Liz Hubbard

RHM 592:

Trends

December 2014

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What is s a trend? Is it something that is only popular for a short period of time? Or is a

trend a direction in which something is moving? There is always the Webster’s dictionary

definition of trend which is, “ to extend in a general direction: follow a general course.” Extend,

in order for a trend to extend in a direction, there has to be room for growth. If sustainable

growth of a trend continues, the trend has the ability to become a concept in which another trend

can be built upon. Is this seemingly simple cycle of a trend becoming a concept and so on, really

so simple or is it an intricately woven web of both traditional and new ideas and continuous

further development? The development of a trend involves change. In order for change to be

successful, it must encompass multiple facets of both consumers and their environments. Is a

trend the next big thing? If so, how does one predict the next big thing to hit the market? Trend

predictions can be made based on extensive industry and market research.

Customers and guests in the hospitality industry are spending money; therefore, they hold

a substantial amount of power over the success of trends. “Consumers are the driving force

behind trends,” states Nancy Kruse, a menu analyst and trend tracker. Hospitality companies

who want to stay ahead need to be aware of current and related consumer trends within their

target market and the factors that influence consumer decisions. Often companies will hire trend

predictors who engage in extensive market research. This is done to stay ahead of trends and to

take into account the risks and challenges associated with the development of an idea before it

hits the market. Not only does the research have to be done, the timing must be right. Accepting

change can be more difficult in some markets therefore, a number of dynamics must be

considered before investing in a new trend. However, recently consumers have shown interest in

a challenge. As humans, we are always looking or searching for something new, what is it that

we’re looking for in the hospitality industry today?

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In today’s market, health, wellness, and sustainability have all become a major focus and

can be seen in the development of new trends. In the hospitality industry how can we incorporate

these simple factors in the rapidly changing technological world we live in today? Cutting edge

innovations in technology occur frequently and we know this because of the vast amount of

knowledge at our fingertips. Company’s today must find balance between what customers and

guests are comfortable with and what they are comfortable being challenged with. Creativity and

innovation attract people, as do unique takes on a traditional concept, or what was once viewed

as a trend. The possibilities and number of trends in a market are endless. In the hospitality

industry, the emphasis of emerging trends can clearly be seen in the development of restaurant

menus and the transformation of lodging designs.

Behind the scenes detailed reports of trend forecasting has become a sophisticated

process that includes extremely large databases on consumer research, data surveys, sales

figures, and international culture reports. Although many trends can be tracked, there are also

trends that “come out of left field” (Sax 2014). In today’s incredibly fast paced market, it is more

important to stay on top of trends than ever. The cycle of trends today is occurring more quickly

than ever. Some food companies have invested in their own operations of trend forecasting

units; however, many have not. There are two leading firms that many food companies will turn

to as they specialize in trend forecasting. These companies are CCD Innovation and the Mattson

Company. These trend experts in the business today offer endless insight on the forecasting of

future trends within the food industry.

One employee, Kara Nielson, of CCD said she views food trends as, “the evolving needs

of people around eating, including economic needs, health needs, social needs, and political

needs. A greater social trend, such as green living will emerge, and exert pressure and change

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our value as consumers.” As the value changes our needs change. When this occurs,

opportunities arise to serve the change, for example, the need for local food. Have consumers

found value in eating locally produced food? Nielson continues to say that trend reports can

focus on flavors, where the development of flavors can be seen across the developmental stages

of a trend. Nielson believes there are five developmental stages of a trend. Stage one begins with

the focus on flavor and stage five is when something is most accessible to the mass market. It is

important to draw a clear distinction between trends and fads. “The difference here is that trends

are slower-paced evolutions with deep cultural roots, and fads, which are superficial

manifestations of those trends,” states Nielson. Often having deep cultural roots, trends have the

ability for further continuous growth, improvement, and development of products that have the

interest of consumers’ need for a sense of value within it.

