Market: MG2 Advisory

Research & Insights – September 2025

Aisles to Experiences: Rethinking Grocery Design for the Next Era of Convenience & Connection

Grocery shopping habits are evolving.

Shoppers are making more quick, purposeful trips, blending digital and in-store touchpoints, and adjusting what they buy based on shifting needs around budget, time, and lifestyle. At the same time, grocers are under pressure to manage rising labor costs and operational demands, often turning to automation and technology to keep pace. But efficiency alone isn’t enough. Today’s shoppers define value not just by price or speed, but by how easy a store is to navigate, how connected it feels to their lives, and whether it offers moments of discovery along the way. They want a space that’s fast when it needs to be, but also personal, local, and worth coming back to. In this report, we explore how grocery retailers can evolve their physical environments to better support ease, exploration, and meaningful engagement, all while delivering real value rooted in everyday behavior.

The full report is available for download at the bottom of this page. Take me there now!

Today’s Grocery Shopper: Consumer Personas Defined

The Quick Tripper

Defined as individuals who prioritize efficiency over exploration, they seek intuitive layouts and frictionless service that respects their time and purpose.

The Vibe Voyager

Defined as individuals who value atmosphere as much as assortment, they are drawn to curated offerings, impactful design, and amenities that elevate the overall experience.

The Conscious Consumer

Defined as individuals who look beyond the transaction, they are drawn to brands that express clear values and cultural awareness.

The Meal Grabber

Defined as individuals who see pre-prepared food as the focal point, they seek out grocery destinations that make meal solutions inspiring and seamless to them.

Shaping the Future of Grocery: Meeting Evolving Shopper Expectations

Grocery shopping is not just a transaction. It reflects how people live, what they value, and the environments where they want to spend time. Price and convenience remain essential, but they are now the baseline. What truly sets a store apart is how well it blends efficiency with meaningful experience and shows clear relevance to shoppers’ lifestyles. Design elements like clear signage and intuitive layouts, along with local partnerships and smart technology, aren’t just nice touches; they actively shape how shoppers experience and remember the brand. To stay competitive and build loyalty, grocers must take a holistic approach to the in-store experience. The following takeaways highlight where shopper expectations are headed and how retailers can meet them with clarity, focus, and practical innovation.

Interested in More? Download the Full Report!

We know what it takes to create grocery experiences that matter.

Learn more about our work with PCC Community Markets

Research & Insights – September 2025

Gen Alpha Is Your Next Big Bet

Gen Z may dominate today’s headlines, but Gen Alpha is already shaping the future. Born into a fully digital world, this next generation is redefining expectations in retail, favoring fluidly hybrid experiences, gamified journeys, AI-powered interactions, and seamless interactivity. With their cultural and commercial influence on the rise, understanding Gen Alpha is becoming a strategic imperative for brands.

Gen Alpha Consumer Report Coming Soon

Whether you found us through the Marketing Brew Summit or you’re following what MG2 Advisory is exploring next, one thing’s clear: Gen Alpha is on our radar. Sign up below to get early access to our upcoming report and learn what it takes to engage the next generation of consumers.

Get Notified When the Gen Alpha Report Is Published

MG2 Advisory

MG2 Advisory is a premier advisory group within MG2. We are creative strategists who also have rich design thinking and experience.

By analyzing market trends and collecting robust industry and behavioral insights, we empower our clients to demystify emerging trends and uncover new strategic opportunities.

By exploring sociological and psychological nuances, we better understand (and serve) ever-changing persona needs and behaviors.

Learn more about MG2 Advisory

Our Insights

Insights are the core of our design thinking. We invite you to explore the related insight reports below.

Take a look at our original report on how Gen Z are shaping the retail experience

Gen Z: A Deeper Look At 4 Key Personas And How They Are Shaping The In-store Experience

When it Comes to Winning at Brick-and-Mortar, Store Associates are the VIPs

Glossy’s Emily Jensen highlights MG2 Advisory’s Gen-Z report and the return to in-store shopping and the crucial role store associates play in building customer loyalty.

“According to June 2025 data on Gen-Z consumer behavior from architecture and design firm MG2, two out of five Gen-Z consumers are shopping mostly or entirely in-store in 2025, compared to one in three in 2023. And 38% of Gen-Z consumers said feeling remembered or welcomed by staff is likely to make them feel more brand loyalty.”

Read the full article in Glossy

Reaching Gen Z

Floor Covering Weekly’s Sharyn Bernard wrote about Gen Z and how they shop in The Consumer Issue.

