Category
Lifestyle
Assisted Choices
Trend cluster
Category
Conscious
Enjoyment
Restaurants offer food and beverage pairings for consumer allure.
3.8
Trend score
Trend
What is the Conscious Enjoyment trend?
Conscious Enjoyment: 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.
Trend themes
Themes within the Conscious Enjoyment trend
Three behaviours holding the trend together01
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.
02
Discount Pairing Menus
Fast casual restaurants are offering entree and drink pairings at a discounted price to attract younger consumers.
03
Exclusive Pairing Events
Luxury food and wine brands are hosting exclusive tasting events that explore unique and unexpected food and drink pairings.
Industry implications
What the Conscious Enjoyment trend means for industry
Where the trend changes the playbookFor
Restaurant Industry
The trend of alcohol and food pairing is revolutionizing the restaurant industry by offering a full-fledged dining experience.
For
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.
For
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.
Workshop question
How can your brand create a more experience-driven attitude in its approach to marketing, design or product innovation?
Trend signals
Trend signals for Conscious Enjoyment
Trend score 3.8 out of 10, from popularity 55%, activity 52%, freshness 8%.
Popularity55%
Activity52%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Conscious Enjoyment trend
10 featured examples from Nov 13, 2015 to Aug 26, 2017CategoryLifestyle
Boozy Fast Food Menus
The Mixed Eats Food Truck Offers Guinness-Spiked Burgers and Bailey's Donuts
Food truck operators can differentiate their offerings by incorporating boozy-infused dishes into their menus, attracting adventurous foodies.
CategoryLifestyle
Exclusive Chocolate Tastings
Lindt is Holding a Chocolate and Wine Tasting Masterclass
Exclusive tastings can offer new marketing opportunities and revenue streams within the luxury chocolate industry.
CategoryLifestyle
Champagne Dumpling Bars
This Japanese Bar Spotlights Gyoza and Champagne Pairings
Restaurants and bars can integrate champagne and gyoza pairings on their menus to attract customers interested in unique dining experiences.
CategoryLifestyle
Vegan Wine Pairing Events
TASTE and Sand Castle Winery are Teaming Up for a Vegan Winemaker Dinner
Vegan restaurants and food brands have an opportunity to collaborate with wineries and create unique dining experiences.
CategoryLifestyle
Ice Cream Wine Pairings
Friarwood and Scoop are Teaming Up for a Unique Wine Tasting Event
The wine and spirits industry can capitalize on the trend by organizing innovative and unconventional wine tasting events.
CategoryLifestyle
Pastry Wine Pairings
The Leopard’s Leap Tasting Room Offers Donut and Wine Pairings
Wineries that create seasonal and unique dessert pairings could stand out to a niche market of buyers, opening up a new avenue of wine sales for the industry.
CategoryLifestyle
Casual Sommelier Eateries
This New Lucky Chip Restaurant Specializes in Pairing Wine and Burgers
Opportunity for restaurants to differentiate themselves by specializing in wine and burger pairings.
CategoryLifestyle
Boozy Pizza Pairings
This Chain Offers Pizza and Wine Pairings at Most of Its Establishments
The restaurant and hospitality industry can explore incorporating wine pairings into their menus to enhance the dining experience and cater to different customer preferences.
CategoryMarketing
Boozy Beverage Pairing Competitions
This Event Examines the Differences in Beer and Wine Pairings
Opportunity for restaurants, bars, and tasting events to offer unique beverage pairing experiences.
CategoryLifestyle
Discount Pairing Menus
The New 'Dine & Drink' Special Elevates the Casual Dining Experience
Restaurants can benefit from creating discounted pairing menus to attract customers and differentiate themselves in a competitive market.
