The formula for trend and branded products is not enough

Earlier this year, restaurant critic Pete Wells apologized from the table after 12 years. In his latest essay for the New York Times, he paints a bleak portrait of a hyper-optimized restaurant industry and food culture devoid of personal interaction, humanity and friction. Wells also criticizes the rise of TikTok food influencers, with restaurants ultimately losing out: “Restaurants that are full in the first few weeks are empty six months later. The smartest owners now avoid serving anything that might go viral because they don’t want their business to burn out.”

Wells’ editorial is a good starting point to discuss the pitfalls of brands seeking virality. “Speaking the language of Generation Z” or putting your own spin on the latest trending format is no longer a winning formula, just like making the next rainbow bagel only gets you so far.

Here are some starting points to avoid the fleeting temptations of spontaneous creativity and tell brand stories that are substantive and sustainable.

Be aware that “top performance” may not be the best motive

Everyone thought they were brats this summer. They also felt that participating in this “trend” was mandatory. This led to everyone from politicians to investment banks to irregular trains “jumping on” the trend.