Cutting Through the Clutter to Brand Your F&B in 2017
January 30, 2017 3:32am
Now that 2016 is behind us, we can look back at food and dining achievements in the US and acknowledge a number of interesting trends we all enjoyed and appreciated. Restaurants and servers began to more effectively respect diners with food sensitivities and allergies, for example. The rising number of food delivery methods (thank you, Uber eats) and apps are notable. We also, thankfully, witnessed fast food and fast casual/quick service restaurants ‘cleanse’ their ingredients of antibiotics, GMOs and hormones. Chefs and restaurateurs paid close attention to their patrons’ needs and ambitious food and beverage executives even gleaned social media sources to stay on top of forthcoming trends to keep ahead of the curve. Adaptation to respond to what the masses crave makes for a forward-thinking chef and restaurant proprietor, resulting in successful dining experiences for guests.
For example, in the March 2016 Harvard Business Review article, Branding in the Age of Social Media, Douglas Holt explains the concept of crowd-culture and the importance for brands to understand the need to monitor “digital” or “online” crowds. Holt stresses why companies need to understand trends identified in their content analyses of social media - to better project their own brand values and “cut through the clutter” in order to connect with the appropriate audiences. Our own sense of the digital conversation leads us to believe we will see continuation of certain food trends into 2017 and the arrival of a few new ones of course. Here are a few of our favorites for 2017:
As for the branding techniques foodie marketers will utilize? The essentials remain:
Lots to think about for 2017. Perhaps this quick review of our favorite foodie and drink forecasts can inspire you to cut through the clutter and share your food and beverage story. For a deeper dive into the visual presentation of this article and the opportunity to share your projected food trends, contact Leora@lhlcommunications.com or Ally@lhlcommunications.com.
The authors wish to thank professional colleague and friend Roger Drake for his food and beverage experience and discussions.
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Leora Halpern Lanz is the principal of LHL Communications, a hospitality content marketing, branding and media relations advisory. She is also full-time faculty teaching various marketing classes at Boston University’s School of Hospitality. In February 2017 she was named one of the Top 25 Extraordinary Minds in Hospitality Marketing by the Hospitality Sales & Marketing Association International (HSMAI). Previously, she served for 15 years as the Global Director of Marketing for hospitality consultancy HVS; for 10 years as Director of Public Relations for ITT Sheraton Hotels of New York, and for five years as Director of PR for the Greater Boston Convention & Visitors Bureau. Leora is a boomer with millennial dreams.
Contact: Leora Halpern Lanz
Allyson Rung is a senior at Boston University’s School of Hospitality Administration (SHA). Her studies and areas of interest include hospitality media relations, destination marketing, and integrated marketing communications. Ally’s most recent work experience includes working as a Sales and Marketing intern for The Shelbourne Hotel in Dublin, Ireland. She is currently working with LHL Communications. Upon graduation, Ally aspires to pursue a career in travel marketing and professionally represents the millennial hospitality generation.
Contact: Allyson Rung
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