Craveability in Technicolor
Operators need to consider the impact of images. Digital menu boards, heightened online footprints, and the use of social media are all enhancing an operator’s ability to communicate craveability visually to consumers. The use of photos and other visual craving indicators is the future of foodservice—particularly with a generation that relies less on text and more on pictures to communicate with each other.
Consider the visual impact of those produce-forward items. Color contributes to the craveability of food. Vibrant reds, greens, golds, oranges and purples can all create craveability through visual appeal as well as taste expectations and positive emotional connections. Think of the colors typically used for macarons or jewel-colored chocolate. If sugar alone was the key to craveability, operators wouldn’t have to bother with colors to increase the items’ appeal.
There’s no doubt that competition is fierce in foodservice. Developing craveable menu items—and, ultimately, experiences—will help operators create a point of differentiation and a competitive advantage. Using craveability to drive trial can be the secret weapon for operators in all segments to develop deeper relationships with their patrons and inspire repeat visits.
- The Poetry of Words
- Beyond Flavor to Emotion
- Decadence and Prudence… In Words
- Craveability in Technicolor