• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Food for Thought
 

Food for Thought

on

  • 712 views

A study on Gen X foodies to understand ...

A study on Gen X foodies to understand
their methods and motivations when having
a gathering in their home. This lead to ideation around food culture and how food culture can impact
the alcohol beverage industry.

Statistics

Views

Total Views
712
Views on SlideShare
655
Embed Views
57

Actions

Likes
1
Downloads
12
Comments
0

1 Embed 57

http://mindmapping-mythoughts.tumblr.com 57

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Food for Thought Food for Thought Presentation Transcript

    • Food is a celebration “” and can makeFOOD FOR THOUGHT us happy andDiscovery + Sharing + Passions thankful to be alive to enjoy it and life! – Yuvonne Cook // Peterson // Radecki // Yin
    • PROJECT GOAL 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.p.1 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • TABLE OF CONTENTS 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.41p.2 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Research Timeline Superbowl Party Ethnographic Interim Observations Interview Presentation Workshop start of class February 5th 2012 February 11th 2012 March 7th 2012 March 21st 2012 January 18th 2012 Secondary Research Launch Analysis Synthesis January 18 2012 – February 14 2012 th th Revelations February 21 2012 -> st March 21st 2012 -> February 12th 2012 – February 20thp.3 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • HOME COOKING ERAS Farm Grown Canned and Casserole TV Dinner Processed Fast Food Farm Freshp.4 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • HOME COOKING ERAS Farm Grown Canned and Casserole TV Dinner Processed Fast Food Farm Fresh Sustenance Status Symbolp.5 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • FOOD TRENDs of 2012 Pure “Natural” Foods Farm to Fork Consumers will seek out fresh, premium quality Shoppers have become increasingly interested in knowing foods yet within a much tighter budget where their food comes from, which will bring an added emphasis to a different kind of food celebrity... the farmer Consumers are looking more closely at labels and want foods that are Foodies will become more discriminating chemical and preservative free about what they eat and where it’s from Cultures Coming Together The Rise of the YouTube Chef Merging of cultures and new spice blends are Everyone is their own TV star these days growing in popularity, specifically Indian, Asian, & South American foods are growing in popularity Foodies will look for new ways to The prevalence of new flavor profiles, communicate with others and sharing ethnic foods, and increased spice will continue to be important availability allows Foodies to explore exciting new cultures & food combinations Foodprocessing.com By Mark Anthony, Ph.D., Technical Editor | 01/04/2012 The Gourmet Retailer, 2012 Stagnito Media. Food Channel Names 10 Food Trends for 2012 Facts, Figures & the Future , Phil Lempert, SupermarketGuru, Editor In Chief. “2012 Food Trends to Watch”p.6 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • INDUSTRY Innovation: Revitalizes mature industries Flavor Beer Styles Packing to suggest The beer from the bar experience. Beer from the tap/keg in your fridge quality and freshnessp.7 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • US BEER INDUSTRY 522% SPECIALTY BREWERIES 1990 to 2010 TRADITIONAL BREWERIES -31 %Data: Beer Almanac 2011Brewery Source: Historical Sources, TTB, and Brewing Industry Research Program, The Office of R.S. Weinberg p.8 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • US BEER INDUSTRY SPECIALTY BREWERIES TRADITIONAL BREWERIESDATA: Beer Insights 2011 p.9 5 % FOOD FOR THOUGHT: Discovery, SHARING, + Passions 79 % Cook // Peterson // Radecki // Yin
    • US BEER INDUSTRY SPECIALTY BREWERIES TRADITIONAL BREWERIES 11 GROWTH % Marketshare by Volume 2 % DECLINE SPECIALTY BREWERIES TRADITIONAL BREWERIESDATA: Beer Insights 2011 p.10 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • SPECIALTY BREWERIES TRADITIONAL BREWERIES DIVERSITY HOMOGENEOUS with over 125 beer types in 13,000 brands with 6 beer types in 60 brandsSource: 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 p.11 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • “” SPECIALTY BREWERIES The hallmark of the Craft Brewer is innovation, interpreting traditional beer styles with a twist and inventing totally new styles. DIVERSITY over 125 beer types in 13,000 brandsSource: 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 p.12 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • SPECIALTY BREWERIES Regionally Crafted Range of Flavor Varieties Freshness Traditional Old-world Recipes FOODIES Importance of Quality Innovation & Exploration Photo Copyrighted by http://drinkwiththewench.com/p.13 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • What is a Foodie? Foodies are amateurs who simply love food for consumption, study, preparation, and news. Foodies 1 also want to learn everything about food, both the best and the ordinary, and about the science, industry, and personalities surrounding food.2p.14 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • What is a Foodie? videop.15 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • we recruited foodies who are... 30-50 year old men and women who host parties at least 3 times a year besides family celebrations and holidays. 