Having a strong sense there had been some wide-ranging changes in the food offer on the streets of Dublin, MWP asked Zero-G to map the extent of these changes and benchmark the relevant trends, in order to inform their own commercial planning for the coming years.
We took the decision with MWP to map not only Dublin, but also London in an effort to contrast the two and get a sense of the extent of the changes in Dublin. We carried out: desk research, consumer focus groups in Dublin, long-form in-depth interviews with ‘experts’, those shaping, writing, and teaching about the food scenes in both locations, and mobile based research-where consumers were tasked via an app to answer a series of questions, upload images and videos of their food lives including restaurant visits, and generally document their interactions with the respective food scenes.
This was an opportune time to conduct a piece of research of this nature, especially in Dublin. The food scene has exploded in the capital in the past couple of years
This has been driven by many factors, including: the recession (lower rents, mediocre fare less tolerated as people sought better value, and more opportunistic risk-taking) immigration which has diversified the culinary gene pool resulting in a kaleidoscope of ethnicities to rival some of the traditional heavyweight global food cities, and returned emigrants having brought back new flavours, ideas, and standards from those food hubs including: Sydney, Brooklyn, Austin, Vancouver, and indeed, London.
Dublin in 2015 is a more confident, diverse and dynamic city where food is playing an ever greater part in the social lives of the population. The findings, which included detail on trends around: Health and Well Being, Technology, Design, Fresh, Local, Seasonal, Informality, Values based-initiatives, Good fast food, and the emerging and different needs of Millennial consumers, have been presented and workshopped back into all levels of MWP’s business, and are helping fundamentally shape their strategic direction for the coming years.