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The culinary horizons for weary travelers are fast expanding as food options take a surprising twist in the road and pit stops morph into experiences, by Rosanna Beart

Time spent travelling hasn’t traditionally been seen as time well-spent, but rather as a means to an end, a necessary inconvenience.

Recently though, brands have begun to help people embrace their time on the move by turning journeys into high class culinary experiences where the destination is simply part of the menu.

One brand leading the way in creating culinary adventures is Weight Watchers. In May, they set sail on the first, ‘Live Life Fully’ Caribbean cruise, where for seven nights the brand aimed to, “help people enjoy what they love - including food, people, experiences and the energy that comes with good health.” Not only is the cruise indicative of a growing trend, it signals a fundamental change in the way we think about food on the go. Weight Watchers has changed the paradigm - shifting dieting from being a burdensome chore by seamlessly integrating it into an enjoyable vacation experience.

The trend of creating more holistic experiences around meals is gathering steam in markets around the globe. The idea that the journey and the food are interlinked has also been explored by UberEats and Volvo in Tokyo. Only this time the focus is not around health but opulence. The collaboration provides customers with an, ‘All Star Restaurant’ where customers drive around in a Volvo XC90 that stops at several of the city’s best restaurants – becoming, in essence a “rolling buffet.” Customers are served different courses and champagne directly in their car seats, all while drinking in the sights of their constantly changing surroundings. At the end of the trip, customers are dropped off precisely where they started, enriched and satiated, having completed a culinary journey rather than a traditional trip from A to B.

Whether through novelty or distraction, companies like these are seeking to encourage consumers by creating engaging travel experiences that support their products and enhance their brands. And it seems to be catching on.

While many of us graze unhealthily to distract ourselves while traveling, Weight Watchers have cleverly integrated dieting in the joys of a Caribbean cruise experience.

FAST FACTS

70% - of drivers admit to eating behind the wheel – despite the dangers.

$2B - was invested by American Airlines on customer experience, completely redesigning its first class meal service.

30% - drop in your taste

$683.1B - spent on leisure travel each year in the US.

20% of all American meals are now eaten in the car

5th - The 5th most important attribute of a restaurant experience, is the location.