Eating out, dining in: Consumers want to see innovation in the foodservice sector Life is returning to normal in Asia Pacific, especially as many countries in the region have managed to get the virus under control faster than western societies. As life returns to normal, consumers will return to visiting foodservice outlets on a regular basis. Indeed, prior to the pandemic, out-of-home eating and drinking occasions were common in the region. This can be attributed to westernisation and the growth of the middle-class feeling more time scarce and having higher levels of self-entitlement. Lockdowns are something that will have significantly impacted the foodservice sector, and physical outlets need to offer innovation to rebound back from the crisis. While a high proportion of consumers are looking forward to returning to their normal life, others demonstrate caution over returning to the high street. For instance, consumers will be concerned about mass gatherings in public places and will stick to government guidelines on social distancing, even when restrictions are lifted. In addition, consumers will also want reassurance about safety policies that have been implemented in a post-pandemic environment. It is also worth noting that physical foodservice outlets have more competition than ever before. This increased competition is coming in the form of increased direct-to-consumer channels being produced, as well as premium offerings in retail channels allowing consumers to enjoy high quality food and drink occasions in the comfort of their own home. This shows that innovation within the foodservice channel is important to enable outlets to stand out and create brand identity. Consumers want foodservice outlets to genuinely excite them, meaning menu innovation and brand identity is important, with consumers wanting outlets to create a form of social buzz. Foodservice outlets can look to do this in two ways. Firstly, they can launch innovative and unusual flavours that challenge sensory perceptions, and secondly, they can highlight sustainability credentials. This goes beyond having plant-based food and drink products on the menu and instead, demonstrating green credentials along the whole of the supply chain. Menu innovation is something that will be a more effective strategy when looking to entice consumers compared to aggressive price discounting. This is because consumers want outlets that they feel match their attitudes and outlook on life. In addition, aggressive price discounting is something that can increase price sensitivity in the long-term.
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