A study on Gen X foodies to understand their methods and motivations when having a gathering in their home. This lead to ideation around food culture and how food culture can impact the alcohol beverage industry.

1. Food is a
celebration
“”
and can make
FOOD FOR THOUGHT us happy and
Discovery + Sharing + Passions
thankful to be
alive to enjoy
it and life!
– Yuvonne
Cook // Peterson // Radecki // Yin

2. PROJECT GOAL
We are studying Gen X foodies to understand
their methods and motivations when having
a gathering in their home. We are also
looking to see how food culture can impact
the alcohol beverage industry.
Our foodies are a group of leading edge
consumers that have a passion about the
food and beverages they consume.
p.1 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

3. TABLE OF CONTENTS
INTRODUCTION...................... p.4
INSIGHTS................................. p.18
ALCOHOL ASSOCATIONS..... p.19
WHAT IS FOOD...................... p.24
DISCOVERY............................ p.27
SHARING WITH FRIENDS....... p.34
PASSIONS.............................. p.38
IDEATION................................ p.41
p.2 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

4. Research Timeline
Superbowl Party Ethnographic Interim
Observations Interview Presentation Workshop
start of class February 5th 2012 February 11th 2012 March 7th 2012 March 21st 2012
January 18th 2012
Secondary Research Launch Analysis Synthesis
January 18 2012 – February 14 2012
th th
Revelations February 21 2012 ->
st
March 21st 2012 ->
February 12th 2012 – February 20th
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5. HOME COOKING ERAS
Farm Grown Canned and Casserole TV Dinner Processed Fast Food Farm Fresh
p.4 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

6. HOME COOKING ERAS
Farm Grown Canned and Casserole TV Dinner Processed Fast Food Farm Fresh
Sustenance Status Symbol
p.5 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

7. FOOD TRENDs of 2012
Pure “Natural” Foods Farm to Fork
Consumers will seek out fresh, premium quality Shoppers have become increasingly interested in knowing
foods yet within a much tighter budget where their food comes from, which will bring an added
emphasis to a different kind of food celebrity... the farmer
Consumers are looking more closely
at labels and want foods that are Foodies will become more discriminating
chemical and preservative free about what they eat and where it’s from
Cultures Coming Together The Rise of the YouTube Chef
Merging of cultures and new spice blends are Everyone is their own TV star these days
growing in popularity, specifically Indian, Asian, &
South American foods are growing in popularity
Foodies will look for new ways to
The prevalence of new flavor profiles, communicate with others and sharing
ethnic foods, and increased spice will continue to be important
availability allows Foodies to explore
exciting new cultures & food
combinations Foodprocessing.com
By Mark Anthony, Ph.D., Technical Editor | 01/04/2012
The Gourmet Retailer, 2012 Stagnito Media. Food Channel Names 10 Food Trends for 2012
Facts, Figures & the Future , Phil Lempert, SupermarketGuru, Editor In Chief. “2012 Food Trends to Watch”
p.6 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

8. INDUSTRY Innovation: Revitalizes mature industries
Flavor Beer Styles
Packing to suggest The beer from the bar experience.
Beer from the tap/keg in your fridge
quality and freshness
p.7 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

9. US BEER INDUSTRY
522%
SPECIALTY
BREWERIES
1990 to 2010
TRADITIONAL
BREWERIES
-31 %
Data: Beer Almanac 2011
Brewery Source: Historical Sources, TTB, and Brewing Industry Research Program, The Office of R.S. Weinberg
p.8 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

10. US BEER INDUSTRY
SPECIALTY BREWERIES TRADITIONAL BREWERIES
DATA: Beer Insights 2011
p.9
5
%
FOOD FOR THOUGHT: Discovery, SHARING, + Passions
79 %
Cook // Peterson // Radecki // Yin

