Category
Lifestyle
Assisted Choices
Trend cluster
Category
Milkshake
Marvel
Over-the-top milkshakes are the latest in experiential desserts.
2.5
Trend score
Trend
What is the Milkshake Marvel trend?
Milkshake Marvel: Awe-inspiring dessert milkshakes that aim to inspire childlike wonder in diners of all ages are making their way onto fast casual menus at a frenetic pace.
Insight
The consumer insight behind the Milkshake Marvel trend
Performative dessert items that are almost outright experiential in nature highlight the evolution of consumer expectations when it comes to dining out in the age of social media, as well as the inclination to treat such outings as special occasions. With the rise of sharing large aspects of everyday life on social media, these menu items curry favor in the form of shareability—particularly among Millennial and Gen Z populations.
Trend themes
Themes within the Milkshake Marvel trend
Three behaviours holding the trend together01
Performative dessert items
Creating visually stunning, experiential desserts that can be shared on social media is a growing trend among Millennial and Gen Z diners.
02
Extravagant milkshake flavors
Offering milkshake flavors that push the boundaries of what is considered standard is becoming increasingly popular in the fast casual dining space.
03
Milkshake-themed promotions
Using seasonal or pop culture references to create special edition milkshakes is a trend that draws attention to fast casual dining brands while also generating buzz on social media.
Industry implications
What the Milkshake Marvel trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Creative, visually stunning desserts can be used to tempt diners and differentiate fast casual dining brands.
For
Hospitality and tourism
Promotions and limited edition menu items with brand-specific themes can differentiate brands while also bringing in tourism revenue.
For
Social Media Marketing
Creating highly Instagrammable menu items and promotions can generate buzz on social media platforms and increase brand awareness among younger, social media-savvy audiences.
Workshop question
How can you create opportunities for your customers to feel like they are celebrating themselves by indulging in your product?
Trend signals
Trend signals for Milkshake Marvel
Trend score 2.5 out of 10, from popularity 37%, activity 30%, freshness 8%.
Popularity37%
Activity30%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Milkshake Marvel trend
5 featured examples from Jul 12, 2018 to May 3, 2019CategoryLifestyle
Mouse-Eared Milkshakes
Disney World Now Offers an Un-Birthday Milkshake for Any Occasion
Disney's Un-Birthday Milkshake offering highlights how theme parks are using innovative drinks and desserts to attract customers.
CategoryLifestyle
Extravagant Dessert Milkshakes
These Over-the-Top Shakes Support the Creation of "Sweet Selfies"
There are opportunities for businesses in the food and beverage industry to innovate and collaborate to create visually appealing products that offer customers unique experiences.
CategoryLifestyle
Treat-Topped Milkshakes
The Baskin-Robbins Freak Shakes Celebrate National Ice Cream Month
The food and beverage industry can capitalize on the trend of indulgent desserts and limited-time promotions by creating unique and visually appealing products that attract custom…
CategoryPop Culture
Movie-Inspired Milkshakes
Black Tap Has Debuted a Mean Girls-Inspired Milkshake for October 3rd
The success of Black Tap's Mean Girls-inspired milkshake highlights the potential for creating elaborate, over-the-top shakes that can be shared on social media to attract custome…
CategoryLifestyle
Churro-Topped Cereal Milkshakes
Black Tap's New Over-the-Top Shake is the Churro Choco Taco Shake
Incorporate fun and outrageous menu items, such as over-the-top shakes, to attract customers and stand out in a competitive market.
