From food services to food experiences. Eating, Well-being, and Marketing

Nowadays, the food industry is subject to the new widespread trend toward a big interest in experiences, which promises to revolutionize the whole industry. On one hand, consumers search for enjoyable and pleasurable offers that evoke strong emotions not only through the quality of food but by means of a broad range of components. On the other, brands and companies experiment with new formats, offers, and business models in an effort to reach these experience-seeking consumers. The trial-and-error approach that has been adopted so far indicates a few recurring mistakes by firms and raises two key strategic issues that they must solve. Specifically, in order to transform food services into successful food experiences, companies should (1) design holistic experiences, focusing on the integration of all relevant elements instead of searching for an excellent level on just a single driver and (2) balance the two opposing goals of any food-experience investment – namely, scalability and perceived authenticity of the consumption experience. Only by offering consumers memorable food experiences can providers produce higher levels of individual and societal food well-being and thereby create increased happiness.