Let’s Talk Trend Issue One A Two Year Forecast
2018/19 £500.00
18/19
ABOUT US
We would like to offer you a warm welcome to the first edition of Let’s Talk Trend (LTT) 2018/19. We are a Manchester based, trend forecasting agency. Our unique appeal is that we specialise in helping businesses within the hospitality sector to plan for the future by conducting research on your behalf and discovering what is to come that will directly impact your business. LTT was created to fill a gap in the trend forecasting industry whereby the hospitality sector was receiving significantly less coverage than other sectors such as fashion and lifestyle trends. In this edition we explore two main themes that we predict will become the next big thing in hospitality and widely implemented across multiple outlets. The features include insight into both the food and drink industry as well as four micro trends. We believe that these smaller trends will have a lesser impact in the next two years but have potential for massive growth in the long term.
CONTENTS 01 LOW/NO ALCOHOL 17 EATERTAINMENT 31 MICRO TRENDS 33 3D INTERIORS AND FOOD 37 BEAUTY FOOD 41 MOOD FOOD 45 HOMELY INTERIORS
LOW-NO ALCOHOL
The prospect of alcohol popularity declining may strike fear into most, working in hospitality. However, this low, or no, alcohol trend could in fact see a whole new potential for early adopting bars and restaurants.
‘Leaders such as Diageo prepare for long term changes’ Generation Z are the first anti-party collective in years who are disinterested with drinking alcohol. In preparation for the coming of their drinking age as a whole generation, alcohol brands are beginning to trial none or low alcohol beverages. For example, Diageo is currently trialling ventures such as low alcoholic content Smirnoff made from 100% real fruit and investing in Seedlip, a non alcoholic, spirits company. While alcohol leaders, such as
Diageo, prepare for the long term changes, bars around the world are also experimenting in ways that they can profit from the health conscious, Generation Z. Establishments such as Tanya’s Café in London who create cocktails with a low alcohol content. The drinks are a mix of vegan spirits and superfood ingredients, such as their speciality sweet potato gin. Seedlip is a beverage maker that creates healthy drinks with zero alcohol content. But what is most interesting about this brand is that their drink deliberately tastes of alcohol. Just because a health conscious culture is upon us, doesn’t mean that consumers do not crave the feeling of a treat. As gym memberships are on the increase and as too are the motivational fitness bloggers, this generation are not showing any signs of changing their
behaviour any time soon. That is not to say that every teenager comes straight home from school the minute the bell rings, with their head buried in educational literature, drinking green tea. Obviously some of this generation are still partial to drink and drugs. It is known that private schools in Britain have a large problem with students using hard drugs such as Cocaine. However, when looking at the facts, it is likely that teenagers will have a family member who attended school in the 90’s, idolising Liam Gallagher. But generation Z have grown up witnessing the damaging effects of drugs and alcohol instead of the highly glamorised version that earlier generations saw.
There are three main colours that represent this trend. The first are varying hues of green, from a deep, natural emerald to a bright exposed lime. Green is associated with health, natural and organic ingredients. Choosing not to drink alcohol is likely to be due to the health benefits that abstaining from alcohol provides. The second and third is a spectrum of vibrant, juicy oranges to deep blood reds. Orange provokes images of refreshing, sweet tastes and red is symbolic of stopping an action. This trend is encouraging a decline in the excessive drinking of high content alcohol or indeed alcoholic drinks altogether.
