Category
Lifestyle
Assisted Choices
Trend cluster
Category
Insider
Eating
Exclusivity and culture-savvy now trumps highbrow eating.
5.2
Trend score
Trend
What is the Insider Eating trend?
Insider Eating: As social media continues to fuel the consumer desire for authenticity, the foodie world turns toward cultural capital and insider knowledge as the true marker of the elite. This is in direct opposition to the idea of fine dining as the pinnacle of eating well. Essentially, Michelin star-studded gourmet restaurants are being replaced by dive bars that only those in the know are aware of. This is a result of the cash-strapped Millennial foodie, whose values are more aligned with culinary resourcefulness than expensive ingredients.
Trend themes
Themes within the Insider Eating trend
Three behaviours holding the trend together01
Authenticity Over Highbrow Dining
As the desire for authenticity in food continues to grow, consumers are turning towards cultural capital and insider knowledge as the true marker of the elite, leading to opportunities for cash-strapped Millennials and the dive bar scene to thrive.
02
Secret and Exclusive Dining
Dining events, invite-only eateries, and underground bars are becoming increasingly popular with consumers seeking exclusivity and unique experiences, creating opportunities for businesses to capitalize on consumers' desire for secret and exclusive spaces.
03
Social Media Marketing for Restaurants
Restaurants are investing in social media influencers and designing photo-friendly dining spaces to appeal to customers' desire to share their food experiences on social media, creating opportunities for businesses to create more shareable and Instagram-worthy dining experiences.
Industry implications
What the Insider Eating trend means for industry
Where the trend changes the playbookFor
Hospitality Industry
The hospitality industry can reference these trends to develop new experiences, spaces and offerings that appeal to consumers' desire for unique and authentic experiences and exclusive spaces.
For
Food and Beverage Industry
The food and beverage industry can develop new menus, ingredients, and innovative culinary offerings that appeal to consumers' desire for authenticity, exclusivity, and unique dining experiences.
For
Marketing Industry
The marketing industry can work with restaurants and other businesses to develop social media marketing strategies that leverage influencers and appeal to customers' desire for shareable and photogenic food experiences.
Workshop question
How can you add an element of exclusivity to your products or services?
Trend signals
Trend signals for Insider Eating
Trend score 5.2 out of 10, from popularity 75%, activity 73%, freshness 8%.
Popularity75%
Activity73%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Insider Eating trend
8 featured examples from Jan 11, 2016 to Jun 13, 2018CategoryLifestyle
Secret Dining Events
Patrón Secret Dining Created a Special Cocktail-Paired Menu in London
The hospitality industry can capitalize on the trend of secret dining events by offering unique and exclusive dining experiences to attract customers.
CategoryLifestyle
Clandestine Retro Speakeasies
This Hong Kong Speakeasy is Hidden Behind a Stamp Shop
The hospitality industry, specifically bars and restaurants, can incorporate immersive storytelling and unique entry methods to create a memorable and immersive experience for cus…
CategoryLifestyle
Photo-Friendly Dining Tables
Boston Chops' 'Instagram Table' Guarantees Good Food Pictures
The restaurant industry as a whole has an opportunity to invest in creating photo-friendly dining experiences and integrating technology into their offerings, as a way to stand ou…
CategoryAutos
Millennial-Only Food Trucks
'Drop' Will Give Millennials the Chance to Eat Avocado Toast for Free
Existing food and beverage companies may be able to create specialized products to cater to the Millennial market.
CategoryLifestyle
Cavernous Underground Bars
'Alux Restaurant and Lounge' is in a Naturally Extant Cavern
The hospitality industry can leverage the appeal of unique and immersive underground spaces to create captivating guest experiences.
CategoryLifestyle
Traditional Spanish Style Restaurants
The Barsa Taberna in Toronto is a Hidden Spanish Restaurant
Opportunity for traditional Spanish restaurants to revamp their offerings and appeal to a wider audience by incorporating modern twists and experiential elements.
CategoryLifestyle
Hidden Underground Food Courts
Turnstyle Columbus Circle is Accessible Through the NYC Subway
Opportunity for innovative food and beverage businesses to tap into high-traffic locations and cater to on-the-go consumers.
CategoryWorld
Invite-Only Airport Eateries
'Classified' is an Upscale Eatery in the Newark International Airport
Companies that operate stores and restaurants in airports have an opportunity to create exclusive and upscale dining concepts to cater to high-end clientele, while enhancing the o…