11. US BEER INDUSTRY
SPECIALTY BREWERIES TRADITIONAL BREWERIES
11
GROWTH
%
Marketshare by Volume
2 %
DECLINE
SPECIALTY BREWERIES TRADITIONAL
BREWERIES
DATA: Beer Insights 2011
p.10 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

12. SPECIALTY BREWERIES TRADITIONAL BREWERIES
DIVERSITY HOMOGENEOUS
with over 125 beer types in 13,000 brands with 6 beer types in 60 brands
Source: Concentration in the US Beer Industry - Phil Howard and Ginger Ogilvie August, 2011; Specialty Food Magazine – “America’s Beer Transformation”, types & brands info from Breweers Association
p.11 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

13. “”
SPECIALTY BREWERIES
The hallmark of the Craft
Brewer is innovation,
interpreting traditional
beer styles with a twist
and inventing totally
new styles.
DIVERSITY
over 125 beer types in 13,000 brands
Source: Concentration in the US Beer Industry - Phil Howard and Ginger Ogilvie August, 2011; Specialty Food Magazine – “America’s Beer Transformation”, types & brands info from Breweers Association
p.12 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

14. SPECIALTY BREWERIES
Regionally Crafted
Range of Flavor Varieties
Freshness
Traditional Old-world Recipes
FOODIES
Importance of Quality
Innovation & Exploration
Photo Copyrighted by http://drinkwiththewench.com/
p.13 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

15. What is a Foodie?
Foodies are amateurs who simply love food for
consumption, study, preparation, and news. Foodies
1
also want to learn everything about food, both the
best and the ordinary, and about the science, industry,
and personalities surrounding food.2
p.14 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

16. What is a Foodie? video
p.15 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

17. we recruited foodies who are... 30-50 year old men and women
who host parties at least 3 times
a year besides family celebrations
and holidays.
6 women 4 men REVELATION PARTICIPANTS OBSERVATION ETHNOGRAPHY
MARGARET SRUTHI LORI ANTHONY BRYAN SUPERBOWL PARTY JEN
LAUREN KIM YUVONNE NOAH EVAN
p.16 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

18. We saw our foodies are... Worldy & Exploratory
Inherent quality threshold & Expanding palette
Highly social with close friends and friends of friends
Looking to share their discoveries with those they love
Highly organized
6 women 4 men REVELATION PARTICIPANTS OBSERVATION ETHNOGRAPHY
MARGARET SRUTHI LORI ANTHONY BRYAN SUPERBOWL PARTY JEN
LAUREN KIM YUVONNE NOAH EVAN
p.17 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

19. INSIGHTS
Associations with various alcohols
The food in their lives
On the path to discovery
Sharing with friends
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20. Alcohol Associations: Beer
The Frat Boy Drinking excessively Friends Connecting Food + Place
Loud, obnoxious, drunken Wrigleyville. That whole The outside patio of The I think of sushi, because
behavior. There are lots neighborhood smells like Esquire Lounge, a local I generally only drink beer
of classy beers out there, beer all the time. I’m not establishment where I with sushi!
but my knee-jerk reaction a fan of beer. gather with my girlfriends – Kim
is negative and involves – Sruthi on occasional Friday
frat boys. nights. Laughter.
– Evan – Lori
p.19 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

21. Alcohol Associations: LIQUOR
Shorts Alcoholism Get Drunk Wake of Shame
Those friends of mine who It’s a blatant word, and I relate liquor with people Waking up with a hangover
know the bar scene often conjures up negative who are out to have a the next morning.
finish their evening with images, makes me want VERY good time than night – Sruthi
a shot of Fernet. to pace the floor. and often too good of
– Noah My grandfather died of a time. Shots are often
alcoholism. My son drinks involved as are hangovers.
his war experiences – Bryan
out of his mind in order
to sleep.
– Loris
p.20 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