“In a study by MG2 Advisory, year-over-year data shows that Gen Z is increasingly shopping in-store, with two out of five shopping mostly or entirely in-store in 2025, compared to one in three in 2023.”

Read the full article in Floor Covering Weekly

Getting ‘Phygital’: A Look at What’s Working, What’s Next

In her recent Inside Retail article, MG2 Principal Melissa Gonzalez discusses the strategic blending of physical and digital experiences in retail.

“Retailers who want to build lasting relevance with this generation will need to rethink store design entirely, positioning stores not just as places to shop, but as spaces for creative interaction.”

Read the full article in Inside Retail

Research & Insights – July 2025

Gen Z is Evolving: Their Search for Meaning, Connection, and the Brands That Get It

How well do you understand Gen Z, today’s youngest adult consumer, whose age spans from 18 to 26?

Often treated as a single cohort, Gen Z actually contains two distinct inter-generational groups, each with its own priorities, behaviors, and expectations. The younger Gen Z is just entering adulthood, while the older is shaping careers, households, and long-term habits. Their views on value systems, societal impact, education, and identity are nuanced, and so are their relationships with brands and retailers. Making assumptions about this generation, or relying on outdated labels, can lead to missed opportunities, limiting both loyalty and revenue growth.

This report is designed to help brands and retailers stop generalizing and start making more informed decisions. By uncovering the differences within Gen Z, not just between them and other generations, we reveal clear opportunities to create authentic, in-store moments that build community and trust, inspire loyalty, and support long-term brand relevance.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

Based on our findings, Gen Z consumers shared the following key insights on how their values are reflected in the shopping experience and how they seek more meaningful in-store engagement with the brands they care about.

Aspirational Values

94% of Gen Z shop with their values in mind, such as authenticity, transparency, and humility, but often struggle to achieve this in-store, frequently trading ideals for price or convenience

Co-Creator Status

More than 70% of Gen Z want to engage with brands they love beyond content; they want to be co-creators and collaborators in the brand journey, including store design and product customization

Community Driven

3 out of 5 Gen Z shoppers say a leading reason for visiting a store is to experience the brand’s community and fulfill their desire for a greater sense of belonging

Cultural Awareness

60% of Gen Z want to see products or in-store visuals that reflect timely, relevant cultural moments, demonstrating a brand’s awareness of what matters to their lives

Sustainable Design

Nearly 50% of Gen Z say they trust a brand’s sustainability promise more when it is reflected in how the store itself is designed

Building Loyalty with Gen Z: How Attainable, Values-Driven Stores Win Their Trust and Engagement

To earn the attention, respect, and long-term loyalty of Gen Z, brands and retailers must move beyond preconceived notions and mere trend chasing and take the time to understand what truly drives this generation. Gen Z responds to brands that reflect their values and invite them into the process, not just as consumers but as collaborators. This means bringing purpose into the store through thoughtful design choices like sustainable materials and ethically sourced products, while offering spaces that foster connection, such as community lounges or co-creation hubs where their voices shape everything from product design to store layout. Nostalgia, artistry, and visual storytelling also resonate deeply with this generation, especially when paired with technology that enhances rather than distracts from the brand’s heritage and product education. In-store experiences should be a meaningful extension of Gen Z’s values: easier paths to sustainability, personalized creativity, and real community. When brands position themselves as partners in these priorities rather than just sellers of products, they build relevance and trust that goes far beyond the checkout.

Interested in More? Download the Full Report!

Take a look at our original report on how Gen Z are shaping the retail experience

Gen Z: A Deeper Look At 4 Key Personas And How They Are Shaping The In-store Experience

A Look at the Rise of Commerce Media Networks: How Nift Helps Brands Own How Their Message Shows Up

In a recent episode of Retail Refined, MG2 Principal Melissa Gonzalez sits down with Elery Pfeffer, CEO and Founder of Nift, to unpack the role of commerce media and personalized gifting in the evolving retail landscape.

Watch the full episode on Market Scale

The Future of Retail: How AI, Experience, and Sensory Design Are Reshaping Brick-and-Mortar

MG2 Principal Melissa Gonzalez was recently quoted in a Colliers Knowledge Leader article by Anjee Solanki on how intentional sensory design is shaping the future of retail.

