The more society becomes digitalised, the greater the desire to meet up IRL (In Real Life). For a long time, rollerblading across Paris on Friday evenings was the height of urban modernity, a mix of sharing, effort and self-expression, always with the idea of meeting people, or even THE person who would change your life. Ultra-modern solitude. Rollerblades have gradually given way to runners, and it is now common to come across groups of panting thirty-somethings in Paris, dressed in colourful outfits with smartphones strapped to their biceps, eager to win the inter-neighbourhood battle that prompted them to put on their pair of On trainers (“at On, we believe that by moving, human beings can achieve incredible things. Movement stimulates the unconscious, where inspiration is born”). Yes, but here’s the thing.

Marketing hates empty spaces, so it didn’t take long for ‘enriched’ versions of these urban races to appear: Food Running, where the clock is ignored and the sole aim is to meet people with whom you will ultimately share a tasting session that will inevitably end up on social media.

We can mention the Food Runner Club race (7 km) on the 31st of January, at the end of which the runners shared a large galette, the Running Flan Club, which organises a race every Saturday morning with a flan at the finish line, or the Cookie Run Club, its cookie-themed counterpart, featuring the iconic treat of the moment, and even the Pattes Pressées (pressed cheese) Running Club (!), a 7 km run followed by a tasting of three cheeses, with commentary by a pro… Brands are not to be outdone, such as La Marzocco, the Rolls Royce of espresso machines, which organised a race with Salomon footwear in Marseille on the 4th February to mark the opening of its pop-up store. Registrations, exclusively on social media, went faster than the runners themselves…

While some (those over 40) will inevitably question the meaning of these activities that combine sport and calories, others will see them as a sign of a marked generational penchant for new experiences to be shared and dominated by sporting performance, the ultimate way to experience reality, as well as a definite attraction to the bizarre, the incongruous, the strange, the contradictory, the oxymoron, each perceived as a promise of personal fulfilment. I am different, therefore I am.

Before premium fashion brand Ami took over New York brasserie Balthazar for a month (until March 11), plastering its logo everywhere from coffee cups to loaves of bread, Lacoste made a big splash by opening its first Lacoste Café on the 5th of February, not far from the Champs-Elysées… and its flagship store.

The 100 square metre space can seat 65 people and is anything but a pop-up store. This is a long-term venture, a substantial investment. The décor is inspired by tennis: terracotta tones, white lines on the floor and deep green on the walls. The menu features the expected speciality coffees and ‘creative’ lattes (pistachio, vanilla, chai) as well as the inevitable ‘signature’ drink, which here takes the form of the Eau de Croco with coconut water, matcha and ginger flavours. Ingenious. There are also crocodile- and polo shirt-shaped cakes. The collection is rounded off with a few delicatessen products, various decorative containers and French porcelain bearing the Lacoste logo. These items have strong viral potential and should quickly make the establishment a popular destination for Gen Z.

Following Ralph Lauren, a pioneer in the field, Kitsuné and its cafés, and Vuitton’s pastry offerings at Pont Neuf, we now see another lifestyle brand bursting onto the restaurant scene. It should be noted that LVMH recently announced that it no longer intends to open a Vuitton hotel on the most beautiful avenue in the world. Branded hotels are a more complicated matter…

Faced with these new eateries designed by fashion brands, everyone has their own opinion. For some, it is the culmination of a successful brand’s life, proof of its transformation into a rallying point for its community, of its vitality and its ambition to be perceived as a lifestyle. For others, however, these unexpected developments cannot be considered without a specific narrative that benefits the brand. While we understand Ami’s intention to appropriate ‘French flair’, what does Café Lacoste tell us about the brand’s history? Is it conveyed through polo shirt-shaped cakes and signature drinks? Not necessarily. But does it really matter, given all the benefits of a large social media presence?

Observing the behaviour of the younger generations gives us a glimpse into the future. Fifteen years after the launch of Top Chef, is it any wonder that Zoomers don’t eat like Boomers?

The first difference is in aesthetics. This comes as no surprise, given the importance now attached to social media in people’s imaginations. A successful recipe is first and foremost the promise of a beautiful plate. Graphic, colourful, even inventive, capable of making others want to reproduce it and, through it, assert their originality, if the word still applies given its short lifespan. Currently, granitas and trompe-l’oeil are all the rage. But for how much longer?

