When “trend” is no longer a trend

The scene of consumers lining up to buy a "hot trend" food or drink only lasts for a few weeks, or even a few days.

The first risk is that not all “hot trend” foods and drinks are suitable for the customer base of restaurants and eateries. For example, dishes that are popular with young people such as soursop tea, milk tea, etc. will be difficult to sell in traditional coffee shops, where the majority of customers are middle-aged and elderly people. On the other hand, the trends of salted coffee and cold brew coffee are less popular with young people.

Another factor to consider is that trendy foods and drinks often have a short shelf life, only a few months or even a few weeks. Because the "heating up" of these dishes is often associated with trends on social networks, the curiosity of the majority, not from the needs of the majority of people. Therefore, if businesses do not seize the opportunity in time, participating when market demand is down, it will be difficult to make a profit.

On the other hand, through analysis, it is shown that the trend-driven food and beverage business is mostly suitable for small retail stores. Large brands with a stable customer base rarely “catch the trend” because the shelf life of these items is quite short, not suitable for the scale of operations of large business models.

Cloud souffle cake, a dish that has been causing a stir recently, has now "cooled down".

In fact, in the food service business, finding trends is considered a quick solution to attract customers. Especially for newly opened restaurants and eateries. Because at that time, "hot trend" foods and drinks are trends that a segment of consumers are interested in, love and are ready to order. At the same time, at a time when many people are interested in a dish or drink, businesses will save some advertising costs. However, too many people following a trend can easily cause supply to exceed demand.

Therefore, the advice given to restaurant and eatery owners is that before following a temporary trend, it is necessary to carefully calculate the investment costs and the ability to make a profit. Along with that, it is necessary to consider the time to start the business, the customer base and add factors to create a difference at a time when everyone is following a single trend. Experts also commented that the trend of food and beverage business should only be a trend at a certain time, the most important thing is still to create core and sustainable values. Only then can restaurants and eateries stand firmly in the food service industry.

Source: https://baothainguyen.vn/kinh-te/202504/khi-trend-khong-con-la-xu-huong-ada37ea/