Category
Lifestyle
Assisted Choices
Trend cluster
Category
Restaurant
Subscription
Dining establishments are launching membership services during COVID-19.
4.8
Trend score
Trend
What is the Restaurant Subscription trend?
Restaurant Subscription: 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
The consumer insight behind the Restaurant Subscription trend
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.
Trend themes
Themes within the Restaurant Subscription trend
Three behaviours holding the trend together01
Restaurant Membership Programs
Fine dining establishments are offering annual and monthly subscriptions for exclusive experiences in response to COVID-19 restrictions.
02
Unlimited Food and Drinks Subscriptions
Establishments such as Panera and Insomnia Cookies are capitalizing on customer loyalty with unlimited coffee and cookie membership models.
03
Monthly Dining Clubs
Restaurants are offering consumers unique, specially-curated dining experiences through monthly subscription services with multiple tiers.
Industry implications
What the Restaurant Subscription trend means for industry
Where the trend changes the playbookFor
Food and Beverage Industry
The food and beverage industry is introducing subscription services to promote consumer loyalty in response to the COVID-19 pandemic.
For
Hospitality Industry
The hospitality industry is using creative business models such as subscription services to retain customers during the pandemic.
For
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.
Workshop question
How can your brand utilize or optimize a subscription model during and after COVID-19?
Trend signals
Trend signals for Restaurant Subscription
Trend score 4.8 out of 10, from popularity 70%, activity 64%, freshness 10%.
Popularity70%
Activity64%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Restaurant Subscription trend
6 featured examples from Feb 28 to Sep 18, 2021CategoryBusiness
Unlimited Coffee Subscriptions
Panera is Looking to Revolutionize How Consumers Purchase Coffee
The food and beverage industry may benefit from offering subscription-based loyalty programs to attract and retain customers.
CategoryMarketing
Subscription-Only Restaurants
Omar’s La Boite is a Speak-Easy Style Club That Adopted a New Model
Food and beverage establishments adapting to new models of operation to stay afloat and cater to changing consumer preferences.
CategoryBusiness
Luxury Restaurant Membership Programs
Quince & Co. Presents a New Restaurant Business Model
Hotels, resorts and other hospitality businesses can explore high-end membership programs or exclusive offerings to cater to luxury-seeking consumers.
CategoryBusiness
Monthly Dining Clubs
With the Help of Table22, Lynhall Has Launched a Membership-Based Service
Restaurants can innovate their business model to offer membership-based dining clubs that provide unique dining experiences to consumers regularly.
CategoryLifestyle
Economical Coffee Subscriptions
Pret a Manger Offers a Coffee Subscription Plan to Its Customers
The food service industry trends towards offering subscription programs for coffee may attract new and loyal customers, boost sales, and increase brand recognition.
CategoryLifestyle
Unlimited Cookie Memberships
Insomnia Cookies' 'CookieMagic' Program is for Dedicated Fans
The fast food industry can adopt membership programs and subscription-based discounts to increase customer loyalty and engagement, and drive sales.
