This is a report about foodservice and premiumisation. This is not a report about premium foodservice concepts. Instead, it is an exploration of the many ways brands in nearly every industry can (and do) use foodservice - and the ethos of foodservice - to drive their wider premiumisation strategy. In the current environment, attention is the lifeblood of every brand, and foodservice experiences remain powerful drivers of that attention.
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A key element of premium strategy is service. Restaurants, with their emphasis on curation, experience, and social engagement, are well positioned to drive Premiumisation.
In a highly fragmented media environment, holding consumer attention is vital to any brand, premium brands above all; foodservice can play a major role in driving this.
As consumers feel increasingly obliged to justify every indulgence, foodservice is growing in importance as a premium channel enabling consumers to indulge.
Premium brands cannot survive without continuous innovation; constant innovation requires continuous data and analysis. Foodservice provides a vital node in any producer’s data-collection strategy.
The new and growing relevance of foodservice as a tool for branding and consumer connection will bring new players into the market and drive greater innovation.