TAKE TWO
CONTENTS 01. Trend Categorisation 02. The Consumer 03. Creative Concept - Future Scenario - Why Dine Out Anymore - The Curated Experience - The Equation 04. The Execution 05. Consumer Decision Joruney 06. The Future - Restuarants - Applications Megan’s writing Emily’s writing
The new refined consumers for this project have been renamed the Experiential Egotists. They are the drivers of new experiences, who are self-seekers trying to find and identify themselves through food and dining experiences.
EXPERIENTIAL : EGOTIST
These consumers like to travel but travel for food. They want to see what the world has to offer as at home, it can be a false perception. This tribe have a collective attitude towards food and love to share experiences but not it the ‘selfie’ way, just to define themselves. They’re trying to move away from the narcissistic, selfobsessed image that this could portray and just share experiences they know others would enjoy. According to a report on Mintel, consumers are already thinking of ways to sync their devices. This tech-savvy consumer are starting to show an interest in investing in more smart home appliances, especially in the UK. The socio-tech revolution is up on the rise and this consumer are leading the way. They want the best technology that will help share experiences they’ve had, in the easiest way possible. This is where Tech-Collective comes in with a solution for the future. Edited
EVERYTHING YOU EAT IS A PURE ACCESSORY.
FUTURE:SCENARIO
What’s more sociable than the food and drink industry? From our main trends we decided to apply them to the food and drink industry as it is an integral part of cultural identity and socialisation globally. As part of the Bio : Tech trend food will no longer be something we need to stay alive. Anything eaten will be purely for show. From research we found a future scenario that is likely to set a precedent for dinning in the future. A Nutional powder has been created that provides everything that a human needs to fuel their body on a daily basis.
Edited
You will eat this in the morning then everything you eat after is pure accessory. It will become mainstream in the future for everyone to have a bio-stamp that will be a date storage device. The stamp will be in a person’s arm, not visible but will act as the new form of technology that will allow to personalise what they eat and drink when dining out. These bio-stamps will be used on a day to day basis and will become the start of extreme personalisation within the food and drink industry as well as others like fashion and travel.
Edited
WHY DINE OUT : ANYMORE ‘A lot of people think a dinner party has to be perfect, but guests won’t remember whether you folded the napkins correctly or had the right glassware. It’s more about the overall experience. What makes it easier is being more relaxed.’ NATHY GAFFNEY, THE PERFECT DINNER PARTY
People are starting to become lazy and are not wanting to cook meaning there’s been a rise in the convince food industry as well as dining out alone according to a report on Mintel. Historically people used to dine out to experience nicer environments and escape from their homes. Now our homes are our own curated escapes and our consumer wants to show off their personalities though their homes and cooking. It’s becoming more desirable to be seen as a host and these experiential egotist are the masterminds that set the stage and allow the evening’s events to unfold. These sort of evenings are more about the overall experience, feeling relaxed not being stared at by the waiters because they want to go home. So what motivates us to leave our homes and dine out anymore?
T H E C U R AT E D E X P E R I E N C E Personalisation of experience is a key trend appearing across all industries, from Audi to health and beauty, it is commonplace for personal preferences and individual requirements to be taken into consideration – The Audi Configurator allows you to design and build your perfect Audi. To ensure that your car specifically caters to your lifestyle you can select your model, choose your engine and browse through our range of colours, wheels, upholstery and more. Birch box has been designed to help consumers cut through the clutter of the retail world to find products that really work for them. Then there’s subway. This fast food restaurant has taken over from giants MacDonald’s. With the way subway works, letting people have it their way, they allowing customers to choose to their taste. Whereas MacDonald’s are still stuck in their old ways, their starting to slip. These demonstrate how personalisation is becoming a mass market behaviour across all sectors but with the success of Subway’s model why has this not come to the dining industry?
T H E EQUATION
WHAT I ATE Food and drink social sharing is a large part of modern culture with many people Instagramming their food before they eat. These experiential egoists have to make sure no-one has touched their food if they think its worthy of being photographed as they want to show off their experiences. There has been rise in the ‘food porn’ and ‘foodie’ personalities and more and more people are writing or reading food blogs.
