The food and restaurant industry has historically focused on loyalty. Though word of mouth is still the strongest form of marketing, as consumers are more able to make quality dishes at home through meal-kits their loyalty is shifting to delivery and subscription services. Consumers are increasingly searching for more novel and highly experimental experiences with food and drink that they can’t produce at home.
Historically dining was limited to dinner, the main meal of the day. But as increasing amounts of people are turning to flexible work hours and traveling more often, personal and professional timezones and schedules are shifting. The ‘night owl’ economy, breakfasts and a new healthy, snacking market is growing, and the traditional timings of when and where you eat your meals is becoming more fluid. Catering to these - whether for the night time workers, the early morning client meetings or simply to help travellers adjust to a new time zone - it is becoming increasingly important for eateries to start offering more flexible formats to hungry consumers.
The last decade has seen pop-up dining emerge as a key format to shake up the dining industry.Whether through supper clubs, interesting food stands or exclusive entertainment experiences, pop up dining has paved the way for dining to happen in more unexpected spaces. Now a matured format, new dining experiences are embedding themselves into culture with more permanent restaurants and other eateries in places like gyms and shops which are being managed by new players, offering their audiences targeted experiences through brand extensions.