Social media is becoming a powerful influencer in menu offerings. There is no shortage of flavours and microtrends that are filling the social media space. “Consumers are looking for unique items they can’t find anywhere else and can share on social media,” says Carrie Gillespie, Senior Manager, Field Sales Marketing for Monin.
Monin proprietary research shows that microtrends, current events, and limited-time offers ignite consumers’ desires for new experiences and tap into their fear of missing out. Two-thirds want to see more fads and short-term trends at restaurants and in retail, according to Datassential.
Datassential also reports that 72 per cent of consumers say they are curious to try new foods, flavours, and dishes they find online to “see what the hype is about,” and nearly 80 per cent of Gen Z are willing to try new menu items because they saw it on social media.
It’s the social media-savvy, younger-generation consumers—craving global flavours and experiences—who are moving the needle for Asian beverages and flavours. Florals, bright colours (e.g., hot pinks a la Barbie and vibrant purples), and mashups are also making a splash on social media platforms.
“We’re seeing lavender have its moment, especially in the coffee world,” says Gillespie. “Taylor Swift might have spiked that a bit with her song ‘Lavender Haze’ and its association with pop culture. Ube is another flavour that falls right in line with people’s passion for purple.”
Operators can ride the social media wave by crafting signature, picture-perfect menu items to create “you had to be there” moments that are worthy of promoting on social media platforms.
