What could a video game have to do with a restaurant? Well, even if we don't see it at first glance, more and more gamification techniques are being applied in many establishments, including in Barcelona. This concept is based on using the mechanisms and dynamics of a game (or a video game) in a non-recreational context. The purpose? To try to turn diners into regular customers.
One of the most common tools is loyalty programs. We all have a forgotten card in our wallet with stamped symbols that grant access to a coffee once it's filled. These points or stamps follow the dynamic of achieving milestones to reach a final reward. The spirit of Mario Bros is present in countless bars and cafes in the city, from El Fornet to SandwiChez to Lukumás.
Gastronomic gamification also includes concepts such as chef for a day. That is, diners can create their own dish with ingredients available in the restaurant. An example is in Barack Obama's favorite chain, Five Guys, where visitors can customize the burger they want, just as a WoW player can design an avatar to their liking.
The famous happy hour ---prohibited by Public Health Law 19/2009 when it comes to alcohol--- is also a recurring example. In this case, the reference is Pikachu and company: this discount mechanic is based on unlocking content that is only available for a certain period of time. Companies like 100 Montaditos or La Sureña play this mechanic with free tapas or reduced prices during certain hours.
Here it is necessary to point out something quite obvious: most establishments that practice gamification belong to national and international chains. Surely the reason is that they have marketing departments that lead actions of this type, with the intention of generating brand and attracting future diners. The line that separates gamification from propaganda can be thinner than we think.
But this is precisely not the case of the restaurant Donde Siempre. Here they are known for a challenge in the purest New York style: those gourmets who can eat their enormous sandwiches in less than half an hour do not have to pay for them. We are talking about the Pepito Titanic, which weighs more than 2.5 kilos and is accompanied by a platter of French fries, and their Arepa (capitalized), which weighs 3 kilos. If the diner does not overcome the challenge, they must pay the 30 euros that each dish costs.
The spirit of Mario Bros is present in countless bars and cafes in the cityOther gastro-ludic initiatives include a treasure hunt hidden by the restaurant, culinary challenges (for example, rewarding whoever eats the spiciest dish on the menu), ingredient riddles, discount roulette wheels (already seen in chains like Veritas), and social media rewards, among others. In short, to get people to have a good time in contexts where they shouldn't have to.
As a curiosity, and although it may seem contradictory, most restaurants that have games are not examples of gamification. This is the case with Sudoki Sushi & Fusion or NÜA Smart Restaurant, which respectively have sudokus printed on the placemat and an interactive table with various entertainments. And that's because gamifying implies, rather, the act of applying playful mechanisms to achieve something.
In a gastroludic game, all players must have the same opportunitiesThe same happens with the initiative of the Família Nuri Group which, on special dates, gives away dinners to people named Nuria. In this case, it should be noted that the application of game dynamics cannot be casual nor can it involve randomly rewarding or punishing participants.In a gastroludic game, all players must have the same opportunities.
And we continue in the negative, with Chalito's proposal. In this case, we find a counter in the center of the restaurant that shows in real time the followers it is gaining on Instagram. Although this does make many diners enter the profile and start following it ---especially to check if the invention works---, here we do not find any significant experience for the participant. And it is that applying gamification in restoration is not as easy as it seems, although, as big brands already know, the long-term benefits can be exponential.
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