Experiences combining treats with adjacent interests create multifaceted rituals
Trend - Statistics say the majority of consumers are seeking food experiences that go beyond dining. Themed restaurants and cafes seemingly satisfy this desire, but as food becomes a bigger part of social media-savvy consumers' personal brands, a demand for more nuanced food experiences is seen. Experiences that combine indulgence and adjacent interests satisfy this.
Insight - Consumers today are not only spending more on experiences but often expecting more from those experiences as well. Driven by a need for value as well as a way to feel fulfilled, there's a greater interest in experiences that combine more than one interest.
Insight - Consumers today are not only spending more on experiences but often expecting more from those experiences as well. Driven by a need for value as well as a way to feel fulfilled, there's a greater interest in experiences that combine more than one interest.
Workshop Question - Think of one fun, but seemingly unrelated interest or activity to your brand; if you had to pair this interest with your product or service, how would you?
Trend Themes
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Multifaceted Rituals — Consumers are seeking food experiences that go beyond dining which satisfy a demand for more nuanced gastronomical experiences that combine indulgence and adjacent interests.
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Experiential Dining — Consumers today are not only spending more on experiences but often expecting more from those experiences as well with an increasing interest in experiences that combine more than one interest such as technology and gastronomy.
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Themed Entertainment — Consumers are demanding themed dining experiences with exciting activities that can be shared through social media driving the demand for themed pop-up shops which create unique environments that promote experiential and interactive entertainment.
Industry Implications
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Gastronomy — The gastronomic industry can benefit from combining adjacent interests with food experiences to create nuanced rituals for their customers leading to extended value proposition and differentiation in a crowded market.
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Hospitality — Restaurants and cafes that provide multifaceted or experiential rituals can increase their value propositions to attract more customers based on experience and not just food alone, differentiating themselves in a crowded market and creating higher levels of loyalty.
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Entertainment — Pop-ups and themed dining experiences have become a hot spot of interest for consumers as they provide unique environments that create interactive enjoyment to encourage social media sharing and are ripe for creative, experiential opportunities.
