Restaurants offer food and beverage pairings for consumer allure
Implications - While self-service is becoming more common in the restaurant space, the desire for a full-fledged dining experience persists. In addition to self-serve options, many establishments are offering meals paired with suggested alcoholic drinks. In the fast casual sector, this move establishes restaurants as a guide to greater enjoyment, as well as points to a more experience-driven consumer.
Workshop Question - How can your brand create a more experience-driven attitude in its approach to marketing, design or product innovation?
Trend Themes
1. Alcohol and Food Pairing - Due to the rise of experience-driven consumers, there is a growing trend of restaurants pairing meals with suggested alcoholic drinks.
2. Discount Pairing Menus - Fast casual restaurants are offering entree and drink pairings at a discounted price to attract younger consumers.
3. Exclusive Pairing Events - Luxury food and wine brands are hosting exclusive tasting events that explore unique and unexpected food and drink pairings.
Industry Implications
1. Restaurant Industry - The trend of alcohol and food pairing is revolutionizing the restaurant industry by offering a full-fledged dining experience.
2. Wine Industry - As alcohol and food pairings become more popular, the wine industry is expanding and creating opportunities for events that explore unique wine and food pairings.
3. Fast Food Industry - Fast food chains are incorporating alcohol and food pairings into their menus to appeal to young consumers looking for an affordable but experience-driven dining experience.
