View metadata, citation and similar papers at core.ac.uk brought to you by CORE

provided by Repositório Institucional do ISCTE-IUL

Revista Tur smo & Desenvolvimento | n.o 27/28 | 2017 | [ 2265 - 2277 ] e-ISSN 2182-1453

Foodservice tendencies and tourists’ lifestyle: new trends in tourism Tendências de Foodservice e o estilo de vida dos turistas: novas tendências em turismo

EDUARDO SARMENTO * [[email protected]] SANDRA LOUREIRO ** [[email protected]] RUI MARTINS *** [[email protected]]

Abstract| Food and catering are an ever-changing industry that influences, and it is influenced by the lives of millions of people in the world. The products and services provided by this business are constantly adapting to the influencing variables that are on-growing. Actually, consumers create the tendencies and are incredibly demanding on what they want and do not want. Tourists as consumers seek products that can adapt to your lifestyle. Therefore, in the foodservice field, restaurants are required to adapt to different variables, such as specific diets and trendy new tastes, while keeping their own characteristics. In addition, the numerous social media platforms have changed this industry completely. Restaurants have to focus on the new technology-savvy generations. This study seeks to understand the impact that the lifestyle changes from the last years and the Web 2.0 had in the field. Who creates the ten- dencies? Why and how are restaurants and food distributors adapting to the new needs of the market? In order to answer these questions, the 2015 and 2016 tendencies for the foodservice fields are analy- zed. Findings help destination and restaurants managers to adapt and change their products and service.

Keywords| Foodservice tendencies, lifestyle, social media, consumer motivation.

Resumo| A alimentação e a restauração são uma indústria em constante mudança que influencia e é influenciada pelas vidas de milhões de pessoas por todo o mundo. Os produtos e serviços oferecidos estão em constante adaptação com as variáveis de influências, que permanecem em crescimento. Efe- tivamente, os consumidores criam as tendências e são incrivelmente exigentes sobre o que eles querem e não querem. Os turistas, enquanto consumidores, procuram produtos que se possam adaptar ao seu estilo de vida. Consequentemente, na área do foodservice, os restaurantes são obrigados a adaptarem-se a diferentes variáveis, como dietas específicas e gostos em voga, enquanto procuram manter as suas pró- prias características. Além disso, as numerosas plataformas de Social Media mudaram completamente a

* Doutor em Economia com especialização em turismo pela Universidade de Lisboa (Instituto Superior de Economia e Gestão), Professor Associado na ULHT e investigador no CEsA (ISEG/Lisbon University), ULHT e ESHTE. ** Doutora em Marketing e Comércio internacional (Universidad de Extremadura e acreditado pela Universidade Nova de Lisboa), professor auxiliar com agregação, Instituto Universitário de Lisboa (ISCTE-IUL) and Business Research Unit (BRU/UNIDE) *** Mestre em Marketing pelo Instituto Universitário de Lisboa, Instituto Universitário de Lisboa (ISCTE-IUL) 2266 |RT&D | n.o 27/28 | 2017 | SARMENTO et al. indústria. Os restaurantes têm de se focar em gerações de peritas em tecnologias. Este estudo procura compreender o impacte que as alterações no estilo de vida dos últimos anos e da Web 2.0 tiveram nesta área. Quem cria as tendências? Como e porque é que os restaurantes e os distribuidores de comida estão a adaptar-se às diferentes necessidades do mercado? De forma a responder a estas questões, as tendências dos anos 2015 e 2016 na área da alimentação vão ser analisados, seguidas das razões por trás delas. Os resultados contribuem para ajudar os gestores de destinos turísticos e restaurantes a se adaptarem e mudarem os seus produtos e serviços.

Palavras-chave| Tendências na alimentação, estilo de vida, social media, motivações de consumidores

