Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upleveled
Indulgence
New menu items in fast food are enhanced with heritage brand partnerships.
4.4
Trend score
Trend
What is the Upleveled Indulgence trend?
Upleveled Indulgence: As fast food and QSR brands look to entice customers with buzz worthy launches that resonate on visual social platforms such as Snapchat and Instagram for ultimate reach, many are partnering with heritage confection brands to create limited edition menu items that simultaneously cater to the new cross-generational view of such indulgences as a special occasion. This progression reinforces that the proliferation of marketing efforts for new products launches heavily relies on the "word of mouth" enabled by social media and highlights the opportunity for brands to elevate consumer perceptions with esteemed collaborations that can also lead to the cross-polination of adjacent yet previously unreached new customers.
Trend themes
Themes within the Upleveled Indulgence trend
Three behaviours holding the trend together01
Heritage brand partnerships
Fast food and QSR brands are partnering with heritage confection brands to create limited edition menu items.
02
Use of premium ingredients
Fast food companies are using premium ingredients like Ghirardelli chocolate in their menu items to elevate consumer perceptions.
03
Social media marketing
The proliferation of marketing efforts heavily relies on social media to promote and gain buzz for new product launches.
Industry implications
What the Upleveled Indulgence trend means for industry
Where the trend changes the playbookFor
Fast food
Fast food and QSR brands are partnering with heritage confection brands to create limited edition menu items and elevating their menu items with premium ingredients.
For
Confectionery
Heritage confection brands are partnering with fast food and QSR brands to create limited edition menu items.
For
Social media marketing
Marketing and PR companies can take advantage of the trend of social media marketing to promote fast food launches and collaborations.
Workshop question
To broaden your current market reach, consider which brands you might partner with; think of companies that offer different products/services to yours.
Trend signals
Trend signals for Upleveled Indulgence
Trend score 4.4 out of 10, from popularity 65%, activity 59%, freshness 8%.
Popularity65%
Activity59%
Freshness8%
Audience
70%Men
30%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Upleveled Indulgence trend
6 featured examples from Jun 1, 2016 to Jun 27, 2017CategoryLifestyle
High-End Donut Collections
This Krispy Kreme Line of Donuts was Served at Selfridges
Donut shops can embrace the trend of offering premium donut collections to attract a higher-end clientele and stand out from traditional donut chains.
CategoryMarketing
Upscale Chocolate Donuts
These Krispy Kreme Dessert Donuts are Made with Ghirardelli Chocolate
Disruptive innovation opportunity: Experiment with unconventional ingredients and flavors to differentiate from traditional bakery offerings.
CategoryLifestyle
Snack-Embedded Fast Food Meals
The Taco Bell Cheetos Quesadilla is Available in the Philippines
Fast food restaurants may continue experimenting with uncommon ingredient combinations to create unique offerings that attract adventurous eaters.
CategoryLifestyle
Premium Fast Food Milkshakes
These New Arby's Milkshakes are Infused with Ghirardelli Chocolate
Fast food chains can explore new ways to cater to the demand for premium and artisanal products.
CategoryLifestyle
Oozing Fast Food Desserts
Arby's New Chocolate Molten Lava Cake is Made with Ghirardelli Chocolate
Fast food chains like Arby's are innovating their dessert menus to stay competitive and meet the changing tastes and demands of consumers.
CategoryLifestyle
Soda-Flavored Slushies
The New Crush Orange Vanilla Float Freeze Joins Taco Bell's Drink Line-Up
Fast food chains have an opportunity to explore innovative beverage collaborations to attract customers with unique and exciting drink options.
