At Rittenhouse Grill, an old-school steakhouse in Philadelphia’s Warwick Hotel, they offer live music every night. It’s mostly background music, but it creates a lively atmosphere and – according to Garth Weldon, owner of Rittenhouse Grill – it makes customers feel like they’re in a place where “something’s happening.” The music is actually a key element of the restaurant’s brand, and Weldon and his team are now branching out as more and more customers seek “eatertainment,” or entertainment offerings at bars, restaurants, and hospitality establishments.
“On occasional Mondays – when Broadway is dark – we have experimented with converting our room to ‘Broadway Cabaret at Rittenhouse Grill,’” explained Weldon. “Depending on the ticket options patrons choose, a night can include a three-course prix fixe meal, a performance, and a meet and greet with the performer.”
Rittenhouse’s first cabaret season launched in 2023 with four events; this season, they increased to six cabaret events. “We’ve been able to attract top Broadway talent to come down and perform Cabaret – songs of their choosing, interspersed with stories of their careers,” said Weldon. “It’s a pre-paid dinner and a show, and tickets are on sale now. So far, we’ve had straight sellouts, and twice added a second night due to demand.”
Over at Virgin Hotels New Orleans, they offer a mix of entertainment and music, including themed meals and blind dinners, game nights and bingo, book clubs, and live bands and DJs, but the most popular entertainment is the hotel’s drag and burlesque shows.
“It is sort of like the return of dinner and a show that was big until about the 90s, whether in comedy clubs or music and variety shows,” said Jesse Carr, director of food and beverage at Virgin Hotels New Orleans, who noted that people enjoy the atmosphere the entertainment creates and the ease of filling the night out.
For Kylie Edwards, the marketing and sales coordinator for New Orleans’ Latter Hospitality – which includes Birdy’s, Tujague's, and The Bower – eatertainment is all about weaving a memorable experience that goes beyond the food and drinks. “It's about creating an atmosphere where the dining experience feels immersive – whether that's through live music, interactive events, or an ambiance that reflects the restaurant's personality,” she shared.
At Latter Hospitality’s Tujague's, they offer live jazz to give customers a taste of New Orleans. At the hospitality group’s The Bower, they produce special pop-up happy hour events, where the ambiance is focused on spontaneity. And at Birdy's, they deliver a more casual vibe with events like “Breakfast for Dinner.” Some of the group’s establishments offer tasting dinners, trivia, and holiday-themed activities, which are always a hit, according to Edwards. She said there’s also a trend toward hands-on events, such as cocktail creation classes or DIY food stations.
“Customers today want more than just a meal,” said Edwards. “They're looking for unique, Instagram-worthy experiences they can share. Especially post-pandemic, there's a stronger desire for memorable social gatherings, and entertainment fills that need.”
“It's Not ‘Just Dinner,’” Says Report
According to af&co., one of the country's top hospitality marketing firms, and Carbonate, a boutique creative agency, “It’s not ‘just dinner’” anymore – one of the key trends in their “2025 Hospitality Trends Report.”
Andrew Freeman, founder of af&co. and co-founder of Carbonate, said people are craving immersive, real-world experiences that are both meaningful and transportive, and it’s an opportunity for restaurants, bars, and hotels to think beyond the ordinary.
“Guests are choosing carefully where and when to go out, so you’ve got to make some noise to catch their attention,” said Freeman in the report announcement. “We’re seeing brands get creative with programming – from redefining luxury with creative prix fixe menus, to theme nights, and inventive menu LTOs [limited time offers], to added elements of entertainment that don’t have to break the bank, but make a real impact.”
Michael Gulotta, a five-time James Beard Award semi-finalist for “Best Chef: South,” and chef and partner at TANA in New Orleans – believes eatertainment can be as simple as having an open kitchen, or it can be an old-school cheese cart, dessert cart, or tableside pasta cart.
Gulotta pointed out that the pasta cart has been around forever and it can act as a form of entertainment or add to the customer experience, and his restaurant is always finding ways to reimagine and upgrade the idea of the tableside food cart. They even built a custom cart with a burner, so they can make it more of a show.
