A community of fun-dining experiences

Levelling up the combination of food, sports, music and social games, creating a vibrant environment along the way. 

We can all use more social life. And the trends points to people eating out more often and at the same time enjoying entertainment and activities. Now Altor has created a community of restaurants in Social Eatertainment Group.



Kenneth Lorentzen, CEO of Social Eatertainment Group

“We want to create meeting places that invite to spontaneous visits – places that make people want to stay longer and that are highly adaptable to different premises and locations.”

O’Learys is investing heavily in taking its eatertainment concept – the combination of food, sports, music and social games – to the next level. Creating even more vibrant, flexible and scalable environments that can evolve from day to day, or during the evening. 

As the chain continues to invest in its eatertainment concept, the focus lies on integrating different parts of the concept – creating spaces where food, drink and sports meet music and different types of social games and activities. O’Learys eatertainment concept has been developed with scalability in mind and can easily be implemented both at large and small scale depending on the size of the unit, the type of location and the premises. 

The development of O’Learys’ eatertainment concept and the addition of complementary brands like Karaoke chain Sing Sing and restaurant chain Harry’s into the group provides increased potential for growth, both organic, and with existing partners. 

Sing Sing was born in Gothenburg, Sweden in 2017 and was an immediate success with a fully booked venue weeks in advance. SEG’s partnership with Sing Sing started in 2021 with the group acquiring a sizeable part of the Karaoke-chain. Sing Sing is a complete eatertainment experience with Japanese karaoke rooms, colorful cocktails and Vietnamese street food. The concept is built to scale and the partners are open to expand, both in Sweden and other markets. 

Kenneth Lorentzen, CEO of Social Eatertainment Group, and Andreas Källström, Partner at Altor

– We continue to strategically invest in eatertainment and are developing our concept with focus on the social interactions of today and tomorrow. We want to create meeting places that invite to spontaneous visits – places that make people want to stay longer and that are highly adaptable to different premises and locations. By taking our concept to the next level, we are convinced that O’Learys can continue to be a great social place for our guests while providing our franchisees with more revenue opportunities and better conditions for good profitability in an otherwise highly competitive casual dining industry, says Kenneth Lorentzen, CEO of SEG. 

 – We are strong believers in eatertainment and the potential to create a true European leader in the space. Our investment in O’Learys, and other eating brands, was made on the back of a strong track record of expanding the chain in Sweden and abroad with significant untapped potential remaining given no clear market leadership across borders. We are very pleased with the development to date and management’s ability to weather an unexpected crisis, says Andreas Källström, Partner at Altor. 

Published: Aug 03 2022


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