6 women 4 men REVELATION PARTICIPANTS OBSERVATION ETHNOGRAPHY MARGARET SRUTHI LORI ANTHONY BRYAN SUPERBOWL PARTY JEN LAUREN KIM YUVONNE NOAH EVANp.16 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • We saw our foodies are... Worldy & Exploratory Inherent quality threshold & Expanding palette Highly social with close friends and friends of friends Looking to share their discoveries with those they love Highly organized 6 women 4 men REVELATION PARTICIPANTS OBSERVATION ETHNOGRAPHY MARGARET SRUTHI LORI ANTHONY BRYAN SUPERBOWL PARTY JEN LAUREN KIM YUVONNE NOAH EVANp.17 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • INSIGHTS Associations with various alcohols The food in their lives On the path to discovery Sharing with friendsp.18 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Alcohol Associations: Beer The Frat Boy Drinking excessively Friends Connecting Food + Place Loud, obnoxious, drunken Wrigleyville. That whole The outside patio of The I think of sushi, because behavior. There are lots neighborhood smells like Esquire Lounge, a local I generally only drink beer of classy beers out there, beer all the time. I’m not establishment where I with sushi! but my knee-jerk reaction a fan of beer. gather with my girlfriends – Kim is negative and involves – Sruthi on occasional Friday frat boys. nights. Laughter. – Evan – Lorip.19 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Alcohol Associations: LIQUOR Shorts Alcoholism Get Drunk Wake of Shame Those friends of mine who It’s a blatant word, and I relate liquor with people Waking up with a hangover know the bar scene often conjures up negative who are out to have a the next morning. finish their evening with images, makes me want VERY good time than night – Sruthi a shot of Fernet. to pace the floor. and often too good of – Noah My grandfather died of a time. Shots are often alcoholism. My son drinks involved as are hangovers. his war experiences – Bryan out of his mind in order to sleep. – Lorisp.20 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Alcohol Associations: COCKTAILS Girl’s Night Out Time To Be Sophisticate Celebrations Craft + Skill My new friend, having ...I think of modern ...I think of a of weddings Higher-priced liquors - gotten to know me architecture furniture...of and new years eve parties. something that’s intended through my blog, *insisted* a more posh environment Fun celebrations. to be part of the ‘craft that I’d like a dirty martini. or club in which people – Bryan cocktail’ movement that’s She was right, I fell in love... are drinking. been picking up steam. – Lauren – Margaret — Noahp.21 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Alcohol Associations: WINE Traveling Relaxing Pairing Multifaceted A trip to the vineyards It slows the pace a bit and I really love to drink a glass Depends on the mood, filled with relaxation is very refreshing. of dry red wine with a where I am, and if I am and good conversation. – Lauren meal. I’m not sure I have having a meal with it. This is usually what a mental image when – Anthony I do when I have a glass drinking wine. What I think of wine. of is taking the first sip – Bryan and how it makes me feel like it really complements or adds to my meal. – Margraetp.22 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • BRINGING FRIENDS TOGETHER food + 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. Impromptu Drinks With Calendar Just Hanging Unexpected Gathering Close Friends Event Eventsp.23 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • PREFERENCE TIERS considerations: local I believe in consuming “” TIER 1 organic healthy local when possible, ideal economics sustainable organic when availability organic affordable, fresh as TIER 2 healthy available and low fat audience next best sustainable as much as possible. occasion I am not bound by TIER 3 healthy this as economics and acceptable availability are also strong considerations. TIER 4 low fat –Yuvonne tolerable TIER 5 edible no other choicep.24 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Location Matters - + Mass market processed foods carried For our participants local products an extremely negative connotation carried more weight. These products for our participants, equating in contained a social message, benefitting most cases directly to unhealthiness. the community in which they live. “” “” I do my best to avoid I try to eat local when I can processed foods, partially for because I think it’s important the sake of my own health, to