The Food Rush: Delivering High End Plates On Demand

Millennials are seeing food as the new status symbol, and expecting everything on demand. The combination is leading to a new market of tech companies rushing to fulfill their foodie needs.

In our Ypulse Quarterly report trend spotlight, we told you that food is becoming the new status symbol. 52% of Millennials 21-32-years-old would rather go to a food festival than a music festival, and 61% of Millennials ages 21-24 would rather have dinner at a new restaurant than buy a new pair of shoes. Food has been a fixation for the generation for years, but now it’s also becoming a way to show that they are worldly, interesting, and having a coveted experience. Today, sharing a picture of expensive cheeses, a pricey lobster roll eaten on a Tuesday, or a VIP sweet is the equivalent of saying, “I’m so fancy,” and inviting social envy the way a nice bag or jewelry would have ten years ago. As food experiences climb up the wishlists of Millennials, they’re looking for new and easier ways to access them.

At the same time, Millennials are changing the way that luxury is defined: it can mean rarity, convenience, ease of access, material sourcing—all separate from that age-old notion of expense and pretense. Having a smaller indulgent moment in their everyday lives is a part of that blurring definition.

So young consumers are looking for moments of luxury in their everyday and are looking to food to fill that gap. They’ve also been trained to expect things on demand. Seamless has made the concept of clicking a button to order a meal a natural part of their lives; apps like Uber are taking that on-demand expectation even further with car-services that arrive on the touch of a screen. (Uber has even hinted that their future could be in delivering all things on demand.) So it should be no surprise…

 
 

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The Newsfeed

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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