# High Class Fast Extravagance and luxury shake up fast food industry. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Jul 15, 2011, updated Sep 1, 2011 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/fast-food-industry ## Key Figures - Trend score: 4.7/10 - Evidence articles: 5 ## What is the High Class Fast trend? **High Class Fast:** Fast food has always been about low-cost and convenient dining, but today’s chains are disturbing the traditional definition of “fast food” with revitalized environments and gourmet versions of consumer favorites. Luxurious changes are affecting major players from McDonald’s to Subway, and while the typical drive-thru customer may not care much about the lavish updates, those who have avoided fast food—particularly for their inelegant atmospheres and unrefined menus—may find the luxury refurbishments enough to change their opinions. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 25, 2010 to Jun 3, 2011 - Published: Jul 15, 2011 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Curation](https://www.trendhunter.com/megatrend/curation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Themes within the High Class Fast trend ### Luxury Fast Food Fast food chains are redefining traditional low-cost and convenient dining through expensive and modern environments, along with gourmet versions of consumer favorites. ### Food Cost Innovation Restaurants are offering exorbitantly expensive luxury and specialty food items to differentiate themselves in the industry and to grab attention from a broader market that desires a unique experience. ### Revamped Environments Fast food corporations are transforming their establishments into multi-purpose environments, while placing greater focus on the quality of the ambiance, creating a more consumer-friendly feel. ## What the High Class Fast trend means for industry ### For Fast Food Industry Leaders in the fast food industry are redefining conventional fast food dining and moving toward luxury-oriented and gourmet-focused customer experiences. ### For Specialty Restaurants Speciality restaurants, such as those offering pizzas and kebabs, are innovating with expensive luxury dishes to create a unique and inimitable experience for customers. ### For Hospitality Industry Hotels, resorts, and hospitality companies can learn from fast food chains and revamp their environments creating offering multi-purpose spaces to offer a unique and modern experience for their customers. ## Trend signals for High Class Fast Trend score 4.7 out of 10, from popularity 74%, activity 58%, freshness 8%. - Popularity: 74% - Activity: 58% - Freshness: 8% ## Examples of the High Class Fast trend 5 featured examples from Sep 25, 2010 to Jun 3, 2011. - [Extravagant Fast Food Restaurants](https://www.trendhunter.com/trends/mcdonalds-total-makeover): The McDonald's Total Makeover Campaign Will Blow Your Mind (Category: World) Implication: The restaurant industry is witnessing a trend of fast food chains redesigning their establishments and offerings to attract customers seeking luxury dining experiences. - [Fast Food Burger Remixes](https://www.trendhunter.com/trends/gourmet-big-mac): Four Toronto Chefs Take on the Task of Making a Gourmet Big Mac (Category: Lifestyle) Implication: Fast food chains have the opportunity to add gourmet menu items and incorporate creative presentation techniques in order to appeal to foodies and stay relevant in a changing mark… - [$1000 Fast Food](https://www.trendhunter.com/trends/nino-selimaj): The Nino Selimaj Gourmet Pizza Will Melt Your Mouth and Your Wallet (Category: Lifestyle) Implication: Fine dining establishments can explore creating high-end and expensive food items to attract affluent customers looking for unique and lavish dining experiences. - [Extravagant Fast Food](https://www.trendhunter.com/trends/expensive-kebab): Food Network Channel Creates Most Expensive Kebab (Category: Pop Culture) Implication: Restaurants, food trucks, and catering services specializing in gourmet street food and premium ingredients. - [Upscale Sandwich Eateries](https://www.trendhunter.com/trends/subway-cafe): The Subway Cafe Revamps the Chain with a Classy & Sophisticated Look (Category: Lifestyle) Implication: Fast food chains are exploring ways to enhance their image and attract new customers by upgrading their restaurants and menus. ## Recent trend clusters - [Gentle Diagnostics](https://www.trendhunter.com/protrends/home-heart-screening) (Lifestyle) - [Targeted Macros](https://www.trendhunter.com/protrends/functional-protein-ingredients) (Lifestyle) - [Flavor Borrowing](https://www.trendhunter.com/protrends/soft-drink-flavor-mashups) (Lifestyle) - [Silent Triage](https://www.trendhunter.com/protrends/passive-health-wearables) (Lifestyle) ## Trending in Lifestyle - [Holiday-Inspired Potato Chips](https://www.trendhunter.com/trends/holiday-inspired-potato-chips) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)