Food and Beverage Companies Focus on Experiences

Posted on August 4, 2017

The global food and beverage market is growing, and that is helping pick up the slack as brick-and-mortar retailers struggle. According to a report from Cushman & Wakefield, the food industry’s growth is increasingly focused on delivering positive experiences to customers.

“Consumers today are driven by a sense of exploration or simply fear of missing out, and are always on the hunt for new experiences,” the report says. “Restaurants are providing novel, fun and memorable meals through pop-up restaurants, ‘secret’ venues and entertainment themed venues, offering customers a thrill for just finding the location.”

Cushman & Wakefield says the pressure to add restaurant space is reshaping the retail environment. “The space given over to cafés, bars and restaurants in shopping centres was traditionally less than 10% but, in some of the newer schemes it can be as much as 20% or even 30%,” the report finds.

The report adds that customers are also concerned about reducing food waste, buying food with locally-produced ingredients, and experiencing new foods and flavors.

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