One of CCD’s biggest competitors is Mattson. The Mattson Company is credited with

predicting the rise of convenience cooking, bake in a bag technology back in 1979, as well as the

development of POM Wonderful drinks and the Starbucks Frappuccino. Mattson gives its

insight on the speed of trends saying, “Corporations are terrible at identifying trends, the food

industry moves at the most glacial speed, and it’s a risk-adverse industry.” There are a number of

factors, which contribute to this, one of these factors is that those in the mainstream food

industry tend to find out about food trends at the same time as the rest of us, when it is too late

(Sax 2014). Large companies are often off on their timing, they release their products years after

others and fail to tap into trends at the right time. The location, size, research components, and

resources companies’ use in developing ideas into trends also delay forward progression.

Food trend forecasting is a discipline that combines culinary obsession and food

knowledge with economics, data aggression, sociology, and anthropological field research (Sax

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2014). Mattson’s firm, hires individuals who are obsessed with foods and are willing to go where

others will not go. Mattson goes on to say, “these individuals need to be creative, intellectual,

and able to substantiate and rationalize hypotheses about potential trends, the core of all food

trend forecasting.” Both firms, CCD Innovation and the Mattson Company, predict food trends

for a variety of large and small-scale companies. Their use of detailed and sophisticated methods

has proven to be successful in making their predictions. However, one forecaster in particular

had a very unique perspective on trend forecasting.

One of the most interesting trend forecasters working today has a very different outlook

on things, as the two previously stated firms. Suzy Badaracco is seen as a bit of an enigma in the

food world. In speaking at the Worlds of Healthy Flavors retreat, put on by the Culinary Institute

of America and Harvard University, Badaracco offered her unique and interesting insight on

forecasting food trends. Beginning her speech with, “ the information today that is related to

food trends is vast, often contradictory, and largely inaccurate.” Badaracco had no interest in the

type of first hand observations other forecasters used. Stating, "If you can Google a trend, you've

completely missed the trend. At that point you're not forecasting, you're just tracking."

Interestingly, Badaracco mentioned Greek Yogurt, as its explosion hit the market and has

been continuously built upon and further developed for a number of reasons. One reason is its

high protein and nutrient base, a trend seen in menus everywhere. Is this also because it is a

sustainable source of protein? Sustainability is on the forefront of trends everywhere; however

again, Badarcco has a unique perspective on this. Badaracco described the personality of the

Greek yogurt trend as, “the guy who comes to the party that just everybody likes, everyone chats

with, he'll freshen your drink, pat your kids on the head. He's sweet, he's savory, he's breakfast,

lunch, dinner, and dessert . . . all of which means that Greek yogurt isn't going anywhere soon as

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a trend."

In relation to sustainability, Badarrco covered the topic of the recession and its effect on

the food industry. This is one example of the thousands of seemingly unrelated statistics she

studies each month including, consumer confidence surveys, industry reports, government trade

reports, scientific health studies, and destinations to where Americans are buying plane tickets.

All of which are analyzed for each of her client’s each month to build a predictive window into

the future, tailored to each client’s individual needs. Badarraco believes we are still in a recovery

state from the recession. Stating, “seasonal and local-sourcing trends were all about control

issues, which are born during recessions as a way to control food you bring into houses.” Were

these sustainable food sourcing trends born out of the recession and recently developed into

something more as a result? We are slowly moving into a recovery period from the recession,

which she believes that anything extreme on the palate, new flavors, textures, experiences are

recovery behavior, not recessionary. However, when things get rocky again, she thinks people

will return to comfort foods.

Going back to the evolution of flavors in trend development, Badaracco touched on

global food trend flavors, stating that, “ American, soul food, regional Mexican, and Peru were

already rock stars, and based on travel statistics predicts, North Africa, Nepal, Laos, and

somewhere in the Arctic were rising stars to watch.” Americans want comfort but enjoy seeking

a challenge. What is it that we are searching and looking for in other cultures to bring back here?

