Trend Trifecta 1:
MAXIMIZING THE MENU & MARKETING MIX
CROSS-BORDER CUISINE & THE GLOBAL PANTRY
The fusion of flavors, ingredients and culinary traditions is accelerating across borders, driven by Gen Z’s adventurous palates, social-media-fueled food discovery and increased global travel.
Consumers are embracing mashups of flavors and traditions—think gochujang BBQ, ube-infused desserts and chili crisp in everything. Ingredients that were once niche are now pantry staples, as the modern consumer seeks authenticity, novelty and personalization in their food experiences.
Innova Market Insights reports that 1 in 4 consumers globally gravitate to exotic tastes, and nearly 60% crave culinary adventures.1 As a result, a wide-open world of bold flavor experiences and experimentation is waiting to be explored.
CROSS-BORDER ENGAGEMENT & OMNICHANNEL EVOLUTION
The lines between marketing channels are blurring—social, search, ad networks and retail media are merging into a seamless, interconnected ecosystem. Consumers don’t distinguish between content, commerce and community, expecting fluid and frictionless experiences across platforms.
Brands must break out of siloed strategies and adopt a cross-border approach to digital engagement, ensuring consistency and personalization across multiple touchpoints. Bear in mind that personalized experiences prompt 80% of consumers to buy online.2
The difference between an omnichannel and a single-channel approach to marketing equates to feast over famine. Marketing campaigns that leverage at least three channels generate a 494% higher order rate than those that rely on just one.3
Starbucks brews up big business by leveraging its app as a hub for omnichannel marketing. Its app-driven Starbucks Rewards program integrates with the brand’s physical stores, creating a seamless customer journey that enables customers to order ahead, pick up in-store and pile up loyalty rewards.
In Q1 of 2024, the Starbucks Rewards program perked up to new heights, hitting a buzzworthy 34.3 million active users—a 13% increase from the previous year.4
ACTIVE STARBUCKS USERS
CROSS-BORDER CONSUMPTION
Consumers today demand fluidity, authenticity and discovery—both in what they eat and how they engage with brands. Just as they seamlessly cross between flavors and cuisines, they expect marketing to feel just as intuitive, connected and unbound by rigid categories. Brands that embrace cultural storytelling, personalized experiences and omnichannel strategies will not just capture attention but earn long-term loyalty.