According to The NPD Group’s latest market research, brunch is currently the most popular day-part for not only full service restaurants (FSR) but quick service restaurants (QSR) and retail as well with it experiencing a 12% visit growth across all sectors in 2017. And a similar trend is being experienced globally with more people looking up places to eat brunch on Google than ever before. What makes this day-part so appealing to our emerging population?
We first introduced you to the Gen Z generation last year where we discussed what the food landscape is predicted to look like to appeal to this uprising age group (8 Things You Need to Know About Generation Z). Time has passed and the industry is even more focussed on this group who are fast becoming key customers, particularly when it comes to food. As they continue to grow up and begin making independent purchasing decisions; media attention, market research and advertising campaigns are analysing a generation to understand exactly what it is they want and need.
Food and hospitality isn’t technology-proof. It may be less susceptible to the disruption that it has caused retail however, food and beverage businesses need to balance themselves on a fine line to ensure that they are giving their customer the most seamless transaction possible using the technology that people refer to on a daily basis (i.e Apple Pay, online ordering services, review websites) without losing that human factor of hospitality, a major component of a memorable experience.
The food and beverage category has been growing strongly and does not appear to be slowing down. When we look at the fact that Australians alone are spending $45 billion per year on eating out, it comes as no surprise why developments and precincts are filling up the space with more food and beverage offerings to raise more business. What is it that is driving this growth in the food and beverage category? What is drawing the customer in more than ever? and what makes them see value in food so much as to invest into it?
Our job as food consultants has completed transformed from what it was 30 years ago. We are no longer masterplanning traditional food precincts marked with a ‘food court’ sign but working on creating places out of spaces including high street shopping strips, purpose-built laneways, urban markets, cafe courts and business hubs servicing hundreds of workers. One area we are seeing major developments in, an area of our work that definitely did not exist 30 years ago, is mixed-used developments - the modern solution to living, working and playing in the one place.