22. Alcohol Associations: COCKTAILS
Girl’s Night Out Time To Be Sophisticate Celebrations Craft + Skill
My new friend, having ...I think of modern ...I think of a of weddings Higher-priced liquors -
gotten to know me architecture furniture...of and new years eve parties. something that’s intended
through my blog, *insisted* a more posh environment Fun celebrations. to be part of the ‘craft
that I’d like a dirty martini. or club in which people – Bryan cocktail’ movement that’s
She was right, I fell in love... are drinking. been picking up steam.
– Lauren – Margaret — Noah
p.21 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

23. Alcohol Associations: WINE
Traveling Relaxing Pairing Multifaceted
A trip to the vineyards It slows the pace a bit and I really love to drink a glass Depends on the mood,
filled with relaxation is very refreshing. of dry red wine with a where I am, and if I am
and good conversation. – Lauren meal. I’m not sure I have having a meal with it.
This is usually what a mental image when – Anthony
I do when I have a glass drinking wine. What I think
of wine. of is taking the first sip
– Bryan and how it makes me feel
like it really complements
or adds to my meal.
– Margraet
p.22 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

24. BRINGING FRIENDS TOGETHER
food + Sharing + Discovery
Ranging from impromptu gatherings with
friends to special events, our Foodies looked
to these three attributes, food, sharing and
discovery to create memorable experiences
for friends and family.
Impromptu Drinks With Calendar Just Hanging Unexpected
Gathering Close Friends Event Events
p.23 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

25. PREFERENCE TIERS
considerations: local I believe in consuming
“”
TIER 1 organic
healthy local when possible,
ideal
economics sustainable
organic when
availability organic affordable, fresh as
TIER 2 healthy
available and low fat
audience next best sustainable
as much as possible.
occasion I am not bound by
TIER 3 healthy this as economics and
acceptable
availability are also strong
considerations.
TIER 4 low fat –Yuvonne
tolerable
TIER 5 edible
no other choice
p.24 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

26. Location Matters
- +
Mass market processed foods carried For our participants local products
an extremely negative connotation carried more weight. These products
for our participants, equating in contained a social message, benefitting
most cases directly to unhealthiness. the community in which they live.
“” “”
I do my best to avoid I try to eat local when I can
processed foods, partially for because I think it’s important
the sake of my own health, to support local farmers/
and partially because most of producers. I also think food
those foods are produced by will taste better if fresher and
organizations I really don’t not shipped from across the
support philosophically. country/world.
–Noah –Margaret
p.25 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

27. Infusing food with meaning
Food carries meaning which is imposed
on it by its maker.
It’s about color, excitement, Food can express
“”
mixing it up. It reminds me of
how food connects to the earth love, friendship,
and how it connects people.
This image also reminds me
of the incredible variety and
comfort, heritage,
complexity of nature, and yet at
the same time, how a meal can thanks
be such a pure, simple pleasure.
–Noah
p.26 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

28. DISCOVERY
Using one’s experiences to share
and continue to re/discover.
Seeking new experiences
to enjoy one’s passions
With new experiences, Travel
Passion passion grows Friends
The First Experience Family
becomes memorable
Restaurants
DISCOVERY SHARING AND DISCOVERY
p.27 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

29. DISCOVERY: Travel
...more than anything else, it’s eating
while traveling. Food, to me, is a
way to be part of life in a new place
when traveling.
– EVAN
p.28 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

30. DISCOVERY: FRIENDS
I share recipes with people I know will
appreciate a recipe, especially when something
is in season. I blog food. I Facebook food...I LOVE
it when other people share what they are eating
or fixing, and I’ve gotten a few recipes and tips
through Facebook.
– LORI
p.29 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

31. DISCOVERY: FAMILY
My sister is a fantastic cook and baker
(she didn’t inherit this gift from our mother!).
My recipe box is full of recipes for “Sister’s
Salad”, or “Sister’s apple cake”
– LAURAN
p.30 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

32. DISCOVERY: RESTAURANTS
Sometimes I like the way a restaurant/bar
presents food for a pretty presentation...I’ve
been inspired to just pay more attention to
how I lay food out on a plate so that it creates
a nice pattern or has pops of color.
-MARGARET
Photo Copyrighted by Evan Hanover
p.31 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