“Sensory elements offer the highest return on experience (ROX) when integrated into physical retail environments. According to MG2’s Advisory Wellness Report, a Colliers Engineering & Design company, about 60% of respondents said sounds generated by physical events (like waves or rain) and natural lighting neutralized their anxieties and helped them feel calm. ‘Brands that can help them unplug and be present by creating community-driven environments–that’s another value proposition,’ shares Melissa Gonzalez, Principal and Founder of MG2 Advisory (now part of Colliers Engineering & Design).”

Read the full article in Colliers Knowledge Leader

Eatertainment Through Design

MG2 Principal and Founder of MG2 Advisory Melissa Gonzales joined Anjee Solanki of Colliers on the Retail: Recorded podcast to discuss the evolution of eatertainment and findings from MG2 Advisory’s report.

Melissa shares her approach to balancing cost, flexibility, and storytelling to create spaces that foster connection, community, and memorable experiences.

Listen to the full podcast on Colliers’ website

Research & Insights – March 2025

What if EV Charging Environments Met Unreasonable Hospitality?

As the EV market continues to grow, so do the expectations for charging stations, which are evolving into essential parts of the expanding EV ecosystem. Today’s consumers, whether current owners or prospective owners, seek more than just convenience; they desire seamless technology, welcoming spaces, and amenities that align with their values and lifestyles. A thoughtful, inviting atmosphere rooted in the principles of unreasonable hospitality can transform an otherwise transactional charging stop into a memorable experience, one that exceeds expectations and fosters connections beyond utility. As needs vary across locations and user types, charging stations must deliver both efficiency and satisfaction. This exploration looks at how these spaces can adapt to meet evolving demands and expectations, uncovering opportunities to design environments that are both functional and engaging.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

According to our study, discover how consumer personas and their experiences with and expectations of EV charging environments can inform which service offerings and enhanced features would provide the most value and greater consumer satisfaction.

The Speed Seeker

Charging is a race against time – it should be fast, seamless, and hassle-free. And loyalty perks such as priority access make it even better.

The Comfort Cruiser

Charging is a break from the chaos of the day – it should be calming and stress-free. And the environment featuring creature comforts is vital to unwind.

The Destination Dweller

Charging is just the start – it should be an immersive experience with food and entertainment. And the additional services and amenities do not go unchecked.

EV Charging’s Future: Going the Extra Mile to Keep Core Users and Attract New

As EV charging environments evolve, the future of these spaces lies in creating a holistic, hospitable experience that caters to both the need for convenience and the desire for engagement. While consumers expect basic amenities like Wi-Fi, phone charging ports, and clean restrooms, the true magic happens when these spaces go beyond the expected. Surprising and delighting visitors with thoughtful offerings, such as locally sourced coffee, community-driven programming, and seamless technology for effortless navigation and charging, fosters a deeper connection with the space. These features not only enhance the experience but also celebrate local culture and design, creating an environment that feels both familiar and refreshing. Additionally, interior designs that inspire through educational elements and a sense of calm offer a retreat-like atmosphere, balancing functionality with serenity. EV brands must remember that some consumers seek efficiency, eager to charge and go, while others want to linger and immerse themselves in the experience. The key to success is providing a space that caters to both, offering convenience for those on the move and engagement for those who want to enjoy the journey, along with a mix of formats in your real estate portfolio to ensure versatility and appeal to a diverse audience. By thoughtfully designing these elements, EV charging stations can become not just functional pit stops, but destinations that inspire brand loyalty and trust for years to come.

Interested in More? Download the Full Report!

Mercedes-Benz EV Charging Hub

MG2 is driving the future of EV and automotive infrastructure.

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Store Design: Elements That Have Stood the Test of Time

Chain Store Age featured MG2 Principal Melissa Gonzalez in their cover story “Store Design: Elements That Have Stood the Test of Time” by Connie Robbins Gentry.

Here’s a portion of the article with Gonzalez discussing window displays and flooring:

“‘Retailers are being a lot more creative with the storytelling they’re doing in the window display,’ she said adding that some windows are now designed for an Instagram moment or a TikTok share. Flooring is another way that retailers ‘guide the journey’ for their customers, according to Gonzalez. There are the obvious functional considerations to flooring, but equally important is the aesthetic aspect — choosing the right woods, the right colors, the right patterns.”

