Should You Run an Eating Challenge at a Restaurant in the UK?

Eating challenges can be a brilliant way to spark conversation and fill those slower midweek seats, but they’re not a one-size-fits-all tactic. The key is making sure the idea fits your brand, keeps guests safe, and is clearly set up so everyone knows exactly what to expect.

Is There UK Guest Demand for Eating Challenges?

According to the Toast Consumer Preferences Survey 2025 (UK), 61.5% of diners find "Man vs Food"-style challenges appealing (20.5% very, 41% somewhat).

Interestingly, nearly half (46.5%) say they'd definitely or probably participate themselves.

When it comes to visit likelihood, 41% say a challenge would make them more likely to visit, whilst 49% say it would have no impact and 10% say it would make them less likely.

Preferred formats include XXL portions (41%), desserts (39.5%), timed contests (35.5%), and spicy challenges (34%).

Brand Fit: When a Challenge Helps (and When It Hurts)

Eating challenges work brilliantly for casual pubs, sports bars, Americana, BBQ, diners, street-food mashups, and dessert spots. They're easy to stage and align with playful, social energy. 

However, they're a risky fit for fine dining, chef's counters, tasting-menu concepts, wellness-led brands, and venues with tight, labyrinth layouts where service flow and safety become tricky. 

UK Toast customers who standardise menus, integrate KDS and handhelds, and lean on reporting tend to roll out promos more confidently—see Riding House Café, Le Bab, Urban Leisure Group in the UK case studies above.

Real-Life Inspiration: The Cattlemens Bangers & Mash Challenge

Looking for a food challenge idea? Take a cue from Cattlemens in Paignton, UK, home to what’s billed as the largest solo food challenge in the country — a staggering 15-pound Bangers & Mash mountain.

The challenge includes:

• 40 sausages

• Almost 8 lbs of creamy mash

• Nearly 3 lbs of rich onion gravy

That’s more than 6.8 kg of food, all to be conquered in just 60 minutes. Complete it solo and you’ll not only earn £250 (see Scott Eats take on the challenge below). 

UK Legal and Compliance Essentials

This is general information, not legal advice — but if you’re running a food challenge in the UK, there are a few key legal and safety boxes you need to tick.

If your challenge involves prizes, leaderboards, discounts, or any kind of “win or lose” element, it’s officially classed as a promotional marketing activity under the UK CAP Code (Section 8). In practice, that means you need to be upfront and organised: write clear, easy-to-find T&Cs that spell out who can take part, when it runs, how to enter or win, what the prizes are, and any important limits. 

You also need to keep things honest and transparent. Under CMA guidance — now aligned with the Digital Markets, Competition and Consumers (DMCC) Act — you can’t mislead guests with vague “free” offers or bury key terms in the small print. If there are conditions, spell them out clearly.

And finally, food safety and hygiene rules always apply, no matter how fun or informal the challenge might seem. You’ll need to follow the Food Safety and Hygiene (England) Regulations 2013 — or the equivalent rules in Scotland, Wales, and Northern Ireland. That means keeping hot and cold food at safe temperatures, documenting your procedures, and making sure your team is trained and ready to handle service safely.

Under Food Information and Allergen regulations, including PPDS / Natasha’s Law, you must provide accurate allergen information and clear labelling if any part of the challenge is pre-packed for direct sale.

Because challenges can involve acute risks (like choking or extreme spice), you should also conduct a risk assessment covering portion size, speed, and spice levels. Brief staff on first-aid response, ensure water or milk is available, set sensible time limits, and clearly define disqualification rules.

Ops Checklist (So It Runs Smoothly)

When engineering your menu and pricing, cost the challenge plates properly and protect margins with item selection using lower-cost add-ons and high-perceived value sides. Offer two versions: a fun "sharable platter" with no timer and a timed "challenge" so you serve both audiences. Set win rewards that don't nuke margin, such as a free T-shirt or wall-of-fame spot, comp of the challenge plate only, or a future voucher with day and time restrictions.

For workflow and service, use handhelds to fire the order straight to KDS with a "CHALLENGE" tag and a countdown note. This reduces missed items and speeds service. Prep a line check for the challenge build including pre-portioned elements, warmers set, and a plating diagram.

Build safety into your design by letting guests opt for mild, medium, or hot spice profiles and publishing Scoville warnings for extreme heat. Provide water or milk and mandatory pause rules if distress occurs. Train a named supervisor for each attempt and brief on escalation and first aid.

Track your data and ROI by monitoring attempts, wins, plate time, covers per hour during challenge slots, incremental drinks and desserts, and "more-likely to visit" lift using POS tags plus product mix. If it underperforms, pivot to "challenge-inspired" specials like shareable dessert towers or spicy flights that keep the theatre without admin overhead.

Marketing That Respects Guests (and the Rules)

Put clarity first by promoting the rules, price, and what "winning" means in the creative itself. Avoid tiny-print traps per CAP 8. Prove the vibe, not just the volume, by showcasing guests cheering, slick plating, and hospitality rather than just "mountains of food". 

When you highlight "house favourites or bestsellers," many diners lean in, so use that copy on challenge-adjacent upsells including sides, sauces, and dessert chasers.

If you want to get a feel for how eating challenges play out in real life, BeardMeatsFood’s YouTube channel is a great place to start. 

On Instagram, searching #UKFoodChallenge gives a good snapshot of how independent restaurants are sharing their own versions, often through quick, informal clips that highlight the atmosphere and sense of fun.

Your Launch Plan (2-Week Sprint)

Day 1–2: Guardrails Draft simple rules and T&Cs (CAP-compliant), plus safety SOPs and allergen brief. Get legal sign-off.

Day 3–5: Cost and Configure Cost the dish, set time limit and "win" reward, tag items in POS, add KDS labels, and create wall-of-fame scene.

Day 6–7: Train and Test Run a 30-minute staff drill covering build, service, timing, guest comms, and safety stop. Do a staff "mock run."

Week 2: Launch (Midweek Evenings) Announce with clear creative, a booking link, and rules up front. Film 1–2 tasteful reels and invite regulars.

Week 3: Review Pull PMIX, attempts, covers per hour, and drink attach rate. Keep if covers plus margin rise, tweak or retire if not.

Conclusion

Eating challenges aren't just about spectacle—they're a strategic tool to drive footfall, create shareable moments, and build brand awareness when executed thoughtfully. 

Our survey data shows clear appetite from UK diners, but success hinges on getting the fundamentals (legal compliance, food safety, and brand alignment) right.