Tesco-backed casual dining chain, Giraffe, recently launched their new ‘Kiosk’ concept outside Kings Cross Station to serve coffee, sandwiches, wraps, hot pots and more. Good example here of a growing brand tapping into a new consumer segment. Also outside Kings Cross Station, a new outlet called Coffee Dogs has opened recently. On the menu is hot dogs, burgers, coffee and interesting items like frozen custard and cronuts. Hot dogs were the fastest growing item on menus in the UK last year so this one seems right on trend at the minute.
The final example is Red Dog American Sandwiches. This was opened at the end of last year by the owners of popular Shoreditch-based BBQ restaurant, Red Dog Saloon. They bought the site next door to offer consumers a quicker fix of sandwiches, hot dogs and burgers. It has proved to be an effective way of taking pressure off their flagship site as well as appealing to a new consumer segment.
Convenience still clearly plays a huge part in consumers’ purchasing behaviour but the growing importance of quality also has a major part to play. It will be interesting to see if this trend develops any further in the coming months. This trend falls under the Consumer Lifestyle Trend of Fluid Lives.
By Micheal Gately, London