DAWN FARMS TOP 9 | ISSUE 28 | 2018

GLOBAL UPDATE ON CONSUMER, MARKET AND MENU INSIGHTS. 

1. VIRAL: KFC’S ROLLING FOOTBALLER

Let’s face it, footballers are known for their dramatic tumbles and ‘fake’ injuries (#Neymar). Tapping into this, KFC Africa launched its ‘Keep Rolling’ campaign during the World Cup – click here to watch KFC’s Herbz taking a dive for fried chicken> The clip has gone viral with over 2mn views. After a football player named Herbz takes a ridiculous dive during a football game, he continues to roll out of the stadium until he finally arrives at a KFC where he orders a Streetwise meal.

2. LEON OPENS IN IRELAND

Fast food chain, Leon, has opened its first Irish store in Dublin. The chain has more than 50 locations, mostly in England, with the aim of opening around 20 restaurants across Ireland in the next 5 years. Dublin is the fifth international city location for the company; other locations include Oslo, Amsterdam, and Utrecht. Leon shouldn’t underestimate the Irish competition. Over a third of the Irish €7.8bn foodservice market is limited service/QSR with healthier grab-and-go concepts one of the key drivers of growth in the sector. Leon’s ‘healthy, fresh and flavourful fast food’ positioning represents new competition for local innovative businesses such as Freshii, Cocu, Eathos, Sprout & Co and Chopped.

3. SPH SIGNALS BIG OPPORTUNITY

The rise in SPH (single person households) has been a growing trend since World War 2 (now 7.7mn in the UK - 17% growth between 1996-2017). In accommodation terms this means a return to communal living is on the cards – a repeat of the Middle Ages some analysts say - and a movement which actually began in Denmark in the 1970s. Ever-shifting meal times mean that 4 in 10 meals/snacks are consumed alone. With food waste firmly on the agenda alongside convenience, Nielsen’s recent shopper poll found 18% shoppers want smaller pack sizes. Tesco has increased its single-serve range by nearly 40% this year to 430 products -not just ready meals but also wood-fired pizza slices.

4. FOOD TRUCK EVOLUTION: FOOD HALLS

Food halls are fast becoming the next generation of food trucks. Designed to immerse customers in a total food experience, there are currently over 100 food hall concepts across Europe with about 200 venues in the pipeline for major cities like London and Paris over the next decade – click to create your own personal bucket list among European foodhalls> Food halls are more than just modern food courts, they are also becoming an important part of urban regeneration. Europe's largest Japanese food hall Ichiba is set to open this weekend in Westfield, London – see Ichibo come alive here>

5. WORLD’S FANCIEST MCDONALD’S

McDonald’s Hong Kong has pushed the QSR boundaries even further with its new store concept McDonald’s Next. McDonald’s burgers are not only served to the table but on cutting boards. After 40 years in Hong Kong, the global brand is set on remaining “modern and progressive”. In the new store concept, expect ‘fancier food’, table service, and a hand washing station in the centre of the restaurant. There is also a ‘Create Your Taste’ concept, which allows customers to customise their orders via touch screen – another sign of digital transformation from the brand. Watch CNBC’s experience inside McDonald’s Hong Kong here>>

6. FRIDGE RAIDERS RE-BRAND

Kerry Foods has re-branded its Mattessons, Fire & Smoke and Go Go’s snacking products, moving them under the Fridge Raiders umbrella to take advantage of meat snacking growth and to allow the Fridge Raiders brand to appeal to a wider audience. Previously Fridge Raiders targeted families (kids/teenagers), with the re-brand they’re now widening its appeal to adults. This will help the brand grow its share in the £25bn UK snacking category. To support the re-brand, the range was re-designed with a cleaner design and a “Powered by Protein” message.

7. TACO BELL GLOBAL EXPANSION

Currently present in 7 European markets, Taco Bell is ramping up its aggressive global expansion plan including 30 new restaurants in the UK (20), Finland (3), the Netherlands (3), Romania (3) and one in Cyprus.  Russian markets are also compelling due to their scale and success of fellow Yum brand, KFC, while Taco Bell plans on expanding across Australia this financial year following the success of its first opening there. In Australia, the company is rebranding the well-known local chain of Sizzler restaurants.

8. WORLD CUP SPENDING BOOST

World Cup fever and hot weather contributed to a growth in retail sales of 2.3% in June which will provide some cheer for struggling UK retailers, above the average growth rate for consumer spending and higher the same month last year. Spending in pubs also benefited, up by 9.5% in June, predictably higher when England was playing (up to one third higher). The hot weather has also contributed to 33% of people saying they have spent more than normal so far this summer, and nearly two thirds (65%) of people feel confident about their household finances, the highest statistic for 12 months.

9. MAKE CHARITY PAY

Mintel’s Hotspots report highlights the increase in initiatives being used to engage consumers in a charitable effort. Knorr’s new video ad format that allows viewers to choose a charity to benefit if they watch an ad for at least 15 seconds (Get Involved). From an environment perspective; two-thirds (67%) of consumers believe it is more rewarding to act environmentally friendly when there are tangible results. In China, Ele.me have developed eco-friendly, edible chopsticks, to help reduce plastic waste. This is a big focus across the globe now with McDonald’s UK and Waitrose enforcing a ban on plastic straws altogether. Starbucks has created an adult ‘sippy-cup lid’ to eliminate plastic straws.