The Marketing Manual

Forecasting 2021’s biggest trends & A comprehensive guide to starting the year off with a bang!

Special Occasion & Destination Dining

Even with the vaccine being rolled out across the world at an increasing pace, Covid-19 cases within the United States, England and more have been on an unsettling, upward trend. As of now, resumption of regular in-dining services remain an impending ambition. Those stepping out to eat will expect a truly memorable experience, with ensured health and safety protocols one of the prime aspects of the same. Private dining experiences, exclusive access and indulgence will be key features adopted by establishments, along with the emergence of destination restaurants—secluded, away from the congested city and novel in their ambience and service.

Given the current circumstances of things, It seems that more and more people will be looking to seek refuge from the city and search out dining destinations in more secluded areas where they can have a high quality experience with a bit more space to themselves. Between the need for open spaces and restrictions on international travel, I think that domestic and drive-to destinations will become much more popular in 2021. — Eric Leveillee, Executive Chef of The DeBruce
Quote via foodandwine.com

Home Delivered Dining Experiences

Innovation in the take-away sector will continue to thrive, with eateries hoping to diversify and provide avant-garde experiences in this regard. Tailored menu offerings, personalised and well-conceived packaging, cutlery and other amenities will take centre stage.

As part of the brand’s Discover your Singapore Airlines vertical, they have also introduced ‘Inside Singapore Airlines’, a rare behind-the-scenes tour of their training centre which includes a session on the flight simulator and ‘SIA@Home’, which is the one that really caught our eye.

It is a home-dining experience for two, with a selection of menus created by world-renowned International Culinary Panel chefs, paired with your choice of wine or champagne. The all-inclusive package comes with exquisite tableware and luxurious amenities available exclusively on board in First or Business Class. But the highlight of it all — Book-the-Chef, that see’s them send a dedicated chef to reheat, plate and serve the meal at your residence.
Excerpt from our article, Restaurant A380: Innovation at its finest

Virtual Cooking Classes

Online cooking classes hosted by chefs, mixologists and other specialists from the industry will also remain an integral part of the agenda. With people still confined to their houses in most regions, and having become used to spending an increased amount of time in their home kitchens, it seems definitive that virtual cooking will continue to expand its niche. A proliferation of home gardens is a likely appended outcome of this as well!

Tasting Menus

As diners feel more and more comfortable going out, the same old menus just won’t cut it anymore. Dining out will really become something sought out for a unique experience. They want something created just for them, making it truly a reason to get out of the house and celebrate. — Mariah Posadni, Pastry Chef of Common House Richmond
Quote via foodandwine.com

Sustained Political Advocacy

Towards the end of last year, we finally witnessed a few steps in the right direction with policy makers introducing the $900 billion pandemic relief bill that featured enhancements to the Paycheck Protection Program, Tax benefits, enhancements to other critical SBA lending programs, and more. While it was far from the RESTAURANTS Act that we had our hearts set on, any sort of stimulus was most definitely welcome. We had a lot to be proud of as an industry, weathering the absolute distress amicably, even admirably.
Excerpt from our article, The 2021 Prognosis for the Restaurant Industry

Comfort Food

As we continue to navigate a trying, unprecedented environment, diners will rely on the simple staples of the culinary world that they love unconditionally. Pizza, burgers, tacos, mac & cheese, stews and curries will continue to please, while slow-cooked dishes may also see an uptake in popularity. The likes of Daube, coq au vins and steaks lie in wait!

Hope, Kindness & Upliftment

We hope that the unity and community spirit that was generated within the industry (albeit due to the fact that we were faced with common adversity) will continue to bear fruit. Leaning on one another, understanding the plight of our contemporaries and banding together to build a better future is perhaps the mandate for the next few years! Here are some ways in which you can support the industry, and independent restaurants in particular, from our article — Community Cooperation:

Buy merch and gift cards
We’ll say it again — gift cards are a great way to give restaurants money immediately, especially if you’re in an area where in-person dining is restricted. We’ve got a whole list of restaurants shipping apparel, spices, teas and more nationwide.

Be safe diners
Restaurants have made a lot of changes to make diners feel safe, so the least we can do is return the favor. We’ve partnered again with the Aspen Institute to create the Diners Code of Conduct, which lays out easy do’s and don’ts for dining during this unusual time. Some basic suggestions:

• If you make a reservation, keep your reservation (or if you need to cancel, call ahead and let the restaurant know!). Remember that restaurants are operating with fewer tables, so every reservation matters.
• Once you do come in to dine, respected the restaurant’s policies. That means wearing a mask whenever you’re asked to do so, maintaining social distancing, observing time limits, respecting the restaurant’s reservation policies, etc.

Exercise kindness
We know the restaurant business can be stressful in more normal times, and may be doubly so this year as it was in the last. Remember that many of the health and safety policies in restaurants may be state mandated, and are there to help keep both the restaurant staff and you safe.

Finally, to set you off on the right foot, these are some of the trending themes and food-related days to keep in mind for January 2021. Apart from the overarching topics detailed above, tailoring your social media and digital content messaging to these could be highly advantageous for your business:

Be Kind To Food Servers Month
National Hot Tea Month
National Oatmeal Month
National Slow Cooking Month
National Soup Month
National Blood Donor Month
National Thank You Month

10 — National Bittersweet Chocolate Day
11 — National Hot Toddy Day
11 — National Milk Day
12 — National Marzipan Day
13 — National Peach Melba Day
13 — National Rubber Duckie Day
13 — Clean Off Your Desk Day
13 — Make Your Dream Come True Day
14 — National Hot Pastrami Day
14 — Dress Up Your Pet Day
15 — National Strawberry Ice Cream Day
15 — National Hat Day
16 — National Fig Newton Day
16 — International Hot And Spicy Food Day
16 — National Nothing Day
16 — Appreciate A Dragon Day
17 — National Hot Buttered Rum Day
17 — Ditch New Year’s Resolutions Day
18 — Martin Luther King, Jr. Day
18 — Winnie The Pooh Day
19 — National Popcorn Day
20 — National Cheese Lovers Day
20 — National Buttercrunch Day
20 — Disc Jockey Day
21 — National Granola Bar Day
21 — National Hug Day
21 — Squirrel Appreciation Day
21 — International Sweatpants Day
22 — National Blonde Brownie Day
22 — Celebration Of Life Day
23 — National Pie Day
23 — National Rhubarb Day
24 — National Peanut Butter Day
24 — Global Belly Laugh Day
24 — Beer Can Appreciation Day
24 — Talk Like a Grizzled Prospector Day
25 — National Irish Coffee Day
25 — Opposite Day
26 — National Peanut Brittle Day
26 — National Spouses Day
27 — National Chocolate Cake Day
27 — Punch The Clock Day
28 — National Blueberry Pancake Day
28 — National Kazoo Day
29 — National Corn Chip Day
29 — Curmudgeons Day
29 — International Puzzle Day
30 — National Croissant Day
31 — Backward Day
31 — Inspire Your Heart with Art Day

Find more information at restaurantnews.com

Please reach out to aman@dashin.in for any feedback or clarifications regarding the content of this article.