1. Introduction feelings, like love and hate, and the consumer self- image is reliant on the messages and symbolic me- All over the world, societies are being faced anings connected to products and the relationships with a progressive change of virtual landscape of established through them. It is important to stress tourism as well as a consolidation of tourism flows. that the increasing growth of consumer organisati- This situation is accompanied by a fast growing ons and the easy access to internet turned a great participation of huge online community members number of consumers more aware of the ethical with different strong social and cultural opinions concerns, and this allowed the creation of new that use these platforms to express their feelings consumption communities that are more innova- as well as sharing their experiences. tive, creative and collaborative through the spread Since tourists value gastronomy experience, of technologies that foment networking (Loureiro, this situation provides an opportunity for this Pires & Cayola, 2014). study. The progressive changing of virtual landscape Thus, the major aim of this paper is to analyze of tourism and the fast growing participation of on- the foodservice tendencies for 2015 and 2016. Se- line community members with different and strong condly, we performed an analysis of the impact of social and cultural opinions provide an opportunity the lifestyle changes of the society and the social to this study. On the one hand, conventional cus- media on such tendencies. Finally, we conducted tomer feedback is not sufficient, since it provides an examination of consumers’ motivations in the little insight into customers’ experience and even foodservice market. All these aspects were sup- misrepresents their evaluations of the experience ported by a netnographic analysis of online forums if in proximity with the service provider (Mkono, dedicated to this issue. 2012). On the other hand, there has been an ex- pansion in terms of User Generated Content sites where consumers can voluntarily share their expe- riences about their restaurant experiences or even 2. Literature review look for information (Mkono & Markwell, 2014). Most researchers of the foodservice area adopt Consumers have becoming involved in their an observational approach because their participa- consumption experiences, materialism, meanings tion is rarely required since individuals tend to post of possessions, semiotics, and patterns of con- reviews regarding foodservice to enlighten others, sumption. Goods and brands help to demonstrate which may or may not contribute to their own re- RT&D | n.o 27/28 | 2017 | 2267 views. Additionally, the lurker format may also be shrinking, but also is losing its market share adopted since publicly accessible sites do not re- to alternative forms of foodservice. Fast ca- quire individual consent and because participants sual restaurants are captivating more and react in a characteristic online uninhibited manner, more clients who prefer to spend their money when unaware of the research (Mkono & Markwell, at slightly higher quality chain like Chipotle, 2014). When analyzing sensitive topics, this is par- instead of fast-food classics like McDonald’s ticularly important. Nonetheless, a more participa- (Sonnenshein, 2015); tive approach may also have certain benefits, since (v) Importance of beverages as a key way it allows the researcher to probe and direct the flow to generate revenue, attract loyal customers and content of the online communications (Mkono and differentiate operations from those of & Markwell, 2014). their competitors; It is thus important to analyze restaurant beha- viors in 2015 and even in 2016 stressing that their (vi) Asia ascendant. Peasant dishes, eth- results are a direct consequence of previous years nic street foods and foods from the former (Sonnenshein, 2015). Under this context, it is im- Soviet Union’s Asian satellite countries are portant to emphasize that the Generations Y and becoming more and more popular (Taylor, Z are putting their foot down and shaping this sec- 2014b); tor (Taylor, 2014a). The following tendencies have been anticipated as the most important in 2015: (vii) Custom dining options for health. Con- fronted with healthier menus, nutritional la- (i) Importance of food design for social me- beling and food-transparency, restaurants dia. Restaurants have realized the impor- are faced with an escalating number of re- tance and power that customers have on so- quests for customized meals for diabetics, cial media. Instagram and Twitter are re- vegetarians and people on gluten-free, dairy- volutionizing word-of-mouth and proving to free and other special diets; be a make-or-break platform. Consequently, chefs are taking extra care in the presenta- (viii) Local sourcing and in-house processing tion of their dishes, in order to satisfy the are still on growing and gaining ground in Instagram-hungry generation (Shaw, 2015); the battle for diner’s hearts and minds (Son- nenshein, 2015). The love for local food is (ii) Smaller everything. The increasing con- increasing, and that is hurting most chain cerns about health and obesity have been the restaurants, who struggle to convince their main incentive behind the smaller portions clients that the products used are sustai- and plate sizes. Additionally, dining rooms nable and environmentally friendly (Taylor, are getting smaller and more efficient in or- 2014c); der to reduce energy usage, cut maintenance and overhead costs, encourage intimacy and (ix) Restaurants are becoming more socially reduce staff. In fact, in some cases personnel responsible and are caring more about the is actually being replaced with new techno- human factor. Diners now care about the logy (Sonnenshein, 2015); origin of their food, how it is grown, how employees are treated by suppliers and ani- (iii) Rise of the bitter flavors; mal rights (Taylor, 2014d) and increased mi- (iv) Remodeling of the traditional foodser- nimum wage, the spotlight is hot and bright vice market. Not only is the sit-down market on the people behind the food. This raging 2268 |RT&D | n.o 27/28 | 2017 | SARMENTO et al.

