Category
Lifestyle
Assisted Choices
Trend cluster
Category
Culinary
Hub
Food brands focus on innovation labs where they can ideate and create.
3.4
Trend score
Trend
What is the Culinary Hub trend?
Culinary Hub: The prioritization that brands are now placing on "innovation" has bled into the food industry, with some brands in this realm now creating innovation labs designed to help their businesses draw in consumers via new experiences and distinct menu items. This shift comes as brands seek to meet consumer expectations of diversity and distinction in choice.
Insight
The consumer insight behind the Culinary Hub trend
North American consumers tend to feel more engaged when they know that their purchase journey is clearly designed to suit their interests, and this is particularly relevant within the food industry. Enjoying different cuisines is both highly personal and highly social for consumers, and having new experiences that are shareable with peers elevates their brand loyalty.
Trend themes
Themes within the Culinary Hub trend
Three behaviours holding the trend together01
Innovation Labs
Brands are prioritizing innovation with dedicated labs to meet consumer's expectations of diversity and distinction, creating opportunities for distinct menu items and new experiences.
02
Sensory Experiences
Consumers are enjoying new sensory experiences, tapping into taste and aroma to explore whisky and creating multi-day explorations in restaurants, creating new opportunities for the food and beverage industry.
03
Startup Mentality
Companies are adopting startup mentalities and crowd sourcing, inducing innovating, growth, as seen with The Tysons Innovation Labs and WeWork's Food Labs program.
Industry implications
What the Culinary Hub trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Innovation labs and sensory experiences are being created as brands focus on new ways to meet consumer's expectations of diversity and distinction.
For
Coworking Spaces
Coworking spaces like WeWork are redefining the traditional office space and exploring new avenues such as food labs, creating new opportunities and niches in the industry.
For
Investment
Investment firms and accelerators might find disruptive opportunities by investing in innovative start-ups in the food and beverage space.
Workshop question
How could your brand develop an innovation lab?
Trend signals
Trend signals for Culinary Hub
Trend score 3.4 out of 10, from popularity 44%, activity 49%, freshness 8%.
Popularity44%
Activity49%
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 Culinary Hub trend
5 featured examples from Jul 29, 2016 to Mar 15, 2019CategoryMarketing
Sensory Whisky Labs
The Glenfiddich Aroma Lab Helps Consumers Tap Into Scent and Taste
Hotels and restaurants can create unique experiences by integrating scent-based concepts to enhance customer satisfaction and engage their sense of smell.
CategoryLifestyle
Co-Working Space Food Labs
WeWork Food Labs Focuses on Agricultural Startups
Coworking spaces like WeWork Food Labs provide a platform for agricultural startups to flourish and disrupt the industry.
CategoryBusiness
Re-Imagined Food Innovation Labs
Tyson Brand's Innovation Lab Hopes to End Food Waste
The food and beverage industry can leverage Tyson Brand's Innovation Lab ideas and approach to reduce food waste and create new product offerings.
CategoryArt & Design
Repurposed Panel Labs
Francesc Rifé Studio Transforms a Textile Factory Into a Food Lab
The transformation of a textile factory into a food lab showcases the potential for advancements and disruptive innovation in the field of food research.
CategoryLifestyle
Heritage-Focused Restaurants
Chef Virgilio Martínez Has Opened His New Experimental Eatery Mil
The opening of Mil demonstrates the potential for innovative dining concepts that combine unique culinary experiences with immersive environments.
