Should You Run an Eating Challenge at a Restaurant in Canada?

Eating challenges can be a fun, buzzy promotion, but they're not for every concept. In Canada, some diners find these kinds of promotions exciting, while others think they are a bit too gimmicky. If you do it, design it for safety and storytelling first, and run it with tight ops, clear rules, and compliant contest terms.

Is There Appetite for Food Challenges in Canada?

According to the Toast Consumer Preferences Survey 2025, Canadians are curious but not universally sold on eating challenges and tech-forward novelties. When asked about eating challenges, 42% say they find them very or somewhat appealing, while 34% are neutral and 24% not into it.

Around 61% say they'd definitely, probably, or maybe participate in an eating challenge, while roughly 39% say probably or definitely not. Many view these events as "fun and social" while a similar share call them "gimmicky but harmless." That split tells you branding matters.

The survey also shows that Canadians are price-conscious, and two-thirds say price plays a big role in where they choose to eat (one in five call it their number one deciding factor). 

So it’s important to design challenges that feel fair and good value—not wasteful or out of touch.

The takeaway? There's an audience for a well-designed challenge, especially if it feels inclusive, social, and good-humoured, and if it clearly delivers value (not just spectacle).

Brand Fit: When It Works (and When It Doesn't)

Sports bars, casual dining concepts, BBQ and burger joints, indie restaurants with playful identities, and venues with strong late-night or student trade tend to be a good fit for eating challenges. Fine dining or wellness-led menus face a riskier proposition, as do brands built on mindful portions, sustainability, or family-friendly calm.

Consider using regional ingredients like Atlantic lobster rolls, prairie-sized poutine, or Toronto-style stack burgersp. Framing the event around community or charity softens the "gluttony" vibe and gives your challenge a purpose beyond spectacle.

Real-Life Inspiration: The Cuckoo's Nest

Looking for inspiration? Check out The Cuckoo's Nest eating challenge at Hungry Hollow restaurant in Georgetown, Ontario. 

The Cuckoo's Nest puts a 14lb mountain of poutine and BBQ sandwiches to the test — with just one hour to finish. It’s big, bold, and definitely buzzworthy (see Beard Meats Food take on the challenge below). 

Legal & Safety Must-Knows

This is general information, not legal advice. Always consult legal counsel and your local public health unit before running a challenge.

If your event involves prizes, leaderboards, or chance/skill elements, it falls under Section 74.06 of the Competition Act. You’ll need to clearly disclose the rules, eligibility, skill components, prize details, and entry methods, and avoid any misleading claims.

Eating challenges often involve large portions and time pressure, which can increase choking and food safety risks. Coordinate with your local health unit on safe preparation and holding. In Ontario, for example, follow O. Reg. 493/17 (Food Premises) for temperature control, sanitation, and allergen disclosure. Medical risk is real, so have trained first-aid staff and clear stop rules in place.

If your challenge touches alcohol, such as "spicy wings plus beer" bundles, check your province's regulations. In Ontario, certain price promotions like "2-for-1 drinks" are prohibited through the Alcohol and Gaming Commission of Ontario, so keep alcohol completely separate from the contest and avoid unsafe inducements.

Risk Reduction Playbook

Start with smaller, smarter portions. Aim for "big but sane," like a 1.5 to 2x shareable platter versus a 5-lb stunt. It photographs well and reduces waste. Choose inclusion over exclusion by offering a "duo challenge" where two guests share the time, or provide a "mild route" so spice levels aren't a barrier.

Put safety first. Have first-aid-trained staff on shift, clear stop words, water breaks, and no speed-chugging elements. Choking risk is real. Ensure contest compliance by posting rules, disclosing prizing, avoiding misleading claims, and including a skill-testing question if doing random draws.

Your Ops Checklist

Define the "why." Set goal examples like increasing covers by 10% on Thursdays, growing social followers by 8% in 30 days, or boosting repeat visits by 5% in 90 days. Track results in Toast reports and product mix data.

Design the challenge for safety and story. Build portions from normal menu items rather than "stunts" you can't hold safely. Set a generous time window like 30 to 45 minutes and establish stop rules so players can pause and staff can end attempts. Make allergen and nutrition notes visible on menus and landing pages. Keep alcohol out of the challenge mechanics entirely.

Write clean rules and publish them online and on-site. Cover eligibility, how to enter, fees if any, prizes, judging method, and tiebreakers. Include a skill test if drawing winners at random, which is standard Canadian practice. Get consent for photography and social usage. Map everything to Competition Bureau guidance for promotional contests.

Train the team on both front-of-house and back-of-house procedures. Use checklists and handheld prompts. Canadian operators tell us that integrated tools like handhelds plus KDS plus reporting improve throughput and accuracy, and boost optimism on growth.

Budget & ROI (CAD)

Our advice is to keep your challenge food cost at or below 30 to 32% of the entry price. Add a merch prize worth around $20 to $40 CAD landed over cash to protect margins. On the ops side, schedule one extra runner or expo during challenge windows.

Set outcome targets like 10 to 15 social posts or stories per event (track with a QR code on the "Wall of Fame"), a 3 to 5% lift in Thursday covers over baseline, and a 5 to 8% increase in repeat visits within 30 days for participants and their tables.

Simple Launch Plan (4 Weeks)

Week 1: Decide on your goal and guardrails, write rules, and loop in your health inspector if required.

Week 2: Train staff and set up menus, including bundle SKUs, comps for winners, and promo codes.

Week 3: Tease on socials with short vertical video, prize reveals, and charity tie-ins.

Week 4: Run a pilot night with 6 to 10 slots. Measure covers, average check, and sentiment in Toast reports. Iterate or pivot.

Final Word

Eating challenges work best when they feel generous, safe, and story-worthy, not reckless. If the concept aligns with your brand and guests, Toast can help you run it smoothly, measure the impact, and keep the vibe warm and welcoming.

And if a challenge isn’t the right fit, that’s okay too. What matters most is knowing your audience and creating experiences that feel true to your venue.