This can be seen in large and small scale forward thinking restaurant brands, who send scouts

around the world to look for flavors and dishes to sell back home, in America.

What Badaracco, Nielsen, and others in the trend forecasting business all agree on is that

food trends are evolving quicker, with less of a predictable trajectory, and a more rapid evolution

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from the fringes into the mainstream. More uncertain trends make the need for their predictions

even greater (Sax 2014). There are always going to be predictions behind trends, however does it

really have to be this intricately woven cycle of seemingly unrelated statistics in predicting food

trends? Probably so, however, further research of these statistics reveal they become not so

unrelated.

Within the hospitality industry, there are multiple avenues in the incorporation of food

along with a multitude of restaurant and dining options. Right now Americans are in the throes

of food trend fever, explains Barb Stuckey, a food developer and expert on the physiology of

taste. Stuckey is also the author of the book titled, Taste, which explains how our body responds

when we eat something. Involved in the development of foods at Mattson, Stuckey goes on to

explain the role of translating trends within the hospitality industry. "We are putting ideas in

front of consumers that are both appropriate and challenging. We're here to test that line. It's

never a straight line between a trend and what ends up in the market," Stuckey said. In

illustrating her idea, Stuckey points out the many twists and turns along the way in the further

development of the value of trends. For example, back to the kale trend, Stuckey says that one

day each restaurant will just have to have a kale salad, and relates to having this in the “pipeline”

for when that day comes. “ Slowly but surely, the kale salad will make its way to TGI Fridays

menu, then McDonald’s, Kraft, and eventually as a Doritos flavor.” Further demonstrating the

example of the different stages of trends within different market segments.

In the midst of these trends is the fact that independent restaurant chefs and small food

companies can quickly release products, based on their taste. For example, these small-scale

organizations can have a new idea for a menu item at lunch and the item can appear on the menu

by dinner. Therefore, for the publicly traded corporations who operate restaurant chains and food

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manufacturing, new ideas or potential trends are much slower at moving across industry lines

and hitting the market. “The innovation cycle for chain restaurants takes years,” states Stuckey.

Ideas are brainstormed, tested, debated, discussed in boardrooms, and sent to focus groups for

refinement. Slowly, store-by-store, state-by-state and country-by-country, the large segment

firms roll out their new innovative idea, through a detailed and meticulous process that has cost

them millions and millions of dollars. When in reality, the products they are rolling out are far

behind in terms of introduction; small-scale companies have done so months or years in advance.

There are a number of reasons why large corporations fall short in grasping the

innovation of a new trend. Sometimes these trends have come and gone, resulting in mass loss

for companies of this size. Stuckey goes on to illustrate this example of large-scale corporations

falling short and the reasons why. “Furthermore, the product development teams and executives

in these companies often aren't on the cutting edge of culinary tastes. Most big food companies

are located far from trendy culinary centers in New York, Paris, or Tokyo. More often they are

found in suburban office parks in the American Midwest. Though the executives in these

companies are skilled in data analysis, marketing skills, and business development, most in the

mainstream food world do not know their buffalo milk mozzarella from their fior di latte.” This

is not to say, that all large-scale food corporations and restaurants fall behind in terms of rolling

out trends. As illustrated in upcoming menu trends, one large chain restaurant has done very well

with staying on top of trends, due the manner in which they invest time and money incorporating

menu items.

Therefore, as trend predictors put a great deal of thought and research behind consumers

and economic conditions this is done so the ideas and innovations that will become trends can hit

the market successfully. In recognizing local food trends, which Badaracco believes are recovery

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behaviors associated with the recession, local and healthier foods nonetheless are a trend. We are

currently experiencing the effects of the recovery from recession, which does have an outcome

on current trends. Who is to say these trends are not here to stay? Ultimately it is the consumers

and the driving forces surrounding them that influence their decisions. Local trends within the

food industry do incorporate fresher and healthier options, which is the main focus of current

menu trends. However can these options be continuously developed on a larger scale, or is there

something more behind the scenes of local demographics driving these trends? Trend

predictions and forecast of diversity among consumers within the hospitality industry will soon

tell.

