CRAFT FOOD RIDES THE WAVE OF POPULARITY
The term “craft food,” sometimes referred to as artisanal food, is one commonly used and heard in the world of restaurants and millennials, but what exactly does it mean? Is it any new, uniquely made food or simply food made by hand?
There is no singular way to describe craft food because every customer and expert has a different idea on its definition. What most can agree on is that it sits on a fine line between tradition and innovation. Most foods or beverages referred to as “craft” are hand-made with natural ingredients. It suggests that they are made in a simple, but skilled way. There seems to be something exciting and desirable about something being made in a natural and unique way because the craft movement has grown to epic proportions in recent years.
Most restaurants, bars, coffee shops and other food locations usually have some sort of “craft” food or beverage that singularly belongs to that location. Through visual appeal and positive personality brands, “craft” products usually send a genuine message to their audience.
Craft food and beverages attracts consumers in many ways. They are usually healthy and organic, making the customer feel like they are treating themselves to a healthy gift. Brand personality also reaffirms local pride, making customers feel good about supporting local eating places.