Themed Restaurants Gain Traction
Immersive settings and inspired menus are cementing the themed model as a trend in the sector
Themed restaurants are no longer just a niche curiosity. Today they're part of a consistent movement in the food service sector, driven by consumers who want more than food: they want entertainment, storytelling and connection. The immersive aesthetic, combined with a menu that reinforces the chosen story, has turned this type of business into a nationwide phenomenon.
This advance comes at a time when the sector itself is recovering. The Economic Outlook Survey released by Abrasel in November showed that October posted a significant improvement: the share of companies operating at a loss fell from 27% to 20%, while the share of establishments turning a profit rose from 33% to 40%. The Abrasel-Stone Index also captured 1.6% growth in sales for the period. For the association, the recovery in consumption and the gradual rebuilding of margins help explain the more favorable scenario, even though many business owners remain cautious about raising prices.
These restaurants with a theme are no longer just a niche curiosity. Today they're part of a consistent movement in the food service sector, driven by consumers who want more than food: they want entertainment, storytelling and connection. The immersive aesthetic, combined with a menu that reinforces the chosen story, has turned this type of business into a nationwide phenomenon.
This advance comes at a time when the sector itself is recovering. The Economic Outlook Survey released by Abrasel in November showed that October posted a significant improvement: the share of companies operating at a loss fell from 27% to 20%, while the share of establishments turning a profit rose from 33% to 40%. The Abrasel-Stone Index also captured 1.6% growth in sales for the period. For the association, the recovery in consumption and the gradual rebuilding of margins help explain the more favorable scenario, even though many business owners remain cautious about raising prices.
One trip through Prohibition and another through the world of heroes
Among the examples that illustrate the strength of the themed segment is Capone Drinkeria, in Porto Alegre. The venue recreates the speakeasies of the Prohibition era in the 1920s, with detailed decor, low lighting and even a secret entrance behind a cabinet. The setting is so striking that it becomes part of the experience from the very first step inside.
Matheus Agranonik, a partner in the venue, says the goal was always to create immediate immersion. “We wanted customers to really feel like they had walked into a bar from that era. Capone reimagines that setting with care and authenticity.” The menu follows the same spirit, with signature drinks inspired by film and American culture, such as the Scarface and the Sicilian Godfather. For Agranonik, the look prompts guests to capture every detail. “Because it's such an unusual space, customers take a lot of photos. That expands our digital presence and reinforces the venue's story.”
In Goiânia, Heróis Burger bets on a different universe: superheroes. The burger joint combines sets, statues, costumes and characters who move among the tables, creating a fantasy atmosphere that especially appeals to families and children. Management explains that their interest in the model came from discovering the franchise during a trip and seeing the potential of bringing the concept to the capital of Goiás. “We liked the idea and decided to bring it to the city.”
According to the team, most guests arrive motivated by the experience more than by the menu. “We get far more people interested in the experience with the characters. Our job is to deliver enchantment.”
On special dates or during movie premieres, the venue launches limited editions of sandwiches and drinks to keep the mood high. The team also reports that no formal training is needed to handle excited children, since that interaction is a fundamental part of the concept. “The kids are there to be kids.”
Constant challenges to keep the theme alive
If the aesthetic is one of the great draws of themed restaurants, it's also one of the biggest challenges. Decorating the space once isn't enough. Keeping the setting current demands frequent investment, creativity and attention to detail. At Heróis Burger, that means refreshing pieces, looking after the costumes and keeping up with the pop culture calendar. Management admits the process is intense: “Every day we face challenges. Because we're themed, we have to keep everything alive and appealing for different audiences.”
At Capone, the concern is making sure the atmosphere stays coherent and elegant. The set design has to be preserved without losing its freshness, and the drinks must follow the same visual identity. The complete experience (from the secret entrance to the last sip) is what brings customers back.
Despite their different themes, bars and restaurants in this segment share the same principle: the experience must be memorable. The meal stops being just a necessity and becomes a show. That's why customer loyalty tends to be high. Families, couples and groups of friends look for places that can deliver sensations, not just dishes.
The growth of this model also connects with the impact of social media. Themed venues naturally generate content and work as perfect backdrops for photos, videos and posts. That spontaneous exposure strengthens the brand and extends its reach, creating a virtuous cycle between customer traffic and digital presence.
As long as there are guests willing to live out stories inside restaurants and bars, the themed segment will keep expanding. And judging by the current momentum, new themes, aesthetics and experiences are likely to keep emerging, driving even more creativity within the food service sector.
