Functionality with personality

An expectation and capability to add greater personalisation and fun when dealing with daily demands of busy lives

How is this sub-trend evolving?

How it was

Consumers accessing products and services when they are available, as defined by traditional notions of daytime and night time activities.

In March 2015, McDonald’s finally launched a trial period of its ‘all-day breakfast’ menu.

How it is

Brands delivering offers at the times when consumers want them, regardless of traditional day/night routines.

Chinese retailer Ali Baba has been test flying delivery drones which will get products to shoppers within an hour of ordering, at any time of the day or night.

How it will be

Bricks and mortar stepping up and innovating to overcome limits and restraints.

BYOF (Bring your own food) is increasingly popular in bars who don’t have kitchen space and want to focus on atmosphere and drinks.

In-market examples from around the world

What: Amazon plans to open convenience stores that sell milk, produce and other consumables, as well as start drive-up destinations where shoppers can have their orders brought to the car.
Why: Amazon’s brick-and-mortar outlets aim to further improve convenience for customers as their lives get busier, as well as give Amazon a more customer-facing experience.
What: Bento Shogun makes hot bento lunches from fresh ingredients, delivering them directly to offices during the lunch hour rush in Tokyo.
Why: Bento Shogun offers employees a convenient lunch time option without having to compromise on quality.
What: B.Y.O.C is a bar in Soho, London that instead of selling alcohol, tells customers to bring their own, and sells the experience of mixing unique cocktail concoctions for them on the night.
Why: B.Y.O.C blurs the boundaries of customers buying alcohol in bars, and drinking their own alcohol at home – instead selling the experience of drinking, rather than the alcohol itself.
What: ‘Rhythm’ is a kefir (traditional Turkish yoghurt) probiotic snacking drink.
Why: With the boundaries blurring between work, play and home lives, an increasing pressure to be agile means fragmented eating habits, too. ‘Rhythm’ promises to restore and settle digestive balance within increasingly busy lifestyles.
What: Ugo is a yoghurt-to-go concept by Chenchen Hu that makes yoghurt far more portable. No longer restricted to a breakfast occasion, yoghurt can now be enjoyed on the move, as the triangular packaging is double foil sealed for freshness, and contains a disposable spoon.
Why: With on the go snacking on the rise, as well as the popularity of yoghurt, (increasingly seen as a healthy option), Ugo reduces the messiness and un-portable nature of yoghurt; it can be enjoyed at any time of day as it keeps its coolness and freshness for longer.
What: Cereal Killer Café in London serves 120 different types of cereal, with 30 types of milk and 20 possible toppings. It is open 7am – 10pm 7 days a week, with breakfast served all day.
Why: Cereal Killer Café answers growing demand from people looking to experiment with unconventional choices and combinations, whenever they choose.
What:  Morning Gloryville is a nightclub event held on a Wednesday morning, springing up in leading-edge cities all over the world.
Why:  Morning Gloryville advocates ‘conscious clubbing’, where coffee is served instead of alcohol, and dancing gives guests a chance to wake up their bodies and minds before the working day – an exciting twist on a night time activity!
What: Late last year, some Brazilian municipalities began to change the time of their street market. Rather than hold them in the morning, as is the Brazilian tradition, the fresh fruit, vegetable and fish stalls begin during the evening.
Why: More and more people have turned to dinner as the main meal of the day and accordingly they now expect the freshest products later in the day.