# Milkshake Marvel Over-the-top milkshakes are the latest in experiential desserts. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 14, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/milkshake-marvel ## Key Figures - Trend score: 2.5/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jul 12, 2018 to May 3, 2019 - Published: May 14, 2019 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Milkshake Marvel trend ### 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. ### 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. ### 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. ## What the Milkshake Marvel trend means for industry ### For 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 for Milkshake Marvel Trend score 2.5 out of 10, from popularity 37%, activity 30%, freshness 8%. - Popularity: 37% - Activity: 30% - Freshness: 8% ## Examples of the Milkshake Marvel trend 5 featured examples from Jul 12, 2018 to May 3, 2019. - [Mouse-Eared Milkshakes](https://www.trendhunter.com/trends/unbirthday-milkshake): Disney World Now Offers an Un-Birthday Milkshake for Any Occasion (Category: Lifestyle) Implication: Disney's Un-Birthday Milkshake offering highlights how theme parks are using innovative drinks and desserts to attract customers. - [Extravagant Dessert Milkshakes](https://www.trendhunter.com/trends/over-the-top-shakes): These Over-the-Top Shakes Support the Creation of "Sweet Selfies" (Category: Lifestyle) Implication: 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. - [Treat-Topped Milkshakes](https://www.trendhunter.com/trends/baskinrobbins-freak-shakes): The Baskin-Robbins Freak Shakes Celebrate National Ice Cream Month (Category: Lifestyle) Implication: 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… - [Movie-Inspired Milkshakes](https://www.trendhunter.com/trends/mean-girlsinspired-milkshake): Black Tap Has Debuted a Mean Girls-Inspired Milkshake for October 3rd (Category: Pop Culture) Implication: 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… - [Churro-Topped Cereal Milkshakes](https://www.trendhunter.com/trends/over-the-top-shake): Black Tap's New Over-the-Top Shake is the Churro Choco Taco Shake (Category: Lifestyle) Implication: Incorporate fun and outrageous menu items, such as over-the-top shakes, to attract customers and stand out in a competitive market. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)