support local farmers/ and partially because most of producers. I also think food those foods are produced by will taste better if fresher and organizations I really don’t not shipped from across the support philosophically. country/world. –Noah –Margaretp.25 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Infusing food with meaning Food carries meaning which is imposed on it by its maker. It’s about color, excitement, Food can express “” mixing it up. It reminds me of how food connects to the earth love, friendship, and how it connects people. This image also reminds me of the incredible variety and comfort, heritage, complexity of nature, and yet at the same time, how a meal can thanks be such a pure, simple pleasure. –Noahp.26 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • DISCOVERY Using one’s experiences to share and continue to re/discover. Seeking new experiences to enjoy one’s passions With new experiences, Travel Passion passion grows Friends The First Experience Family becomes memorable Restaurants DISCOVERY SHARING AND DISCOVERYp.27 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • 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. – EVANp.28 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • 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. – LORIp.29 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • DISCOVERY: FAMILY 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” – LAURANp.30 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • DISCOVERY: RESTAURANTS 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 Hanoverp.31 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Exploring new combinations Keeping certain must have items in stock was important for our foodies. For them having those basic ingredients on hand allowed Having pasta, them to explore food freely. noodles, and new addition spices alone + offer endless stocked items possibilities for a yummy meal. –Sruthi stocked items + new additionsp.32 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • MODERNIZING CLASSICS experience experience experience I get a lot out of explo “” ration making something old new again. If I can surprise someone traditional modern with a dish they familiar reinvention thought they didn’t like, or a dish they thought they already ploration knew, then I’m happy. ex – Noah experience experiencep.33 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • SHARING with friends FOOD Home MEMORIESp.34 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • SHARING with friends: FOOD Our Foodies love coming together with friends and share the joys of cooking and sharing food. 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.p.35 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • 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.p.36 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Sharing WITH FRIENDS: creatING memories From themed parties to small get togethers, the foodies look LORI + to create lasting memories NEW FRIEND through sharing food centered around experiences. INTRODUCING HER TO THE DIRTY MARTINI We made lifelong friends that night... -LORIp.37 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • SHARING THE PASSION 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. PRODUCT Experiencep.38 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Sharing the Passion New Belgium Brewery Tour De FatNew Belgium Brewery Facebook Company Sitep.39 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • Sharing the Passion Lululemon Yoga ClassesLululemon atheletica’s company blog p.40 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • 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 consumersp.41 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin
    • TURNING NEGATIVE INTO POSITIVE As we saw with the difference between liquor and How might we shed the cocktails, a small reframe around a product can persuade negative connotations consumers to readdress their preconceived notions. of beer? How might we adopt the positive aspects of cocktails - + and adapt them for beer?p.42 FOOD FOR THOUGHT: DISCOVERY, SHARING, + PASSIONS Cook // Peterson // Radecki // Yin
    • 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 How might we learn from the simple and approachable, making it appealing to beer drinkers, cocktail drinkers and other success of Yellow Tail and apply non-wine drinkers with milder fruity flavors. the same thinking to the beer They also simplified the often intimidating selection process by offering one red wine industry? (Shiraz) and one white wine (Chardonnay). Can we adopt the sophistication of the wine industry and bring that to beer?p.43 FOOD FOR THOUGHT: DISCOVERY, SHARING, + PASSIONS Cook // Peterson // Radecki // Yin
    • THANK YOU!Douglas Radecki Dan Peterson Crystal Yin Cristina Cookdouglas.radecki@gmail.com dan.peterson@id.iit.edu yu.yin@id.iit.edu cristina@id.iit.edu@douglasradecki image from Hops Direct Cook // Peterson // Radecki // Yin