rewir trend review #06
TRANSCRIPT
REWIR TREND REVIEW #06YOUR BRAND & BUSINESS UPDATEJUNE/JULY ISSUE 2015
Food – getting more serious than ever
The concept of food, in its entirety - quality, variety, distribution and availability – is quite simply, exploding!
From miniscule food styling (with ingredients handpicked from remote places around the globe) to food trucks that literally are everywhere. It is all about your craving, you know you can get what your heart desires in just a few minutes.
This development changes the landscape. Micro entrepreneurs build brands round the block and start small businesses alongside the well established large food corporations. Not only new business models see the light of day but also new ways of consuming food, snacks and beverages.
So welcome to this summer issue of Rewir Trend Review where we will take you through the landscape of food – beyond taste, smell and consumer behavior. Yummy!
TRYING TO FIND OUT WHAT’S GOING ON IN THE FOOD JUNGLE
THE SCENE
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There are many drivers behind the mushrooming food business. One of the main driver is the surging appetite for a healthy lifestyle. Diets come and go, and come back again – be it paleo, kale, flexitarian, 5-2, detox, whatever.
New ingredients are trending... Bone broth any-one? Proposed to be packed with minerals and collagen, this fat is purported to be healthy and help assimilate important fat-soluble vitamins. Bone broth is just one example on how con-sumers turn to alternative ingredients in order to achieve the ultimate healthy lifestyle. Millet (the new quinoa), matcha tea (Japanese tea with
built-in superpowers) and crickets (yes indeed, as in insects) in chocolate bars will be the new ‘new’.
Yet other drivers are availability and convenience. The foods we consume must be easy to find and easily accessible for purchase (we are lazy, we dislike going the distance and we avoid multiple choice). Food trucks, order-in services and coffee shops at every street corner have picked up on how we like to eat in and out. Both analog and digital solutions are booming to help consumers search, find and purchase their favorite goodies.
CARE FOR A BITE OF THE FUTURE?
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INTRODUCTION
Sage, a new nutrition information-based web and phone app, allows users to have personalized nutrition derived from their personal data. Say you are in the mood for a nice bowl of seasoned flavored yogurt, Sage visualizes the product’s nutritional value and provides a breakdown of each ingredient – fibre, vitamins and minerals are highlighted as “Get enough”, while less nutritious ingredients like saturated fat, sodium and sugar are labeled “Avoid too much” or “Careful”. Trust us, this is just the beginning – more apps are on the up-rise so consumers can monitor every single bite.
DECODING THE GOOD STUFF!
Photo credit: sage.is
INTELLIGENCE
Who would have thought that you can enjoy a four-course menu in fine-dining style in just 15 minutes? American chef Jonathan Kava has introduced a pop-up restaurant that offers small-sized dishes made from premium ingredients. The difference? Food is served minus the white linen and fancy lighting at affordable prices. As a sample of how fantastic the food really tastes, and in order to also change mindsets around the perception of luxury, Jonathan invites his guests to a meal at $15. A fraction more than any fast food menu. Who says luxury has to be expensive?
SPEEDY, TASTY FINE DINING
Photo credit: wikipedia.com
FAST FOOD
MY NAME IS LUKA
What if you could use artificial intelligence to help find suggestions for nice restaurants? Well, now you can. Meet Luka, a smartphone app that uses a chat interface designed to answer any questions in a personal and conversational manner, as though speaking to a friend. And like a friend, Luka will learn what you prefer and make dinner reservations depending on the occasion for you. Currently only available in San Francisco, but there is a beta for New York that you should try out next time you visit the Big Apple!
Photo credit: http://scottbriscoe.com
AI
We’ve all been there... just had a cup of coffee and then not finding anywhere to dispose the cup. Now we can thank global fast food chain, Kentucky Fried Chicken and British food scientists, The Robin Collective for a smart, ‘good-to-the-last-bit’ solution. An edible cup! Made from biscuit and heat-resistant white chocolate. Consumers are served a two-in-one solution with this delicious innovation. Be sure to finish your latte before you enjoy the chocolate!
NEXT-GEN COFFEE TO GO
photo credit: http://qsrmedia.co.uk
WASTE
Photo credit: http://www.gasholder.london/2015/04/30/rosewood-slow-food-market/
Marketing and serving exquisite, organic and original food has long been exclusive to high-end restaurants. The luxury hotel Rosewood London has a vision of redistributing that opportunity to small producers and has therefore a farmers’ market in their own courtyard. 30 local producers offer Londoners food, drinks and supplementary dishes with an traditional British touch. All kinds of consumers now have the possibility to enjoy premium quality at affordable prices.
HIGH END FARMERS’ MARKET AVAILABILITY
Leading champagne makers Mumm, have developed and launched the world’s first interactive champagne bottle. When the cork pops, an integrated RFID chip connects to the club’s sound system. A beautiful set of LED lamps in the bottle will then react to the beat, creating a visual experience at your table. This was of course launched at the Monaco Grand Prix and can only be found at a few prestigious clubs. Next step for the connected bottle is Ibiza.
MESSAGE IN A BOTTLE
Photo credit: http://digitalpressroom.ghmumm.com/mumm-connected-bottle/
CLUBBING
The American food chain giant, Whole Foods, are joining the race for the Millennials, setting up micro shops in order to attract these very picky individuals. The new shops are complements to the regular stores, selling a more limited range of products at value prices. These micro shops will tap into the everyday urban patterns of Mil-lennials and be located close to subway stations, gyms and clubs/bars.
BIG GOES SMALL
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CONVENIENCE
March 2015 Amazon launched KiranaNow in Bangalore. Through this service customers can order products from neighborhood stores – called “kirana” – delivery within two to four hours. The hyper local service is available on mobile only, and allows shoppers to find local stores that have uploaded their product inventory on Amazon. Groceries are then delivered via the e-tailer’s logistics network or the store’s own staff. This is the first (of many to come) initiative from Amazon to get small businesses to meet and serve their customers.
HYPER LOCAL LOVE!
Photo credit: shutterstock
BANANAZ
Exclusive members-only coffee shops are opening up in London (actually there is one in Stockholm), combining coffee and food with co-working space. Membership is currently available at a monthly fee of £10, entitling members to privileged access to a trendy, comfortable workspace and four complimentary cups of coffee. Responding to the growing need for more co-working spaces, the food chain SL28 aims to provide a relaxed and friendly atmosphere for freelancers and entrepreneurs to work and network. Yet another perk? Free WiFi of course!
MEET AND GREET!
Photo credit: http://www.thedrum.com
OUT OF OFFICE
Food, eating habits and the social aspect of dining are altering from everything we used to know into something completely new.
Now, more than ever, it is extremely important to observe the shifting patterns of food consumers, gather insights and utilize the learnings to find fresh innovative ways to keep consumers engag-ing with brands, as they eat into the future.
WE KNOW NOTHING
Photo credit: shutterstock
CONCLUSION
David [email protected]
Ruby WindrupEditorial [email protected]
Angela BlumenContent design + [email protected]
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