Lunch. It’s been eating us up for a while. So we decided to unpack this much misunderstood beast to find the truth about what’s really going on. In people’s heads, in their mouths and on the high street. We’ve dug deep for insight beyond the usual standard fare. Then neatly packaged it up into our own MIMO FUTURECLASS series - The Truth About Lunch In 10 Bite-Sized Chunks.
LUNCH TRUTH No. 1
FOOD THAT FEEDS YOUR MOOD.
All days are not born equal. Like a mini year, each week begins with a resolution. 'Yes I will eat well and move more' on a Monday through to Celebration Friday - 'yes it’s the weekend round the corner, haven’t I done well navigating the multitasking, working, playing, not-much-resting week. Hmmm must be time for pizza (insert burger, burrito, other calorie-laden food).'
As I sit and munch through a chocolate bar on a Thursday I have decidedly fallen off the wagon!
Monday was good a healthy soup from Eat.
Tuesday was fine - Boots Shapers calorie counting.
Wednesday in Pret wavering ‘healthy’ crisps and chocolate popcorn bar added to the mix.
Thursday I’m in denial of my healthy intentions.
Goodness knows what Friday will look like given that I’m out with friends this evening.
Yes there is a gap between my image of myself as a healthy eater and the reality of the mid week/end of week slump and I’m not alone. Bespoke research from Mimo Brands & Monkey See designed to uncover the sub-conscious as well as understanding the social norms of lunch, shows a very similar pattern.
The same people have radically different mind-sets dependent on the day of the week, which potentially calls into question the majority of segmentation studies, where we are supposed to exist firmly within one state of mind.
‘I’m very conscious of my weight on a Monday, it doesn’t carry on through the week unfortunately’
So what does this mean for retail brands who want a slice of the lunch market? Whether it’s food to go, or casual dining, should brands and retailers be helping people stay on track, or finding food to feed their mood by day of the week?
There are clear implications here for retail brand portfolio strategies and structures. Should ranges be presented by day of the week rather than day part for example - with retailers offering all healthy Mondays vs Indulgent Fridays? How do pizza and burger brands survive outside of Fridays? How do light, healthy-biased retail brands stay relevant throughout the week? What about the infamous ‘meal deal’?