Bidfood highlights ‘The Wow Factor’ as a trend set to dominate 2022

For many of us, going out to eat and drink still feels like much more of a treat than it did pre-pandemic, and consumers are seeking new experiences and touches of indulgence to make up for  enduring what has been a difficult and uncertain few years. 

Bidfood conducted some research which revealed the top four occasions driving out-of-home visits are sociable, celebratory occasions such as:

  • Family occasions
  • Catching up with friends
  • Going out for a treat or reward
  • Going out for personal celebrations

So what does it take to make going out occasions more special? Bidfood’s key sub-trends reveal how… 

1. Decadent desserts 

Bidfood’s research revealed that the most common way people will treat themselves when they go out is by ordering a dessert - overtaking ordering a better quality dish, drinking alcohol and choosing a more premium venue. In fact, 1 in 4 people are inclined to order a dessert that is new, interesting and exciting. 

2. Experiential and experimental

Consumers are looking for something a bit different when they go out, so it’s no surprise that experience-led venues are on the rise! In fact, they’re the only venue type to see an increase in popularity for ‘big nights out’ in 2021 (vs. 2019). 

However, despite being experience-led, food and drink plays an important role with 6 in 10 people expecting the food in these venues to be as high quality as it would be in a restaurant. And, interestingly, the majority of consumers are willing to pay similar prices for food and drink in these establishments as they would in food-led venues. 

Getting that interesting, innovative and photo-worthy dessert has never been so important. And, whilst we know there is still a lot of uncertainty as we enter the new year, there are also some perfect opportunities such as Pancake Day and Valentines Day to plan for. So, now feels like a great time to start looking at how to create that ‘Wow Factor’ dessert in your outlet for 2022!

For inspiration, or to find out more about Bidfood’s Food and Drink trends for 2022, please visit: www.bidfood.co.uk/food-and-drink-trends-2022