battle is a major trend in 2015 and the out- (xiv) Popularity rise of fermented foods since come is expected to affect the menus truly; this kind of food contains live cultures, or is preserved in liquid in order for their sugars (x) Engagement of generation Z and tech- and starches to become bacteria-boosting nology changes in the hospitality industry. agents (conagrafoods, 2015); Restaurants have been focusing in grabbing the attention of Millenials (Taylor, 2014e) (xv) Generation Z’s attitude towards food. through social media. However, they have to As it was discussed before, Millenials have start appealing to Generation Z (those born a great passion for food. However, 2015 is between 1995 and 2012) (Taylor, 2014a); proving to be the year where foodservice is focusing on Generation Z. This generation (xi) Grazing golden-agers. Although snac- brings an entirely new set of food values to king is rising among all ages and genders, the kitchen table (conagrafoods, 2015); snacking among consumers over the age of 65 contributes to additional years with a (xvi) In-house usage of craft foods. Craft fo- higher quality of life (Zizza, 2014); ods are associated with foods made in small (xii) Online grocery shopping and delivery batches with specialized, local ingredients. is becoming more and more used by con- Nevertheless, major companies are finding sumers (conagrafoods, 2015). Google, for ways of producing them in larger quantities example, expanded its Express delivery ser- (conagrafoods, 2015). The craft beer phe- vice (Rosenheim, 2014), which offers same- nomenon is the main reason behind the new day delivery from stores like Costco, Whole excitement, flavors, and sales to the beer in- Foods and Target, to Boston, Chicago and dustry that was struggling; Washington, DC. The new subscription mo- (xvii) Nutritional analysis with apps. Con- del allows users to pay $10 a month or $95 a sumers are more and more preoccupied with year for the service (Meijers, 2014a). Ama- their health. Thus, they want more infor- zon expanded Amazon Fresh (Kastrenakes, mation about their foods. The appearance 2014) to New York. Additionally, it laun- of innovative devices like Prep Pad is hel- ched a partnership with the USPS (Rose- ping consumers in learning the aforementio- nheim, 2014) to deliver groceries in San ned data instantaneously. This device pairs Francisco and AgLocal (Jones, 2014) to of- with an iPad app to calculate the exact nutri- fer on-demand sustainable meat in the city. tional content of meals, including the carbs, The startup Instacar is booming, as it can fats, protein and calories by just scanning be seen by its 15-20% weekly growth during the bar code of food packages used as in- 2014 (Meijers, 2014b); gredients or the items on a plate (conagra- (xiii) The demand for smoked food has risen foods, 2015). Technology has been facilita- as chefs keep applying smoking and grilling ting the transparency for shoppers for a long to add some sizzle and impart new flavor to time now, and the startups in this space are other proteins and alternatives like vegeta- getting more and more sophisticated (Mei- bles, butter, and even beverages (conagrafo- jers, 2014a). Numerous apps, such as Fo- ods, 2015). The popularity growth of smo- oducate, ScanAvert and ShopWell (Meijers, kers lead to at-home cooks experimenting 2013) help demystify food labels and ena- with smoking non-traditional foods; ble people to make better and healthier food RT&D | n.o 27/28 | 2017 | 2269

choices; as a sign of health and wholesomeness since they try to find more holistic initiatives from (xviii) Supermarkets as socializing spaces. restaurants, such as: waste control, water Supermarkets are positioning themselves as di- conservation, human treatment of both ani- rect competitors with chain and local restaurants. mals and employee, and other eco-social is- Retailers in 2015 build full-service high-quality res- sues; taurants as part of their brick and mortar opera- tions. Experienced chefs offer unique dishes, local (iii) Pasta as an Endangered Species. In the foods, and drinks. Consumers are stepping inside last five years, pasta sales have decreased 8% supermarkets not only to acquire food but also to in Australia, 13% in Europe (with Italy ha- attend cooking classes and special events. Even ving a 25% drop) and 6% in America (Whi- sampling evolved into having chefs like George Du- teman, 2016) since this ingredient has been ran cooking special recipes for shoppers (conagra- substituted by quinoa, chickpeas, and len- foods, 2015). tils, among others. Additionally, spiralizers As it was aforementioned, online grocery deli- are allowing people to experiment with vege- very services are booming. This implies that super- table ribbons, like zucchini, asparagus, and markets have to find new and innovative ways to sweet potatoes, replacing pasta completely; get their customers back. Whole Foods, for exam- (iv) Vegetables as the main ingredient; ple, launched a new "Store of the Future"(Meijers, 2014a). This store is full of immersive digital ex- (v) The movement against tipping since it periences that allow users to see the origin of their is believed that the growth of the restaurant food. It also has enormous screens that display an industry for the past five decades has been Instagram feed of locally grown produce and far- sustained by the artificially low prices, pos- mers and a special digital mirror where shoppers sible through underpaid labour (Whiteman, can look at themselves and get health products 2016); recommendations. (vi) The poke trend. Poke is a Hawaiian In 2016, some of the main tendencies were: mainstay (bowl of chopped or cubed raw (i) Delivery in the restaurant industry as a fish, mainly ahi tuna, over seaweed-seasoned result of the big disruption of food retailing rice) that has been becoming more and more and food service in 2015 and 2016 due to famous. Restaurants specialised in this dish the tech-driven delivery. The main driver of are growing strong and adapting the recipe this revolution was the smartphone (White- to other kinds of fish, like scallops, salmon, man, 2016). However, this innovation can and octopus (Whiteman, 2016); be seen as a danger to the restaurant bu- (vii) Modernization of traditional cuisine; siness because they may lose the marketing control of their own businesses (Whiteman, (viii) The rise of acai bowls (smoothie made 2016); with frozen pulp from this Brazilian fruit, milk, various other fruits, ice, and toppings, (ii) “Healthification” of Fast and Fast-Casual like chocolate, chia seeds, granola, or peanut Food. Restaurants are being obliged to la- butter); bel GMO’s on their menus (Tristano, 2015). Customers no longer believe in the pictures (ix) Fried chicken’s sandwiches are coming of cows and leaves of grass on the cardboards back; 2270 |RT&D | n.o 27/28 | 2017 | SARMENTO et al.

