Category
Lifestyle
Assisted Choices
Trend cluster
Category
Upscaling
Waste
Restaurants introduce consumers to a waste-free lifestyle with upscale experiences.
4.2
Trend score
Trend
What is the Upscaling Waste trend?
Upscaling Waste: As concerns about food scarcity rise, more and more consumers are becoming conscious of waste. Dining establishments that follow a zero-waste ethos are putting just as much effort into providing a memorable experience as they are in creating re-purposed menu items. This approach not only transforms people's opinions about waste; it also encourages more mainstream attention to the cause.
Trend themes
Themes within the Upscaling Waste trend
Three behaviours holding the trend together01
Zero-Waste Ethos
Restaurants and catering companies are placing emphasis on sustainability and reducing waste through the creation of unique dining experience and catering services, such as upcycling food scraps and serving vegetables produced by local farmers.
02
Initiatives on Food Waste Reduction
Companies are starting initiatives on food waste reduction, incorporating waste-reducing methods, such as allotting leftover food scraps to greenhouse systems, growing vegetable gardens, and using kitchen condiments made up of leftover greens.
03
Urban Gardening
Urban gardening programs implemented by companies such as hotels and restaurants allow them to grow organic produce, reduce food waste, and be more environmentally conscious.
Industry implications
What the Upscaling Waste trend means for industry
Where the trend changes the playbookFor
Restaurant Industry
The restaurant industry can continue to adopt and innovate unique approaches to food sustainability, such as those focusing on upcycling food scraps and creating sustainable yet memorable dining experiences for consumers.
For
Catering Industry
Catering companies can pave the way towards zero-waste methodology in catering for social occasions and big groups by incorporating sustainable foods and composting and recycling leftovers.
For
Hospitality Industry
The hospitality industry can reduce food waste by implementing initiatives such as installing hotel gardening programs and creating a more rigorous restaurant policy on tracking and reducing waste.
Workshop question
What is the most wasteful — whether literal or figurative — aspect of your brand's offering? How could you turn that waste into a positive experience for your consumer?
Trend signals
Trend signals for Upscaling Waste
Trend score 4.2 out of 10, from popularity 57%, activity 60%, freshness 8%.
Popularity57%
Activity60%
Freshness8%
Audience
50%Men
50%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 Upscaling Waste trend
7 featured examples from Jul 17, 2014 to Aug 26, 2016CategoryEco
Food Scrap Dining
The Salvage Supperclub Initiative Serves Food From Dumpsters in a 6 Course Meal
Hotels and restaurants can adopt sustainable practices and innovative initiatives to target eco-conscious and adventurous diners looking for unique dining experiences.
CategoryEco
Sustainable Urban Eateries
This Restaurant Champions Progressive Farming and Eco-Friendly Dining
Disruptive Innovation Opportunity: Develop eco-friendly practices and technologies that enable restaurants to operate sustainably and efficiently.
CategoryEco
Elegant Food Rescue Eateries
Instock Restaurant Prepares Meals with Grocery Store Leftovers
Grocery retailers can leverage the trend of food waste reduction to develop partnerships and initiatives that address the issue and minimize waste in their supply chain.
CategoryEco
Hotel Gardening Initiatives
'AccorHotels' is Growing Its Own Produce in Order to Reduce Food Waste
Hotels and hospitality companies can implement hotel gardening programs and sustainable menus to reduce food waste and promote sustainability.
CategoryLifestyle
Waste-Eliminating Catering
The Chive Sustainable Event Design Company Focuses on Green Eats
The catering industry can incorporate zero waste practices and sustainable food sourcing to meet the growing demand for environmentally friendly event options.
CategoryEco
Food Scrap Condiments
Copenhagen's Amass Makes a Unique Kitchen Condiment with Leftover Greens
Restaurants can explore innovative ways to reduce food waste, create plant-based condiments, and adopt sustainable practices.
CategoryLifestyle
Waste-Free Diner Concepts
This Pop-Up Restaurnt Makes Gourmet Dishes Out of Stale Bread
Restaurants are finding innovative ways to reduce food waste and adopt sustainable practices, providing opportunities for new business models and ways to create unique and novel m…
