Over-the-top milkshakes are the latest in experiential desserts
Trend - Awe-inspiring dessert milkshakes that aim to inspire childlike wonder in diners of all ages are making their way onto fast casual menus at a frenetic pace.
Insight - Performative dessert items that are almost outright experiential in nature highlight the evolution of consumer expectations when it comes to dining out in the age of social media, as well as the inclination to treat such outings as special occasions. With the rise of sharing large aspects of everyday life on social media, these menu items curry favor in the form of shareability—particularly among Millennial and Gen Z populations.
Insight - Performative dessert items that are almost outright experiential in nature highlight the evolution of consumer expectations when it comes to dining out in the age of social media, as well as the inclination to treat such outings as special occasions. With the rise of sharing large aspects of everyday life on social media, these menu items curry favor in the form of shareability—particularly among Millennial and Gen Z populations.
Workshop Question - How can you create opportunities for your customers to feel like they are celebrating themselves by indulging in your product?
Trend Themes
1. Performative Dessert Items - Creating visually stunning, experiential desserts that can be shared on social media is a growing trend among Millennial and Gen Z diners.
2. Extravagant Milkshake Flavors - Offering milkshake flavors that push the boundaries of what is considered standard is becoming increasingly popular in the fast casual dining space.
3. Milkshake-themed Promotions - Using seasonal or pop culture references to create special edition milkshakes is a trend that draws attention to fast casual dining brands while also generating buzz on social media.
Industry Implications
1. Food and Beverage - Creative, visually stunning desserts can be used to tempt diners and differentiate fast casual dining brands.
2. Hospitality and Tourism - Promotions and limited edition menu items with brand-specific themes can differentiate brands while also bringing in tourism revenue.
3. Social Media Marketing - Creating highly Instagrammable menu items and promotions can generate buzz on social media platforms and increase brand awareness among younger, social media-savvy audiences.
