Eating competitions and challenges have become a sport all their own. From devouring oversized portions of unique dishes to downing as many of one food item as possible, these events create a fun challenge for foodies around the world. Competitive eating is more than just a personal challenge, it has created a whole new marketing category for restaurants, chefs, and food manufacturers.
So, how does competitive eating fit into your business plan? There are a few key reasons these challenges keep popping up in restaurants and at festivals.
- Participants can win everything from fame and cash prizes to free meals.
- Restaurant-specific challenges bring in revenue when participants lose and have to foot the often hefty bill.
- They provide a unique and often less expensive marketing strategy.
In order to make your challenge stand out:
- Make it unique, something that doesn’t already exist.
- Be sure it represents your menu and your culinary attitude so it can become a symbolic venture. Grab your chef coat and show them what you’re all about!
- Use social media in creative ways to advertise your event and your company.
Large scale eating competitions often take place at festivals as a means to get people through the gates and excited to attend. For example, the Maui Onion Festival features an onion eating competition. Famous for their one-of-a-kind sweet Kula Onions, the region capitalizes on this unique food item by hosting a festival and competition.
Stand alone contests like Nathan’s Hot Dog Eating Contest have withstood the test of time and given notoriety to its winners.
Restaurant challenges like The Stellanator at Stella’s in Bellevue, Nebraska set the stage for recruiting new customers.
If you are looking for a unique marketing strategy, competitive eating just might be the ticket. Before starting a challenge, consider the scale and your purpose. Choose a contest that makes sense for your business and is feasible in the long run in case it catches on.
Each diner has a special relationship with food. Competitive eating is just one such relationship. Give customers something to talk about year after year by hosting one of these exciting and challenging events.