Insight from leading discovery and booking platform, DesignMyNight reports that appetite for ‘bottomless’ deals is on the rise as they note a 74% jump for the search term ‘bottomless dinners’ in 2022 which they recommend operators take into consideration for the New Year.
As the cost of living starts to bite, DesignMyNight reports that customers are looking for even greater value for out-of-home visits and that site queries for ‘bottomless’ deals are no longer restricted to the UK staple that is brunch.
Whilst general ‘bottomless’ searches are up 13% year on year, the more precise search for bottomless dinners is up 74% compared to 2021 and a whopping 123% from 2019.
DesignMyNight Senior Marketing Manager, Leighanne Bent explained, “The all-inclusive model of bottomless brunches has increasingly gained in popularity over the last three to four years but it has become apparent that consumers are looking for the concept to be extended, with the notable rise in interest surrounding bottomless dinners proving that the attraction of unlimited get-togethers is no longer restricted to brunch sittings or experiences.
“So far this year, visits to channels and event pages relating to the ‘bottomless’ phenomenon on DesignMyNight have hit over 1.5million. This is up 83% in comparison to pre-pandemic and could provide a valuable signpost for hospitality venues who want to do something different in the New Year to boost a traditionally quieter trading period.'
Leighanne went on, 'As venues and customers face more uncertainty amid rising costs, running bottomless dinners could provide both groups with a cost-effective option of hospitality at its best. Operators can budget, order stock and provide staff resource very precisely for a bottomless event, whilst guests know in advance what the experience will cost them and can plan accordingly.”
'The figures from DesignMyNight show that interest in bottomless meals is widespread around the country, with searches for events in Birmingham up 481% compared to 2019; in Liverpool they are up 735% year on year with appetite in Leeds up by over 1,500% for the same period,' Leighanne continued.
“Based on the evidence of searches and bookings on DesignMyNight, bottomless brunches, lunches and dinners could be an option for more operators to explore as the sector continues to look for ways to increase sales and carefully monitor costs.”
Leighanne added, “With guests also mindful about how much they drink in the New Year, having an alcohol-free bottomless offer is also worth considering. This could draw on the increasing range of delicious alcohol-free drinks that are available to ensure that anyone who has given up or cutting back on alcohol doesn’t have to miss out on the enjoyment of spending time with family and friends.
'It would also help ensure that any promotions are run responsibly and are not dependent on alcohol consumption.”
Commenting on the popularity of bottomless offers, Prue Freeman, owner and director of the Daisy Green Collection said, ‘Since 2013 we have been at the forefront of providing sharing / bottomless experiences for our amazing customers who love the chance to relax in our spaces over lazy catch ups. We find the sociable element where customers can enjoy a lengthy catch up with friends to be the biggest draw.
“Over the years our food-led bottomless brunches have become incredibly popular as an affordable luxury that is aspirational yet firmly affordable. In our Soho site (Scarlett) and newly opened Paradise Green in the City we have launched bottomless dinners which are incredibly popular and something a bit different on the London food scene.'
DesignMyNight lists over nearly 3,500 bottomless experiences and has a range of supporting material and articles on the site.
(source: https://www.designmynight.com/london)
