DIY viral food trends fuel a need for customizable kits and menu items
Trend - In light of viral "food hacks" on social media, brands in this space -- typically within QSR -- are offering kits, menu items, and campaigns suggesting consumers take a creative spin on their orders. This is an offshoot of the "secret menu" approach that was popular in recent years, tweaked for a generation that requires more creativity.
Insight - Viral TikTok food trends have become the go-to for Z Tribe in recent months, becoming especially popular over quarantine as this generation seeks a way to exercise creativity. Taking this skill into the post-pandemic world and the restaurant/QSR industry requires a compromise between set items and DIY cooking. This curated food hack approach satisfies both needs while also allowing brands in this space to appear as an insider of this Internet subculture's inner workings.
Insight - Viral TikTok food trends have become the go-to for Z Tribe in recent months, becoming especially popular over quarantine as this generation seeks a way to exercise creativity. Taking this skill into the post-pandemic world and the restaurant/QSR industry requires a compromise between set items and DIY cooking. This curated food hack approach satisfies both needs while also allowing brands in this space to appear as an insider of this Internet subculture's inner workings.
Workshop Question - How can your brand be more of an "insider" to Internet subcultures?
