Themed Restaurants: Can They Succeed in 2023?

Themed restaurants were all the rage until around the mid-2000s, but by the early 2010s, they fell out of fashion as people’s tastes changed and food quality became more valued than tableside entertainment. While themed restaurants still exist today, they operate within a niche market.

However, the 2020s seem to be seeing a resurgence in themed restaurants, from dog-and-cat-themed cafes to restaurants dedicated to a particular pop artist. The question is, are themed restaurants making a permanent comeback, or will they be a passing fad in the digital age?

The Heyday of Themed Restaurants: The Case of Dive!

Unlike other restaurants that succeeded mainly because of their menu, themed restaurants banked on media buzz and fandoms to build success. That’s not to say the food wasn’t central to the themed restaurant experience, with some themed restaurants having notable chefs design their menus.

For example, the menu of Steven Spielberg’s nautically-themed Dive! restaurant was designed by Chef Michael Northern, who’s now the Vice President of WJP Restaurant Group. Launched in 1994 in a submarine-shaped building, Dive! served mouthwatering gourmet submarine sandwiches (their signature dish), SUBstantial salads, fresh pastas, wood-oven-roasted entrees, and delectable desserts. But ultimately, what drew patrons to Dive! was the near-authentic submarine experience they offered.

Every 45 minutes, water would cover Dive!’s portholes, lights would flash, and the sounds of a submerging submarine would play through the speakers, giving diners the illusion of being inside an actual sinking submarine. This lasted for only 30 seconds, yet it was long enough to leave Dive!’s patrons, especially tourists, wanting to have mementos of their time there. So Dive! opened retail spaces for souvenir shops, which would make up 15% of their gross sales.

Not every themed restaurant may have reached Dive!’s level, but Dive! had gone to show the power of an immersive theme coupled with a high-quality menu. Sadly, despite Spielberg and his partners having envisioned building over 60 branches of Dive!, the restaurant closed down its California location in 1999, and its Vegas location followed suit in the early 2000s. The reason? Poor location and mixed criticism.

Century City, California wasn’t as popular of a tourist destination as Las Vegas, causing Dive!’s original branch to decline in sales. Meanwhile, the adult guests who frequented Dive! eventually grew tired of the simulations, while the children suffered sensory overload and became too anxious to finish their appetizers.

What we can learn here is that the novelty of themed restaurants can wear off quickly, just like what happens to any fad. The restaurant industry can’t thrive on short-term fads and trends, so many themed restaurants are often built as pop-ups. The owners run their restaurants with only short-term goals so as to not force a business model that will quickly lose popularity.

But now, in the age of Instagrammable business establishments, themed restaurants are becoming appealing again. Is 2023 the year they officially return?

Themed Restaurants in the 2020s

Though restaurants have been hit hard by the pandemic, restaurateurs haven’t lost their passion and creativity at all. Two years after the mass lockdowns and closures, the industry is on its way to full recovery, bringing nostalgia as themed restaurants emerge again.

But unlike before, today’s themes are more subtle and broadly appealing. We may occasionally see Game of Thrones or Stranger Things-themed restaurants here and there, but they’re mostly just pop-ups, built to celebrate the opening week of the shows. Another reason they’re usually built as pop-ups is that they are based on someone’s intellectual property, so restaurateurs must obtain permission and pay expensive licensing fees to be able to run a pop-culture-themed restaurant for the long term.

On the other hand, permanent themed restaurants can still target a niche market, but not so much fanbases anymore. Think of dog or cat cafes. The theme is more inclusive that even if you haven’t had a pet dog or cat, you won’t be intimidated by the cafe as opposed to, say, visiting a video-game-themed restaurant when you haven’t played any video game in your life.

Themes centered around an activity, like surfing, also makes an appealing restaurant theme these days. Likewise, bookish-themed restaurants have also been getting a lot of attention. These themes may appeal the most to people who like to surf or read, but they are not exclusive, and just about any foodie can enjoy the theme as long as the food is good. In this case, the atmosphere and aesthetics are just bonuses to share on Instagram.

Opening a Themed Restaurant in 2023

If you’re thinking of building a themed restaurant today, take note of the keywords “subtle” and “broadly appealing.” Such themes are more timeless and flexible, something the foodies of Instagram will love. But more importantly, no matter what your restaurant’s theme is, be sure to prepare a thorough restaurant business plan for it first.

It is imperative that you view your themed restaurant with a critical eye because your target market will not automatically become loyal customers for the theme alone. Food is still central to the dining experience, and poor food quality was one of the reasons themed restaurants closed in the 1990s to 2000s. 

In addition, critiquing your own themed restaurant idea allows you to discover whether your concept can stay trendy for long. So take the time to study the competition, analyze the location, identify your target market, and ensure that you can commit to your theme. If your desired theme has a risk of falling out of favor quickly, perhaps it’d be wise to play it safe and choose a more universal theme that can better withstand the test of time.

So whether you go over-the-top like Dive! or opt for a simpler or classic concept like a Parisian cafe, you can pull off a themed restaurant in 2023 if you thoroughly weigh the risks and benefits and make it adaptable to the ever-changing trends. Think long-term—don’t fall for come-and-go fads!