# Upleveled Indulgence New menu items in fast food are enhanced with heritage brand partnerships. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 1, 2017 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/upleveled-indulgence ## Key Figures - Trend score: 4.4/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Jun 1, 2016 to Jun 27, 2017 - Published: Jun 1, 2017 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 70% men, 30% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Upleveled Indulgence trend ### Heritage brand partnerships Fast food and QSR brands are partnering with heritage confection brands to create limited edition menu items. ### Use of premium ingredients Fast food companies are using premium ingredients like Ghirardelli chocolate in their menu items to elevate consumer perceptions. ### Social media marketing The proliferation of marketing efforts heavily relies on social media to promote and gain buzz for new product launches. ## What the Upleveled Indulgence trend means for industry ### For 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 for Upleveled Indulgence Trend score 4.4 out of 10, from popularity 65%, activity 59%, freshness 8%. - Popularity: 65% - Activity: 59% - Freshness: 8% ## Examples of the Upleveled Indulgence trend 6 featured examples from Jun 1, 2016 to Jun 27, 2017. - [High-End Donut Collections](https://www.trendhunter.com/trends/line-of-donuts): This Krispy Kreme Line of Donuts was Served at Selfridges (Category: Lifestyle) Implication: Donut shops can embrace the trend of offering premium donut collections to attract a higher-end clientele and stand out from traditional donut chains. - [Upscale Chocolate Donuts](https://www.trendhunter.com/trends/dessert-donut): These Krispy Kreme Dessert Donuts are Made with Ghirardelli Chocolate (Category: Marketing) Implication: Disruptive innovation opportunity: Experiment with unconventional ingredients and flavors to differentiate from traditional bakery offerings. - [Snack-Embedded Fast Food Meals](https://www.trendhunter.com/trends/fast-food-meal): The Taco Bell Cheetos Quesadilla is Available in the Philippines (Category: Lifestyle) Implication: Fast food restaurants may continue experimenting with uncommon ingredient combinations to create unique offerings that attract adventurous eaters. - [Premium Fast Food Milkshakes](https://www.trendhunter.com/trends/ghirardelli-chocolate): These New Arby's Milkshakes are Infused with Ghirardelli Chocolate (Category: Lifestyle) Implication: Fast food chains can explore new ways to cater to the demand for premium and artisanal products. - [Oozing Fast Food Desserts](https://www.trendhunter.com/trends/chocolate-molten-lava-cake): Arby's New Chocolate Molten Lava Cake is Made with Ghirardelli Chocolate (Category: Lifestyle) Implication: Fast food chains like Arby's are innovating their dessert menus to stay competitive and meet the changing tastes and demands of consumers. - [Soda-Flavored Slushies](https://www.trendhunter.com/trends/crush-orange-vanilla-float-freeze): The New Crush Orange Vanilla Float Freeze Joins Taco Bell's Drink Line-Up (Category: Lifestyle) Implication: Fast food chains have an opportunity to explore innovative beverage collaborations to attract customers with unique and exciting drink options. ## 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)