Daniel Uzice, MSc Design & Innovation, Bord Bia, Irish Food Board
Food and drink are becoming more about who we are than ever before. We seek out experiences that heighten our senses, brands that explain who we are, and as always, we want taste perfection every time! It is widely accepted that there are a few keys to unlock consumer hearts and minds. One such key is having a degree of personalisation or customization when it comes to your proposition. When we think of personalisation, we mean something that helps the customer engage in life, making them think how they want to build something that suits their tastes. Personalisation for many acts as a form of social currency, something of value which the consumer can then share with their networks. The idea of story culture has been echoed in Bord Bia’s Lifestyle Trends under the engaging experiences trend.
Spotted: Foodservice – Fast Casual
Several foodservice operators tap into this particularly well. Let’s take a look at Mad Egg, a relatively newly established chain in Dublin which specializes in fried chicken sandwiches. Apart from their core offering, they have developed a proposition around their dessert options. They call it their “DIY Cheesecake”. The consumer is given a blank canvas (a plain and simple cheesecake) and is given a variety of options to build the cheesecake into a masterpiece of their own creation. It has been the talk of Dublin and the sheer level of indulgence screams “you can have your cake and make it too”. Mad Egg have not been the only one delving into this opportunity.
Spotted: Retail – UK
Taking a look at retail, Bunlimited developed a range of premium hot dogs which aims not only to diminish the poor perception of hot dogs but to create fun and theatre around the occasion. Their build your own hot dog range launched in Asda and is bringing new life to a somewhat dull category. Learning? Everything’s better with theatre and a personal touch!
Spotted: Foodservice – Bars
Take a look at the drinks industry and anyone who knows anything about Dublin has surely heard of Drop Dead Twice, a BYO cocktail experience which challenges the cocktail category in the on-trade environment. Not only are you getting bespoke cocktails made to your liking, but you are getting them at an affordable price (who says cocktails must be €12 – €14 per serving?).