Not only is the food industry embarking on the exploration of new trends at lightning

speed, the restaurant industry is on the edge of major changes that will impact every market and

segment. Nancy Kruse discusses her view of restaurants on the cusp of major change, where she

states, “consumers are behind the wheel, driving the trend.” In the past, chefs, vendors, and

marketers were more significant participants and drivers of menu trends; however, they have

taken a backseat to the more influential consumers in today’s market. Kruse examines a number

of current menu trends and what she believes will be future menu items during her presentation,

Menu 2014: Turning Trends into Money Makers at the National Restaurant Association, Hotel-

Motel Show 2014.

Kruse discusses the topic of foods with benefits. When consumers are looking for places

to eat, they say they want healthier options. In the past, this meant the subtraction of ingredients,

like fat and salt. However, today, menu developers are not focused on the subtraction of

unhealthy ingredients, but the addition of healthier ingredients, such as fruits, vegetables, and

grains. In relation to this, Kruse believes this is because consumers are now looking for more

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functionality in their food choices. "Consumers want to know ‘what does this food do for me?'"

Kruse said. One illustration of this can be seen in the protein enrichment of foods, relating back

to the explosion of Greek yogurt on the market. Greek yogurt is extremely high in protein, along

with the fact that it has deep cultural roots. Is that what is attracting consumers? The nutrient

content combined with the fact of increasing awareness of the different functionalities within

food, is one answer. Protein provides energy and makes us feel fuller longer. The statistics for

this trend are also available, menu mentions of protein have risen 67 percent in the last five years

(Kruse 2014). Protein and nutrient dense foods are currently resonating with a large market of

consumers. Consumers who are aware of the effects of what we are putting in our bodies matter.

Superfoods are another category of functional foods appealing to consumers. Although

there is not specific standard for what defines a superfood, these products are nutritionally dense.

Superfoods include salmon, berries, nuts and more. Ancient grains are also making a come back

because of their nutrient benefits. For example quinoa, can be seen almost everywhere and is

placed in the superfood category as well. Incorporating the words protein, superfood, or what

Kruse describes as buzzwords of the moment, “skinny, fresh, organic, natural, sustainable, rustic,

and artisan ” into menus will help restaurants appeal to the large market of functional food

consumers. These words are powerful menu drivers and communicate things such as real and

expertise qualities of the food to diners.

The skinny marketing strategy stretches across both food and beverage options. Kruse

states, The Cheesecake Factory has an entire menu called, “Skinnylicious,” and she believes that

no one does skinny marketing better than the Cheesecake Factory. The Cheesecake Factory is an

example of a foreword thinking food corporation, one that sends scouts worldwide in search of

flavors and textures to bring back and incorporate into their menus. Where many large-scale

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operations fall behind, they have shown it is possible to stay ahead. Incorporating these

“buzzwords” into menus along with the addition of healthier food options is what consumers

want. The idea behind this is the fact that “foods with benefits” appeal to both Baby Boomers

and Millennial consumers within a large target market. Both consumers are searching for the

same products, but for different reasons. Baby Boomers are seeking youthfulness and vitality

through food options, where as Millennials have grown up more aware of the consequences food

can have on your body and therefore are more dedicated to eating healthier.

