The Business Accelerator Team (BATeam) partnered with af&co. + Carbonate on March 9 to present a 2021 industry trends presentation to the SIGMA Foodservice Share Group, which offers shared innovation and inspiration to C-Store operators. More than 20 marketers and suppliers assembled virtually to learn about market nuances, inclusive food trends, and how to market to GenZ before taking an array of interests – supply chain constraints, innovation, enhanced foodservice, fountain and more – into breakout discussions.
Now in its fourth year, this 2021 SIGMA kick-off event was moderated by BATeam’s Partner Ed Burcher and Founding Partner Kay Segal. Guest speakers included Andrew Freeman, co-founder Carbonate and founder af&co., and Candace MacDonald, co-founder & managing director at Carbonate, who presented insight from their 13th Annual Trend Report in Hospitality with perspective on applying these trends to C-Stores. Ed Burcher fostered discussion of key implications of these broader trends, providing all attendees with phenomenal food for thought regarding business positioning and sales development.
Freeman and MacDonald reviewed the many unforeseeable challenges that the foodservice, grocery, and restaurant industry faced in 2020. This forced major shifts that created opportunities through new solutions, technologies, and offerings; however, some of the biggest shifts within the mainstream hospitality and restaurant channels were already in motion at the end of 2019, including:
- Mainstream Vegan: innovative plant-based offerings that are culture-specific have risen in popularity. Think Italian, Mexican, soul food, tacos, and more.
- Ghost Kitchens and Multi-Operator Kitchen Models: piggybacking the food truck revolution brought on by the Great Recession, ghost kitchens combined with delivery services are the 2020 evolution of this concept. These kitchens are proving to be cost-effective and portable while presenting the opportunity for local partnerships.
- Canned Cocktails: Beyond the zoom happy hour, canned cocktails are an opportunity to display local offerings to capture local fans that prefer a private label drink.
- Delivery: Expanded pickup and curbside options were born from the pandemic; yet the industry was already focused on delivery design changes and operational logistics to purchase groceries, beverages and meals. The pandemic created expectation for a seamless process.
- Sourdough Starters: This surprise trend took off during the pandemic.
Creative survival mode in 2020 was exemplified through micro-bakeries, passion food projects, virtual restaurants, and pop-up restaurants. Other key themes that will continue to impact the industry in 2021 are inclusive food trends with respect to food cultures, sustainability that addresses food waste and packaging, and local vendor relationships.
Cuisines of 2021 should offer creative breakfast and lunch options that incorporate Chinese-American, Regional Indian, Afro-Caribbean, Singapore/Malay, and Jewish. The food kit trend is expected to continue (Paella is trendy) along with locally branded spices and sauces that offer co-branding and partnership opportunities. Other food trends include digital brands, smart vending machines, and reconfigured self-serve stations.
Beverage trends will incorporate single serve coffee offerings that circumvent the handling of coffee pots, and novelty beverages that appeal to young consumers (Boba tea, nitro cold brew, Kombucha, and refreshers). CBD is a another beverage category to explore while craft beer presents a local opportunity.
The team from Carbonate gave critical insight on Gen Z, post-millennial youth who are digital natives that should be a key audience consideration in future marketing plans. This diverse segment cares about experiences, is influenced by social media, and accounted for 40 percent of global consumers in 2020. Gen Z cares about ease, technology, Earth-friendly and cultural fusion.
Ed Burcher recapped key takeaways relevant to food & beverage, operations as well as marketing & communication.
Business Accelerator Team is a unique consultancy, providing marketing, consulting and problem solving strategy and services to both marketers and vendors. Contact BATeam Founder, Kay Segal at kay@thebateam.com if you would like information about the SIGMA group or Business Accelerator Team.