The second distinctive feature of Gen Cook concerns ingredients. For this generation that grew up with Greta Thunberg, sourcing has become essential, encouraging a preference for ethical ingredients that respect human labour and preserve the planet. Ethics, an essential criterion after aesthetics. But not always, as evidenced by the success of avocado toast. Commitments are variable…

It should be noted that sourcing is mainly Asian, particularly Korean, courtesy of its soft power, as Gen Z is very fond of this culture, which is driven by bubble teas, ramen and gochujang sauce. For dessert, cheesecakes can be Japanese (two ingredients and no baking) or Basque but with matcha. Caramelised popcorn ice cream, Kinder Bueno tiramisu and Dubai-style brownies are also popular. Coming from elsewhere can also mean coming from another era, as proven by the latest TikTok craze: the Viennetta yule log, Grandad’s iconic £3 dessert.

Finally, the third characteristic, equally unexpected from a generation with a fragmented relationship with food (anything, anytime, anywhere), is the importance placed on utensils. Each one is more specialised, more precise and more expensive than the last. Matcha whisks, digital measuring spoons, dumpling moulds, stainless steel egg rings to ensure results worthy of top hotels and, of course, the indispensable Air Fryer, which has become Gen Z’s pressure cooker. The use of professional utensils as a prerequisite for mastery.

Unique ingredients, recipes from faraway places, precise techniques, Instagram-worthy results: generational differences are always expressed through individuality. On the plate, and in life.

On paper, food courts ticked all the boxes. They promised conviviality around shared tables, the discovery of quality products from small producers, and all kinds of entertainment… Exactly what Millennials looking for places to hang out, families with children, and hipsters, who are as attracted as they are impressed by new urban experiences, are (or will be) looking for today. The fantasy of living together, fuelled by the prospect of an El Dorado for ghost town city centres, deserted historic market halls and run-down shopping centres.

Today, food courts are closing one after another: Rouen Food Hall, Lille Grand Scène, Lyon Part-Dieu, Paris-Montparnasse… What is the problem? Admittedly, inflation and the gloomy economic climate have played a part, and perhaps the entertainment on offer was not compelling enough to compete with television series and social media. The venues were undoubtedly sometimes too selective, and the dishes did not always live up to their price.

Some will even point out that all these food courts are enclosed spaces, whereas the image of conviviality is sunny, fuelled by the emotional and social virtues of outdoor terraces. Others will point out that food is no longer so central (prices, dietary restrictions, the weight of habit) and that real motivation now lies more in aperitifs, which are inclusive and bring people together, for which there are already plenty of places in town.

Could the future of food courts lie in responding to this demand by becoming ‘drink courts’, a new format combining super cafés and small performance venues? These would be spacious, accessible venues designed to welcome groups and communities, offering a wide variety of alcoholic and non-alcoholic drinks and a limited food selection. In line with the XXL neo-beer and wine cellars that are proving popular in the suburbs, but with a regular programme of events (concerts, DJ sets, IRL meetings for influencers, comedy clubs).

The most critical minds among us may also see the difficulties faced by food courts as an act of resistance on the part of consumers who are tired of places and occasions where everything has been designed for them and not by them. These are places designed by developers, not residents. Like those coworking spaces or hotels that are so perfect that they no longer allow for any sense of ownership and no longer inspire wonder. Yet these are the two conditions for true conviviality.

When experts are asked to imagine the retail environment of tomorrow, some envision it as a place of experiences and novelty, somewhere between an art gallery and a showroom, while others see it as entirely devoted to new technologies, open 24 hours a day and equipped with every conceivable chip, camera and barcode to make it appear autonomous. The CES in Las Vegas is often the birthplace of these visions. On the one hand, there is the emotional aspect; on the other, the technological aspect. And in both cases, humans are given a fairly limited role, reduced to a mere presence, devoid of any relational role.

But it is also possible to imagine the future by paying attention to the present. This year, Action, Leroy-Merlin and Decathlon are among the top three favourite brands in France. Picard, Leclerc, Ikea and Grand Frais are not far behind. Action’s rise (absent from the rankings in 2019, 9th in 2020, 7th in 2021, 3rd in 2022 and in first place since 2023) in a tense economic climate cannot be ignored. Could the keys to its success also be the keys to the future of commerce?

Limited assortments, constant renewal, original offers, surprises with every visit: these are the conditions for turning every visit into a purchase. What if not knowing what you’re going to find in a shop became the key insight for tomorrow’s retail industry? This is the polar opposite of the image of a rational consumer who plans their shop visits and the techno-predictive ideology based on data control…

We could also mention the good health of the bakery industry, which is whetting the appetite of investors of all kinds at a time when the retail sector as a whole is undergoing a serious crisis. With a multitude of formats and locations, and a diverse range of products and concepts, bakeries are multi-purpose, offering many reasons to visit. With its appealing smells, flavours and colours, it is a place of pure sensory indulgence, accessible to all and, without doubt, the last remaining retail outlet to promote social diversity. You can have a coffee, breakfast or lunch there whenever you want, as its opening hours are as flexible as its prices. Better still, you don’t always know in advance what you’re going to buy, as the decision is made when you see what’s on offer. 