Other accelerating menu trends are vegetable or produce options, not only being seen as

side dishes, but as main course options for diners. There are a number of reasons for this as there

are numerous health benefits, and a variety of options to choose from. Kruse coins this, the era of

“ veggie chic," where the industry has made produce irresistible to consumers, with a variety of

culinary creativity options to do so. In the middle of the “veggie chic” trend, is the rise of

crucifers; brussels sprouts, broccoli, cauliflower, cabbage, and kale. Many attribute the

introduction of kale to the further development of this trend. Kruse predicts the next trend on the

horizon will feature root vegetables, such as rutabagas, turnips, beets, and parsnips. Some of

which can already be seen, such as the rise of beets in a variety of menu options. Who knows

whether this will take off in the direction of kale, only time will tell of the further development

of crucifers. Kruse concluded her presentation with the fact that all of these trends have one

common theme, healthier. Suggesting that restaurants are looking to independent and small chain

restaurants for creative ways to incorporate better and more wholesome foods into menus.

Healthier and fresher options have been around for years, but the direction they have taken is

more intensely focused on how they make us feel as well as where they are coming from.

In the “throes” of the healthier food trends, the incorporation of textures, tastes, and the

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differentiation of flavors within menu items are now part of a culture of what Americans expect

in a meal. Healthier options have taken a multitude of avenues. Healthier additives are now seen

in alternative and natural options, for example, stevia as opposed to splenda. As a result of this,

diet drink consumption is way down. Fresh juice options have replaced these, in both fruit and

vegetable forms. Not only is this shift in drinks occurring, but can also be seen in alcoholic

beverages. Craft beers and specialty and seasonal cocktails are growing in menu popularity. Not

only are home and craft brewed beers on menus, they have become development drivers of new

hospitality organizations. Local brewing companies are on the rise. The small batch and almost

personal experience not only catches people’s attention but also draws them to this.

Incorporating new bold flavors and locality is luring people to these establishments. For children

in this age, preparation of your own sodas is another trend on this rise in restaurants. The

experience factor appeals to and attracts people, as does the visual presentation of a drink or dish.

Creating something that is more than expected from the guest perspective or an unusual twist on

before seen food and drink options is gaining popularity. Not only do we want a personal

experience in hospitality establishments, we are looking for a homemade or handcrafted touch.

Therefore, demographics of an area have had more and more of an effect, resulting in the

incorporation of new menu items. The importance of ingredients is not only on being healthy,

but where are they coming from. More and more the farm to table movement has taken over

restaurants. Restaurants today will often list the name and location of where the ingredients come

from. This new concept parallels with the fact that shopping at local farmers' markets are on the

rise. Americans have recently changed their focus to shopping local and are in the midst of the

trend of supporting local economies. Small, mid size and local restaurants are reaping the

benefits of a large market of consumers. However, the larger scale operations will have more

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difficulty doing so, as locality is not in the name of their business. This is giving small and mid

size companies all over the hospitality industry the upper hand in not only staying ahead of

trends but economical gains and the building of partnerships. We not only want to feel good

about what we are putting in our bodies but where our money is going. Partnering with locally

sourced food producers allows restaurants to build personal and sustainable relationships, an age-

old tradition that is reemerging.

Another important aspect in the hospitality industry is travel and tourism, which

encompasses a broad range of trends associated with hotel design. Once again the emphasis of

emerging trends is more evident in small and mid-size hotel locations. Locality trends can be

seen within hospitality establishments in abundance of new ways. Past sustainable trends in

hotels, include natural bath products, emphasis on eco-friendly practices such as reusing linens,

and use of sustainable materials in guest room construction or renovations. However, today there

is more broad meaning in the encompassment of sustainability. It is not focused solely on

products and practice within the guest room, but on the property itself.

In the past people were searching for exclusive resorts that offered all the amenities they

wanted without having to leave the property. However, this is a trend of the past. People are now

looking for small or mid-size lodging options where they can be immersed in the culture of the

location. We are traveling for an experience and want to incorporate the local culture in the

experience. It’s all in the details. Todays mid size lodging options within the midst of a city are

gaining popularity not only because of their location but also their designs. While the market for

tourism and lodging establishments is expansive, new concepts developing in this area appeal to

both first class and economy travelers.

