Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Cafe
Brands expand their physical presence by creating branded cafe locations.
5.7
Trend score
Trend
What is the Branded Cafe trend?
Branded Cafe: Branded cafes are being launched as a permanent in-store feature or as a limited-time pop-up experience. The outcome provides consumers with a sensorial experience, as well as a chance to purchase tangible goods.
Insight
The consumer insight behind the Branded Cafe trend
Since most goods can be conveniently purchased online, consumers who opt-in for brick-and-mortar shopping prioritize unforgettable experiences and unparalleled customer service. This is especially true for the Millennial demographic who tends to place a premium on interesting and novelty experiences that bring them closer to a brand. When satisfied, consumers feel closer and more trusting.
Trend themes
Themes within the Branded Cafe trend
Three behaviours holding the trend together01
Branded Cafes
As more consumers opt-in for brick-and-mortar shopping that prioritizes unforgettable experiences and unparalleled customer service, more brands are creating branded cafes to bring them closer to consumers
02
Experience-Focused Retail
Brands are enhancing brick-and-mortar spaces to be more than just a transactional location but also a space where consumers can experience the brand's product in person
03
Food Waste Reduction
As more brands aim to reduce food waste, food-focused pop-up experiences are being launched as opportunities to creatively repurpose often-wasted food
Industry implications
What the Branded Cafe trend means for industry
Where the trend changes the playbookFor
Retail
Retailers can create cafes or experiential spaces alongside their main offerings to provide customers with in-person product experiences
For
Food and Beverage
F&B businesses can launch innovative cafes that cater to specific diet trends or feature menus inspired by food that is commonly wasted
For
Sustainability
Businesses with a focus on reducing food waste can launch initiatives such as pop-up cafes to raise awareness and encourage more mindful food consumption
Workshop question
If your brand were to create a consumer experience representative of itself, what would that look like?
Trend signals
Trend signals for Branded Cafe
Trend score 5.7 out of 10, from popularity 84%, activity 80%, freshness 8%.
Popularity84%
Activity80%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Branded Cafe trend
6 featured examples from Nov 28, 2017 to Oct 5, 2018CategoryMarketing
Cosmetic Cafe Pop-Ups
Glossier at Rhea’s Cafe Offers a Place to Shop, Socialize and Eat
The Glossier at Rhea's Cafe pop-up highlights the potential for beauty brands to create unique retail experiences that engage customers on multiple levels.
CategoryMarketing
Experiential In-Store Coffee Shops
Mansur Gavriel's L.A Location Features a Cafe and a Flower Shop
Fashion brands can enhance their brick-and-mortar stores by incorporating experiential elements like cafes and gardens.
CategoryEco
Food Waste-Fighting Cafes
The Hotpoint's Fresh Thinking Cafe Menu is Inspired by Often-Wasted Food
Restaurants and cafes can create innovative menus and pricing strategies that combat food waste and align with consumers' desires for sustainable eating and charitable consumption.
CategoryBusiness
Experience-Oriented Beauty Stores
SHISEIDO THE STORE Offers More Than Just Products
The beauty industry can capitalize on the trend by creating experience-oriented stores that prioritize self-care and pampering services.
CategoryFashion
Clothing Brand Cafe Pop-Ups
Lazy Oaf's Cafe Promoted its New 'Food Baby' Collection
Using experience-driven marketing to promote new fashion collections and engage with consumers in a unique and memorable way.
CategoryBusiness
Diet-Specific Cafés
The 'Freestyle Café' in Brooklyn is Weight Watchers' First-Ever Café
Restaurants can adapt to the trend of diet-specific cafés by incorporating healthier menu options and providing nutritional information.