(x) Aromatic heat. Food consumers realize and online realms (Kozinets, 2012). that spicy is not enough. There has been an In order to create a netnographic analysis, it interesting shift in favor of flavors to create is necessary to follow certain steps: (i) Research an aromatic spice blend as a result of the Planning: it was planned to analyze public forums refugees from Syria. The Arabic, Christian, that delve into the subjects studied. Therefore, and Jewish influences can be easily spotted, restaurant opinion websites, public blogs and app creating a warm, rather than hot, mixture; websites were taken into consideration to unders- tand the consumers’ needs and wants. It was deci- (xi) Retailers have been luring shoppers into ded to take an observational approach; (ii) websi- their stores with snacks and meals. The idea tes specialized in restaurant opinions (i.e. Zomato is that the longer a customer is on the pre- and Yelp), public blogs and app websites (i.e. Go- mises, the more he will buy per hour of stay; ogle Play and iTunes) were screened, in order to find consumers’ opinions on the found foodservice (xii) The impact of snacks. The fast-pacing trends. No participation with the online members world of today is taking a toll in the ali- was taken, in order to not disrupt them. It was mentary habits of consumers. People used believed that a direct participation could change to have three meals per day, but they are the natural flow of conversation; (iii) Data Collec- now switching them for snacks, completely tion and Interpretation: a netnographic table was obliterating meals. This trend that could created in order to hold the most relevant opinions seem only for millennials is actually affec- found and then, analysing the consumers’ perspec- ting everyone. In the US, snacking increased tive, those opinions were interpreted and related to 47% from 2010 to 2014 (Whiteman, 2016). the foodservice trends of the years 2015 and 2016 The main reason behind this is the change and to the consumption motivations that members in snack flavor profiles, from sweet to savory had when partaking in their activities; (iv) Ensu- and from high-carb to nutrient dense high- ring ethical standards: there was a serious concern protein snacks; in not disrespecting the privacy of online members. (xiii) Although the on-growing popularity of All information used is public and referenced; (v) the Thai hot sauce is strong, Technomic pre- Research representation: netnography results were dicts that chefs and chain restaurant execu- compared to the foodservice trends in the data tives will keep looking for the next big hot analysis section. ethnic flavor.

4. Data analysis 3. Methodology

This study employs a "Netnography"methodo- 4.1. Foodservice Trends and Netnographic logy, which is a specialized form of ethnographic Analysis research developed in 1995 which adopts the participant-observational approach and takes on- We find that most of the consumers have a big line interactions as it fieldwork (Kozinets, 2010). concern with health in various ways, confirming the Kozinets’ method emphasizes online communities tendencies related to this. and cultures thus clearly separating both offline Dietary concerns have made restaurants RT&D | n.o 27/28 | 2017 | 2271 change their policy of a full plate, incentivising Not only the reasons may be to weight con- smaller quantities of food. As this combats obe- cerns, but also specific diets, due to health issues, sity, it also allows the tasting of different foods like intolerance towards certain ailments or aller- during an entire meal. Consumers have been jum- gies. One anonymous online member refers this in ping on this trend, finding it incredibly positive. its Zomato review on a yoghurt cafe. The Dishelin Guide gushes about Amanda Cohen’s "[...] The cafe is a serious he- ability to do this in her restaurant Dirt Candy. althy hipster’s dream with loads of "[...] The menu itself is divided into yoghurt based sweet and savory dishes snacks / sides and “vegetables.” Think on the menu. I opted for the least of the “vegetables” as big tapas that yoghurt- based item - the smoked sal- you’ll probably want two of per person, mon sandwich which was seriously de- along with a snack. [...]"(The Dishelin licious. [...]" Guide, 2016) This preoccupation with health is affecting It is also noteworthy that this trend also af- not only the older generations but also the fects restaurant space. The cantina disposition Generation Z. This generation has been confron- that was used before is now being substituted by ted with more flavors at a younger age than any smaller spaces, in order to decrease costs. other before them (conagrafoods, 2015). Their "[...] It’s a little small and seating is mantra is simplicity and health. limited. No worries, though, the lo- "I bought this for my daughter. She cation is close to Bryant Park so you follows someone on youtube that has could always eat outdoors. It does get a raw food channel and she has tried crowded and busy during peak hours encouraging me to use it too. [...]- so watch out for that. I’ve even heard Zen_Sunrise on Spiralizers (Ama- that the line goes out the door some- zon.co.uk, 2016a) times. [...]"(Yelp, 2016b)

