Food and beverage brands use professional input to elevate offerings
Implications - Many brands looking to upscale their offerings are turning to celebrity chefs and bartenders to create custom, gourmet selections. In the case of temporary brand activations, the sense of prestige from the experience carries over to the actual product offering. Ultimately, this progression suggests that despite living in an information age, consumers continue to covet an "expert" stamp of approval from their products to ensure high quality and exclusivity.
Workshop Question - Where can your branding and messaging be tweaked to better convey a sense of expertise and insider knowledge?
Trend Themes
1. Expert Endorsement - Brands involve celebrity chefs and bartenders to create exclusive gourmet selections, providing a sense of prestige and high quality to the customer experience.
2. Plant-based Revolution - Innovations in creating healthier and cruelty-free comfort foods by incorporating plant-based superfoods like mushroom, through vegan eateries and healthy foodie activations.
3. Food Pop-ups - Short-lived branded food pop-ups and activations celebrating global cuisine provide a unique eating experience for customers and promote diverse product offerings.
Industry Implications
1. Food and Beverage - Brands can invent new gourmet selections, customized food and drink experiences, and experiment with healthy, plant-based and globally inspired comfort food activations.
2. Culinary Experts - Creating a platform for chefs and bartenders to showcase their talents and expertise through collaborations with food and beverage brands and pop-up shops.
3. Event and Marketing - Short-lived branded pop-up shops and foodie activations that tie in with festivals, conferences, and local events to create a unique and memorable experience for the customers.
