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KCB203 Consumption Matters

1. Introduction This trend report explores the consumption of food mash-ups in Australia and the cultural appeal it holds. A food mash-up is an unorthodox spin on fusion cuisine. Fusion cuisine marries elements of different cultural dishes and is widely accepted in Australia due to the rich diversity in culture, and nowadays flexibility of nationality and identity is a global consumer priority (Australian Human Rights Commision, 2014). Moreover, mash-ups consist of either combining two different meals together or a variety of opposing flavours deemed controversial which create a unique taste experience. Sales in the mash-up trend have increased significantly over the past few years. America first discovered consumer interest in mash-ups a decade prior through culinary adventurism. Since then Australia has followed in their footsteps with similar success. This report will analyse the key factors of this trend and establish the reasons behind its emerging success with analysis into consumers’ values and changing attitudes. The key findings from this trend report will inform entrepreneurs and marketers of ways to capitalise on the food mash-up market.

Let’s get messy! The Pulled Junk waffle sandwich. Dr.Pepper pulled pork, Jolly Rancher BBQ sauce….you get the idea 😉 . . . . . . . . #yumstagram #fries #food #foodporn #foodie #toronto #torontofood #love #cheese #junk #junkfood #pulledpork @jollyrancher #showusyourjunk #torontoeats

A post shared by Junked Food Co. (@junkedfoodco) on Oct 23, 2017 at 9:32am PDT

2. Background

From the 1990 boom decade of foreign fusion cuisines emergence – whereby culinary chefs combined and built upon different gastronomies – came the migration into food mash-ups in a much broader sense, experimenting with different food combinations without thorough acknowledgement of traditional cultural foods (Mennella, 2016). Mash-ups first blew up on social media following the success of the first Cronut in New York City which has gained a mainstream following. Cronuts gained such a high profile that hired staff from Same Ole Line Dudes would pre-order meals and waiting lines as a service for busy consumers (Mennella, 2016).

Only a few days left to try these Pumpkin Cranberry Cronuts 🎃🍩 Hurry up 🏃🏻‍♀️🏃🏼 #feedyourgirlfriend 👫 #dominiqueansel . . . . . . . . . #dessertporn #dailyfoodfeed #yahoofood #eastcoastfoodies #eatingfortheinsta #nycfat #nyceeeeeats #devourpower #foodbeast #eatupnewyork #Foodiesofinstagram #feedfeed #forkyeah #bestfood #noBSfood #buzzfeast #f52grams #tryitordiet #noleftovers #nycdining #foodgasm #topcitybites #eatfamous #thedailybite #eater #zagat #foodilysm #foodiegram

A post shared by 👫Have u fed ur girlfriend yet? (@feedyourgirlfriend) on Oct 26, 2017 at 8:49am PDT

Mobile access to sites such as Instagram and Snapchat has given consumers increased the opportunity to discover, follow and share food experiences. Food must present not only as appetising but also creative in order to attract viewer interest. The popular hashtag “food porn” used on Instagram in 2010 increased readership dramatically, with this hashtag still being used in over 106 million posts to date (Mennella, 2016).

#foodporn

According to Link, Australians are very open to trying migrant cuisine, and this is furthered by gastronomic experiences from travelling to different countries, however, taste expectations are not always met. Mashup food becomes the bridge of which blends both familiar and unfamiliar flavours to reduce consumer rejection and increase acceptance. However, mash-ups have also been regarded by others as a food identity crisis. The loss of tradition and originality in mash-up cuisine is the problem with contemporary attitudes towards diversity (Mannur, 2002, 180). Through practices of production and consumption of food and foodways, people find themselves belonging to a global community often through very local attachments instead of mix experience (Jonas, 2014). Consumers are seeking for authenticity in food and preferred to stay within the boundaries of traditional food (Link, 2012, 237).

Authentic Spaghett (Mejor Con Salud, 2017)i

Spaghetti Tacos Mash-up (Limento, 2017)

Authentic Tacos (Kathleen of Gonna Want Seconds, 2017)

3. Research Method To explore this trend, two qualitative research methods were employed. The first was participation, by which the researchers sampled three mash-up meals from three separate restaurants. Notes were taken on the atmosphere and décor of the restaurants, and the attributes (presentation, ingredients, flavour profiles) of the mash-up meals. The purpose of this research method was to gather data about the consumptive manifestation of the trend so as to ascertain its fundamental characteristics, and to assess qualities of its producers. The second research method was individual interviews. The purpose of this research method was to gather data on consumers ‘experiences and perceptions’ of the mash-up trend. Eight subjects were interviewed ranging from their early twenties to mid-thirties with one being a professional chef. The question structure was designed to uncover:

subjects’ knowledge of/interaction with the trend;

why the trend does/does not appeal to them;

the key forces driving the trend.