“I think what we've forgotten is that, if someone's coming into a nice restaurant, they want to have an experience,” said Gulotta. “In our culture, with the ever-popular quick-service restaurant, food feels more and more like 'fuel.' For us, we want to take over each of our guests’ tables, help them slow down, and guide them through an experience.”
Paul Ramsey, the restaurant division manager at Kanki Japanese Steakhouse, with restaurants in Raleigh and Durham, N.C., said they focus on eatertainment by creating an immersive, interactive, and memorable experience that goes beyond just serving great food. They think of it as an additional opportunity to engage with guests.
Kanki offers made-to-order teppanyaki dishes, which are prepared tableside by chefs who showcase their skills with flair. “When guests come to Kanki, they can expect a full sensory experience that blends great food and cocktails with live action and interaction,” shared Ramsey. “The experience is different, sometimes surprising, and fun… It’s normal to see guests laughing, taking photos, and leaving with stories to tell. We know that guests are leaving with both a good meal and a memorable night out.”
A Shift from Selling Food & Beverage to Selling Experiences
Whether the eatertainment is more traditional, like a pasta cart or teppan grill service, or something a bit different, like drag or cabaret performances, bar and restaurant operators are discovering entertainment options and elevated experiences that work best for their business – and they’re learning how to be profitable with it.
“With more and more people eating and drinking at home, bars and restaurants have had to shift from selling products to selling experiences,” said Daniel Azarkman, owner of El Lopo in San Francisco, a Spanish inspired restaurant that has hosted its own version of Spain’s La Tomatina, a food fight festival. “Why would you go halfway across town to eat the same bowl of pasta that you can get delivered to your door? Because it's more fun. When a bar or restaurant programs entertainment, they're sweetening the deal.”
El Lopo is all about community engagement, according to Azarkman, so they prioritize interactive entertainment. “Most people who come in are seeking social interaction, and we've found that certain types of entertainment – stand-up comedy, more intimate musical performances – get in the way because guests don't feel comfortable talking over them,” he shared. “When we do host live music, it's usually as a lead-in to karaoke because the audience buys in more when they know they'll be offered a chance to participate. Trivia night has by far been our most successful programmed activity because everyone in the room becomes a part of it, and almost any themed menu or public event we hold is coupled with a related game or competition.”
At R House Wynwood, a Miami-based restaurant and lounge that serves-up Latin-inspired dishes, cocktails, and a vibrant atmosphere, they’re finding a lot of success by bringing “electric” drag entertainment into the guest experience.
“Right now, there’s a strong trend toward themed events, like monthly drag bingo nights or themed drag brunches, which cater to fans of pop culture,” said Owen Bale, co-owner of R House. “We recently had an Eras-themed weekend when Taylor Swift hosted her concert in Miami, where there were themed drag numbers, and we offered Swiftie-inspired cocktails Friday to Sunday, adding a touch to the bar program.”
R House also hosts queens from RuPaul’s Drag Race, who perform during brunch or evening shows, and most of those events sell out.
“RuPaul’s Drag Race resonates with our audience so much that we even have weekly viewing parties when there’s a new season – those typically kick off in January,” said Bale, who noted that R House stands out by creating a welcoming, all-inclusive environment where guests don’t just watch the show, they become part of it.
“As people increasingly seek unique and immersive experiences, venues like ours create interactive, unexpected moments throughout the show, whether it be with the queens or staff, appealing to people who are seeking an unforgettable experience,” said Bale.
Consider Drag Performances or a Drag Brunch at Your Bar or Restaurant
Victor Dronzek, a popular drag performer – a.k.a AmanDuh Barron – and owner of Never Late to Drag Brunch in Raleigh, N.C., believes that drag is an art that embodies love, empowerment, inclusion, and strength, and it continues to become more popular at bars and restaurants.
Dronzek has been performing at and partnering with North Carolina bars and restaurants – such as Tin Roof, Whiskey Kitchen, The Pinhook, and The Station – for several years. He said drag brunches, specifically, are popular with bar and restaurant operators and customers alike. “They are a lot of fun but also good sources of income for not only the queens but also for the bar,” he said. “Also, drag brunches allow the bar to reach out to different clientele than they’re normally used to.”