33. Exploring new combinations
Keeping certain must have items
in stock was important for our
foodies. For them having those
basic ingredients on hand allowed Having pasta,
them to explore food freely. noodles, and
new addition spices alone
+ offer endless
stocked items possibilities for
a yummy meal.
–Sruthi
stocked items + new additions
p.32 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

34. MODERNIZING CLASSICS
experience
experience
experience I get a lot out of
explo
“”
ration making something
old new again. If I can
surprise someone
traditional modern with a dish they
familiar reinvention
thought they didn’t
like, or a dish they
thought they already
ploration knew, then I’m happy.
ex – Noah
experience
experience
p.33 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

35. SHARING with friends
FOOD
Home
MEMORIES
p.34 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

36. SHARING with friends: FOOD
Our Foodies love coming together
with friends and share the joys of
cooking and sharing food.
Jen considers herself the Foodie among her
friends. She loves bringing a great appetizer
to a party. She chooses to bring an appetizer
because it is the way she eats, grazing back
and forth between eating and socializing.
Best part for Jen is when people ask about
her dish, wanting to know how she prepared
that dish.
p.35 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

37. Sharing WIth friENDS: the home
Jen’s friend often hosts parties, opening his home
to his guests. His friends are able to use his
home like theirs, cooking and sharing together.
p.36 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

38. Sharing WITH FRIENDS: creatING memories
From themed parties to small
get togethers, the foodies look
LORI +
to create lasting memories NEW FRIEND
through sharing food centered
around experiences. INTRODUCING
HER TO THE
DIRTY MARTINI
We made lifelong friends
that night...
-LORI
p.37 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

39. SHARING THE PASSION
To extend beyond a static product,
companies are creating events and
activities around their products
so that consumers can share the
experience with like-minded people. PRODUCT
Experience
p.38 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

40. Sharing the Passion
New Belgium Brewery Tour De Fat
New Belgium Brewery Facebook Company Site
p.39 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

41. Sharing the Passion
Lululemon Yoga Classes
Lululemon atheletica’s company blog
p.40 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

42. Design Principles
• encourage sharing and discovery
• create authenticity/ embrace humanity
• create an experience
• facilitate expression
• mature with consumers
• allow consumers to give products meaning
• encourage the passions of consumers
p.41 FOOD FOR THOUGHT: Discovery, SHARING, + Passions Cook // Peterson // Radecki // Yin

43. TURNING NEGATIVE INTO POSITIVE
As we saw with the difference between liquor and How might we shed the
cocktails, a small reframe around a product can persuade negative connotations
consumers to readdress their preconceived notions.
of beer?
How might we adopt the
positive aspects of cocktails
- + and adapt them for beer?
p.42 FOOD FOR THOUGHT: DISCOVERY, SHARING, + PASSIONS Cook // Peterson // Radecki // Yin

44. CASE STUDY: YELLOW TAIL
Yellow Tail focused on non-customers as a way
to open up the wine industry and take hold in
a saturated, mature space. They made wine How might we learn from the
simple and approachable, making it appealing
to beer drinkers, cocktail drinkers and other
success of Yellow Tail and apply
non-wine drinkers with milder fruity flavors. the same thinking to the beer
They also simplified the often intimidating
selection process by offering one red wine
industry?
(Shiraz) and one white wine (Chardonnay).
Can we adopt the sophistication of the wine
industry and bring that to beer?
p.43 FOOD FOR THOUGHT: DISCOVERY, SHARING, + PASSIONS Cook // Peterson // Radecki // Yin

45. THANK YOU!
Douglas Radecki Dan Peterson Crystal Yin Cristina Cook
douglas.radecki@gmail.com dan.peterson@id.iit.edu yu.yin@id.iit.edu cristina@id.iit.edu
@douglasradecki
image from Hops Direct
Cook // Peterson // Radecki // Yin