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Consumption habits: how to target business customers

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What you'll find below are four interesting thoughts on new consumer habits. Lately we've been seeing how many of them are creating interesting trends, trends is a good idea that you consider when review your business strategy to guide it to new demands and customer needs.

new power: open kitchen, delivery y los meal kits

Eat more times during the day and in less amounts is a form of consumption grows, since the separation between morning and afternoon sessions heading is reduced and They have joined the labor market new "schedules" by a legion of entrepreneurs, freelances and professionals working in a less-face format with its affiliated companies.

Spaniards have also changed in terms of the traditional two long hours to eat, which they have been reduced in many cases to one or, even, unless a different time and traditional. Many restaurants are beginning to adapt their internal menus and operation these days. Definitely, the most relaxed meals are beginning to stay for the weekend or for dinners.

It is therefore now speaks of the "fourth meal" referring to a snack that is eaten before or after sport, midmorning or midafternoon, at a time when much of the industry is committed to the model kitchen open all day

The social factor, with new coexistence with other human communities that have other habits when eating, It has promoted a greater choice with the offer made available to the customer at home food, with extended hours.

These new habits and environment They lead the trend of "availability" of food at all hours of the day. And that transcend more restaurants open kitchen all day and more production centers (own restaurants or industrial kitchens more focused on high performance) Serviced take / away and delivery.

The delivery is not new and it takes time implanted in restaurants in Europe and North America. The widespread use of my delivery service gives access, from anywhere, and a variety of restaurants. Due, customers only have to ask yourself what kind of food you want to make your order from the couch or office chair.

All indications are that, hereinafter, It is when it will produce the delivery hatch.

And with the delivery arrive "meal kits" (the food kits). It all started by the fastfood and, now, one of the opportunities of home delivery kits is the choice of healthy food.

And what will succeed are the boxes with all the necessary ingredients and the recipe for the dish at home.

Complaints food industry, SlowFood and proximity flexitarianism

In many restaurants Get introduced vegetables with much more importance than simply lining "accompanying" has several reasons. Between them, the media coverage of riots and scandals in the food industry; better understanding of the environmental impact caused by human consumption and the phenomenon of "me-ism"(worship the welfare of oneself, their environment and the planet) They have been the great influences for a large part of society a change of habits arises.

The new options "eco / friendly" shopping for any item category; the emergence of strong new consumer groups, as milennials and centennials and new decisions, have been final three factors for a change in food consumption, in addition to these reasons a significant change in eating habits.

Sumales the great work of the organization SlowFood, which it has inspired many more restaurants than those listed on their lists and practicing healthy cooking, proximity, unhurried and seasonal product.

A legion of chefs has positioned itself for consistent pantries, and he has incorporated into its more cards and more vegetables, Reconciling many adults with childhood rejection of green. Many cooks have emerged as champions and great performers almanac local farmer and rescued recipes when cooking was only proximity lack of transportation. Green supers sections have been expanded. Another push for vegetables off your plate.

But this increased presence of vegetables in the dishes of the restaurants is a trend a few years ago, driven vegetarians who consume animal protein and occasionally opt for flexibility - and harmony - between vegetarians and omnivores.

A consumer group highly valued for its clean and friendly options when purchasing decisions. And people who have worked as opinion leaders to position these local consumption and style in big cities.

A more demand, the industry moves and creates a new value chain based (anything that contains only) vegetal protein.

And so arrives, Finally, the flexiterianismo, Y It translates into restaurants whose letters include both plant and animal, although the proportion is 80-20 in favor of green, concerned about providing a healthy diet and traceable customers restaurants.

And now, eat all the vegetables on your plate.

How to put the customer at the center of the business?

A of the main trends to consider is the emergence of "Customer Centric", client or business center. as customers, placed at the center, as unique (with our allergies and intolerances our), We belong to different communities (consumer groups).

Detect these communities and generate targeted experiences is the first step to put the customer at the center of business. Put to the community in the center and advances to customers.

The big data has landed. The data generated by your business, read with a certain criterion for answers and clues about the progress of the same, they begin to increasingly help in this task of building experiences. Know what, when, how and why your client starts to consume if possible. Ask the data is possible because we already have actual data. And you have Google as a great ally, which will help you find a lot of information that inspire, tools to work it and almost infinite examples of any business decision.

And from there, the second step: move towards the client, apply predictions and start designing more personalized experience.

Most business models for which bets as winners in recent years have a common goal: "Make you feel special customer". Generate experiences is the watchword for concept designers, architects, interior designers, communicators, management teams… And this experience happens, In most occasions, to make the customer feel special by putting it in the center of the experience.

These models, thanks to the democratization of the catering sector, Welcome to the (re) Incorporating hotels, they had forgotten spaces AyB (Food and drinks) They could be a great business line and not a sales support Room; We add the increasingly popular Retail&Gastronomy Stores, where the shopping experience is complemented with gastronomy; Reinvented as foodcourt spaces of airports and malls; tourist attractions around a gastronomic offer as routes, foodie districts or complete facilities such as The National Barcelona or transformed traditional markets into new areas of social gastronomy.

And we continue to see surprising new models, original, risky, back to tradition, experimental, experiential, with which It never ceases to amaze creativity of entrepreneurs focused on "customer centric".

In matters of strategy and business model, We have a goal: share knowledge to grow together and generate sustainable and happy business.

Consumption habits: how to target business customers
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About the Author

Eva Ballarín

Trend research, innovation and strategy, consultant and lecturer. Director of Hospitality 4.0 HIP Congress Madrid. Founder and Director of HorecaSpeakers. Professor of Basque Culinary Center, OSTELEA / EAE and other business schools. Handbook author Neo Innkeepers Valientes.

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