer enough.

The concept of marrying dining with entertainment is not new; karaoke bars, board game cafes and bowling alleys have been doing it for decades. But the difference is that one would not seek out a gourmet meal at those establishments, whereas the term eatertainment places just as much importance on the food as the activities or performances for an overall amazing, multisensory experience.

As for where the trend stemmed from, industry experts point to the booming experience economy, where on top of products and services, increasingly sophisticated modern-day consumers also expect an exceptional and memorable experience. According to new projections from market intelligence firm Greenlight Insights, such experiences will become a US$12 billion (S$16 billion) industry by 2023. It is an economy driven by millennials, who seek out physical and emotional connections in experiences that are preferably also shareable on social media.

“Millennials and young adults generally crave for experiences rather than goods and have the most spending power to indulge in a unique dining experience,” observes Lawrence Le Fu, general manager of Madame Fan at JW Marriott Singapore South Beach. In November last year, the Chinese restaurant launched the first edition of Mì by Madame Fan, a quarterly series of dining experiences. At the dinner, guests were treated to a line-up of dance, music and magic performances while they enjoyed a five-course dinner.