# Mystery Summer Menus Co-Op is Giving Out Secret Dishes from an 'Unpredictable Summer Menu' By Laura McQuarrie | Published 2016-07-21 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/summer-menu References: [eventmagazine](http://www.eventmagazine.co.uk/pictures-co-op-serves-its-unpredictable-summer-menu/brands/article/1402863) & [coop](http://coop.co.uk/summer) For the warmer months of the year, Co-Op is touring the UK with an 'Unpredictable Summer Menu.' Co-Op reached out to its fans on [Facebook](https://www.trendhunter.com/trends/what-the-fanta-1) and asked them to co-create dishes by revealing what secret ingredients they use in cooking. These ingredients have been incorporated into [mystery recipe boxes](https://www.trendhunter.com/trends/village-bakery-mystery-hot-cross-buns) and meals that are now being served in sample sizes across the country. These mystery ingredients are being shared as part of Co-Op's #UnpredictableSummer campaign, which encourages people to "be as unpredictable as summer." With these efforts, the brand is also raising money for the [British Red Cross](https://www.trendhunter.com/trends/british-airways-nyc-subway)—if a meal has been enjoyable, Co-Op asks that people text to donate £1 in order to pay a good deed forward. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 60% | Activity: 34% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Unpredictable Summer Menus:** Creating unique seasonal menus with ingredients sourced from fans presents an opportunity for restaurants and food delivery services to stand out and engage with their audience. - **Co-creation for Mystery Recipes:** Collaborating with customers to develop secret recipes can be a fun and engaging way for food brands to generate excitement and loyalty among their following. - **Charitable Dining Campaigns:** Incorporating philanthropy into promotional events or restaurant campaigns can help build a positive brand image and drive social impact through public participation. ### Sectors Adopting This - **Food & Beverage:** Food and beverage companies can leverage this trend to create exclusive seasonal menus that engage their customers and build brand loyalty. - **Delivery Services:** Food delivery services can partner with restaurants to offer unique mystery recipes or create their own unpredictable summer menus to attract new customers. - **Charities & Non-profits:** Charitable organizations can partner with restaurants to fundraise through dining campaigns that incentivize customers to donate to a good cause while enjoying a meal. ## Related on Trend Hunter - [Summer Socialization Food Products](https://www.trendhunter.com/trends/coop-summer-feastival-range.md) - [Summery Food-to-Go Ranges](https://www.trendhunter.com/trends/coop-foodtogo-range.md) - [Ready-to-Cook Asian Cuisine Menus](https://www.trendhunter.com/trends/taste-of-asia-menu.md) - [Summer-Forward Food Billboards](https://www.trendhunter.com/trends/let-your-summer-side-out.md) - [Charity Christmas Foods](https://www.trendhunter.com/trends/christmas-food-to-go.md) - [Savory Cafe Food Menus](https://www.trendhunter.com/trends/costa-coffee-summer-menu.md) - [Mystery Ice Cream Shops](https://www.trendhunter.com/trends/surprise-scoop.md) - [Summery Superfruit Food Menus](https://www.trendhunter.com/trends/playa-bowls.md) - [Mysterious Summer Smoothie Flavors](https://www.trendhunter.com/trends/mystery-smoothie.md)