Why Leisure Venues Are Missing Their Biggest Bakery Opportunity
22nd September 2025
There’s a fascinating dynamic happening in UK leisure venues that most operators are completely missing. While they’re focused on getting families through the door, they’re overlooking the goldmine sitting right in their kitchens.
Recent consumer research by Mintel reveals that parents with children under 18 represent the holy grail of leisure venue customers. Not only do 91% of them visit leisure venues regularly, but 20% are spending £30 or more per visit on food alone.
But here’s where it gets really interesting: these high-spending families aren’t just buying overpriced popcorn at the cinema. They’re actively seeking quality food experiences that justify their spend and create memorable moments for their children.
The Bakery Blind Spot
Walk into most leisure venues and you’ll find the same tired offerings: pre-packaged sandwiches, basic snacks, and maybe some sad-looking pastries that have been sitting under heat lamps for hours. Yet the data shows something remarkable – 54% of leisure venue visitors are actively purchasing baked goods, and freshly made options consistently outperform packaged alternatives.
The disconnect is obvious. Families are willing to spend premium prices for food experiences that feel special, but venues are serving them convenience store-quality bakery items.
The Collaboration Generation
Among 16-34-year-olds, many of whom are parents to young children, 74% want to see more collaborations between leisure venues and food brands. They’re seeking experiences they can share on social media, discuss with friends, and return for with their children.
This generation grew up with the rise of artisan bakeries, understands quality ingredients, and values brands that align with their lifestyle. Plus, they’re also the demographic most likely to use those convenient digital ordering kiosks that venues are rapidly installing.
Making Memories
The really smart money isn’t just thinking about individual sales. It’s thinking about group dynamics. Nearly half of leisure venue visitors come with friends or family, creating natural opportunities for shareable items. Imagine the difference between a family grudgingly splitting a plain cookie versus excitedly sharing sugared doughnuts or flavoursome muffins designed for the moment.
Because these are experience enhancers that extend dwell time, create positive associations with the venue, and drive return visits. When a child remembers that place where they shared a great blueberry muffin with mum, you’ve created an authentic and organic marketing asset that no advertising budget can ever replicate.
The Strategic Opportunity
The venues winning in this space aren’t thinking about bakery items as an afterthought. They’re positioning them as integral parts of the leisure experience – items that feel premium enough to justify the spend families are already making, convenient enough for busy parents, and shareable enough to create those Instagram-worthy moments.
Our team at Kara specialise in creating premium bakery solutions that drive revenue and enhance customer experiences. Let’s discuss how we can transform your venue’s quick serve food offering.