Dronzek suggested that bar and restaurant operators connect and partner with local, seasoned queens that have experience hosting and running drag performances and drag brunches. “A drag brunch usually includes two sets with a brief intermission in between and drag queens will lip-sync to a song while dazzling you with beautiful costumes and performances,” he explained. “Songs can range from a heartfelt ballad to a dancing number filled with splits and kicks – it all depends on the message the queen wants to convey.”
Dronzek advised bar and restaurant operators to work with queens who truly want to make the performance or drag brunch beneficial for all. “As an entertainer, I want to know my bar [or restaurant] will take care of me and my performers,” he said. “That could include adequate spacing for changing between numbers, promoting the event, lighting, and making sure the DJ has easy access to the sound system. I want to know the bar has my back and I have theirs.”
Advice for Operators: What to Consider When Evaluating Entertainment Options
R House’s Bale said the first step – when deciding on entertainment – is to understand your establishment’s audience and the vibe you want to create.
“People love community-focused events, yet being authentic to your brand values is very important,” said Bale. “We find that thoughtful curation for experiences, from the performers to the decor and menu, creates an environment people love. Quality, creativity, and a personal touch in each event resonate more with guests than just frequency.”
Edwards, of Latter Hospitality, agrees that operators need to align the entertainment with their brand and that balance is key, so you don’t doesn't overwhelm the food or beverage experience.
“Ensure the entertainment feels organic to the experience you're offering – guests can feel it when it's forced,” said Edwards. “Know your brand identity and choose entertainment that enhances rather than distracts.”
Invest in Unique Experiences, Elevate Each Customer’s Visit
Azarkman, of El Lopo, said unless you're a concert venue, don't just treat your “stage” as a blank canvas that you're handing over to an artist or performer. “Yes, you want to respect your performers' creativity and give them room to do their thing but be selective in who you invite to perform and make sure they understand your concept and how you want them to enhance your space. If you operate a pizza place, you wouldn't hire a sushi chef.”
TANA’s Gulotta pointed out that whatever entertainment option a bar or restaurant chooses, they’ve got to make sure it doesn't disrupt the flow of service. “It can't bog down table times,” he said. “With our pasta cart, we've reimagined how it goes from table to table so that it fits seamlessly with other dishes and doesn't interfere with other guests' experiences.”
Gulotta added that operators should only select an entertainment option if they’re excited about it. “With any truly entertaining service aspect, you need to put someone in the position who's really excited about it, whose energy is infectious, since that enables the guest to walk away with a memory,” he said. “If you're going through all this stuff with a forced delivery, that makes it feel inauthentic.”
In the end, customers are craving unique and memorable entertainment and experiences, according to Ramsey of Kanki Japanese Steakhouse. “By investing in unique experiences – whether through chef-led performances or shareable moments – we can elevate each guest’s visit, encourage longer stays and positive word-of-mouth referrals,” he said.
Aaron Kiel is an award-winning journalist and public relations professional in Raleigh, N.C. He’s worked in the beverage, tea, and coffee industries for two decades, as well as hospitality and technology. He’s a journalist at heart, but he also wears a PR and communications hat through his consultancy, ak PR Group. Aaron is a contributing writer/reporter for Questex’s Bar & Restaurant News and he’s a past editor of Questex’s World Tea News. In 2023, he was a finalist and honorable mention in the “Folio: Eddie & Ozzie Awards” for “Range of Work by a Single Author – B2B” for Questex’s World Tea News. In 2024, Aaron won two awards for his work with Questex’s Bar & Restaurant News, including a Gold Northeast Region Award in the American Society of Business Publication Editors’ (ASBPE) Azbee Awards under the “Diversity, Equity & Inclusion” category, and a “Folio: Eddie & Ozzie Award” in the B2B article category for “Culture & Community.” He also received a 2024/2025 ASBPE Diversity Fellowship Award, which supports and recognizes diversity in the field of B2B journalism. Connect with him on Instagram: @adventurer_explorer or visit akprgroup.com.
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