The Power of Experience-Led Dining: Insights from the Front Line of Hospitality

The Power of Experience-Led Dining: Insights from the Front Line of Hospitality

On a summer’s morning, the Tech on Toast team packed out a room full of hospitality professionals to hear from an esteemed panel, all about experience-led dining. Hosted at the beautiful Caravan, Fitzrovia, and run in partnership with Shift4 and Lunchbox, the breakfast event tackled a question that feels more relevant than ever:

What does experience-led dining really mean in 2025, and how do we deliver it at scale, under pressure, and on a budget?

With strong coffee in the air and croissants shared across the room, we kicked off with four brilliant voices from across the industry:

• Tom James, Managing Director, Bill’s Restaurants
• James Walker, CEO, Lunchbox
• Sean Weeraratna, Group Operations Director, GAUCHO & M Restaurants
• Harry Ridley, Director of Innovation, Levy UK + Ireland
• Hosted by Phil Street FIH

Experience vs Expense

Experiences that guests remember don’t have to cost the earth. That was a recurring theme throughout the morning.

Tom James of Bill’s Restaurants shared how thoughtful touches and supplier-funded moments have been game-changers for the brand. From handwritten cards in delivery bags to the now-famous dog menu and Cluedo Christmas campaigns, Bill’s has proven that big emotional impact doesn’t require big budgets.

“The most memorable moments are often free,” he said. “A thank-you card from a manager sometimes means more than a bonus.”

When Tech Works, and When It Clunks

Harry Ridley brought insight from the stadium and arena world, where serving tens of thousands of guests in a matter of minutes is the norm.

“The tech can handle peak volume. But can the customer handle the tech?” he asked. The challenge isn’t just functional; it’s emotional. Tech needs to feel easy, human, and supportive.

From frictionless payment systems at Wimbledon to AI-powered crowd movement at football stadiums, Harry made it clear: rigorous testing and real-world simulation are non-negotiable. “If you don’t test, you’re just guessing.”

Sean added that it’s not just about fallback systems. It’s about cultural buy-in. When a new tech fails, panic spreads fast unless the team knows plan B.

Build With Your Team, Not For Them

One standout message from the panel was simple: don’t introduce new systems to your team — build them with your team.

Sean shared how GAUCHO includes general managers and restaurant staff in early-stage tech meetings with vendors. That inclusion creates champions. People don’t just comply with the rollout, they drive it.

James Walker emphasised this too. Senior leaders need to experience their own digital tools as customers. “If your CEO hasn’t even downloaded the app, you’ve got a problem.”

One Size Does Not Fit All

When it comes to experience, there’s no universal playbook. James Walker painted a picture of the modern guest journey: a fast coffee at Blank Street, a frustratingly slow lunch at a chain, then a dreamy, slow-paced dinner at Noble Rot.

Each touchpoint requires a different definition of “experience.” Breakfast might mean speed and frictionless ordering. Dinner could mean storytelling, recommendation, and depth.

The lesson? Context matters. Brands need to tune their approach to the time of day, guest mood, and intention.

Small Touches, Big Impact

Tom offered a powerful reminder: the wow factor often comes in small doses. A hand-written note. A complimentary sauce remembered from a previous visit. A personalised greeting.

At GAUCHO, new hires get mystery-dined on their first day. Not to test them, but to show them what "good" looks like. They’re served by leaders, taste the full menu, and walk out with deep product knowledge and emotional buy-in.

“We don’t hire staff,” said Sean. “We create hosts.”

Using Data Without Losing Soul

Technology isn’t just about efficiency; it’s about insight.

From live labour vs. revenue mapping to sentiment tracking through CCTV and AI, Harry detailed how Levy is combining ops and experience data to make live decisions during major events.

Tom highlighted how data helps Bill’s model for generosity, such as their “Kids Eat Free” or “Five Pound Pancakes” campaigns. But he was also clear: data supports the instinct, it doesn’t replace it.

James Walker took it further: sometimes, you’ve got to make “terrible business decisions for the sake of the guest.” Like air-freighting steak to meet a promise. Or keeping your team focused on delight, not just delivery.

Partners, Not Just Platforms

With budgets tight, Tom also stressed the power of collaboration. Most of Bill’s creative campaigns are funded through supplier partnerships, built on a clear mutual benefit. Want to launch a dog menu? Find a pet brand that wants access to your database.

“Once you’ve nailed the idea and can show it’s going to land with your audience, suppliers will back you,” he said.

Final Word: Define Your Own Experience

As Phil Street wrapped up, the message was clear: experience-led dining isn’t about a fixed formula. It’s about asking the right questions. What do your guests want? What do your teams need to succeed? And how can you use tech, training, data and creativity to deliver that consistently?

Thank you to all our speakers, Shift4, Lunchbox, and the full room of operators who joined us. Big shout out to Adam Forman from Captive WIFI for captuing the mornings content.

This was the kind of morning where ideas sparked, truths were shared, and the future of hospitality felt as human and connected as it should be.

Stay tuned for more panels, playbooks and podcasts from Tech on Toast. If you'd like to partner on a future event or dive deeper into experience-led thinking, get in touch.

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