The year 2017 has been exciting for the food industry around the globe. Trends like the rise of digital home delivery platforms, restaurants offering Instagramm able food, and growing popularity of the breakfast segment, have transcended across geographies. Here are some of the top trends:
The restaurant industry in the US is one of the largest in the world and have innovated with their pricing to attract new customers. According to a survey by National Restaurant Association in 2017, three out of four consumers in the US would visit a restaurant during off-peak hours to receive a discount. Video menu boards in quick-service restaurants and tablets in table service are giving the flexibility for operators to change pricing by time of day.
The millennials who grew up with Netflix are open to joining monthly meal plans. Forty-two percent of consumers said they would join a monthly program and pay in advance for restaurant meals for benefits like discounts and exclusive offers. Two-thirds of consumers equate technology with convenience, and nearly as many said technology options speed up service.
Two in three consumers said they are ordering more healthy options in restaurants now than two years ago. This is a trend that is seen in other parts of the world including UK and India.
Breakfast has made its comeback to the UK menus in 2017. According to the NPD Group, UK’s spend on breakfasts increased by 31% compared to eight years ago, while lunchtime visits were down by 80 million. The rise of breakfast is reflected on social media, with “#breakfast” appearing more than 53,941,170 times on Instagram.
The food industry, 2017, has increasingly fuelled the photo-sharing phenomenon. Chefs are feeling the pressure to fit in with the emerging trend of unusually coloured dishes. Research suggests that colour also influences your taste experience. Black breads, blue lattes and purple ube cheesecakes are just the start of what is to come in 2018.
Indians are also stepping out of their homes to fuel up on the most important meal of the day. Breakfast, has emerged as one of the fastest-growing categories in the Indian dining industry, according to a 'Business Insights on Dining Industry' study by American Express.
The proportion of total spending on breakfast rose by 56% in 2016 over 2015. In Bengaluru, millennials bound for work, joggers, gym-goers and youngsters are keeping restaurants busy in the morning. Breakfast home-delivery is expected to be the next big thing. In Bengaluru, growth rate in dining-spending was 67% for quick service restaurants (QSR) and take-aways in 2016 over the previous year, compared with 44% in Delhi-NCR and 63% in Mumbai.
According to Huawei’s Global Connectivity Index (GCI) 2017, the UAE tops in terms of digital connectivity. The majority (75%) of Emiratis are using delivery or take-away services at least once a week.
There are around 138 hotel projects currently underway in the UAE and a slew of new restaurants cropping up along with them. Dubai sees a rate of four new restaurant openings per day, and has one restaurant for every 260 people (versus 320 people per restaurant in the US). Hence, competition in this market is the fiercest.
Some smaller restaurants might not be able to compete in such a dynamic environment, but there’s still opportunity for homegrown concepts. Innovations in digital marketing will play a significant role in their success.
Food bloggers in the Philippines have been prominent for many years now, like many other regions. In 2017, the speed and reach of the bloggers catapulted with social media on mobile. Facebook, Twitter, Instagram, Pinterest and everything else at the palm of your hands with real-time notification reaching fans, their friends and friends of their friends.
The quality of blogger reviews also improved immensely as restaurants are also categorized in a certain niche like signature dishes, location, cuisine, average spend per plate and even business hours.
Singaporean marketers have been thriving on data like any other marketers around the world. In 2017, marketers have increasingly relied on data visualization tools to measure the performance of their campaigns.
Every digital marketing agency and business owner needs quantitative data on who is buying what, why, and when the purchase was made to determine which ads are most effective. However, data analysts usually face a challenge in understanding raw data in text format. Studies have proven that the human brain is not quite effective in processing vast amounts of data in numerical form. Data visualization tools that make data interpretation quite easy through a visual format came to the rescue.
An analysis of 2017 ranking of the Financial Review Australia's Top 100 Restaurants brought to light a lot of interesting trends. The edges are blurring between restaurants and bars, pop-ups and permanents, as both industry and audience redefine the dining scene for a new age and a new clientele.
Restaurant home delivery is set to be the next game-changer for the business as UberEATS, Fooderoo and Deliveroo aim to offer more than the usual Thai, burger and noodle takeaway.
The new catchphrase is “delivered dining”, as delivery companies bank on Australians adopting New York residents’ latest custom of handing out menus at their dinner parties, inviting guests to order what they want from premium, award-winning restaurants in the neighbourhood.
The rise in the use of technology as an interface with the customer is a common factor in all the countries. Between social media and delivery apps, customers have changed the way the experience restaurants and dining. Some of the markets are ahead by innovating in customer experience, but the laggards are not very far behind.
Tell us about the food trends that you are noticing in your country. We are happy to help you navigate through the complex and exciting world of marketing in restaurants.
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