Food for Thought

Cook // Peterson // Radecki // Yin

fooD for thouGhtDiscovery + Sharing + Passions “”

Food is a celebration and can make us happy and thankful to be alive to enjoy it and life!– YuVoNNE

Cook // Peterson // Radecki // YinFOOD FOR THOUGHT: DiscOveRy, sHARiNG, + PAssiONsp.1

We are studying Gen X foodies to understand their methods and motivations when having a gathering in their home. We are also looking to see how food culture can impact the alcohol beverage industry.

Our foodies are a group of leading edge consumers that have a passion about the food and beverages they consume.

PROJECT GOAL


INTRODUCTION...................... p.4

INSIGHTS................................. p.18

ALCOHOL ASSOCATIONS..... p.19

WHAT IS FOOD...................... p.24

DISCOVERY............................ p.27

SHARING WITH FRIENDS....... p.34

PASSIONS.............................. p.38

IDEATION................................ p.41

TABLE OF CONTENTS


REsEARCh TimELinE

start of classJanuary 18th 2012

secondary research January 18th 2012 – February 14th 2012

analysisFebruary 21st 2012 ->

synthesisMarch 21st 2012 ->

Superbowl Party ObservationsFebruary 5th 2012

Ethnographic InterviewFebruary 11th 2012

Launch RevelationsFebruary 12th 2012 – February 20th

Interim Presentation March 7th 2012

WorkshopMarch 21st 2012


hOmE COOKinG ERAs

Farm Grown Canned and Casserole TV Dinner Processed Fast Food Farm Fresh


Farm Grown Canned and Casserole TV Dinner Processed Fast Food Farm Fresh

hOmE COOKinG ERAs

sustenance status symbol


FOOD TREnDs OF 2012

Pure “Natural” foods consumers will seek out fresh, premium quality foods yet within a much tighter budget

farm to forkshoppers have become increasingly interested in knowing where their food comes from, which will bring an added emphasis to a different kind of food celebrity... the farmer

foodies will become more discriminating about what they eat and where it’s from

consumers are looking more closely at labels and want foods that are chemical and preservative free

Foodprocessing.comBy Mark Anthony, Ph.D., Technical Editor | 01/04/2012The Gourmet Retailer, 2012 Stagnito Media. Food Channel Names 10 Food Trends for 2012Facts, Figures & the Future , Phil Lempert, SupermarketGuru, Editor In Chief. “2012 Food Trends to Watch”

the rise of the Youtube chefEveryone is their own tV star these days

the prevalence of new flavor profiles, ethnic foods, and increased spice availability allows foodies to explore exciting new cultures & food combinations

foodies will look for new ways to communicate with others and sharing will continue to be important

cultures coming togetherMerging of cultures and new spice blends are growing in popularity, specifically Indian, asian, & south american foods are growing in popularity


Flavor Beer Styles

inDUsTRY innOVATiOn: Revitalizes mature industries

Packing to suggest quality and freshness

the beer from the bar experience.Beer from the tap/keg in your fridge


Us BEER inDUsTRY

TRADiTiOnALBREWERiEs

sPECiALTYBREWERiEs

-31 %

522%

1990 to 2010

Data: Beer Almanac 2011Brewery Source: Historical Sources, TTB, and Brewing Industry Research Program, The Office of R.S. Weinberg


5

Us BEER inDUsTRY

79%%

DATA: Beer Insights 2011

sPEcIaltY BrEWErIEs traDItIoNal BrEWErIEs


sPECiALTY BREWERiEs

Us BEER inDUsTRY

2%

DECLINE

DATA: Beer Insights 2011

TRADiTiOnAL BREWERiEs

11%

GROWThMarketshare by Volume



Source: Concentration in the US Beer Industry - Phil Howard and Ginger Ogilvie August, 2011; Specialty Food Magazine – “America’s Beer Transformation”, types & brands info from Breweers Association

DiVERsiTY with over 125 beer types in 13,000 brands

hOmOGEnEOUswith 6 beer types in 60 brands



“”Source: Concentration in the US Beer Industry - Phil Howard and Ginger Ogilvie August, 2011; Specialty Food Magazine – “America’s Beer Transformation”, types & brands info from Breweers Association

DiVERsiTY over 125 beer types in 13,000 brands

The hallmark of the Craft Brewer is innovation, interpreting traditional beer styles with a twist and inventing totally new styles.

sPEcIaltY BrEWErIEs


FOODiEs

sPEcIaltY BrEWErIEs

Regionally Crafted Range of Flavor Varieties

FreshnessTraditional Old-world Recipes

importance of Qualityinnovation & Exploration

Photo Copyrighted by http://drinkwiththewench.com/

Foodies are amateurs who simply love food for consumption, study, preparation, and news.1 Foodies also want to learn everything about food, both the best and the ordinary, and about the science, industry, and personalities surrounding food.2


WhAT is A FOODiE?


