Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Retail maintains an edge for seasonal purchases
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- Figure 1: Seasonal purchase in foodservice versus retail, November 2017
- Majority of consumers learn about seasonal offerings on premise
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- Figure 2: Seasonal menu item discovery, by age, November 2017
- The opportunities
- Instagram, Pinterest, and Snapchat are key social platforms for reaching the seasonal consumer
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- Figure 3: Seasonal consumer demographics and social media behavior, November 2017
- A seasonal halo
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- Figure 4: Seasonal attitudes, “Seasonal menu items feel like a treat,” November 2017
- Coffee shops are a key destination for seasonal consumers
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- Figure 5: Restaurant visitation by seasonal diners, November 2017
- What it means
The Market – What You Need to Know
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- RTD coffee beverages focus on seasonal flavors
- Seasonal menu items create a treat-based appeal, but they also serve as a signal of quality
- Retail leads in seasonal salty snack purchases, but can foodservice create its own niche?
Market Perspective
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- Grocery stores maintain an edge in seasonal snacking, but foodservice operators have a unique set of opportunities
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- Figure 6: Seasonal purchase in foodservice versus retail, “Salty snacks,” November 2017
- Foodservice operators lean into seasonal RTD beverages for retail
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- Figure 7: Seasonal purchase in foodservice versus retail, “Coffee Beverages,” November 2017
- Third wave coffee companies bring a seasonal focus to retail
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- Figure 8: Purchase intent for RTD coffee and seasonal pumpkin offerings, January 2017 – December 2017
- Fruit forward summer flavors meet RTD coffee
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- Figure 9: Purchase intent for RTD coffee and seasonal fruit-based offerings, January 2017 – December 2017
Market Factors
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- The seasonal cost
- The real food movement and the seasonal impact
- Demand can impact traditional seasonality
Key Trends – What You Need to Know
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- The confluence of seasonality with virality
- Determining the perfect seasonal time frame
- Bringing seasonal produce to food deserts
What’s Working?
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- Seasonal trends meet viral food sensations
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- Figure 10: Social media analysis of Starbucks’ Christmas Tree Frappuccino and Starbucks’ Zombie Frappuccino
- Simple tweaks can give everyday flavors seasonal appeal
- Tea gets seasonal
What’s Struggling?
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- Managing a seasonal time frame amid competition
What’s Next?
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- Seasonal produce in food deserts
- A seasonal approach to meat
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- Figure 11: Social media analysis of Arby’s Elk Sandwich
The Consumer – What You Need to Know
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- The on-premise experience drives seasonal awareness
- The seasonal claim can create comfort around new flavors
- Sweet is the preferred flavor profile across seasons
A Deeper Look: The Seasonal Consumer
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- Two in five consumers report purchasing seasonal menu items
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- Figure 12: Seasonal Purchases, November 2017
- Young women are more likely to purchase seasonal menu items
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- Figure 13: Seasonal consumer demographics and social media behavior, November 2017
- Women that visit fast casuals and coffee shops are more motivated by comforting menu items
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- Figure 14: Seasonal motivators – CHAID – Tree output, November 2017
- The affordability of seasonal menu items shapes purchase habits
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- Figure 15: Seasonal consumer demographics, by age and income, November 2017
- Casual dining needs to focus on the 55+ crowd
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- Figure 16: Seasonal consumer restaurant visitation, November 2017
Seasonal Preferences of Coffee/Tea Consumers
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- Coffee shops are a key destination for seasonal consumers
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- Figure 17: Restaurant visitation by seasonal diners, November 2017
- Instagram is a key social channel for attracting a seasonal coffee consumer
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- Figure 18: Seasonal coffee/tea consumer demographics and social media behavior, November 2017
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- Figure 19: Seasonal coffee/tea consumer, seasonal marketing focus, November 2017
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- Figure 20: Total followers and number of engagements for Starbucks on Facebook and Instagram, Oct. 1, 2017 – Dec. 6, 2017
- Sweet and spicy in the fall and tangy in the summer lead in flavor preferences
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- Figure 21: Seasonal coffee/tea consumer, seasonal beverage flavor preferences, November 2017
Retail versus Foodservice
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- Retail maintains an edge in seasonal purchase habits
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- Figure 22: Seasonal purchase in foodservice versus retail, November 2017
- Younger consumers lean more toward foodservice for baked goods, but still rely on retail
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- Figure 23: Seasonal purchase in foodservice versus retail, seasonal baked goods, by age and gender, November 2017
- Can soup make a comeback among Millennials?
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- Figure 24: Seasonal purchase in foodservice versus retail, seasonal soup, November 2017
- Targeting consumers’ mood with seasonal beer
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- Figure 25: Seasonal purchase in foodservice versus retail, seasonal beer, by age and gender, November 2017
Reasons for Purchasing Seasonal Dishes
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- Limited time availability is integral for seasonal purchase habits
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- Figure 26: Seasonal motivators, November 2017
- Men more likely to rely on the seasonal classics
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- Figure 27: Seasonal motivators, by gender, November 2017
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- Figure 28: Seasonal motivators – CHAID – Tree output, November 2017
- Restaurant segments shape seasonal preferences
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- Figure 29: Seasonal motivators, by restaurant segment, November 2017
Seasonal Marketing
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- Restaurant menus lead in driving seasonal menu item awareness
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- Figure 30: Seasonal menu item discovery, November 2017
- Television commercials can still reach younger consumers, but not necessarily in a traditional format
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- Figure 31: Seasonal menu item discovery, by age, November 2017
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- Figure 32: seasonal menu item discovery by social media, index against all diners, November 2017
Seasonal Flavor Beverage Preferences and Associations
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- Seasonal flavor trends lean toward the classics, but there’s room for innovation
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- Figure 33: Seasonal beverage flavor preferences, November 2017
- Men display an interest in savory beverage profiles
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- Figure 34: Seasonal spring and summer beverage flavor preferences, by gender, November 2017
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- Figure 35: Seasonal fall and winter beverage flavor preferences, by gender, November 2017
- Millennial flavor preferences are not cut-and-dry
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- Figure 36: Seasonal fall and winter beverage flavor preferences, by older, younger, and non-Millennials, November 2017
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- Figure 37: Seasonal spring and summer beverage flavor preferences, by older, younger, and non-Millennials, November 2017
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- Figure 38: Social media analysis for Tim Horton’s Spicy Buffalo Latte
- Hispanics lean toward sour flavor influences in the spring/summer
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- Figure 39: Seasonal fall and winter beverage flavor preferences, by Hispanics and non-Hispanics, November 2017
- Figure 40: Seasonal spring and summer beverage flavor preferences, by Hispanic and non-Hispanic, November 2017
Seasonal Attitudes
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- Fall/winter drive seasonal comfort
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- Figure 41: Seasonal dining attitudes, November 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Direct marketing creative
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Rival IQ
Appendix – Infegy Methodology
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- Theme Definitions:
Appendix – CHAID Analysis
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- Methodology
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- Figure 42: Seasonal motivators – CHAID – Table output, November 2017
- Figure 43: Seasonal motivators – CHAID – Table output, November 2017
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