Food

Exclusionary and elusive experiences still appeal to consumers and remains at the top of what is appealing and sexy in the minds of consumers, despite the recession. They want to feel as if they are a part of a select elite group, even if it’s only a temporary illusion. The more privileged a consumer feels for having access to a product or service, the more the added level of mystique will sell. Here are some nifty examples of selling the mystique factor….

We used to go to culinary school. Now we want to make the cheese, not just watch the process on TV. Farms schools are the next big thing in foodie vacations, burgeoning from the current farm-to-table trend.

So suggested the New York Times in a recent article “Influence and Spending Power Now Lies with the Middle Class,” referring to the closing of upscale food magazine, Gourmet. It went on to imply that an interest in “food exploration” is dead, and although Gourmet is an iconic brand, it couldn’t make enough profit to stay in business. A business editor at the paper even suggested that everyone would resort to “eating Ketchup, mayonnaise from a jar and Velveeta cheese.”

Tea is steeped in English tradition, but is becoming a very hot US beverage (could it be that after 200+ years, we’re finally starting to get over that bit of unpleasantness in Boston Harbor?). Tea is becoming the ultimate, affordable, healthy beverage of choice for millions of Americans and, more significantly, a ‘tea lifestyle’ is emerging.

Food is all about globalization and variety these days. While some of us are making fewer trips abroad this year, we still want to taste what’s new and exotic. Influenced by street foods found across the world, mobile establishments are creating a buzz with their bold flavors, affordable prices and chef centric atmosphere and service.

Affluent consumers want the real thing having been burned by the financial meltdown, coupled by growing concerns about product safety - from toys to mobile phones, even dry wall (note the recent scandal about Chinese made dry wall that is said to cause respiratory ailments and tarnishing of household metals). They are skeptical and want proof.

Like all serious eaters, we all love the idea of the Slow Food movement and what it stands for, namely supporting sustainable, artisanal food.

There’s a new model for independent travelers: DIY (do it yourself) hotels, a latest trend in hospitality. Also, David Bouley’s recently announced that he’ll be launching BYO nights in the fall.

Everywhere we go these days, all we see is burgers. Big juicy burgers graced the covers of this month’s Saveur and Food & Wine at the local grocery checkout; mini burgers and fries are all the rage on wedding menus; and sliders of all varieties are hot menu items in all sectors.

It has been widely reported that the recession has dampened the popularity of splurging on high ticket items (or at least openly boasting about such purchases) and many affluents believe that the best way to weather the global recession is to indulge in life’s little luxuries (see our earlier blog item about mini-indulgences). And so it appears that the affluent are still spending…but on what?