Suki Decor

Sushi Burrito Presentation

4. Research Findings

4.1 Participation Research The first meal sampled was Gangman Fries from the restaurant ‘Junk’, which were loaded fries, topped with kimchi, nacho cheese sauce, spring onion and nori. The second was a Sushi Burrito from Suki, which had salmon and tuna sashimi, mango, edamame, spring onion and mayonnaise, wrapped in rice and sushi seaweed. The third was Earl Grey flavoured ice cream from Gelateria Cremona. There were two main similarities between the meals, constituting the fundamental characteristics of the trend. These were a) traditional meals presented in an unconventional method, and b) unconventional combination of flavours and ingredients. The restaurants themselves all used appropriation and bricolage to create their décor, combining aesthetics of different cultures, themes, and time periods.

Cultural Appropriation/Bricolage at Junk

4.2 Knowledge of/interaction with the trend Of the subjects, none had heard the term mash-up meal prior to the interview. After being given the definition of the trend and some popular examples, all the subjects had seen a mash-up meal on social media, and all had tried at least one mashup meal.

4.3 Trend Appeal The subjects unanimously expressed that the trend has a primary appeal of the novelty factor. Two used the word novelty, three expressed that it was fun, the remaining three described it as ‘new’, ‘different’, and ‘crazy’. The other appeal identified by the subjects was the shock value. Responses indicated that the strangeness of the meals, insofar as they would never have considered the relevant combinations, resulting in curiosity to try them. Of the eight subjects, only five felt that the trend appealed to them. All of these were millennials, and each responded that they would again purchase mash up meals – particularly when the flavours being combined were individual favourites of theirs. The two subjects in their mid-thirties both felt that the trend was off-putting and that it was a trend specifically for millennials.

Eat street markets cronut pioneer (Grounds, 2017)

The “conut” (cone + donut)

4.4 Driving Forces

4.4.1 Social Media The first driving force identified by the subjects was social media. Seven of the subjects had first seen the trend on social media platforms, and every subject felt that social media was a major factor. The two subjects in their mid-thirties reported that before social media, food trends were less noticeable and more difficult to identify than they are now. The six younger subjects reported that seeing mash-up items shared on social media would increase their likelihood of trying them. Every subject thought that the trend would be either not popular, or significantly less popular if it wasn’t for the social media aspect.

User-driven content @misterfitz_

Suki

Junk Bar

Gelateria Cremona

(Gelateria Cremona, 2017)

4.4.2 Millennial Culture The subjects unanimously felt that the mash up trend was specifically targeted towards millennials. The six younger subjects felt that this was primarily due to;

them being more adventurous than their parents; and

their use of social media.

The two subjects in their mid-thirties attributed this to the younger generation;

having more disposable income;

having shorter attention spans and less refined food preferences; and

not having to worry as much about how healthy their food is.

Four of the millennial subjects were sure that their parents would be very unlikely to engage in the trend, thinking that they would find it off-putting.

4.4.3 Globalisation Four of the subjects expressed that globalisation was another driving force of the trend. They identified that contemporary society is more culturally intersectional than it once was, so new combinations of cuisine ethnicities is a natural by-product. One of the four further attributed this to the increased availability of different options that results from globalisation.

Sushi Burrito

A post shared by Mash Up Food (@sushiburito) on Oct 26, 2017 at 10:07pm PDT

5. Analysis of Findings

5.1 Neoliberalism The research data indicates that the popularity of the mash-up trend is linked to neoliberalism. Under a neoliberalist paradigm, the novelty aspect of the trend is a product of a competition-driven free market, propagated by a maximum amount of consumer choice (McDonald, & Wearing, 2013, p. 15). This is reflected in that three of the subjects felt that competition drives producers capitalising on this trend to outdo each other in shock value. This can also be seen in six of the subjects highlighting that the aesthetics of the mashup item was crucial to it being shared by consumers on social media.

Check out our daily Cookie Scoops flavours!!! Photo cred @tipsyfork #cheatday #cookiedough #cookie #torontofood #torontoeats #dessert #dessertporn #food #foodie #foodporn

A post shared by Junked Food Co. (@junkedfoodco) on Apr 13, 2017 at 11:16am PDT

5.2 Consumer Identity The data indicates that this trend is heavily focussed on the identity of the consumer. The unanimous opinion is that the mash-up trend is specifically targeted towards millennials, and the explanation for this by the younger subjects, demonstrates the personal and social identity of millennials as adventurous and cultural (McDonald, & Wearing, 2013, p. 45), with producers capitalising on this perception. Moreover, the subjects agree that the online sharability of the mashup item is critical to its success exemplifies characteristics of the commodified self (McDonald, & Wearing, 2013, p. 47). The neomarxist critique could explain this as being exploitative of the consumer through the practice of ‘value co-creation’ (Zwick, Bonsu, & Darmody, 2008, p. 3). When asked, though, the six millennial subjects felt that this was not the case as consumers weren’t being forced to post these meals online and were, instead, voluntarily electing too.

