# Conscious Enjoyment Restaurants offer food and beverage pairings for consumer allure. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Jan 18, 2016 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/conscious-enjoyment ## Key Figures - Trend score: 3.8/10 - Evidence articles: 10 ## 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. ## At a Glance - Evidence: 10 featured examples - Articles from: Nov 13, 2015 to Aug 26, 2017 - Published: Jan 18, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Nostalgia](https://www.trendhunter.com/megatrend/nostalgia) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Conscious Enjoyment trend ### 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. ### Discount Pairing Menus Fast casual restaurants are offering entree and drink pairings at a discounted price to attract younger consumers. ### Exclusive Pairing Events Luxury food and wine brands are hosting exclusive tasting events that explore unique and unexpected food and drink pairings. ## What the Conscious Enjoyment trend means for industry ### For 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 for Conscious Enjoyment Trend score 3.8 out of 10, from popularity 55%, activity 52%, freshness 8%. - Popularity: 55% - Activity: 52% - Freshness: 8% ## Examples of the Conscious Enjoyment trend 10 featured examples from Nov 13, 2015 to Aug 26, 2017. - [Boozy Fast Food Menus](https://www.trendhunter.com/trends/fast-food-menu): The Mixed Eats Food Truck Offers Guinness-Spiked Burgers and Bailey's Donuts (Category: Lifestyle) Implication: Food truck operators can differentiate their offerings by incorporating boozy-infused dishes into their menus, attracting adventurous foodies. - [Exclusive Chocolate Tastings](https://www.trendhunter.com/trends/chocolate-and-wine-tasting): Lindt is Holding a Chocolate and Wine Tasting Masterclass (Category: Lifestyle) Implication: Exclusive tastings can offer new marketing opportunities and revenue streams within the luxury chocolate industry. - [Champagne Dumpling Bars](https://www.trendhunter.com/trends/champagne-pairing): This Japanese Bar Spotlights Gyoza and Champagne Pairings (Category: Lifestyle) Implication: Restaurants and bars can integrate champagne and gyoza pairings on their menus to attract customers interested in unique dining experiences. - [Vegan Wine Pairing Events](https://www.trendhunter.com/trends/vegan-wine-pairing): TASTE and Sand Castle Winery are Teaming Up for a Vegan Winemaker Dinner (Category: Lifestyle) Implication: Vegan restaurants and food brands have an opportunity to collaborate with wineries and create unique dining experiences. - [Ice Cream Wine Pairings](https://www.trendhunter.com/trends/wine-tasting-event): Friarwood and Scoop are Teaming Up for a Unique Wine Tasting Event (Category: Lifestyle) Implication: The wine and spirits industry can capitalize on the trend by organizing innovative and unconventional wine tasting events. - [Pastry Wine Pairings](https://www.trendhunter.com/trends/donut-and-wine-pairing): The Leopard’s Leap Tasting Room Offers Donut and Wine Pairings (Category: Lifestyle) Implication: 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. - [Casual Sommelier Eateries](https://www.trendhunter.com/trends/wine-and-burgers): This New Lucky Chip Restaurant Specializes in Pairing Wine and Burgers (Category: Lifestyle) Implication: Opportunity for restaurants to differentiate themselves by specializing in wine and burger pairings. - [Boozy Pizza Pairings](https://www.trendhunter.com/trends/pizza-and-wine-pairings): This Chain Offers Pizza and Wine Pairings at Most of Its Establishments (Category: Lifestyle) Implication: The restaurant and hospitality industry can explore incorporating wine pairings into their menus to enhance the dining experience and cater to different customer preferences. - [Boozy Beverage Pairing Competitions](https://www.trendhunter.com/trends/beer-and-wine-pairings): This Event Examines the Differences in Beer and Wine Pairings (Category: Marketing) Implication: Opportunity for restaurants, bars, and tasting events to offer unique beverage pairing experiences. - [Discount Pairing Menus](https://www.trendhunter.com/trends/dine-drink): The New 'Dine & Drink' Special Elevates the Casual Dining Experience (Category: Lifestyle) Implication: Restaurants can benefit from creating discounted pairing menus to attract customers and differentiate themselves in a competitive market. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)