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One incredible example of someone who happened to stumble upon this trend is Wilbert

Das, the founder of the Uxua Casa Hotel. In relocating to Trancoso Brazil, in 2006, Das was

inspired by a town that had developed over centuries of isolation. Stating, “the town was full of

artisans with a beautiful aesthetic sense, mixing native Indian and colonial influences. It was a

true escape from the cultural homogeneity accelerating across design, music, fashion, and even

restaurant menus.” Initially his plan was to build a home for himself, working side by side with

local artisans, he was curious to resurrect some of their almost lost techniques of native home

construction. However, the idea and use of these techniques ended up in the development of the

Uxua Casa Hotel.

Das, was left speechless by the incredible things the local artisans created from wood,

using simple techniques and decided to incorporate this into the idea of the hotel. Uxua was

created by the idea that everything would be as local as possible, but with Das a former fashion

designer, keeping an eye on creating the spaces and style expected of luxury living today

(Mosynski 2014). Das states, “ Localism may be a trend now, but we seem to be doing it

anyway; almost 90% of what we do at Uxua is executed by locals and materials from a 10-mile

range.”

Instead of claiming beachfront or developing island property, Das restored antique

fishermen homes in the center of the city. In doing so, he not only preserved the homes, he

preserved the harmony and culture of the city. Unlike large luxury resorts where guests are

secluded and receive staged cultural experiences. Expansive secluded resorts often have the

ability to hurt local economies, taking away natural resources and hiring employees from outside

regions. Das, on the other hand encompassed locality in a new light. Providing guests with an

unforgettable real experience, immersed in the culture of the destination. Das goes on to say,” I

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think we have proven the economics of localism. Through word of mouth people began visiting

us, seeking out what they were missing in daily life- authenticity and heritage combined with

originality. We’ve made a new luxury brand based essentially on real heritage and artisanal skill,

not just marketing and mass media techniques.”

The locality trend occurring in the design of hotels isn’t being done only in remote

locations, but also at the heart of some of the world’s largest cities. However, in this essence, it is

not about using only local sourced materials, but the revival of heritage rich buildings that were

once the home of banks, fire stations, warehouses, and offices. This movement has been

described using a number of different terms, including urban renewal and adaptive reuse or AR

projects. The success of these projects can be seen in hospitality establishments in Atlanta,

Washington D.C., Cincinnati, and Shanghai where existing historic buildings have been

transformed into hotels and restaurants.

These hospitality establishments celebrate and preserve their past, while incorporating the

modern amenities expected by today’s consumers (Hall 2014). “Designers turning offices, banks,

and other commercial buildings into hospitality venues must meld a passion for the past with a

vision for the future,” states author, Matthew Hall. There are a number of contributing factors

behind the urban renewal movement, one being the lack of new building sites in urban centers,

many of which are currently experiencing economic rebirths. Another reason contributing to this

trend is hotels trying to satisfy today’s travelers’ pursuit of an authentic experience. Jack

Portman, an expert in AR projects, states, “ More and more hotel guests want their stays to

reflect the destination. Even the most brand loyal guests now expect a different experience in a

Miami Beach location than what they would find from the same brand in Manhattan. What better

way to truly capture the essence of a place than repurposing buildings that are already part of the

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fabric of the place?” Lastly, a large contributor to this movement and trend driver in other

hospitality areas, is the recession, where the “DIY/rustic/ industrial aesthetic” movement was

born, describes Michelle Bove. Bove, a studio director at GrizForm Design Architects, goes on

to state, “that the downturn spurred designers to reuse items and spaces in ways that create

authentic experiences.”

Recent trends in the lodging industry focus not on the incorporation of sustainable

products, but on the overall sustainability of a hotel design. Creating an environment where

guests are greeted with innovative historic and cultural styles. Successful operations have found

a way to incorporate the comforts of the modern world with our fascination of the old. Balancing

service with the convenience of technology and the importance of people relations.

