Food Inspiration Magazine

Trend or Hype?

How to discover trends yourself?

So, when is something a trend, when is it a hype? A hype is something new that temporarily attracts a lot of attention, but does not amount to much. A trend refers to something new that will stand the test of time. Let’s take an example from the world of technology, which is filled with hypes and trends we can learn from.

Hypes follow a predictable trajectory from the moment they appear. That trajectory is described by the Gartner Hype Cycle . In short: after the discovery of a technology, it is given a lot of media attention, which leads to heightened expectations. When these inflated expectations have reached their apex, a period of (mild) disappointment follows. The technology that was hyped turned out not to be a panacea. After this period of disenchantment, the hyped technology may yet, via a period of enlightenment, reach a productive phase. If, that is, the hype becomes a trend, which is far from guaranteed. An example of such a hyped development is Second Life.

To determine whether something is a hype or a trend, you should at least ask yourself the following questions: are expectations realistic? Has there recently been an enormous increase in attention? Are the benefits of the technology assumed or proven? Who are the stakeholders and are all relevant stakeholders enthusiastic? In the case of realistic expectations, a gradual increase in attention, proven benefits, and involvement of all stakeholders, the chances are that the hype will turn into a trend.

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A. If you are not a professional trend watcher, you have to do it ‘on the side.’ With limited time, you should at least attend one food fair/conference/event each year that allows you to be brought up to speed quickly. Each country has its own leading events.

B. Of course, you should continually listen to your customers in your own micro-environment. Do you still exceed their expectations? Are they still in love with the product you offer and the service you provide? Are they willing to share with you what they miss? A critical fan base provides an amazing tool for innovation. Such customers will put you on the track of developments and trends worth getting involved in.

C. It also pays to follow various websites offering trend news as well as influential people on twitter. Below, you will find a list of websites we follow.

From macro to micro (or vice versa)

footprints, food miles, and local sourcing. And such concepts then attract customers who choose to eat more consciously.

The worldwide concern with climate change (since the 1972 Club of Rome report) has led to various sustainability movements. Sustainability leads to food concepts that take into account carbon footprints , food miles, and local sourcing. And such concepts then attract customers who choose to eat more consciously.

Media omnivore

Trends in food and hospitality are always rooted in broad social and cultural developments. We take care to be apprised of the long term developments in politics, demography, economics, art, music, film and television, design, philosophy and literature.

Surround yourself with diversity.

In order to hear as many opinions as possible about ‘what is going on now on and where things are headed,’it is important to have as many sparring partners as possible. Diversity stimulates creativity.

Trade in your opinion for a better one

Trend watching means using your intuition to discover powerful new stories. When we make predictions about the future, these are hypotheses which may or may not be confirmed by events. The future is not made up of facts, but of expectations. Therefore, your opinion, however well founded, can always be traded in for a better one.

Keep an eye on the top chefs

Cuisine’s major personalities set the gastronomic bar and sometimes do incredible things that inspire other professionals. Dine at a Michelin-star restaurant at least once a year and let yourself be mesmerized. Meanwhile, though, pay attention to the flavors on your plate and ask yourself whether the chef’s concept can be adapted for mainstream consumers. In other words: can what this chef does be adapted for production on a large scale and can it be produced more cost efficiently. If so, the product, technique, or cooking philosophy may become a trend. Besides this, do your usual homework: read culinary magazines, and visit culinary conferences.

Find innovative entrepreneurs

Innovation often comes from independent entrepreneurs. The big name-brands usually follow later. Find such entrepreneurs, ask them what they are looking for, and ask their customers the early adopters why they enjoy going there. This is how we first noticed juice bars, raw food, tea concepts, slow coffee, and more.

Select cities

It pays to follow trend setting cities. Food Inspiration has a predilection for Amsterdam, Antwerp, London, Paris, Berlin, Hamburg, Copenhagen, Istanbul, Stockholm, New York, Las Vegas, Singapore and Hong Kong.

Travel is indispensable

If you want to learn about the international trends in food and hospitality, you have to travel, taste, and go the extra mile. On an average day, we visit twenty or more food concepts to do interviews, shoot film, take photographs, and interpret what we find. Traveling is hard work.

Specialize

Food Inspiration has chosen to specialize in international food and hospitality trends relevant to professionals. ‘Experience the food- and service trends of tomorrow.’ We have gained our expertise through hundreds of books, thousands of interviews, tens of thousands of restaurant meals, and hundreds of thousands of miles traveled.

Don’t talk, listen

When you listen, you learn so much more than when you do the talking. Absorb as much information as you can.

Build up your network

You are ‘deaf’ without a network of active friends. Inquire about their experiences, discoveries, and purchases.

Be curious

The crucial condition for picking up the right information is to be permanently curious.