Dining establishments are launching membership services during COVID-19
Trend - Restaurants, bars, and speakeasy-style establishments are debuting annual and monthly subscriptions that will give consumers access to Chef-curated meals, special events, entertainment, pantry boxes, and more. This move is a direct response to the government-imposed COVID-19 restrictions and seeks to increase loyalty.
Insight - Contemporary consumers are feeling fatigued from months of physical distancing and staying at home. In this space, many are looking for ways to diversify their time and stay positive—whether it is treating oneself to luxury experiences, curated entertainment, or something else. Since individuals are doing their best to maintain the health and safety guidelines defined by governments around the world, consumers are demanding, for added peace of mind, that the businesses they opt-in for are taking appropriate measures to curb the spread of the virus.
Insight - Contemporary consumers are feeling fatigued from months of physical distancing and staying at home. In this space, many are looking for ways to diversify their time and stay positive—whether it is treating oneself to luxury experiences, curated entertainment, or something else. Since individuals are doing their best to maintain the health and safety guidelines defined by governments around the world, consumers are demanding, for added peace of mind, that the businesses they opt-in for are taking appropriate measures to curb the spread of the virus.
Workshop Question - How can your brand utilize or optimize a subscription model during and after COVID-19?
Trend Themes
1. Restaurant Membership Programs - Fine dining establishments are offering annual and monthly subscriptions for exclusive experiences in response to COVID-19 restrictions.
2. Unlimited Food and Drinks Subscriptions - Establishments such as Panera and Insomnia Cookies are capitalizing on customer loyalty with unlimited coffee and cookie membership models.
3. Monthly Dining Clubs - Restaurants are offering consumers unique, specially-curated dining experiences through monthly subscription services with multiple tiers.
Industry Implications
1. Food and Beverage Industry - The food and beverage industry is introducing subscription services to promote consumer loyalty in response to the COVID-19 pandemic.
2. Hospitality Industry - The hospitality industry is using creative business models such as subscription services to retain customers during the pandemic.
3. Technology and App Development Industry - Subscription-based systems such as the revamped Pret a Manger app are driving the monthly subscription model and loyalty programs in restaurants across the world.