WhAT is A FOODiE? video


30-50 year old men and women who host parties at least 3 times a year besides family celebrations and holidays.

WE RECRUiTED FOODiEs WhO ARE...

mARGARET sRUThi LORi AnThOnY

nOAhKim YUVOnnELAUREn

BRYAn JEn

EVAn

6 women 4 men

sUPERBOWL PARTY

REVELATION PARTICIPANTS OBSERVATION ETHNOGRAPHY


WE sAW OUR FOODiEs ARE... Worldy & ExploratoryInherent quality threshold & Expanding paletteHighly social with close friends and friends of friendsLooking to share their discoveries with those they loveHighly organized

REVELATION PARTICIPANTS OBSERVATION ETHNOGRAPHY

mARGARET sRUThi LORi AnThOnY

nOAhKim YUVOnnELAUREn

BRYAn JEn

EVAn

6 women 4 men

sUPERBOWL PARTY

Associations with various alcoholsThe food in their livesOn the path to discoverysharing with friends


insiGhTs


ALCOHOL ASSOCIATIONS: BEER

the frat BoyLoud, obnoxious, drunken behavior. There are lots of classy beers out there, but my knee-jerk reaction is negative and involves frat boys.

– EVaN

Drinking excessivelyWrigleyville. That whole neighborhood smells like beer all the time. I’m not a fan of beer.

– sruthI

friends connectingThe outside patio of The Esquire Lounge, a local establishment where I gather with my girlfriends on occasional Friday nights. Laughter.

– lorI

food + PlaceI think of sushi, because I generally only drink beer with sushi!

– KIM


shortsThose friends of mine who know the bar scene often finish their evening with a shot of Fernet.

– Noah

alcoholismIt’s a blatant word, and conjures up negative images, makes me want to pace the floor. My grandfather died of alcoholism. My son drinks his war experiences out of his mind in order to sleep.

– lorIs

Get DrunkI relate liquor with people who are out to have a VERY good time than night and often too good of a time. Shots are often involved as are hangovers.

– BrYaN

Wake of shameWaking up with a hangover the next morning.

– sruthI

ALCOHOL ASSOCIATIONS: LiQUOR


Girl’s Night outMy new friend, having gotten to know me through my blog, *insisted*

that I’d like a dirty martini. She was right, I fell in love...

– laurEN

time to Be sophisticate...I think of modern architecture furniture...of a more posh environment or club in which people are drinking.

– MarGarEt

celebrations...I think of a of weddings and new years eve parties. Fun celebrations.

– BrYaN

craft + skillHigher-priced liquors - something that’s intended to be part of the ‘craft cocktail’ movement that’s been picking up steam.

— Noah

ALCOHOL ASSOCIATIONS: COCKTAiLs


travelingA trip to the vineyards filled with relaxation and good conversation.This is usually what I do when I have a glass of wine.

– BrYaN

relaxingIt slows the pace a bit and is very refreshing.

– laurEN

PairingI really love to drink a glass of dry red wine with a meal. I’m not sure I have a mental image when drinking wine. What I think of is taking the first sip and how it makes me feel like it really complements or adds to my meal.

– MarGraEt

MultifacetedDepends on the mood, where I am, and if I am having a meal with it.

– aNthoNY

ALCOHOL ASSOCIATIONS: WinE


BRinGinG FRiEnDs TOGEThERFOOD + SHARING + DISCOVERY

Ranging from impromptu gatherings with friends to special events, our Foodies looked to these three attributes, food, sharing and discovery to create memorable experiences for friends and family.

Just hanging Unexpected Events

Calendar Event

Drinks With Close Friends

impromptu Gathering


“”I believe in consuming local when possible, organic when affordable, fresh as available and low fat as much as possible. I am not bound by this as economics and availability are also strong considerations.–YuVoNNE

PREFEREnCE TiERs

considerations:

economics

availability

audience

occasion

TIER 1ideal

localorganichealthy

sustainable

TIER 2next best

TIER 3acceptable

TIER 4tolerable

TIER 5no other choice

organichealthy

sustainable

healthy

low fat

edible


“”Mass market processed foods carried

an extremely negative connotation for our participants, equating in

most cases directly to unhealthiness.

I do my best to avoid processed foods, partially for the sake of my own health,

and partially because most of those foods are produced by

organizations I really don’t support philosophically.

–Noah

For our participants local products carried more weight. These products contained a social message, benefitting the community in which they live.

LOCATiOn mATTERs

- +

“”I try to eat local when I can because I think it’s important to support local farmers/producers. I also think food will taste better if fresher and not shipped from across the country/world.–MarGarEt


“”

inFUsinG FOOD WiTh mEAninG

Food carries meaning which is imposed on it by its maker.

