Thursday, March 15, 2012

G&E (Grazing and Engaging)

Blink:
In my last post Portafuel, I addressed the growth in snack foods and our “grazing” lifestyle. On Monday Technomic released that 48 percent of the consumers they polled are now snacking at least twice a day, compared to 25 percent in 2010. Future Millennial trend: G&E!

Read On:
Last week I worked with Chef Scott Anderson from Shepherd University, West Virginia, to present an educational session at a regional conference. Scott informed me that he is witnessing his guests (students) selecting highly portable food so they can sit at their tables and eat while texting their friends. In some cases he has even observed students actually texting each other at the same table. Consequently, Scott is exploring labeling his future menus with certain food items designated as Text Friendly.

Upon my return from the conference, I read an article about Taco Bell’s new mobile augmented reality campaign to promote their Doritos Locos Tacos. Their mobile application has been designed to engage and elevate their guests’ experience so they further connect with the brand. Taco Bell’s Director of Digital Marketing indicated that according to their research: “Forty-seven percent of Millennials are engaging with social media while they’re eating.”

My query is if forty-seven percent are “grazing and engaging” today in 2012, what will the G&E factor be in 2015 when more portafuels and engagement tools flood our environment.

Do you have a favorite portafuel when you G&E?

3 comments:

  1. I love the idea of 'Text Friendly' food. That's a way to try to capitalize on the trend which is not only with Millenials.

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  2. I, too, have seen this phenom...just go to any FF location and notice. All ages seem to be focused on their phones rather than engaging with the person they are with. Not sure this is an encouraging trend for personal communication...

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  3. Jimmy,

    All this change leads me to wonder; is it a fad or a fundamental shift? Of course if you can monitize it, and move on, it really doesn't matter, but embracing and committing to something which moves quickly involves some risk. (Would you like to buy my disco ball?)

    Of more personal concern is that many people eat and drive at the same time. If 47% of these people are also engaging in social media activity, then we are facing some serious safety issues.

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