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Eatertainment: The New Era in Lateral Thinking – Issues and Competing Trends in Retailing
Abstract
Lateral thinking is a latent power that requires only a change in mental attitude and is mostly described as a type of thinking that is unconventional. The nature of lateral thinking inspires marketers, mostly retailers, to use lateral techniques in order to find innovative marketing offerings, especially in the area of recreation of consumers' leisure times. Eatertainment, one of the lateral retail offerings, is the most popular idea in the Turkish Entertainment Sector. Eatertainment, which covers dining and entertaining needs at the same time with the same cost to the customer, fits consumers' desires for maximizing their utilities. The purpose of this chapter is to understand the eatertainment business and view previous innovative offerings to visualize the future strategies due to consumer trends. An in-depth interview is conducted with one of the important eatertainment retailers, which is supported by a situational analysis of the Turkish Eatertainment Sector.
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