Fries+Mac and Cheese 👍👍😋😋. Don't forget we add in cheese curds!!! . . . . . #torontofoodphoto #yum #fries #cheese #toronto #torontfood #torontoeats #poutine #food #foodie #foodporn

A post shared by Junked Food Co. (@junkedfoodco) on Aug 10, 2017 at 6:46am PDT

5.3 Future of the Trend? Two of the subjects thought that the trend wouldn’t last. Of these two, one felt that because of the short attention span of millennials things get old quick. The other thought that the shock value would wear off soon. This is reflective of ‘The Moment Makers’ nature of contemporary youth culture, insofar as consumers are trying to ‘experience new environments and cultures’ (Future Consumer 2018).

“That’s just the nature of our current society. Information is instantly accessible which means you don’t have a long-term word of mouth impact. You have about 24-48 hours for that initial hype and if you don’t get that it’s dead unless it comes back as a cult meme.” Interviewee, 13/10/17

Two of the subjects thought that the trend would last but would develop into a more sustainable product. The subject who is a chef felt that the trend would have to become more refined, focusing more on quality and less on novelty and that this would reflect the maturation of millennials. The other subject, who was younger, thought that mash up meals that utilise complex cooking techniques would last, but that those that just randomly combine flavours would lose their novelty appeal.

From the findings, this report predicts that the future of mash-up trends is dependent on producers ability to create an appeal in the trend that is more than the novelty and shock value. The data indicates that this is the current driving appeal, with the sharability of these products on social media being critical to their success. The data also suggests that millennials identify themselves, and are identified as others, as consumers who want to engage with new things at a rapid pace. It can be predicted from this information, then, that the longer the mash-up trend exists, the less of a novelty it will be, thus it will be less appealing to millennial consumers. Given that the data also suggests that millennials are the primary consumer for these products, without them as a consumer base there will be nothing to support the success of mash-up meals. It follows, therefore, that only mash-up meals which have the appeal that surpasses the novelty effect will last.

References

Australian Human Right Commission. (2014). Face the facts: cultural diversity. Retrieved from https://www.humanrights.gov.au/sites/default/files/FTFCulturalDiversity.pdf

Gelateria Cremona. (2017). Ice Cream on Bench. Retrieved from https://www.facebook.com/Gelateria-Cremona-Rosalie-168894049806183/

Gelateria Cremona. (2017). Three Gelatos on Stand. Retrieved from https://www.facebook.com/Gelateria-Cremona-Rosalie-168894049806183/

Gelateria Cremona. (2017). Worker Placing Gelato on Stand. Retrieved from https://www.facebook.com/Gelateria-Cremona-Rosalie-168894049806183/

Grounds, E. (2017). The Doughnut Bar Van. Retrieved from http://www.visitbrisbane.com.au/information/articles/activities/free-things-to-do-brisbane?sc_lang=en-au

Jonas, T. (2014). Culinary Cosmopolitanism. Encyclopedia of Food and Agricultural Ethics Retrieved from https://link.springer.com/content/pdf/10.1007%2F978-94-007-6167-4_8-5.pdf

Kathleen of Gonna Want Seconds. (2017). Achiote Roasted Pork Tacos. Retrieved from http://www.gonnawantseconds.com/2011/09/achiote-roasted-pork-tacos/

Limento, B. (2017). Fiesta Spaghetti Tacos. Retrieved from https://www.babble.com/best-recipes/fiesta-spaghetti-tacos/

Link, C. A. (2012). Challenges to flavour: Influences on the cultural identity of cuisines in the Australian foodscape (Order No. 10308709). Available from ProQuest Dissertations & Theses Global. (1915934729). Retrieved from http://gateway.library.qut.edu.au/login?url=https://search-proquest-com.ezp01.library.qut.edu.au/docview/1915934729?accountid=13380

Mannur, A. (2002). Culinary scapes: Contesting food, gender and nation in south Asia and its diaspora (Order No. 3068578). Available from ProQuest Dissertations & Theses Global. (305575193). Retrieved from http://gateway.library.qut.edu.au/login?url=https://search-proquest-com.ezp01.library.qut.edu.au/docview/305575193?accountid=13380

McDonald, M. & Wearing, S. (2013). Social Psychology and Theories of Consumer Culture: A Political Economy Perspective [QUT Blackboard Version]. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-6962453-dt-content-rid-9125218_1/courses/KCB203_17se2/Social%20Psychology%20and%20Theories%20of%20Consumer%20Culture.pdf

Mejor Con Salud. (2017). Neapolitan spaghetti. Retrieved from https://mejorconsalud.com/spaghetti-napolitano/

Mennella, J. (2016). Tracing the Rise of Food Mash-Ups. CUNY Academic Works. http://academicworks.cuny.edu/gj_etds/160

Zwick, D., Bonsu, S., & Darmody, A. (2008). Putting Consumers to Work: ‘Co-creation’ and the new marketing govern-mentality. Journal of Consumer Culture, 163, 1469-5405. DOI: 10.1177/1469540508090089

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Trend Report: Mash-up Cuisine KCB203 Consumption Matters

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