The hospitality industry is a service-based industry, where success can be attributed to

personal relationships. However with the rapidly changing technology and fast paced world

where everything is available at our fingertips, I believe one must be careful in these areas of

incorporation in the hospitality industry. Where service is the most important factor, we must not

forget the human need for interactions and experiences built into restaurants, hotels, and tourism.

Technology is here and here to stay, however, a healthy balance must be met. Organizations,

especially large scale, must be careful not to lose all human contact and relationships.

Modern visual and comfort appeal are expected from guests today. An experience

beyond expectation incorporating multiple facets of the destinations location is what people are

seeking. An authentic cultural experience, not only in the design of lodging operations but in the

incorporation of menu items as well. Locality and sustainability are present in almost all aspects

of trends in the hospitality industry today. Interestingly enough is that neither of these terms

include the incorporation of technology. In a world where technology is so prevalent, it is

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expected, but not sought after. Has technology taken away from a key component in within the

hospitality industry, relationships and communication? In a sense, I believe so, we have lost

touch with the simple pleasures we used to seek after in the rapid advancement of the world

around us. We have tried to adapt to a technologically advanced world however we find comfort

in basic human desires from not doing this.

Something new is always exciting. However, we often lose interest. How can the trends

within the hospitality industry, keep our excitement past the first experience. Relationships, once

you build a relationship, you have created a sense of value, and therefore it is not only hard to

forget, but hard to let go of. America is not on the leading or cutting edge of new trends; we

often look to other countries and cultures to incorporate into our own market. We bring back

food options or travel to international destinations in search of cultural inspiration. What we are

really craving is a sense of not only relationships, but community. A balance between what is

challenging, innovative and new, a different ways to break the mold. We are told uncomfortable

situations and experiences help us grow. What they really make us say is wow I can do that.

Can trends do the same thing? Can they change our perception of things? I like the

notion of a trend becoming a concept in which another trend can be built upon, but what about

becoming a layer. Peeling back the layers of trends to reveal something more. Things do come

back in style, so do trends come full circle? Going back to the vast knowledge associated with

predicting trends, does it really come down to what we want and desire as humans? This sounds

so simple, and its just that, simple. We find value and true meaning within the things that really

matter. Take fear out of the equation, find a purpose, and support what we have found value in.

The origins of the word hospitality are found in the Latin word hospital. In a hospital, we

are taken care of. We all want to be taken care of in a warm and friendly environment that is

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inviting. Comfortable, yet exceeds our expectations. Today with trends within the hospitality

industry we want to support local farmers, restaurants, hotels, economies, and build relationships

with people while doing so. Sustainable self sufficient and lasting relationships and partnerships

that we have found value in. We want a balance between what is comfortable and what is

challenging. Seeing something old in a new light, revival. Stepping out of our comfort zone in

order to grow. Immersing ourselves in a different culture while seeking a sense of something that

has been lost. What are we missing? It is a sense of community. We have overcomplicated

things. It really is very simple we have just found a way to delicately hide simplicity into an

intricately woven web. A web, that we have built around the simple concept of what our hearts

desire, a common sense of value within society. What we have become comfortable with and

where we come from, we are longing for a sense of this again.

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Sources:

HALL, M. (2014). URBAN RENEWAL. Boutique Design, 10(7), 28-36.

Kruse, N. Menus 2014: Turning Trends into Money Makers. [Webinar] (2014). National Restaurant Association, Hotel-Motel Show.

Moszynski, M. (2014). An ad man who cut through the luxury clutter to create Mandarin's Fan campaign. Travel Trade Gazette UK & Ireland, 28

Sax, D. (2014, July 24). Know What You Eat! Retrieved from Faith Popcorn's Brain Reserve http://www.faithpopcorn.com/culturepulse-articles/2014/7/29/these-people-know-what-youre-going-to-want-to-eat-before-you-do

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