Food and Wine Launches New Website Targeting Millennials

Get the Home-Based Catering Business Guide

Launching a home-based catering business can open the door to a fulfilling career. Grasp the fundamentals to start, from licenses and permits to essential marketing strategies.

Download

First Name*

Last Name*

Email*

Phone*

Program of Interest*

Diploma in Culinary Arts & Operations Diploma in Professional Pastry Arts Diploma in Food Entrepreneurship Diploma in Plant-Based Culinary Arts Diploma in Holistic Nutrition & Wellness Associate Degree in Culinary Arts Associate Degree in Baking & Pastry Associate Degree in Food Entrepreneurship Associate Degree in Plant-Based Culinary Arts Associate Degree in Holistic Nutrition & Wellness Associate Degree in Hospitality & Restaurant Ops Mgmt Not Sure

Download

By clicking the "Download" button, I am providing my signature in accordance with the E-Sign Act, and express written consent and agreement to be contacted by, and to receive calls and texts using automated technology and/or prerecorded calls, and emails from, Auguste Escoffier School of Culinary Arts at the number and email address I provided above, regarding furthering my education and enrolling. I acknowledge that I am not required to agree to receive such calls and texts using automated technology and/or prerecorded calls as a condition of enrolling at Escoffier. I further acknowledge that I can opt-out of receiving such calls and texts by calling 888-773-8595, by submitting a request via Escoffier’s website, or by emailing [email protected].

Food and Wine is launching its new website, FWx, targeting the millennial market. The website seeks to provide a young, fresh perspective on food for the growing foodie culture among young people. FWx will provide content focused on food, drinks and lifestyle, all optimized for mobile access. The attempt to tap into the culinary sensibilities of a generation means short videos (under one minute), list humor (as made famous by BuzzFeed) and recipes that are quick and easy to complete.

Millennial foodies
Members of the millennial generation – those born between 1982 and 2001 – are displaying markedly different food habits than their baby boomer parents. The dominant trends among millennials are a focus on small-scale, sustainable production processes and a decentralization of food purchasing. The millennial is more willing to shop at a variety of smaller, specialty food stores rather than buying all of their food from one grocery store. This has resulted in a significant shift away from the brand-centric buying habits of their parents. Millennials don’t exhibit the same kind of brand loyalty as their parents and are willing to shell out a little more cash for craft and artisanal foods and beverages.

New brand
The new FWx brand reflects these new food sensibilities. The emphasis is on quick, easy-to-digest content that can be consumed on-the-go. By tapping into different artists and creatives to retool their logo on a rotating basis, FWx seeks to maintain a young, vibrant perspective on food news. Articles with titles like, “OMG, Bacon Pie!” and “Will It Sear? Gummy Bear Armageddon” attempt to capture the current culinary zeitgeist in an accessible way. FWx isn’t the only brand looking to appeal to the millennial generation: Vice and Fremantle media have partnered to create an online space for food-centric content and Yahoo has plans to release an online food magazine.