Beyond the table : An exploration in new forms of dining experiences

Abstract

This thesis explores supper clubs and pop-up restaurants as innovative dinner formats and examines the main motivations for people to participate in these ephemeral dining settings. Additionally, it researches social media and marketing strategies.

The study identifies six key motivational components: ephemerality, exclusivity, visual appeal, ambiance, innovation, and sense of belonging. Through a quantitative approach involving surveys and statistical analysis, three distinct consumer profiles—Aesthetic Explorers, Trend Seekers, and Community Enthusiasts—were identified and each prioritized different aspects of these dining experiences.

By considering the ephemerality, social connection and marketing dynamics associated with liquid consumption, this research offers theoretical insights and practical recommendations to supper club hosts, restaurateurs and event organisers. Limitations of the study and directions for future research are also discussed in this research.