Consumers strongly appreciate restaurant and As one can analyze from this is that there is an food markets with custom dining options for health. obvious ”healthif ication” of the consumer ne- As it was aforementioned, entrepreneurs claim that eds that is affecting restaurants. They have been the best way to make restaurants work for custo- adapting to the requests and buyers are happy mers is to display pick-and-choose options, in order about it. Restaurants are consequently trying to to stay current as nutrition buzzwords come and reduce the usage of ingredients that are heavily go (Taylor, 2014a). loaded with carbs or hurt the environment and substituting them with vegetables. Consequen- "Great Whole Foids locale and the tly, pasta is becoming less and less consumed, for choices for eating in the store example, and vegetables are stepping up as the are rather enormous....a good thing. main component, putting meat completely aside. [...]Salad bar is also a good choice with tray after tray of healthy adds for a "The vegetables are exquisitely prepa- great for you meal. Went twice in two red into dishes that are popping with days and will stop in again soon for taste. Very cool restaurant with at- a quick, delish meal.- Pierre Le Beach tentive service. We sat at the bar and (Zomato, 2016b) had various dishes, including the ja- 2272 |RT&D | n.o 27/28 | 2017 | SARMENTO et al.

lapeño hush puppies, cauliflower, ra- looking for flavourful food. In fact, both requests dish pasta, and the broccoli hot dogs. mix constantly. Firstly, the impact that Sriracha All tasty you wouldn’t know it was all had on the foodservice, the rise of bitter flavors vegetarian. [...]- TheDude1974 (Zo- and the quest for aromatic heat are wildly noticea- mato, 2016a) ble. Consumers have been trying numerous spices, such as turmeric, due to their health benefits and This new health-concerned lifestyle has to the intriguing flavors. brought a great number of new trends, like Acai Bowls or the rise of Poke, which can be seen "This is an unexpected surprise! I got to be incredibly appreciated by consumers in the this for the heath benefits, but I didn’t Netnographic Table. However, it is not only affec- really expect it to taste good! I le- ting restaurant but also foodservice distributors. arned that: Turmeric is a spice that The snack industry is rising and adapting to cons- comes from the turmeric plant. It is tantly moving society that requests healthy food. commonly used in Asian food. You probably know turmeric as the main "This is phenomenal stuff. The price spice in curry. It has a warm, bitter is high, but I will keep buying this taste and is frequently used to flavor anyway, because: - The meat is mini- or color curry powders, mustards, but- mally processed and doesn’t have ni- ter, and cheeses. [...]- MVO, (Ama- trites - It is delicious and filling - It’s a zon.com, 2016b) protein snack that keeps you satiated longer than other snacks I will say that Relatively to flavors, the biggest trend is the I can’t taste any cherry flavor. It’s a Asian influence. Consumers are wildly looking dif- slightly sweet taste with the mildest ferent traditional cuisines that were modernized spice. Yummmmm!!"(Amazon.com, to include Asian ingredients or spices from com- 2016c) mon dishes. One specific review, referred to a This quest for health also affected social media French cuisine restaurant, with Japanese influen- and technology. In fact, there has been a rise of ces. nutritional analysis with apps. People have been "Don’t be alarmed by the French- downloading mobile applications, in order to un- Japanese fusion (I’m usually a Japa- derstand what they are eating, both at home and nese food purist) [...] The foodies in in restaurants. the world are clearly mad slow on the "One of the best apps if you are gluten uptake. This place is a gem. Tranquil, free. I have a daughter that requires quiet, and bright ambiance. Lovely a gluten free diet. Works great ! Has Japanese service. Elegantly plated common items in database . [...] You and spot-on executed food. [...] Re- pick your preferences. Easy to use. I commendations: uni consomme gelee, would give app a try and if you don’t lobster linguine, foie gras croquettes, like there is always uninstall.- Alissa kamo-duck, anago rice. [...]"(Yelp, Saucedo (Play.google.com, 2016a) 2016a)

Although consumers are looking for better ea- The pursuit of flavors does not rely only on ting habits, this does not mean that they are not restaurant food. Consumers are willing to try new RT&D | n.o 27/28 | 2017 | 2273 things, like smoked foods and craft foods, at their "Amazing food. Loved the detail they own home as well. have on each plate. It’s all art, and the flavors are like no other. [...] I’ve "When I bought these, I really didn’t had dirt candy on my bookmark for a expect I would be able to tell any while, and it was such a treat trying difference from regular Hunt’s diced their food. I highly recommend it tomatoes. [...] As far as the fla- to people who really enjoy the expe- vor difference, well I am happy to re- rience dining and good food.- Xtine port that I was wrong! [...] I can- (Zomato, 2016a) not wait to make my next batch of homemade spaghetti sauce as soon as Additionally, restaurants have been providing I get some more of these!!- PennyPin- new technologic marketing strategies to engage cher on Hunt’s Fire Roasted Tomatoes the new generations. Some of the strategies being (Amazon.com, 2016d) used are louder music in restaurants, moving visu- als, heightened experiences, and high-tech service. Regarding the social media platforms, the va- However, as the following review suggests, simpler rious platforms have strongly affected the food- measures may also be taken into account. service market. Actually, restaurants and retailers had to adapt to Web 2.0 in various ways. Firs- "With vegetarian and vegan spots like tly, they had to be quick in responding to the By Chloe and Superiority Burger all customers. In fact, there has been a growth of the rage these days, vegetables seem online grocery shopping with same-day delivery. to be having their moment [...] Des- Blue Apron is an app that shares recipes and deli- pite a Dishelin Star and very positive vers the right amount of ingredients to accomplish reviews from Eater and the New York said recipes, in accordance to customers’ needs. Times it took me almost a year to find someone willing to shell out that kind "I love the food, the meal options of cash for a “bunch of plants” at Se- and the fact that I can swap reci- milla. Finally, I was able to get vege- pes. Everything was fresh and perfec- tarian blogger LetsNomNom to agree. tly portioned. Growing up there were [...] The menu changes daily so you 5 in my family, and it’s SO HARD to won’t be getting what we got. You scale it back and just cook for 2 peo- actually won’t know exactly what you ple now. [...] there’s no way I could got until after the meal when they pick up 3 full meals from the grocery email you the meal. [...]"(The Dishelin store for only $60. [...]- Sparkle_lite Guide, 2015) on Blue Apron (App Store, 2016) However, the foodservice market had to change Secondly, restaurants have been improving other components. In order, to accommodate their food design to satisfy the needs of social this socially responsible society, restaurants had media platforms, like Instagram, since it represents to take social responsibility and accountability for free, but difficult to control, marketing. Consu- their procedures. One measure that is being ta- mers publish their meal photos, and restaurants ken by some restaurants is the no-tipping policy. took responsibility in fighting lightning problems Restaurants are increasing their prices, in order to or bad filtering. increase staff wages. 2274 |RT&D | n.o 27/28 | 2017 | SARMENTO et al.

