Where trends come from (1): Immigration

Waves of immigration into the UK and foreign travel abroad can bring new products, service and trends to the mainstream.

When Indians, Pakistanis and Bangladeshis moved to Britain in the 1960s they found a desire for low cost, good value warm and comforting food.  Eating out had been the reserve of the special, occasional and expensive night out. Some brands, like Berni Inn, provided lower cost food but it did not wholly tap into the demand. But now Brits could get exotic, exciting and interesting food served with beer at great value prices. McDonald’s then tapped into this desire and eventually pub chains and restaurant chains launched affordable mid-range casual dining chains. By the 1990s both Indian restaurants and American fast food chains had lodged into the British culture and the likes of Whitbread were playing catch-up. If they had tapped into that trend in the 1960s , 70s or even 80s they would now be much bigger companies.

The flat white has conquered the coffee scene.

Some of these trends are not so long term, when young Kiwis and Aussies moved in large numbers to the UK in the early 200s they started asking in for coffee shops for their beloved Flat White. Those that worked as Baristas started offering it on their blackboards. Brits loved the Flat White and it started spreading. Big companies like McDonald’s had to think if it was time to start offering the Flat White on their menus. But for them it meant a considerable investment in new cups, reconfiguring machines and tills and training staff.  It’s hard to remember now but at the time coffee chains didn’t know whether to invest in the Flat White or the Cortado. When you face similar challenges now, we can help you identify which trends and which products will take off and which will not.

It’s not just inward immigration but outward migration and holidays that can drive trends. Brits travelling to Florida experienced great service, big servings, and great value. When they returned home they demanded and expected the same from British companies. Those companies that met the trend from the Florida factor, that served Flat Whites (and not Cortados) enjoyed an uplift in sales.

If you’d like to discuss trends coming down from migration in your industry and whether they are ready to hit the mainstream, then please make contact.