According to the world of online dating, coming across as an arse to some can make others love you more. If having haters makes those who like you like you all the more, does the same psychology apply to our relationships with brands? And does it actually pay for a brand to rub part of its audience up the wrong way?

Dining out is evolving. With the restaurant industry now worth over £40 billion in the UK alone, more venues are taking inspiration from theatre, television and film to create story-rich, immersive and highly sensory experiences that entice new diners through the door.

Eating out is no longer just about food and drink. Innovations from apps that trace ingredients to fast-track ordering are shaping service expectations. But can too much seem gimmicky? And should restaurants concentrate on mastering quality ingredients rather than the latest tech?

In 2011 Burger & Lobster took the UK by storm. Now, its creators are rolling out the same affordable luxury in the form of Rex & Mariano, a fish restaurant that cuts out the middle man. Aiming to serve quality plates at palatable prices it replaces waiters with iPads. Will it be as successful?