Read more on page 12 in Chain Store Age

Research & Insights – March 2025

The Experience Equation: How QSR & Fast Casual Can Redefine Dining

Blending Speed, Design, and Innovation to Build Loyalty

Consumer expectations for QSR and Fast Casual Dining have expanded beyond just speed and affordability. Today, diners seek immersive brand experiences that combine personalization, efficiency, and community. To stay competitive, QSR and Fast Casual brands must rethink their spaces as hubs for meaningful interactions that foster loyalty and enhance brand identity. While advancements like digital ordering and streamlined operations have boosted convenience, the deeper opportunity lies in designing environments that seamlessly integrate speed, authenticity, and modern appeal. Our investigation aimed to uncover innovative strategies that redefine QSR and Fast Casual Dining, creating memorable brand experiences that captivate consumers for years to come.

The full report is available for download at the bottom of this page. Take me there now!

What We Learned

Per our study, our respondents shared the following key insights as it relates to their experience with and expectations of QSR and Fast Casual dining environments, and which service offerings and elevated features would deliver the most value and greater consumer satisfaction:

Sensorial Details

Nearly 60% of all respondents stated warm and inviting lighting or overall atmosphere ambiance fuels a sense of comfort and memorability

Premium Features

1 out of 2 respondents desire open kitchens with visible food preparation areas, adding an element of theatre and confidence when it comes to cleanliness and freshness of the food

Supportive Technology

Nearly 55% of all respondents find mobile apps for digital loyalty programs and order/pay ahead capabilities to be tied for the technology that delivers on value

Innovative Formats

Roughly 80% of all respondents are interested in experiencing mobile kitchens or food trucks, as well as experiential kitchens that feature immersive brand environments and themed decor

Personalized Offerings

More than 50% of all respondents find personalized promotions that reflect an individual’s preferences, including previous orders, to be a leading driver of loyalty and establishes a greater sense of brand affinity

Going Beyond the Meal: Elevating Quick Service and Fast Casual Dining Through Design, Innovation, and Community

The future of QSR and Fast Casual dining goes beyond just quality, speed, and convenience; it’s about crafting environments that engage, inspire, and connect with consumers on a deeper level. While efficiency remains paramount, today’s consumers seek more than just a quick bite; they crave experiences that blend quality food with thoughtful design, innovative technology, and meaningful brand interactions. Aesthetic appeal plays a crucial role in shaping perceptions, with warm lighting, open kitchens, and hybrid dining spaces enhancing ambiance and fostering a sense of community. Meanwhile, strategic promotions and partnerships, whether through collaborations with local farmers, artists, or influencers, further elevate brand identity, creating a sense of belonging and excitement. Limited-time menus, pop-ups, and gamified ordering add an element of surprise and delight, keeping customers engaged and eager to return. By balancing functionality with creativity, QSR and Fast Casual brands can transform routine dining into something memorable, ensuring they meet, and even exceed, evolving consumer expectations.

Interested in More? Download the Full Report!

MG2 creates unforgettable culinary experiences that engage the senses.

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MG2 Ranks #4 in BD+C Top 140 Retail Architecture Firms for 2024

MG2 ranks #4 in Building Design + Construction’s Top 140 Retail Architecture Firms for 2024 list.

Read more in Building Design + Construction
Research & Insights – November 2024

Women’s Beauty: Do You Fit in Her Beauty Journey? Your Consumer is Evolving, Ensure You Evolve With Them.

Today’s beauty landscape is a diverse one, especially as it relates to varying generational preferences. The oldest Gen Alpha consumer may only be 14 years old however in 2023 they drove nearly $4.7 billion on beauty purchases, outspending every other demographic.* And while it is important for brands and retailers to identify strategic ways to engage and connect with this young consumer in-store, it is of equal importance that Gen Z, Millennials, Gen X, and Boomer consumers do not feel alienated, undervalued or underserved, especially considering their collective spending power. In our investigation, we took a deeper dive into understanding these cross-generational beauty consumer behaviors and preferences to reveal future-forward store design and programming opportunities that encompass a holistic lens around the diversity of today’s consumer, the affinities and differences around new routes to discovery, as well as drivers to in-store engagement and customer loyalty.

*AYTM 2024

The full report is available for download at the bottom of this preview. Take me there now!

