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

Eating challenges can drive footfall, PR, and user-generated content, but you should only consider them when they suit your brand and are planned with food safety and operations in mind. 

Is It Right for Your Concept?

Brand fit matters more than you might think. Eating challenges work brilliantly for casual, social, high-energy concepts like BBQ joints, burger bars, and pizza spots. They're not a natural match for slow, high-touch dining experiences or venues where the server is part of the theatre. Think about what your guests expect when they walk through your door.

Running an eating challenge smoothly takes a bit of planning. In the kitchen, it’s all about getting the prep, timing, and plating right so the dish reaches the pass at the perfect moment. On the floor, it helps to appoint a “challenge captain” to manage the clock, explain the rules, and keep things organised.

You’ll also want a plan for queues, photo moments, and clean-up. Having bins, gloves, and cloths ready nearby makes everything run more smoothly when the crowd gathers.

It’s just as important to get the numbers right as it is to get the food right. Think about everything that goes into running the challenge like the cost of the prize, any extra food that might end up in the bin, marketing spend, and the possibility of overtime for your team. 

A smart pricing strategy can help balance things out. For example, offering a “share with a friend for €X” option or a smaller sampler gives curious guests a way to take part without driving up waste. The goal is to make the challenge feel generous and intentional, not like a cheap gimmick.

What Irish Diners Tell Us

According to the Toast Consumer Preferences Survey 2025, value matters most. Price influences choice for 92% of Irish diners (as a primary, quite, or somewhat influential factor). Use challenges to spotlight value, not just excess.

Printed menus still win. 73% of Irish diners prefer printed menus, so make the challenge rules and warnings highly visible on paper.

Our survey shows that curiosity beats commitment. Eating challenges are somewhat or very appealing to 39% of Irish diners, with another 27% neutral. Interest exists but isn't universal. Build an opt-in vibe, not pressure. 

Participation, however, is a bit more niche. 25.5% would "maybe" take part, and around 26.5% "probably not." Lean into spectator value such as content, photo opportunities, and leaderboards rather than expecting mass participation.

How to Design a Safe, Fair, On-Brand Challenge

Format and Fairness

Keep rules clear, prominent, and in writing. Cover entry mechanics, time limits, what counts as a win, the prize, tie-breaks, and any limits. The ASAI "Promotional Marketing Practices" rules require clear, complete terms and conditions presented in a way consumers can understand. Avoid misleading or aggressive claims. The Consumer Protection Act 2007 prohibits unfair and misleading practices under Sections 41 to 45.

Food Safety and Allergens

Do a HACCP-based risk assessment covering portion size, temperature control, and time pressure, and document your controls. The Food Safety Authority of Ireland provides detailed guidance in Guidance Note 11. Allergen disclosure is mandatory for the 14 EU allergens, including for non-prepacked food and menus under Regulation (EU) 1169/2011 and FSAI guidance. Ensure written allergen information is conspicuous at point of sale.

Include choking-risk mitigations in your risk assessment. Think about portion size, textures, eat-in supervision, and first-aid readiness. If alcohol is involved, such as spicy wings with beer tie-ins, note that promotions involving alcohol should be 18+ and must not promote excessive consumption according to ASAI and CopyClear guidance.

Operations That Protect Your Margins

Use your kitchen display system to fire courses and time holds so the plate hits the pass at target temperature and avoid reheats. Assign a challenge captain to manage timing, rules, and guest communications without slowing regular service. Offer a shareable version and a sampler to monetise interest whilst minimising waste. Irish diners prefer printed menus, so use printed inserts to showcase these options.

Marketing the Challenge Without Feeling Gimmicky

Tell a story, not a stunt. Tie your challenge to local produce or a charity partner to give it meaning beyond the spectacle. Create a user-generated content flywheel with a clear backdrop and leaderboard for photos, a hashtag on the rules card, and feature winners' polaroids or a digital wall.

Dublin venues like Hogs & Heifers in Swords have built strong local followings through their eating challenges. For their burger challenge, diners have just 30 minutes to tackle a towering six-patty cheeseburger stacked with brisket, bacon, cheese, veggies, and plenty of sauce — plus a “small” bowl of fries and a pint of beer for good measure.

Anyone who manages to clear the plate earns their €45 meal for free, a t-shirt, and a coveted place on the Wall of Fame (see Katina Eats Kilos take it on below).

Ireland-Specific Legal and Compliance Checklist

The ASAI Code on Promotional Marketing says your terms and conditions need to be clear, complete, and easy to find. That means spelling out who can take part, when it runs, how it works, what the prizes are, and any important limits — and making sure the whole promotion is run fairly.

Under the Consumer Protection Act 2007, you can’t make misleading claims about prices. And if you’re offering discounts, you need to follow the Competition and Consumer Protection Commission’s pricing guidance to keep things above board.

Food information under EU Regulation 1169/2011 and FSAI guidance requires written allergen information for non-prepacked food. Ensure clarity at point of sale and on menus. Your HACCP and food safety protocols should include a challenge-specific risk assessment covering temperature control, reheats, portion size, and choking mitigation. Document controls and staff training.

For alcohol-related promotions, maintain an 18+ policy and don't incentivise excessive consumption according to ASAI and CopyClear guidelines. The Food Safety Authority of Ireland provides comprehensive guidance on HACCP-based procedures and allergen management that's essential reading for any operator considering food challenges.

Run Sheet for the First 30 Days

Week 1: Plan and Approve

Write consumer-friendly rules and get legal and safety sign-off. Build your menu item, kitchen display system rules, and POS reporting. Print your menu insert and rules card. Brief staff on timing, safety protocol, escalation procedures, and first-aid positioning.

Week 2: Soft Launch

Run three test runs at off-peak times and measure pass timing, ticket times, and guest flow. Adjust portioning and plating, and tighten scripts based on what you learn.

Week 3: Launch

Announce with one short vertical video, a photo backdrop, and a simple prize like a meal on the house plus a t-shirt. Track entries, completion rate, attach rate, average cheque, and NPS or feedback.

Week 4: Review

If contribution margin per minute and guest feedback are positive, keep it running. Otherwise, pivot to a team versus platter format to reduce waste and widen appeal.

Making the Decision That's Right for You

Eating challenges aren’t for everyone and that’s completely okay. The most successful operators understand their brand, know their guests, and make choices that support both.

If a food eating challenge fits your concept, excites your regulars, and attracts new guests without putting extra strain on service or safety, it could be a fun addition to your offer. If it doesn’t feel like a natural match, there are plenty of other ways to build buzz and bring people in.

Whatever route you take, the most important thing is to stay true to your identity, support your team to deliver great service, and make sure every guest leaves with a good experience — whether they’ve smashed the challenge or just enjoyed cheering someone else on.