NEW FOODIES

As the pop-up dining scene matures, restaurants, savvy entrepreneurs are looking for new ways to bring people quality food experiences in more permanent sites.

SWEAT, EAT, REPEAT
KX Restaurant, London

Located in London’s Chelsea, KX (pronounced ‘kicks’) a luxury gym. Although like many gyms it offers a spa and food offerings, they have taken the latter more seriously and customers visit the restaurant in its own right rather than just stopping by for a post-workout dinner. As more people are spending time in gyms their offerings are stepping up and it is likely we will see gym-led restaurants trickle down into the premium market. Members of KX can also get all their meals from the restaurant delivered home.




HOLISTIC DINING
Aesop x Plates, London

Beauty brand Aesop collaborated with plant-based studio and restaurant Plates to create a set of 4 dinners across 2018 in each season: Spring, Summer, Autumn, Winter. Each dinner uses seasonal ingredients and participants eat on communal tables. As beauty and food brands start to use similar ingredients, we maybe gin to see more branded experiences and collaborations that reflect and blur the lines between the rituals of beauty and dining.

TASTE MAKERS
Munchies Food Hall, New Jersey


From the media title of the same name, Munchies from VICE is opening a food hall in the new American Dream 4.5 sqft shopping and entertainment complex in New Jersey. Designed to be a platform for the most creative, diverse and innovative of brands and eateries, the hall is curated by the editors themselves, translating the Munchies ideology to visitors plates. As new players enter the dining sphere, media brands are using their USP as taste makers to create real world experiential experiences. Munchies editors proclaim: “we want you to eat what we want to eat.”

64%
OF PEOPLE HAVE VISITED
A POP-UP RESTAURANT/
EXPERIENCE IN THE PAST YEAR.
I-AM (2018)
OVERALL, 10% WOULD CONSIDER
GOING TO A HEALTH CLUB FOR
AN UNUSUAL DINING EXPERIENCE.
AMONG PEOPLE THAT DINE OUT
FREQUENTLY AND THAT ARE MORE
INTERESTED IN DINING,THE
PREFERENCE FOR A GYM AS A DINING
DESTINATION INCREASES TO 16%.
I-AM (2018)
MILLENNIAL BUSINESS DINERS ARE
MORE LIKELY TO DINE ON-THE-GO,
WHILE BOOMERS ARE MOST LIKELY
TO WINE AND DINE CLIENTS,
WHILST GEN XERS TYPICALLY DINE
IN A GROUP WITH COLLEAGUES.
Global Business Travel Association (2018)
FUTURE
NUGGET
A THIRD OF PEOPLE USE A MEAL KIT
AT LEAST ONCE A WEEK. THE MAIN
BENEFITS PERCEIVED BY PEOPLE ARE:
I-AM (2018)
THAT IT’S A GOOD WAY
to LEARN NEW RECIPES (54%)
AND THAT IT’S A LESS
WASTEFUL OPTION (40%)
WHILST PEOPLE ARE STILL EATING
OUT AND ORDERING TAKE-AWAYS,
49% OF THEM SAY THEY ARE NOW
WHILST PEOPLE ARE STILL EATING
COOKING HOME MORE THAN THEY
USED TO MAKING THIS A KEY
GROWTH AREA—PARTICULARLY IN
THE REALM OF MEAL-KIT SERVICES.
I-AM (2018)
FUTURE
NUGGET

TAKEOUT

Where can dining happen? As pop-up restaurants have changed the dining landscape, experiences that are aligned to the valuesof certain audiences can provide eating experiences that are not just novel but relevant too.