What We Learned

Per our investigation, our respondents shared the following key insights as it relates to their experience with and their perception of women’s beauty environments, and which offerings and touchpoints in-store would deliver the most value:

Motivating Factors

MORE THAN HALF of all respondents indicated it is of equal importance to be both educated and inspired when shopping in-store, rather than one over the other

Product Engagement

NEARLY 70% of all respondents desire the ability to freely touch products and styling tools in-store, with 51% desiring a test/try experimentation bar for this very purpose

Merchandising Preferences

#1 for all respondents is a desire for regimen-based merchandising year-over-year (e.g. face, skin, hair)

Sustainable Initiatives

MORE THAN 60% of all respondents are interested in beauty product and packaging recycling receptacles being featured in-store

Technology Integration

3 OUT OF 5 respondents find skin scan or makeup mirrors for personalized product recommendations and education to be a value driver to the shopping experience

Multigenerational Relevance is Key to a Beauty Brand’s Longevity

The beauty landscape is an increasingly competitive one, and from Gen Alpha to Boomers, consumers are doing their best to keep up with the latest social media trends while identifying which brands and products will best support their individual needs along their beauty journey. In-store, product education, and inspiration are table stakes. Consumers are eager to learn and discover in an environment that prioritizes a sense of empowerment and play, giving them the freedom to test products at their leisure. They also value informative displays and visuals, both digital and physical, as a means to learn and discover. When it comes to merchandising, consumers value a convenient and efficient shopping experience, desiring regimen-based planning at the shelf to help them find an effective solution quickly. Consumers of all ages are intrigued by emerging trends, such as clean beauty and inclusive beauty, and they value product and peer recommendations in-store to help inform their purchase-making decisions. In exchange for their loyalty and repeat spending, beauty consumers want rewards programs that are points-driven and result in perks such as free shipping, gifts, and exclusive events. Most importantly, as beauty consumers face new life changes, they want the brands they have come to trust to continue to be there for them while giving them the opportunity to explore something new. No matter their age or where they are on their beauty journey, consumers are ever-changing, and they expect brands to evolve and adapt with them.

Interested in More? Download the Full Report!

MG2 creates specialty retail experiences that are informative and empowering.

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‘They’re spending their money elsewhere’: Brands are more cautious about holiday pop-ups this year

With more customers focused on value and scarcer real estate, brands and retailers are rethinking their holiday pop-up strategies.

Melissa Gonzalez, principal of Seattle-based architecture and design firm MG2, said she has also noticed fewer brands pursuing pop-ups. For the ones that do, the companies are focused on really getting the best bang for their buck.

“For brands that are targeting holiday pop-ups, it’s just really important — probably even more so than other times of the year — that they’re really understanding the unique value proposition because it is such a competitive time,” Gonzalez said. “The consumer’s mindset is so much more around holiday deals, and there’s already brands that they know and have relationships with, so what are you going to do to entice with something special, something unique?”

Read more at Modern Retail

MG2 Named #2 in Puget Sound Business Journal’s Largest Architecture Firms List

MG2 has been named the #2 firm in Puget Sound Business Journal’s list of the Largest Architecture Firms in the Seattle Area.

Read more in Puget Sound Business Journal

The Health & Wellness Wave

“As the idea of holistic health has taken root in society, marketers are exploring new ways of communicating with customers to promote wellness. ‘There’s a variety of promises that brands can make from a lifestyle point of view,’ says Melissa Gonzalez, principal at MG2. ‘It can be everything from new product offerings to sections of beauty departments that explain benefits in a wellness context to awareness of environmental issues.’

“A January 2024 report on holistic health from the MG2 Advisory group explores how marketers can capitalize on what it sees as the next wellness frontier: the retail store. ‘By evaluating traditional store design elements through the lens of wellness,’ the report states, ‘brands have the opportunity to create environments that are more holistic, rather than simply physical, and inclusive of cognitive, emotional and spiritual health attributes.'”

Read more in Path to Purchase Institute

Eatertainment Venues Must ‘Earn’ Customers’ Time with Community and Camaraderie

Recently highlighted in Retail TouchPoints by Editor Adam Blair, For the Thrill of It: Eatertainment Experiences That Cater to All dives into the key drivers of a successful eatertainment venue.

“There’s a reason that ‘eat’ comes first in ‘eatertainment.’ ‘People want to have a one-stop destination, and if you can do that successfully, you’ll earn more of their time and wallet,’ said Melissa Gonzalez.”

Read more on Retail TouchPoints

Energized Growth: Russ Hazzard

Hear from Russ Hazzard, President of MG2, in his Q&A with The Zweig Letter Correspondent, Liisa Andreassen.

“Hazzard first joined MG2 in 1993. He says that they’re always looking to grow their shareholder base and to bring younger contributors into the fold – people who want to grow the company and take over when the old guard retires.