Bakeries are not so far removed from Action, all things considered…

Between post-holiday detoxes, Dry January and Veganuary, January isn’t just the month for New Year’s resolutions, it’s also an opportunity to try foods that you wouldn’t dare put on your plate the rest of the year.

After sugar-free pastries, gluten-free bread and alcohol-free wine, why not plant-based cheese, the latest chapter in our country’s gradual food transformation? Camembert made without animal milk is starting to make a name for itself and is sought after by those who have decided to stop eating cheese for ethical, environmental or health reasons. According to experts, the plant-based cheese sector is set to experience strong growth and is already being divided into fermented, unfermented and matured categories. Artisanal, French and organic brands are now available on the market (Violife, Jay & Joy, etc.), and books on how to make these cheeses yourself from almond, cashew or soya milk have appeared on bookshop shelves. Will vegan raclette be the ‘hit dish’ of 2028?

Rather than a desire for conversion, which is undoubtedly too radical, these good resolutions for the new year (September and January being peak times for ‘personal resets’) reveal above all a desire to experiment, to discover, to take a break from our habits by venturing into new territories with the prospect of self-transformation and, perhaps, succeeding in becoming someone else. Who knows? A counterintuitive sign of consumer vitality in these gloomy times.

They also confirm the importance of rituals in consumers’ lives. Rituals enrich every action, whether it be beliefs, meditation, sports or consumption. They make time appear, enrich it, structure it, and encourage awareness and attention to actions. They create a unique psychological moment that fosters attachment, which all brands could leverage to renew their narratives.

In the world of cosmetics, this ritual is called a routine and has been quickly adopted by younger generations, who see it as a welcome respite from the incessant flow of social media. In the world of food, breakfast is the main ritual, helping us get the day off to a good start. Why should it be limited to this one moment?

At the end of last year, McDonald’s launched a unique and highly clever campaign called Happy Doggy, offering four exclusive toys for man’s best friend. Each toy was inspired by one of the brand’s star recipes: the Chauss’Pom, the Fly’Bun, the Sundae’Ball and the Fun’Fries. Those who are familiar with the brand will recognise them. Given that one in three French people own a dog, it is easy to deduce that McDonald’s saw a large number of ‘dog parents’ walk through its doors.

A restaurant chain that appeals to animals through toys is unusual enough, but when the design of these toys is inspired by its menu, one can only applaud the uncensored nature of such inspired brainstorming. It’s a way for the chain to ensure its playful image remains in people’s minds on a daily basis. Soft power in action.

Between town centre pet shops (Animalis, Moustaches, Maxi Zoo, etc.), pet-related products (anthropomorphic food, clothing, accessories, perfumes, etc.), and dog-friendly hotels and restaurants, it is no exaggeration to describe the pet market as a highly lucrative niche. Given that the birth rate is falling, there are openings to be filled…

With the campaign devised by McDonald’s, a new brand logic is taking shape. This is not just another predictable collaboration (coffee shops with logos, opportunistic clothing lines, pseudo-arty pop-ups) designed to appeal to a specific community, but a real step off the beaten path for a brand: a fleeting appearance in an unexpected arena with the sole intention of surprising, entertaining and proving its vitality. Another way to foster a sense of complicity with its buyers.

At the end of November, Maison Kayser offered a baguette to owners of R 5 E-Tech cars to highlight its baguette holder installed on the dashboard. Recently, Make Up For Ever showcased its makeup colours through signature drinks at one of Paris’ Nuances coffee shops, and the Hoxton Hotel offered an exclusive cookie developed with the Pepite Cookie brand. Most recently, Dop launched a range of shower gels inspired by Oasis’s favourite flavours: Apple Blackcurrant Raspberry, Apple Pear and Tropical… All of these fleeting brand appearances herald a bright future for light-hearted, but not so trivial, marketing campaigns.

While the theme of festive dining traditionally features prominently in end-of-year magazines, it would be inaccurate to say that it always returns in the same way, unlike the best nursing homes ranking. This recurring theme is also a reflection of our times.

Since the menu for these tables seemed set in stone for eternity (oysters, foie gras, capon, Yule log), articles dedicated to them have long focused on their decoration. Can we dare to use mismatched plates on Christmas Eve? And why not a monochrome table? More recently, the focus has shifted to the contents of the plates, with veganism and new food trends taking centre stage, with the aim of helping to maintain family unity around the table. The festive menu is now torn between respect for tradition and the desire to keep up with the times. What can replace meat in a Christmas menu? Would it be acceptable to cook only vegetables on this occasion?

