DIY viral food trends fuel a need for customizable kits and menu items
Trend - In light of viral "food hacks" on social media, brands in this space -- typically within QSR -- are offering kits, menu items, and campaigns suggesting consumers take a creative spin on their orders. This is an offshoot of the "secret menu" approach that was popular in recent years, tweaked for a generation that requires more creativity.
Insight - Viral TikTok food trends have become the go-to for Z Tribe in recent months, becoming especially popular over quarantine as this generation seeks a way to exercise creativity. Taking this skill into the post-pandemic world and the restaurant/QSR industry requires a compromise between set items and DIY cooking. This curated food hack approach satisfies both needs while also allowing brands in this space to appear as an insider of this Internet subculture's inner workings.
Insight - Viral TikTok food trends have become the go-to for Z Tribe in recent months, becoming especially popular over quarantine as this generation seeks a way to exercise creativity. Taking this skill into the post-pandemic world and the restaurant/QSR industry requires a compromise between set items and DIY cooking. This curated food hack approach satisfies both needs while also allowing brands in this space to appear as an insider of this Internet subculture's inner workings.
Workshop Question - How can your brand be more of an "insider" to Internet subcultures?
Trend Themes
1. DIY Food Hacks - Brands in the QSR industry are offering customizable kits and menu items inspired by viral TikTok food trends, satisfying both DIY creativity and traditional dining needs.
2. Viral Recipes on Social Media - As consumers continue to look for quick and easy recipe ideas, social media platforms such as TikTok have become a breeding ground for viral recipes that translate into menu items or grocery store products for food brands.
3. Collaborative Creator-led Menus - Exclusive menus created through collaborations with social media influencers are becoming more common, giving brands the opportunity to appeal to a younger, digitally-connected audience.
Industry Implications
1. Fast Food Industry - The QSR industry is adapting to viral DIY food trends and offering customizable options to meet the creative needs of their younger customer base.
2. Food and Beverage Industry - Social media-inspired recipes have the potential to translate into menu items or grocery store products for brands looking to stay innovative and keep up with current trends.
3. Technology Industry - The rise of social media, influencer culture, and user-generated content have led to opportunities for the development of software and apps geared towards foodie culture and recipe-sharing.
