Dinner on the Lake is a unique gastronomic experience in Belgium. Guests indulge in a six-course dinner while surrounded by idyllic views. This creates the perfect environment for unique experiences, with the locations changing annually, encouraging repeat visits. In summer 2023, the floating table will help guests explore hidden gems in four locations:

1. Het Groene Water (Lochristi)
2. Provinciaal Groendomein Rivierenhof (Deurne)
3. Castle of Nieuwermolen (Dilbeek)
4. Château de Neuville (Neupré)

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The restaurant uses fresh ingredients, with the meals prepared by top chefs; a trend which has become increasingly popular in recent years. Meanwhile, with limited places and temporary locations, this links well with consumers' desire for experiencing something new and the Fear of Missing Out (FOMO). The high price point also justifies the feeling of luxury, making it a perfect experience for a romantic dinner or catching up with friends.

Dinner on the Lake also has a range of gift boxes, offering spaces at the restaurant and also some of their signature drinks. Alternatively, these drinks can be bought individually to bring back lasting memories of the experience. Dinner on the Lake also offer custom events for large groups.

The experience is highly conceptual and easy to understand, creating a unique and premium experience. Being highly conceptual and having a bold idea is key to creating differentiation within the ever-competitive experiences market. This helps to build interest in the concept and justifies the premium price for an experience unlike any other.

The concept is also actively aiming to expand and open franchises in other countries, with preparations underway to launch in the Netherlands and plans for Spain and Australia. Franchises are becoming very common in the experience space. Being entrepreneurial and successful means thinking about how to build scale and create a model that can be replicated elsewhere. To do so, it's important to showcase excellent service, clearly understand consumer demands and the evolving market conditions as well as have strong digital skills to build a brand and successfully drive customers through the conversion funnel.

Having the ambition to start a new franchise requires a mindset shift for traditional tourism operators to have a wider vision for their innovative idea. This should also be complemented by a strong presence on social media platforms and remaining up-to-date with the most engaging and trending content styles to stay relevant on these platforms. Dinner on the Lake is active on social media and builds up anticipation by teasing the new locations and encouraging engagement by getting people to guess the future locations and also have various social giveaways.

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NFTs Enhance Loyalty

Dinner on the Lake established a digital membership giving exclusive incentives to generate loyalty. The digital membership cards reward members with knowledge of the new locations and the ability to pre-book before the public announcement of the new locations. Holders can also attend various events, decide on the menu and receive recipes and preparation tips.

Dinner on the Lake also has a range of NFT artworks, which helps to build a sense of community. In fact, it's the first foodie business in Belgium to launch NFTs. This community is involved in discussions about the future of the concept through conversations on the Discord server. The NFTs are also linked to enhanced incentives, including planting 500 trees with GO Forest. This highlights that sustainability is of high interest to the brand and links well with its nature-focused experience. It also aligns with the increasing consumer interest in this area, especially among the brand's luxury target audience.

Through digital membership and NFTs, the brand builds a strong relationship with guests, complementing the growing desire for personalisation within the experience economy. Being the first in the industry to follow such an approach helps enhance the brand's visibility and opportunities to attract media coverage. Businesses have strong potential to leverage this intrigue. In fact, the brand has been featured in Marie Claire and Elle, as well as a range of Belgian publications.

These digital schemes add extra layers to Dinner on the Lake's business model, providing a constant revenue stream. Subscription models have become increasingly important within the business world and the attractions and experiences industry is no exception. Businesses with a strong reputation have the opportunity to maintain a community of followers and retain a loyal customer base.

Seasonal Offerings

While the Dinner on the Lake brand operates during the summer, the Mohican Experience takes place during winter. This is an outdoor dining experience using locally sourced and seasonal experiences for nature lovers. On-the-spot cooking enhances the experiential element. Customers are served a 5-course meal in a yurt in the Belgian countryside. Alongside the food, the Mohican Experience also pairs the meals with drinks that match and enhance the flavours.    

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The brand has also formed partnerships with 6 companies, including party and alcohol brands. This complements the proposition of a high-quality experience by designing the interior of the yurt with high-quality decor. In addition, partnering with drinks companies brings opportunities for maximising the flavour combination of drinks and ensuring they complement the meals. Identifying and building partnerships helps to differentiate offerings and communicate authentic values.