All these challenges to tradition and potential sources of conflict would only grow, given that today everything can be instantly called into question. So it’s no surprise that this year, in the press and on Instagram, the figure of the reactionary uncle has emerged as the catalyst for tension around the dinner table. This role was traditionally attributed to the grandfather, whose missteps were readily forgiven due to his advanced age, but he has been rejuvenated, proof that conservative ideas have spread to a new generation. Something to keep in mind.

To prevent family gatherings from turning into confrontations, recommendations reminiscent of the Ministry of Foreign Affairs abound: avoid controversial topics, do not respond to provocations, anticipate disagreements, know how to change the subject quickly, and if necessary, do not hesitate to leave the table under the pretext of fetching something from the kitchen. Once a place for aesthetics and gastronomy, the festive table has now become a source of controversy. An almost natural evolution in these digital times.

So many precautions before a family tradition—worrisome as to our ability to live together—confirm that the family meal is undoubtedly the last place where everyone can still experience otherness and contradiction, engulfed by social media dominated by cliques and converging points of view. An observation that some may find regrettable, as the clash of ideas can prove constructive.

Created by Intermarché, the story of a wolf who wants to become someone else, set to a tune by Claude François that we thought limited to karaoke, recently captured the attention of the entire planet. Quite unusual for what is merely an advert. Such media hype can be taken as a form of admiration, justified by the quality of the execution, which conveys an emotional accuracy that is difficult to resist. It can also be seen as a cry of relief: AI will not triumph anytime soon, and brands that think they can do without human talent may regret it.

While Intermarché’s images were praised, those produced by McDonald’s and Coca-Cola, created using AI, were immediately condemned. Using AI is like being caught at the Shein checkout on the fifth floor of the BHV department store. Thanks to its wolf, Intermarché reinforces the strength of its mission, as it is capable of adapting to everything from mini romantic comedies to social films and cartoons, without ever growing tiresome.

We all have good reasons to start eating better. For our own good and for the collective good, just as a wolf that gives up meat can change the atmosphere in the forest. This message is more unexpected than those constantly reminding us who is the cheapest. And it is more concrete than all the brand slogans full of words ending in ‘-or’: creator, initiator, activator, generator, accelerator…

Intermarché is also responding in an unprecedented way to today’s expectations for meaning. Like all manufactured products, images also derive their meaning from how they are produced: at a slow pace (eighteen months) and by a French studio run by representatives of Gen Z. A highly virtuous ‘Made in France’.

The success of this advert finally reminds us of the power of emotions in advertising, particularly regressive emotions that reveal a desire to feel protected. This is a lesson for all brands that favour supposedly informative rational arguments, interjections intended to create complicity, or celebrities, for lack of arguments. This year, even Cartier has abandoned them in favour of mischievous little panthers that look like stuffed toys.

While celebrities may inspire identification, animals always provoke emotions. And, in the end, it is the brand that wins.

What brand today doesn’t want to show itself in a new light by setting foot in markets it never imagined it could enter? While collaborations have become so commonplace that they struggle to attract attention, brands’ growing attempts to venture outside their home territory could well represent a new form of expansion.

For them, it is not a matter of finding new growth opportunities, but rather of surprising their regular customers and creating buzz by demonstrating their ability to reinvent themselves without losing momentum. While collaborations embody shared values and expertise, cross-sector extensions allow brands to showcase their ability to achieve the coveted status of ‘lifestyle’ brands. This is a response to consumers’ desire to express their identity through their purchases.

This temptation naturally affects luxury brands first and foremost, as their strong image allows them to be considered in every possible aspect of daily life. After investing heavily in the (highly profitable) eyewear and cosmetics sectors, they are now turning their attention to hotels, restaurants (Dior, Vuitton) and even food: in California, the fashion brand Von Dutch is already developing immersive coffee shops with its own range of spirits, soft drinks and coffees.

Meanwhile, hospitality companies are showing an interest in fashion, with the Ritz now offering a line of cashmere clothing and chic sports accessories. Luxury car manufacturers are no exception. Bentley is investing in real estate projects bearing its name, while Porsche is targeting everyday life through its recent partnership with Italian appliance manufacturer Smeg to offer a retro-style refrigerator with a handle identical to that of an old 911, as well as a coffee machine, toaster, kettle and blender in its iconic colour palette.

To think that there was a time when marketing experts only talked about DNA when it came to expanding territory… DNA is something that brands need to break free from as quickly as possible if they don’t want to find themselves trapped and ultimately die from an inability to create surprise. Time for disruption, shifting and amazement.