Above: Focus on healthy green herb garnish
02
Opposite: Over exposed green hues exaggerating the image of a drink with health benefits
Above: Watermelon ice cubes surrounded by green cocktail garnish demonstrates how decoration could be used in addition to the healthier drinks themselves
04
Left: Green colour story representing natural ingredients. Fruit and vegetables remain in colour while the drinks are filtered in black and white to draw attention to the health aspects related to the trend
Above: A green bikini created from non-alcoholic beer bottles represents the healthy body image associated with wearing swimwear and suggests that this was achieved by abstaining from alcohol
Previous: The main colour of Low/No Alcohol 18/19 is green as it represents health and natural ingredients and is globally symbolic of this
Above: Green colour story demonstrated through the fresh leaf. The alcohol is in black and white and also looks like a cartoon, this adds emphasis to the green leaf and draws attention to the message of the trend and the colour 07
Left: Green colour story continued using the same tactic to draw attention to the green leaf
08
Opposite: Over exposed green leaf garnish demonstrates the lighter green tones associated with this trend
Left: Green and orange shades together representing two colour themes collectively. Using basil for garnish is an example of how an interesting looking reaction could be created whilst abiding by the trend
Right: Lemons manipulated into a colour scheme representing the different orange shades
Right: An orange cut into precise sections represents the red/orange tones of the trend that are also associated with hazards or stopping something, in this case, drinking alcohol
11
Previous: Red and orange tones that represent vibrant, juicy flavours as well as highlighting the serious nature of why the trend is necessary to benefit a persons health through the bold reds
Above: An example of how a drink from this trend could look to entice a customer by emphasising the refreshing aspects of the fruit
13
Above: Bright orange and tempting green colours together perfectly symbolise Low/No Alcohol 18/19
Right: Emphasis on the mouthwatering, bright, orange tones and fresh textures that could entice a customer to try this drink instead of their regular, high content, choice
Opposite: Highly saturated, vibrant red, cocktail with heavy garnishing for optimum presentation and sparking an interest in trying something new
Above: Succulent raspberries accompanying the red beverage
16
EATERTAINMENT
The ‘experience economy’ is becoming ever more prominent in daily life. Consumers want to be wowed and see something new wherever they go. But the wow factor is no longer only for their personal enjoyment, customers now come with their own mini audiences and following. For what is a dining experience without the habitual picture-taking, captioning and posting to Instagram before any eating can commence. This trend is not solely reserved for the hospitality industry. Retail is also making efforts to ensure their stores are ‘Instagram ready’. Cos teamed up with Brooklyn based studio ‘Snarkitecture’ to create a pop-up store in Los Angeles. The design consisted of installations in the shape of cut out items of clothing that customers can take pictures behind in the nearby mirrors.
If a brand’s space, or produce, can inspire customers to share images with their social following then not only are they enjoying their experience, they are also providing free advertising for the establishment. Just one of the ways that dining locations are embracing this trend is by re-creating a space from a popular television show. Where fas can enjoy themed dishes in the life of their favourite characters. Walter’s Coffee Roastery in Brooklyn, New York is a ‘Breaking Bad’ themed coffee house. Drinks are served in science beakers, the menu resembles the periodic table and workers wear Hazardous Material Suits. Walter’s is now permanently residing in it’s New York home after the pop up success. Customers in bars and restaurants might be expecting to be entertained, but this does not necessarily mean
putting on an elaborate cabaret show. ‘Dinner and a show’ could seem a little old fashioned to today’s experience savvy customer. The way forward is to provide entertainment by subtle and sophisticated means. This could be in the form of the presentation of the food or drink, an up and coming musician performing or even something as simple as interesting names for your cocktails. All of these factors can contribute to making your business top of your customers wish list to visit and keep visiting. Bright colours are normally associated with entertaining however, this trend consists of a pastel palette. Although the spectrum does expand to deeper berry coloured hues, there is a pastel influence. This is due to todays well travelled and cultured customers. Pastel tones create a more sophisticated environment while still providing
customers with their craved wow factor. The bold tones featured within Eatertainment consist of deep cranberry purples and striking orange reds. These colours can make customers feel nostalgic and think back to a food of the same colour that excited them as a child, such as jelly or raspberry sauce on top of an ice cream. The colour purple also symbolises imagination and artistic qualities. Eatertainment is aiming to stimulate the customer’s imagination and excitement, thus cranberry shades are prevalent as they are derived from a mix of red and purple. Red portrays feelings of excitement and vibrancy. Orange shades balance out the bold colours with a warm undertone representing the comforting feeling of eating your favourite meal.
Above: The concept of ‘Eatertainment’ shown through a headset with doughnuts for earphones.
18
Opposite: A colour story told through a grid of images portraying the same pastel orange tones
Above: Various images with the same purpose of demonstrating one of the colour themes of the Eatertainment trend
Opposite: Watermelon pieces manipulated to resemble ships on the sea is an exaggerated way of demonstrating how to astonish customers with the presentation of their meal ensuring that it is ‘Instagram ready’
Left: A girl in a champagne glass is usually associated with elaborate parties and entertaining guests. The images incorporate the deeper orange tones of the trend 21
Previous: A mosaic style pattern created using sushi and manipulated into different colours provides an example of how a dish such as this could be presented in a unique way
Opposite: A grid colour story representing the cranberry, purple and pastel tones of Eatertainment 18/19
Above: A cartoon style collage of various desserts represents an exaggerated way of presenting a sweet dish. The unrealistic, animated style, filter demonstrates the way that customers want to be wowed by something unusual 25
Above: An example of presenting a well known dessert in an unusual way, by creating an art installation
27
Above: Food becoming the focus of entertainment, here food is portrayed as the main characters in a romantic film
28
Right: Fruit in the middle of a circus ring, entertaining the audience, the image reflects the concept of Eatertainment
29
Opposite: A playful way of personifying the Eatertainment trend by presenting a fruit as the centre of the stage as if it were a person
MICRO TRENDS
31
3D INTERIORS AND FOOD
3D printing is a revolutionary invention that will change many aspects of our daily lives within the near future, including food. Where we eat and how it is made will be different to anything that we have ever known. Whilst talk of personalised drinks and meals, specifically created to suit your DNA is looking approximately 50 years into the future, a very real emerging trend has already entered the market.
