Food as a Lifestyle: Looking Beyond Food for Growth

Several limited and full-service brands are promoting their brands through the sale of non-food products and related experiences. Taco Bell, McDonalds and Dunkin’ have all begun to sell branded apparel as a way to reinforce their brand recognition outside of traditional foodservice. A few companies have opened limited-time holiday e-commerce shops. Taco Bell also opened a “Taco Bell Hotel” earlier this year, which was certainly a first in the industry. Packaged food companies are also becoming more involved with foodservice players, seeking to extend the reach of their brands beyond grocery store shelves to establish stronger relationships with consumers. This presentation will cover some of the most innovative examples we have seen in the industry and explore the potential benefits for brands expanding beyond their comfort zones.

Matt Godinsky, Research Analyst, Euromonitor International