"[...] Very cool restaurant with atten- in this day and age, due to the rise of the Hips- tive service. [...] This restaurant had ter movement, were the identificatory motivations a no-tipping policy, but they do add and the hip consumerism. The latter refers to 20% for an administrative fee. [...]- the consumers who choose to go against typical TheDude1974 (Zomato, 2016a) trends and consumption motivation, in order to rebel against them and seek the new and best Finally, the traditional foodservice market tendency. has been suffering a remodeling. Inclusively, Identificatory motivations, however, happen retailers are stepping into the foodservice. This when consumers adapt their behaviors to identify represents a way of satisfying the needs of a ge- with their beliefs and of their peers. The search neration that is constantly moving and of bringing for vegan food and the necessity to identify oneself customers into other areas of consumption while as a vegan is an example of such motivations. satisfying their need to eat. Finally, consumerism was also a relevant moti- vation. "Great Whole Foids locale and the choices for eating in the store are rather enourmous....a good thing. [...] Staff is friendly and efficient. Food is good and reasonable.[...] Went twice 5. Research conclusions in two days and will stop in again soon for a quick, delish meal.- Pierre Le Be- This study tries to understand what are the ach (Zomato, 2016b) main tendencies in the foodservice market and ad- ditionally, what is the impact that variables, like lifestyle changes and the rise of social media, had 4.2. Consumption, Consumerism and Anti- in those tendencies. Thus, four main categories Consumption and Netnographic Analysis are organized, based on literature review and the netnographic analysis: If the previous section can be taken as a Health reference, health, and environmental sustaina- The concern about health was palpable in bility were major motivations for the consu- these years. The fight against obesity, the new mers. Thus, out of the 32 opinions collected, diet plans, based on allergies and intolerance to 8 fell into the category of green consumers and certain foods, the combat against food with unna- ethical motivations. As it was afore-explained, tural components, and the will to have healthier they refuse to acquire products that are environ- lifestyles were the main concerns of consumers. mentally undesirable. This gave strength to the vegan movement, In spite of this motivation, 8 out of 32 con- with restaurants using vegetables as their main sumers still choose their consumptions habits in ingredient. Restaurants also began reducing their accordance to their personal motivations. They food portions, in order to combat obesity, provi- decide on what they buy based on the instant per- ding custom dining options for health, and taking sonal benefit they may achieve through alternative the origin of their ingredients more into account, to consumption experiences. respect customers’ concerns. Finally, this concern However, alternative consumption was also an is so big that companies even began developing interesting motivation to analyze. Easily related mobile apps that provided nutritional analysis of RT&D | n.o 27/28 | 2017 | 2275 food and meals. flavor. Instead of just spicy, they are requesting the usage of aromas and flavors to provide a bet- Social Media and Generation Z ter experience for the palate. This evidences the Social Media has stepped into this market and impact that Sriracha had in these years. is now a force to be reckoned with. Restaurants Finally, bitter and smoked flavors are also in and food retailers had to jump on board of this vogue. Restaurants and retailers are providing trend and adapt to the obstacles and opportunities meals and ingredients with the traditional smoked it provided. flavor, where it was least expected. Firstly, there was the need to adapt food de- sign to combat the backlash that restaurants may Social Responsibility and Sustainability get from bad photos that are posted on social me- Finally, this last major trend is due to the so- dia platforms, like Instagram and Facebook. As cial responsibility and environmental sustainability it was aforementioned, even Martha Stewart was that both consumers and retailers are diving into. criticized on Twitter, due to bad pictures of her Mostly because of health concerns, a great number recipes. of food consumers are decreasing their consump- Secondly, restaurants began adapting their tion of meat due to the negative effects it has on marketing strategies in order to target younger the environment and on the animals. Additionally, generations. Louder music, the bigger presence of they are more attentive to organic and to brands social media and digital strategies have been seen and companies who are eco-responsible. throughout the industry. One specific example As a reply to this, restaurants have been using provided by one customer was the providing of the local and fresh foods that are rid of GMO’s and menu after the meal, by e-mail. artificial flavors and colors, increasing their vegan Thirdly, retailers had to respond to customers’ menus, and using smaller spaces of business, in demands quickly. In fact, consumers have now order to use less energy and to pollute less. access to online grocery shopping with same-day However, restaurants also take into account delivery. their responsibility with society. Thus measures Finally, Generation Z’s attitude towards food have been taken to support their peers. One great is and will continue shaping the industry. They de- example is the adoption of no-tipping policies in mand health and simplicity for their meals, putting restaurants and the increase in the minimum wage. aside the microwave-prepared food. The usage of Finally, in what concerns the main consump- Spiralizers, craft foods and the informational mo- tion motivations for consumers in 2015 and 2016 bile apps with recipe-sharing and nutritional analy- were: green and ethical, personal, alternative, hip sis are examples of what the market may analyze. consumerism, identificatory, and consumerism. Consumers have increased their concern with Asian Influence and Strong Flavours their own health and with the environment. Thus The foodservice market has been suffering a a lot of their decisions were based on eco-friendly strong impact of Asian food. There has been consumption. There was a rise of vegetable usage, a modernization of traditional cuisine, like the the support of environmentally friendly brands, and French cuisine, adapting the typical meals and the adoption of consumption habits that increased adding Asian ingredients or flavors. There is an their health. on-growing growth of this type of cuisine. However, a great number of tourists still had Additionally, tourists’ consumers have changed personal motivations. Their consumption habits their preferences of spices, preferring heat with were based on personal preferences and instant 2276 |RT&D | n.o 27/28 | 2017 | SARMENTO et al.

