KFC’s First Bite campaign is a tribute to the anticipation and delight that people feel when indulging themselves with their favourite foods. With pandemic restrictions easing, and with people looking for indulgence and comfort from dining experiences, how can brands bring back the appeal of eating out?

Comfort food has become a go-to for Gen Zers who've had their hopes of post-pandemic liberation stifled by the cost of living crisis, turbulent global events, and a divisive political atmosphere. How can brands help young people embrace their indulgent streaks while also promoting wellbeing and health?

Philadelphia cream cheese is partnering with famous chefs Jeremiah Stone and Fabián Von Hauske Valtierra to deliver a multi-sensorial and feelings-based dining concept. Brands are increasingly responding to post-pandemic consumption fatigue with innovative food experiences.

Burger King UK is celebrating the launch of its loaded fries in partnership with Uber Eats, encouraging indulgent eating with customisable adult bibs. As Gen Zers reject diet culture and constant self-improvement, this collaboration playfully validates ‘goblin mode’ and a desire to let go.