# Temporary Millennial-Targeted Eateries Gordon Ramsey is Launching the Cobalt Social in Toronto By Ell Smith | Published 2017-10-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/cobalt-social References: [torontosun](http://www.torontosun.com/2017/09/27/gordon-ramsay-helps-launch-pop-up-toronto-eatery-credit-card-aimed-at-millennials) & [newswire](http://www.newswire.ca/news-releases/american-express-celebrates-the-millennial-life-with-you-do-you-marketing-campaign-to-introduce-new-cobalt-credit-card-647962703.html) In a marketing effort to promote a new credit card directed at a Millennial consumer, Gordon Ramsey teamed up with [American Express](https://www.trendhunter.com/trends/american-express-platinum-dining-experiences) to introduce the Cobalt Social -- a pop-up eatery in downtown Toronto's Kensington market. The Cobalt Social, which transformed a former grocery store into a slick new eatery, features menu items by Gordon Ramsey and acclaimed Canadian chefs Antonio Park, of [Montreal's Park Restaurant](https://www.trendhunter.com/trends/bombas-canada) and Toronto's Matty Matheson of [Parts & Labour](https://www.trendhunter.com/trends/leatherman-garage-batch-003-parts). Millennial spending habits reveal the demographic enjoys food, traveling and entertainment, which inspired the restaurant's slogan: 'You Do You" -- a simple tagline, that aims to encourage millennials to continue pursuing their passions. Reservations for this exclusive spot sold out quickly, however, some of the signature dishes are available through UberEATS. ## Trend Insights (Trend Hunter) - Score: 4.5/10 - Popularity: 65% | Activity: 63% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Key Themes Behind This Trend - **Millennial-targeted Eateries:** Disruptive innovation opportunity: Create temporary pop-up eateries that target millennials and collaborate with renowned chefs to attract this demographic. - **Collaborative Marketing Campaigns:** Disruptive innovation opportunity: Partner with influential brands or celebrities to promote a new product or service. - **Customized Dining Experiences:** Disruptive innovation opportunity: Offer personalized dining experiences tailored to the preferences of millennials, focusing on food, travel, and entertainment. ### Where This Applies - **Hospitality:** Disruptive innovation opportunity: Develop innovative concepts and experiences within the hospitality industry that cater to millennial consumers. - **Food Delivery Services:** Disruptive innovation opportunity: Partner with exclusive eateries to offer their signature dishes through delivery platforms like UberEATS. - **Credit Card Companies:** Disruptive innovation opportunity: Collaborate with renowned chefs or restaurants to create unique dining experiences as a marketing strategy for new credit card offerings targeting millennials. ## Related on Trend Hunter - [Platinum Dining Experiences](https://www.trendhunter.com/trends/american-express-platinum-dining-experiences.md) - [Tokyo-Inspired Late-Night Lounges](https://www.trendhunter.com/trends/lucky-cat.md) - [Evolutionary Toronto Dining Experiences](https://www.trendhunter.com/trends/the-drake-hotel.md) - [Soaring Celebrity Restaurants](https://www.trendhunter.com/trends/uks-highest-restaurant.md) - [Pop-Up Takeout Joints](https://www.trendhunter.com/trends/popup-takeout-joints.md) - [Flavorful Toronto Restaurants](https://www.trendhunter.com/trends/able-fare-social-table.md) - [Premium Virtual Restaurants](https://www.trendhunter.com/trends/kitchen-hub1.md) - [Chef-Crafted Meal Kits](https://www.trendhunter.com/trends/home-chef-x-gordon-ramsay.md) - [Delivery-Only TV Restaurants](https://www.trendhunter.com/trends/masterchef-table.md)