Going Underground for Dinner

Underground supper clubs are open for business. And if you’re not familiar with this term, you may want to acquaint yourself. This could be the dawn of a new food era.

In cities around the country, people are getting together to share meals with strangers at locations announced just hours before dinner is served (password pending). It goes like this: organized dinners are held at various people’s houses, garages, lofts, and any other structures that suit a makeshift dining room for the evening. Events are staffed by anyone from up and coming chefs, to restaurateurs trying out new dishes, to obsessed foodies who love to whip up a mean meal just for fun. These factors combined create a traveling restaurant if you will that depends on word-of-mouth buzz for business.

In NYC, a standard four course meal at one of these secret dining clubs could run you about $50 per person. Not too bad for a four course meal, but the real value in an event like this runs deeper than just the food. People are seeking something different, something new and exciting. The exclusivity of each event lends itself to the concept of a common man’s country club. And with the craze over reality TV shows centered around the culinary arts (i.e. Hell’s Kitchen & America’s Top Chef) this trend is to be (dare I say) expected?

QSR’s should take note that mainstream consumers are growing more adventurous in their dining out-ings. They’re jumping at the chance to mingle with new people and explore new foods in a new-to-them atmosphere. So how can QSR’s capitalize on such a trend? Can you find a way to create some mystique in your restaurant?

Whether through the food you offer, or the atmosphere you create, hopefully this trend could spark some new ideas and give you permission to try out that questionable idea that’s been sitting on the shelf for the past year. People are ready for a change. Think outside the restaurant.