# Storied Tasting Competitions This Immersive Dining Event Was Hosted in London by Burger & Lobster By Rebecca Byers | Published 2016-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/dining-event References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-inside-burger-lobsters-immersive-dining-event-series/brands/article/1382320) 'A Tale of Two Sides' is an [immersive dining event](https://www.trendhunter.com/trends/taste-of-shangrila) that was recently hosted in London by [Burger & Lobster](https://www.trendhunter.com/trends/burger-king-6) together with the Art of Dining. Taking place at Burger & Lobster's Farringdon restaurant between February 1 and 3, the dining event allowed brand fans to test out the brand's new range of burgers in an interactive series of games and tasting trials, after which guests were asked to vote on social media using the hashtag #burgervslobster. The event was conceived around the story of two brothers, one a fisherman, and one a cattle farmer. Either brother refused to accept the other's true love, lobster and a burger. The three-day conceptual dining event served as a great way for the brand to interact with fans in person and online, ahead of their next launch. ## Trend Insights (Trend Hunter) - Score: 4.2/10 - Popularity: 63% | Activity: 56% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Conceptual Dining Experiences:** The trend of immersive dining events offers opportunities for brands to engage with fans in unique and interactive ways. - **Interactive Tasting Trials:** The rise of interactive tasting trials provides an innovative approach for brands to gather feedback and engage with customers. - **Social Media Voting Campaigns:** Brands can leverage social media voting campaigns to generate buzz, encourage user participation, and gather valuable insights. ### Where This Applies - **Food and Beverage:** The food and beverage industry can explore conceptual dining experiences to enhance customer engagement and build brand loyalty. - **Event Planning and Hospitality:** The event planning and hospitality industry can tap into the trend of interactive tasting trials to create unique and memorable experiences for their clients. - **Digital Marketing and Social Media:** The digital marketing and social media industry can assist brands in creating successful social media voting campaigns to boost brand awareness and customer engagement. ## Related on Trend Hunter - [Worldly Burger Tour Competitions](https://www.trendhunter.com/trends/world-burger-tour-competition.md) - [Immersive Tomato Dining](https://www.trendhunter.com/trends/mutti-immersive-dining-experience.md) - [Takeaway Tasting Menus](https://www.trendhunter.com/trends/ynyshir.md) - [Historic Culinary Events](https://www.trendhunter.com/trends/historic-culinary-events.md) - [Indulgent Seafood Events](https://www.trendhunter.com/trends/lobsterfest-2026.md) - [Sensory Dining Experiences](https://www.trendhunter.com/trends/sensory-dining-experience.md) - [First-Taste Burger Boxes](https://www.trendhunter.com/trends/mcspicy-x-franks-redhot.md) - [Artistic Dining Experiences](https://www.trendhunter.com/trends/the-course-of-a-feast.md) - [Inventive Fast Food Campaigns](https://www.trendhunter.com/trends/double-char.md)