# Culinary Hub Food brands focus on innovation labs where they can ideate and create. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Nov 8, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/culinary-hub ## Key Figures - Trend score: 3.4/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jul 29, 2016 to Mar 15, 2019 - Published: Nov 8, 2018 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Culinary Hub trend ### 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. ### 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. ### 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. ## What the Culinary Hub trend means for industry ### For 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 for Culinary Hub Trend score 3.4 out of 10, from popularity 44%, activity 49%, freshness 8%. - Popularity: 44% - Activity: 49% - Freshness: 8% ## Examples of the Culinary Hub trend 5 featured examples from Jul 29, 2016 to Mar 15, 2019. - [Sensory Whisky Labs](https://www.trendhunter.com/trends/aroma-lab): The Glenfiddich Aroma Lab Helps Consumers Tap Into Scent and Taste (Category: Marketing) Implication: Hotels and restaurants can create unique experiences by integrating scent-based concepts to enhance customer satisfaction and engage their sense of smell. - [Co-Working Space Food Labs](https://www.trendhunter.com/trends/wework-food-labs): WeWork Food Labs Focuses on Agricultural Startups (Category: Lifestyle) Implication: Coworking spaces like WeWork Food Labs provide a platform for agricultural startups to flourish and disrupt the industry. - [Re-Imagined Food Innovation Labs](https://www.trendhunter.com/trends/tyson-brands): Tyson Brand's Innovation Lab Hopes to End Food Waste (Category: Business) Implication: The food and beverage industry can leverage Tyson Brand's Innovation Lab ideas and approach to reduce food waste and create new product offerings. - [Repurposed Panel Labs](https://www.trendhunter.com/trends/food-lab): Francesc Rifé Studio Transforms a Textile Factory Into a Food Lab (Category: Art & Design) Implication: The transformation of a textile factory into a food lab showcases the potential for advancements and disruptive innovation in the field of food research. - [Heritage-Focused Restaurants](https://www.trendhunter.com/trends/chef-virgilio-martnez): Chef Virgilio Martínez Has Opened His New Experimental Eatery Mil (Category: Lifestyle) Implication: The opening of Mil demonstrates the potential for innovative dining concepts that combine unique culinary experiences with immersive environments. ## 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)