How Food Halls Can Harness the Competitive Socialising Boom
Last week, we attended Inntegra and Home Leisure Direct’s “The Power of Play” event, and one thing was crystal clear: competitive socialising is reshaping how people choose to spend their leisure time. According to KAM’s 2025 report, shared at the event, nearly a third of UK adults have visited a competitive socialising venue in the past year. Even more striking, 41% of them return at least once a month.
This is no longer a trend, it’s a movement. Families are now the most valuable demographic in this sector, spending an average of £1,410 a year, followed by date nights at £1,153. For food halls and markets, this presents a fresh opportunity to embed play, deepen customer engagement, and stay ahead of the curve.
Why It Matters
The data speaks for itself: customers are actively seeking experiences that blend food, fun, and meaningful connection. A full 83% of respondents say they create more lasting memories in experiential venues, while 76% feel closer to friends. It’s a powerful reminder that in today’s hospitality landscape, play isn’t frivolous - it’s strategic.
Three Ways Food Halls Can Join the Fun
1. Casual Play, Big Impact
Install low-maintenance, nostalgic games like arcade machines, table football, or retro pinball in communal spaces. These small, playful touches encourage spontaneous interaction and bring extra energy to everyday visits.
2. Event-Led Activation
Use themed events to create social rituals that mix food and fun, think “Bingo & Bao” or “Tacos & Trivia.” Perfect for birthdays, after-work get-togethers, or weekend socialising, these formats are ideal for building footfall and loyalty.
3. Partner for Play
Collaborate with local game operators or invest in semi-permanent features like shuffleboard, mini golf, or interactive game tables. These experiences boost dwell time, drive repeat visits, and give people a reason to stay longer.
Designing for Everyone
Competitive socialising isn’t just for the extroverts. In fact, 65% of respondents believe introverts feel more at ease in experiential venues, and 82% say these spaces are more inclusive than traditional pubs. That matters.
Food halls can amplify this inclusivity by:
Removing the need to pre-book
Offering accessible price points
Creating diverse, welcoming spaces for all ages and social types
In an era where people increasingly want connection without pressure, food halls that embrace play will broaden their appeal and future-proof their offering.
Barriers Are Opportunities
Cost, spontaneity, and convenience still hold some people back. The good news? Food halls are already well placed to overcome these obstacles. Their walk-in nature, flexible pricing, and variety of choice address many of the core barriers. Add activities into the mix, and you meet even more customer needs.
Conclusion
Competitive socialising isn’t a gimmick, it’s a powerful tool for deeper engagement and sustainable growth. By blending hospitality with playful interaction, food halls can evolve into vibrant, inclusive community hubs that serve more than just great food: they create moments that matter.
Want to explore how competitive socialising could work in your space? Let’s talk.
