Are “trend tours” the new solution for restaurant brands seeking to capture the finicky post-Covid consumer? Defined as highly tailored get-togethers for restaurant pros seeking the latest in menu innovation, these Enhanced Experiences, offered by CSSI, can solve for the rise in consumer dining expectations over the past couple of years.

Think of it this way: After pandemic-induced takeout options took over, one would think folks would be happy to go out and eat anywhere. But that isn’t the case. Perhaps they’ve learned to enjoy their home more and cook better, and as a result, see travel and restaurants as more of a splurge than something they feel obligated to do. Additionally, rising prices associated with supply chain issues and labor shortages have no doubt added to consumer concerns.

Whatever the reason, it’s clear brands in the restaurant space have had to elevate their ‘experience’ game to attract new customers. Many restaurants recognized this early on in the pandemic and used the strong emotional attachments people have to restaurants to pivot, becoming creative and offering unique at-home dining experiences, such as local Mexican restaurants selling at-home taco-making kits and Baskin-Robbins selling DIY sundae bars.

Besides taking their CX up a notch, the sector is also challenged to continue delivering the same level of food quality despite the fact-specific ingredients or components to best-loved menu items are now harder to come by and more expensive. Managing heightened consumer expectations with the constant pressure to keep delivering a quality product is a source of concern for everyone in the sector — from the mom-and-pops to the global brands.

The solution for inspiration is trend tours. These Enhanced Experiences designed for restaurant brands and food and beverage manufacturers immerse cross-functional teams in what’s going on from local joints to international nuances, including meal ideas, different packaging concepts and unique flavor combinations that are attracting consumers in different regions of the world. Inspiration can come from anywhere, and quite honestly some of the things other countries are doing with food products are mind-blowing, even for someone who is not remotely a foodie. Trend tours lead to discovery and excitement that feed directly into developing successful business plans.

Taking inspiration from other countries' taste palates and innovations is only phase one. Phase two is putting that inspiration into action in your business in an effective way. Try some new menu ideas and concepts and seek immediate consumer feedback on social media. Feed your own innovation regularly by thinking about what is ‘new, now and next’ on a regular basis to stay ahead of the curve and keep your brand as fresh as your salads.

The lines are blurring more and more between restaurants and consumer packaged goods — Rao’s was once an impossibly hard to get into small Italian restaurant on the Upper West Side of New York City, but now its soups, sauces and famous lasagna are available in grocery stores across the nation. Conversely, Cinnabon was something special you only indulged in at the mall or airport; now its distinct brand is licensed to coffee creamers and bake-at-home products.

How do you inspire consumers today? How do you create food and beverage experiences out of the way we live our life now following the lifestyle change we've all just experienced? The one constant throughline is that it remains all about that consumer experience.