The result is striking and worthy of plenty of social media sharing. ChocEdge can print chocolate in various 3D shapes and is commercially available. Likewise, the Californian creators of the ‘Foodini’ hope that their
invention will rival the success of the microwave oven. The printer is yet to become available to the public, however the website confidently demonstrates the capabilities of the futuristic device. As well as eating 3D printed produce, many commercial spaces, across various industry sectors, are beginning to incorporate impressive, three dimensional features into their interiors in order to modernise and prepare for the up and coming trend. A popular way of doing this appears to be through ceiling installations. The Camper store in Melbourne decided to creatively re-vamp their store by attaching thousands of individual
red shoelaces to the ceiling in curved formations. Pan Y Pasteles in Madrid revived their 150-year-old bakery by hanging 12,000 wooden sticks, painted pink, from their ceilings. The result is striking and worthy of plenty of social media sharing. The colour story for 3D Interiors and Food ranges from dark up to light blue hues. These colours are commonly associated with technology. The deep fading into the lighter shades provokes thoughts of a screen or monitor being switched on and the screen becoming brighter.
The colour blue represents credibility, focus and professionalism, all favourable qualities when selling a high tech product. According to business researcher, HubSpot, the colour blue is also associated with trust and security which are important factors when a company is choosing to spend a large amount of money. Complete certainty that the product is going to work and crucially, improve the business is essential.
Below: Rows of identical asparagus that looks as if it has been cloned conveys the idea of 3D printed objects looking exactly the same
Opposite: Cloned parsnips demonstrating the look of 3D printed food. The vegetables also represent the various shades of blue associated with the trend and demonstrates how they look on a three dimensional object
Above: Three dimensional, identical mushrooms demonstrating the ease in creating many of the same thing with the help of 3D printing
36
BEAUTY AND FOOD
Health consciousness is on the rise as gym memberships reportedly soared to 9million for the first time, in 2016. Various beauty brands are deciding to combine their products and food by opening cafés and restaurants within their stores. Most notably, L’Occitane in Tokyo has an attached restaurant which sells only beneficial dishes and juices. This could be the essential new addition to a beauty space as customers can access products to help their outer selves and nutritious food to maintain a healthy body. The Beauty Library is also experimenting by incorporating a fully functional kitchen into the store. The
kitchen can be hired for private parties and is frequently used for cookery workshops. Customers can learn how to create delicious and beneficial meals in their own homes by watching and participating in live demonstrations. Alongside the selling of food on sight, many beauty brands are combining their products with naturally-friendly food by designing packaging that appears to be either edible or a food utensil. For example, Farmhouse Fresh Sweet Cream Body Milk is encased in a bottle that resembles a vintage, glass, milk jug that would not be out of place at a Victorian tea party. Potentially the most famous example
of edible-looking beauty products is those produced by Lush. The organic, cosmetic brand creates products such as soap, bath bombs and face scrubs that look like a variety of scrumptious treats. This has been an incredibly successful sales tactic for the company.
brands. It is likely that as this trend will be adopted by many beauty brands and that food outlets will collaborate with the beauty names. This is something to consider when planning for future outlet locations and implementing your brand values.
Food is on the way to playing a large part in the beauty industry and visa versa. Whether it is the location of where the food is sold, the goals that it is helping the customer to achieve or contributing to creating enticing packaging, food and beauty are merging further towards each other. This will change how and where we come into contact with both of these industries and how we associate beauty and food
Shades with very low pigmentation such as creams and pearl white feature heavily within this trend. Pale hues such as these are associated with cleanliness and purity. When customers use a beauty product they expect to feel fresh and cleansed. The same feeling would be aspired to when choosing to eat ‘Beauty Food’ therefore a clean, crisp colour scheme is the most effective for this trend.