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T H E EQUATION
T H E EQUATION
WHERE I LIVE
Interior experience curated at a person’s home, where smart devices are no longer about health or home economics, its more about the aesthetics and ambience. A home is somewhere an experiential egoist holds pride of themselves and wants to express who they are by the way they life and how their homes come across. The perfect house is important to these consumers as it’s the escape route.
I N S P I R AT I O N
Tech Collective are proposing the future of food and drink sharing for the innovators of this trend. Food Sharing 2.0 is a revolutionary product born from the consumer driven need for personally curated experiences in dinning.
This device is all you need to share your food experiences with your friends in your own personal environment. Food Sharing 2.0 enables consumers to share their experiences though engaging with the 5 senses. This means that individuals can share their authentic personal experiences with their friends. During the experience the participants will subconsciously store these memories on their Bio stamps enabling them to share, change and create their own version of this experience. Edited
CONSUMER JOURNEY
Looking at the consumer, we found the perfect fit of a female who travelled to Tokyo in January 2015. Using her as a case study, we applied the future of how she would use the Food Sharing 2.0 device to share her experiences. Grace’s brain subconsciously stored all the information regarding the environment she was in and consciously she shared her experiences through social media. Upon returning Grace shared her experiences with her friends and family using sight and sound but could not authentically engage her friends through smell, touch and taste. This is where this device would help. Her bio-stamp would wirelessly connect to her Food sharing 2.0 device storing all the experiences she’s had on her travels. She’ll want to invite her friends over so they can experience everything she did, just without the travelling. The device will take them of Grace’s journey through their sense’s from a dish she had when in Tokyo.
Edited
These are some of the descriptions that her friends would experience. SIGHT: Exciting to try something local and authentic in a back street ramen bar SMELL: Salty, soy, incredible smell of the pork SOUND: Funny but of everyone slurping their ramen as its good manners to slurp your noodles, a sign of enjoying your meal TOUCH: Using chopsticks, was becoming easier to use them with the practice TASTE: Similar to the smell, but being totally opposite to anything I’d had back home Edited
Is this the end of food and drink sharing? What’s the future of this?
F U T U R E O F R E S TA U R A N T S
I KNOW BEST
Authentic or not, the experience will be authentic to you! Restaurants in the future will use this technology to allow customers to create authenticity based on their own experiences. The consumers will be able to use the device at the restaurant against their bio-stamp to recreate an experience they’ve had before.
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CHEF KNOWS BEST
Restaurants will start to create passive dining experiences where the chef’s expertise is trusted. The chefs are the expects not our consumer and restaurants will use this in the future to keep their businesses running. Their aim is for customers to recreate the experiences they’ve had at home.
F U T U R E A P P L I C AT I O N S : O N E This technology can also be utilised by brands to curate an experience and environment that is personal to them. Food Sharing 2.0 can suit the needs of a fast paced evolving brand to position them more relevantly as a lifestyle brand. An example of this is the drinks brand Belvoir. Belvoir used their device to create an authentic experience surrounding their elderflower presse. Using a busy city centre Belvoir create an outdoor experience inside their Food Sharing 2.0 device. Edited They wanted to give their consumers an experience that they’ve never had from this brand before. Using their 5 sense’s, they’d get the feel of this new product. Their bio-stamps would be able to store all this data so they can share with all their friends using their phones. This is the next stage of sharing which was earlier questioned. All the consumer has to do is scan their biostamp and the sense will be stored and are then ready to be shared. For Belvoir, this would be beneficial and useful for many of their product launches.
F U T U R E A P P L I C AT I O N S : T W O
Another example would be Chanel. As a growing brand, Chanel has many loyal customers and in the future would be able to give them more an experience than what their getting now, hopefully gaining more loyal customers. Chanel would have one of these devices in store to allowing customers to connect with it through their biostamps. This would then begin an extreme personalisation transaction that uses their personal data to give them everything their looking for. Chanel’s device would be branded and people would know the minute they were inside. Their preferences will be shown and their senses would be able to pick up on a range of things that remind them of Chanel or the new product Chanel maybe launching. Again like Belvoir, their bio-stamps will collect all the data and store it for them to share this experience with friends and family.
The future is all about sharing but not in the way we know. Be ready for technology to take over but only in a good way!
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Olivia Few N0424096 Live Project Brief The Future Laboratory