Rethinking consumer connections
It used to be a whole lot simpler: Restaurants were valued as places where consumers could share a meal and connect with people. While that is still the case, the pandemic has turned the idea on its head. Whereas the early months of the pandemic made it necessary for this “coming together” to happen at home or virtually in an effort to keep business flowing, many foodservice operators – along with complementary brands – are now redefining what it means to gather, even as dining rooms fill back up again. A new food-and-drink-trends report from Mintel mentions the increase of online hubs that offer ecommerce, brand-specific communities and opportunities to socialize virtually. Some restaurants are already well on their way: As reported by The Spoon, Chipotle recently created a Halloween promotion in partnership with the online game platform Roblox. Roblox gamers could enter a virtual Chipotle restaurant (specially decorated for Halloween) and collect a promo code good for a free burrito back in the real world. Granted, such partnerships may well be more feasible for major brands than small independents, but the example shows how the idea of coming together over restaurant food is being reimagined for the current times. How might you reimagine what it means to create memorable experiences for your guests?
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