Above: Vegetables in the place of a toothbrush represents food becoming part of our everyday beauty routines
Above: A distance shot of a sink, prominent in the majority of our daily lives and beauty regimes 38
Above: A lemon and lime in the place of soap Above: Food in the place of beauty products demonstrates how we will begin to find and associate food with things that we didn’t used to, a beauty counter for example
39
Left: A ladies beauty station incorporating the clean and pale tones that represent the Beauty Food trend
Above: Crushed strawberries and cream in the tall right hand pot and crushed avocado chunks in the left hand container represent food becoming part of our beauty routines
40
Mood Food
Emotions and food go hand in hand. We may not always consciously associate food with the way that we feel but food plays a key role in our cognitive function. For example, the National Institute of Health has found that people with lower levels of an acid found in oily fish are more susceptible to depression than those with higher levels of the acid. The ‘mood menu’ will become an integral part of the dining experience. Companies such as Just Eat are developing an app which uses face recognition technology to recommend an appropriate dish to a customer based on the way that they are feeling whilst interacting with the app.
Similarly, the Serotonin Café in Melbourne has created a menu comprising of dishes that help to improve your mood. Their philosophy is that emotions are of equal importance to the taste of the food itself.
It would also create a talking point for your business In other industries, emotions are also being considered when creating new products. Perfume manufacturers, Valeur Absolue, produce scents according to an emotion. The website asks customers a series of questions about their scent preferences and emotional state before suggesting a fragrance that is right for them.
The Mood Food trend is one that could be easily implemented into a restaurant business or even a bar by recommending cocktails containing ingredients suited to the customer’s mood. It would also create a talking point for your business that could be easily transferred to your social media platforms and encourage sharing. As each emotion has a different colour associated with it, this trend has many different colour themes. The concept of the trend is summarised with yellow hues. Yellow signifies optimism and could therefore be related to across different emotions.
In terms of the examples featured, love is predominantly associated with sophisticated tones, deep browns and blacks contrasting the red for a sultry, dramatic effect. Sadness would normally look dark with minimally saturated pigment. However, the food featured in the image includes plenty of oily fish which contains a natural antidepressant acid. Finally, envy is portrayed through all things green via a multitude of textures and a range of shades.
Left: A place setting representing the emotion of being in love. Deep red saturated colours are associated worldwide with this emotion
Above: The dark tones represent the dramatic feeling of being in love whilst also adding sophistication the presentation of the food
42
Above: Oily fish improves a low mood with essential acids. Green smoothies demonstrate the feelings of happiness associated with health. The dark background represents the main emotion which is sadness
43
Above: The pale pink/orange colours contrasting with the black, granite background creates an exaggerated effect as sadness exaggerates the way that you view your world
Above: The emotion being demonstrated in this image is envy
Above: Greens in various shades and textures represent the spectrum of reasons that we might feel envious and ways that we react to the emotion
44
Homely Interiors
In a post Brexit Britain the leisure industry is having to compete with the fall of the sterling which has made the cost of importing food and alcohol increase and consequently seen a rise in restaurant prices. In order to entice customers back into their establishments, restaurants will opt for a homely environment to recreate the feeling of relaxation at home.
This type of interior encourages customers to mingle and socialise Some eateries are tapping into this method already. Evelyn’s Café Bar in Manchester’s trendy Northern Quarter combines contemporary features such as exposed brick work with homely
furnishings including mismatching lamps and plant pots.
furniture with plenty of greenery for a vibrant yet comfortable setting.
This homely theme and making customers feel relaxed whilst dining also expands beyond Britain and is beginning to be implemented globally. For example, the Yellow Gallery Coffee Shop in Norway consists of rustic décor such as wooden picnic tables with backless stools and long benches decorated with scatter cushions. This type of interior encourages customers to mingle and socialise.
As this trend is all about feeling relaxed in a familiar environment, the colour story is heavily influenced by rustic, natural textures and shades.
Bar Botanique, in lively Amsterdam East, approaches creating a homely atmosphere by incorporating farmhouse kitchen style, mismatching
Dark to sepia toned browns contribute towards creating a comfortable atmosphere. Brown is associated with all that is natural and that comes from the Earth. This makes the trend feel peaceful and the interiors feel like a natural extension of the customer’s lifestyle. Brown can also represent a person
being grounded and humble. Family is usually the key to achieving this and therefore this colour is an effective representation of everything this trend is aiming to achieve.
Below: Objects associated with a family home in a restaurant setting demonstrates the concept of Homely Interiors 18/19
46
47
Above: A well known, family soap juxtaposing the interior of an up market restaurant is an exaggerated way of demonstrating eateries creating a relaxed environment
Below: A family relaxing in a restaurant setting. The mismatching furniture surrounding the images are examples of how this trend can be applied easily by introducing some simple furnishings