What: The trend of branded cafés and restaurants continues as more luxury fashion brands open food&beverage locations.

Why it is important: Consumer experience continues to be the goal of brands as brands and retailers shift towards well-being, hotels and restaurants.

Gastronomy can constitute a new lever for growth for brands by converting less efficient commercial spaces into areas dedicated to catering. This diversification also allows brands to enrich their offer and reinforce their image and lifestyle positioning.

Considering the pandemic, the rush into diversifying their income seems logical as the crisis forced brands and retailers to reconsider how to expand their audience while encouraging the customer to extend their presence in their spaces.  By creating a complete universe around the brand, it also manages to build better customer loyalty, capture their attention, and encourage a larger basket size.

Ultimately, the consumers also assist the brands outside of revenue through earned media posts on social media about the experiences in these spaces.

Fashion brands continue entering F&B