satisfaction. Along with this were the alternative Jones, N. (2014). 5 Insights on the Future of motivations. Consumers would also adapt their E-Commerce | Food + Tech Connect. [on- line] Food + Tech Connect. Available at: habits in preference of certain products against http://www.foodtechconnect.com/2014/08/12/ others, like cooking at home instead of going out 5-insights-on-the-future-of-e-commerce/ for dinner. Another kind of motivation was the Hip Con- Kastrenakes, J. (2014). Amazon’s same- day grocery delivery service launches in New sumerism; that shows that consumers would go York. [online] The Verge. Available at: against typical trends almost as defiance against http://www.theverge.com/2014/10/17/6994781/amazon- standards. This led to the rise of vegan restau- fresh-new-york-launch-begins-in-park-slope-brooklyn rants, for example. Identificatory motivations of Kozinets, R. (2010). Netnography. Doing Ethnographic consumers who wanted to go in accordance with Research Online. 1st ed. Los Angeles, USA: Sage Publi- their own beliefs and of their peers were strong. cations. Finally, tourists who would just look for happi- Kozinets, R. ed., (2012). Marketing Netnography: ness through consumption were not out of place. Prom/ot(Ulgat)ing a New Research Method. 1st ed. There are still a number of people who just want York University, Toronto, Canada. to buy food and go to restaurants just because it Loureiro, S., Pires, A. & Cayola, R. (2014). Consumption, makes them feel satisfied and pleased. anti-consumption and consumption communities: the fo- otball clubs and its fans. In: H. Kaufmann and M. Panni, ed., Handbook of Research on Consumerism in Business and Marketing: Concepts and Practices, 1st ed. Hershey, References Pennsylvania, USA: IGI Global, pp.509-535.

Amazon.co.uk. (2016a). [online] Available Meijers, N. (2013). 10 Technologies Cultivating at:https://www.amazon.co.uk/New-Spiralz-Spiralizer- Educated Eaters | Food + Tech Connect. [on- Inspiralizer-Guarantee/dp/B003NXR086 . line] Food + Tech Connect. Available at: http://www.foodtechconnect.com/2013/10/24/ Amazon.com. (2016b). [online] Available at: https:// 10-technologies-cultivating-educated-eaters/ www.amazon.com/Jiva-Organics-Organic-Turmeric- Powder/dp/B00H3QRW6E/ref=sr_1_4_s_it?s= Meijers, N. (2014a). 2015 Food Trends: Gro- grocery&ie=UTF8&qid=1474987387&sr=1-4&keywords= cery Delivery Explodes, Gadgets Enable Transpa- turmeric. rency + More | Food + Tech Connect. [on- line] Food + Tech Connect. Available at: Amazon.com. (2016c). [online] Available at: http://www.foodtechconnect.com/2014/12/18/2015- https://www.amazon.com/Krave-Black-Cherry-2-pack- food-trends-grocery-delivery-explodes-gadgets-food- 16-Ounce/dp/B00FRZG6M4 . transparency/

