In Real Life: The Unique Lure of Physical Experience

Delivery

This report comes in PPT.

Key Findings

The pandemic’s impact on foodservice fulfilment is systemic

Six years after COVID disrupted global lives and routines, the lion’s share of channel shift and behavioural normalisation has shown what was temporary and what could be permanent. Like the proliferation of e-commerce within retail, online delivery’s embedding in everyday life is here to stay.

It will take more than menus to drive eat-in traffic

Product innovation, flavour and novelty are all still critical to capturing and retaining consumers, but stiff competition from retailers and packaged food and beverage players is unlikely to ebb. Emphasising what is inimitable underscores the premium nature of in-person experiences.

Complex demands require a sea change in outlet strategy

A fundamental shift in consumer behaviour is disrupting product design for fast-moving consumer good manufacturers. “Need states”, a symbiosis of immediate wants and more long-term outcomes, are characterised as a more holistic target in the search for brand resonance. There is a rising opportunity to extend this framework to the consumer foodservice industry through hospitality strategy, outlet design and event planning.

Enchantment provides comfort and security in chaotic world

Both new and old rituals can be engaging and even magical for bringing customers into a space. Hospitality strategies to tap into this need not be expansive to become viral. Meeting experiential need states can be a simple undertaking and not bombast and maximalism.

Opportunity lies in slowing down when expediency is everywhere

While efficient convenience is critical for an overwhelmingly time-strapped consumer, making the case for staying a while can be just as compelling for repeat business.