So a big muckety-muck noticed that after 10 p.m., the crowd changed dramatically at Denny's restaurants. Gone were the high schoolers and college age drunkards looking to get some grub before heading out again. Suddenly, it was truckers and pervs. So what now?
The Allnighter Rockstar Menu! Katy Perry, Taking Back Sunday, Boys Like Girls and Hoobastank need to rustle up a menu item. Oh yeah, and to complete it, put the servers in jeans and tees.
Implications - Mark Chmiel, chief marketing and innovation officer for Denny's, claims the inspiration for the rockstar menu stems from a long-standing tradition of late-night visits from hungry musicians. Everyone gets hungry for a snack at seemingly inappropriate hours and this makes health-conscious consumers more willing to indulge if they know that their favorite celebrity has done the same.
Key Themes Behind This Trend
- Late Night Menus
- Restaurants will cater to after-hours crowd and capitalize on the opportunity to create unique menu offerings.
- Celebrity Endorsements
- Brands will team up with celebrities to create menu items and market products to appeal to younger, trendier consumers.
- Casual Dining Wear
- More restaurants will adopt a casual dress code to create a laid-back atmosphere for customers.
Where This Applies
- Food and Beverage
- Restaurants will need to adapt to changing consumer demographics and preferences in order to remain competitive and increase revenue.
- Entertainment
- Celebrities and entertainment companies will continue to influence popular culture and partner with brands to reach new audiences.
- Retail and Fashion
- Casual dress codes will become more common in the workplace and customer-facing industries, leading to increased demand for comfortable and stylish clothing.
