Pop-up spaces adopt educational food-related models
Implications - Brands are utilizing the interactivity of educational sessions with the experiential qualities of pop-up spaces, and are creating short-term food-related activations as a result. This shift is able to create deep connections between the brand and the consumer, in its ability to inform rather than just market the products or brands in question.
Workshop Question - How can your brand better strengthen consumer interest or loyalty?
Trend Themes
1. Pop-up Food Education - Brands are blending education and experiential qualities of pop-up spaces to create food-related activations that inform and connect with consumers.
2. Empowering Culinary Startups - Nonprofits like Farming Hope are leveraging job training in the culinary industry to empower homeless communities to share their gifts, talents and value through food.
3. Meal Kit Pop-ups - Meal kit companies like Blue Apron are adopting the brick-and-mortar model to offer consumers unique, interactive experiences and merchandise.
Industry Implications
1. Food and Beverage Industry - Customer education and empowerment through informative, immersive experiences will create deep connections between brands and consumers.
2. Non-profit/civic Industry - Communities are leveraging food and culinary training to empower homeless and marginalized individuals thereby supporting social and economic development in the food industry.
3. Retail Industry - The integration of educational and experiential activations through pop-up shops provides a unique way to engage with consumers and create memorable brand-consumer relationships.