“‘It will be exciting to watch as the next generation leads the firm and the industry into the future,’ he says.” Find the full interview in the link here:

Read more in The Zweig Letter

Unlocking the Value of Fit Tech: Personalization and Recommendations

“MG2 Advisory research found that in-store fit tech is […] a big draw for footwear shoppers. Up to 68% of consumers reaffirmed the importance of a ‘customized fit,’ and 40% said fit scan technology would benefit their in-store experiences.”

“I think the industry is benefiting from not just the acceptance of this technology but the overall fluidity that consumers are experiencing with technology,” said Melissa Gonzalez, Principal at MG2, to Retail Touchpoint’s Alicia Esposito.

Read more at Retail TouchPoint

MG2 Listed in Building Design+Construction’s Top 200 Architecture Firms for 2024

MG2 ranked among the top 20 in Building Design+Construction Media’s recently released Top 200 Architecture Firms for 2024.

Read more in Building Design + Construction

Architecture Firms See Billings Change – MG2 Ranked #18 in Architectural Firms list for 2024

So excited to see that The Orange County Business Journal has ranked MG2 #18 in its Architectural Firms list for 2024.

“The firm has seen an uptick in retail, industrial, and affordable housing markets, according to chief executive officer Mitch Smith. ‘The growth in all three of these sectors has had a substantial impact on architectural billings in our Irvine office, reflecting the adaptability and agility of our team,’ Smith said.”

Read more on The Orange County Business Journal

The Orange County Business Journal ranked MG2 #18 in Architectural Firms list for 2024

So excited to see that The Orange County Business Journal has ranked MG2 in the top 20 of its Architectural Firms list for 2024.

Read more on The Orange County Business Journal
Research & Insights – August 2024

For the Thrill of It: Eatertainment Experiences That Cater to All

Eatertainment has been called the most disruptive force in the industry since the launch of fast casual*. As part of the “experience economy”, eatertainment taps into longtime favorites like bowling and mini golf, as well as newer entrants like pickleball, surfing and escape rooms. And while these environments are often designed with a specific activity in mind and include elements such as interactive dining, live performances and innovative technology, it is important that owners, operators and designers consider what their audience truly desires in these spaces as a way to unlock a sense of connectivity, and ultimately drive repeat visitation and spend. In our investigation, we sought to understand and identify the eatertainment environment features that deliver the most value to consumers and the on-site amenities and programming opportunities that contribute to making the experience an unforgettable one.

*Robert Thompson, CEO of Angevin & Co. 

The full report is available for download at the bottom of this preview. Take me there now!

What We Learned – Consumer Personas Defined

Per our investigation, each of our respondents self-identified with one of the following consumer personas, providing a deeper look into their experience with and their perceptions of an eatertainment environment, and which enhanced offerings would deliver the most value to them:

48%, Funclusives

Defined as individuals whose preferred experience is one where they don’t need to be an expert to enjoy themselves and there is a level of accessible and social fun; appeals to first-timers, those newer to a game or activity; food is a secondary component of the experience.

29%, Food Fanatics

Defined as individuals whose preferred experience is one where the food and beverage offering is on par with or exceeding the entertainment; appeals to those who view the entertainment component as icing on the cake and secondary to the food offering.

23%, Competitively Social

Defined as individuals whose preferred experience is to participate in a certain activity (i.e., pickleball, golf, sports betting); appeals to more avid fans and those who want to get in on the action and compete; food is a secondary component of the experience.

The Opportunity, Evolution, and Growth of Eatertainment

Eatertainment has a rich history, from traditional bowling alleys with finger foods and pitchers of beer, to mini golf with ice cream and snow cones, to arcades with soda fountains and bubble gum machines. What gives this genre staying power is its function as a “third place”, a welcoming destination to convene with others, offering a unique blend of entertainment, dining and social experiences that foster a sense of community and belonging. If we look at key drivers of society today, and the near future, the transformation of how we work, naturally interact and discover have all evolved consumers’ needs and wants. Digitization continues to open up access to information and communities on a global level creating an always connected society while also fostering a paradoxical sense of disconnection. This juxtaposition opens an underlying yearning and craving for real, in-person activities, connected through shared experiences of joy and laughter and escapism. By studying the cross generational influences from Gen Z to Boomers, we uncover the opportunities that exist for these environments to embody the pillars of desire, blending the nostalgia of traditional pastimes with modern innovations and providing experiences that become a beacon for socialization, joy, camaraderie and thrills. Experiences that keep guests wanting to come back again and again.

Interested in More? Download the Full Report!

MG2 creates unforgettable culinary and entertainment experiences that engage the senses and inspire play.

Explore our Food, Beverage, and Entertainment expertise