Amazon.com. (2016d). [online] Available at: Meijers, N. (2014b). How Instacart Is Growing Its Gro- https://www.amazon.com/Hunts-Roasted-Diced- cery Delivery by 15-20% A Week | Food + Tech Con- Tomatoes-14-5-Ounce/dp/B004H28H2U . nect. [online] Food + Tech Connect. Available at: http://www.foodtechconnect.com/2014/04/02/how- App Store. (2016). Blue Apron - Fresh Ingredi- instacart-is-growing-its-grocery-delivery-by-15-20- ents & Recipes Delivered on the App Store. [on- percent-a-week/ line] Available at: https://itunes.apple.com/us/app/ blue-apron-fresh-ingredients/id976642810?mt=8. Mkono, M. & Markwell, K. (2014). The application of net- nography in tourism studies. Annals of Tourism Rese- conagrafoods, (2015). Supermarket Guru R Predicts Top arch, 48, pp.289-291. doi: 10.1016/j.annals.2014.07.005 Food Trends for 2015 | Investor Relations | ConAgra Fo- ods. [online] Available at: http://www.conagrafoods. Play.google.com. (2016a). [online] Available at: https: com/investor-relations/news-Supermarket-Guru% //play.google.com/store/apps/details?id=com. C2%AE-Predicts-Top-Food-Trends-for-2015- ipiit.ipiit&hl=en. RT&D | n.o 27/28 | 2017 | 2277

Rosenheim, B. (2014). Food Tech Media Startup Funding, neur. Available at: http://www.entrepreneur.com/ M&A and Partnerships: September 2014 | Food + Tech article/238809 Connect. [online] Food + Tech Connect. Available at: The Dishelin Guide, (2015). Semilla. [online] The Dishelin http://www.foodtechconnect.com/2014/10/30/food- tech-media-startup-funding-ma-partnerships-september- Guide. Available at:http://dishelinguide.com/2015/ 2014/ 12/07/semilla/.

The Dishelin Guide. (2016). Dirt Candy. [on- Shaw, H. (2015). The food porn trend: How line] Available at: http://dishelinguide.com/2016/ restaurants are catering to Instagram-hungry pa- 07/19/dirt-candy/. trons. [online] Financial Post. Available at: http://business.financialpost.com/news/retail- Tristano, D. (2015). How 10 Food Trends marketing/the-food-porn-trend-how-restaurants-are- For 2016 Will Transform Restaurants. [on- catering-to-instagram-hungry-patrons line] Forbes.com. Available at: http://www. forbes.com/sites/darrentristano/2015/10/28/ Sonnenshein, M. (2015). Top 15 Restaurant how-10-food-trends-for-2016-will-transform- Trends for 2015 and Beyond - Gourmet Mar- restaurants/#1df8c7cf5a35 keting. [online] Gourmet Marketing. Avai- lable at: http://www.gourmetmarketing.net/ Whiteman, M. (2016). 1st ed. [ebook] Available at: top-restaurant-trends-2015-beyond/ http://baumwhiteman.com/2016Trends.pdf

Taylor, K. (2014a). The 10 Biggest Restaurant Trends Yelp. (2016a). Autre Kyo Ya - East Village - New York, for 2015. [online] Entrepreneur. Available at: http: NY. [online] Available at: https://www.yelp.com/biz/ //www.entrepreneur.com/slideshow/239015 autre-kyo-ya-new-york.

Taylor, K. (2014b). Taco Bell’s New Sis- Yelp. (2016b). Pokéworks - Midtown West - New York, ter Restaurant Apologizes for ’Communist’ NY. [online] Available at: https://www.yelp.com/biz/ Logo. [online] Entrepreneur. Available at: pok%C3%A9works-new-york-2?osq=Poke+Bowl. http://www.entrepreneur.com/article/237600 Zizza, C. (2014). Healthy snacking recommendations: One Taylor, K. (2014c). McDonald’s Hires Ex-’MythBusters’ size does not fit all. Physiology & Behavior, 134, pp.32- Host to Address Pink Slime, Other Food Rumors. 37. doi: 10.1016/j.physbeh.2014.01.034 [online] Entrepreneur. Available at: http://www. entrepreneur.com/article/238422 Zomato. (2016a). Dirt Candy - New York City. [online] Available at: https://www.zomato.com/ Taylor, K. (2014d). McDonald’s ’Sustainable Beef’ Fi- pt/new-york-city/dirt-candy-lower-east-side/ nally Has a Definition... Sort Of.. [online] Entrepre- reviews. neur. Available at: http://www.entrepreneur.com/ article/232306 Zomato. (2016b). Whole Foods Market - Baton Rouge. [online] Available at: https://www.zomato.com/pt/ Taylor, K. (2014e). How These Brands Captured Mil- baton-rouge-la/whole-foods-market-baton-rouge/ lennials’ Hearts in Just 9 Months. [online] Entrepre- reviews.