Food can express

love, friendship,

comfort, heritage,

thanks

It’s about color, excitement, mixing it up. It reminds me of how food connects to the earth and how it connects people. This image also reminds me of the incredible variety and complexity of nature, and yet at the same time, how a meal can be such a pure, simple pleasure.–Noah


The First Experience becomes memorable

Passion

Family

With new experiences, passion grows

DISCOVERY SHAR ING AND DISCOVERY

Seeking new experiences to enjoy one’s passions

Using one’s experiences to share and continue to re/discover.

TravelFriends

Restaurants

DisCOVERY


DIscoVErY: TRAVEL

...more than anything else, it’s eating while traveling. Food, to me, is a way to be part of life in a new place when traveling.– EVaN


DIscoVErY: FRiEnDs

I share recipes with people I know will appreciate a recipe, especially when something is in season. I blog food. I Facebook food...I LOVE it when other people share what they are eating or fixing, and I’ve gotten a few recipes and tips through Facebook. – lorI


My sister is a fantastic cook and baker (she didn’t inherit this gift from our mother!). My recipe box is full of recipes for “Sister’s Salad”, or “Sister’s apple cake”– lauraN

DIscoVErY: FAmiLY


DIscoVErY: REsTAURAnTs

v

Sometimes I like the way a restaurant/bar presents food for a pretty presentation...I’ve been inspired to just pay more attention to how I lay food out on a plate so that it creates a nice pattern or has pops of color. -MarGarEt

Photo Copyrighted by Evan Hanover


info graphic showing the basic to the exploring

quote from jen talking about exploring recipes and trying something new

stocked items

new addition

new additionsstocked items +

+

Keeping certain must have items in stock was important for our foodies. For them having those basic ingredients on hand allowed them to explore food freely.

ExPLORinG nEW COmBinATiOns

Having pasta, noodles, and spices alone offer endless possibilities for a yummy meal. –sruthI


“”traditionalfamiliar

modernreinvention

experience

exploration

exploration

experience

experienceexperience

experience

mODERniZinG CLAssiCs

I get a lot out of making something old new again. If I can surprise someone with a dish they thought they didn’t like, or a dish they thought they already knew, then I’m happy.– Noah


sharING WIth frIENDs

FOODhOmEmEmORiEs


Jen considers herself the Foodie among her friends. She loves bringing a great appetizer to a party. She chooses to bring an appetizer because it is the way she eats, grazing back and forth between eating and socializing. Best part for Jen is when people ask about her dish, wanting to know how she prepared that dish.

sharING WIth frIENDs: FOOD

Our Foodies love coming together with friends and share the joys of cooking and sharing food.

sharING WIth frIENDs: ThE hOmE

Jen’s friend often hosts parties, opening his home to his guests. His friends are able to use his home like theirs, cooking and sharing together.


sharING WIth frIENDs: CREATinG mEmORiEs

From themed parties to small get togethers, the foodies look to create lasting memories through sharing food centered around experiences.

We made lifelong friends that night...-lorI

LORI + NEW FRIEND

INTRODUCING HER TO THE DIRTY MARTINI



To extend beyond a static product, companies are creating events and activities around their products so that consumers can share the experience with like-minded people.

shARinG ThE PAssiOn

Experience

PRODUCT


shARinG ThE PAssiOn

New Belgium Brewery Tour De Fat

New Belgium Brewery Facebook Company Site


shARinG ThE PAssiOn

Lululemon Yoga Classes

Lululemon atheletica’s company blog


DEsiGn PRinCiPLEs

• encourage sharing and discovery

• create authenticity/ embrace humanity

• create an experience

• facilitate expression

• mature with consumers

• allow consumers to give products meaning

• encourage the passions of consumers

Cook // Peterson // Radecki // YinFOOD FOR THOUGHT: DISCOVERY, SHARING, + PASSIONSp.42

TURNING NEGATIVE INTO POSITIVE

As we saw with the difference between liquor and cocktails, a small reframe around a product can persuade consumers to readdress their preconceived notions.

- +

How might we adopt the positive aspects of cocktails and adapt them for beer?

How might we shed the negative connotations of beer?


CASE STUDY: YELLOW TAIL

Yellow Tail focused on non-customers as a way to open up the wine industry and take hold in a saturated, mature space. They made wine simple and approachable, making it appealing to beer drinkers, cocktail drinkers and other non-wine drinkers with milder fruity flavors. They also simplified the often intimidating selection process by offering one red wine (Shiraz) and one white wine (Chardonnay).

Can we adopt the sophistication of the wine industry and bring that to beer?

How might we learn from the success of Yellow Tail and apply the same thinking to the beer industry?

Cook // Peterson // Radecki // Yinp.43 FOOD FOR THOUGHT: DISCOVERY, SHARING, + PASSIONS


image from Hops Direct

THANK YOU!Douglas [email protected]@douglasradecki

Dan [email protected]

crystal [email protected]

cristina [email protected]

Food for Thought

Design

food trends

food culture

beer types

beer insights

food channel names

suggestthe beer

beer almanac

exciting new cultures