Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

TikTok’s sway over people’s eating habits rises, and fast food brands have been living up to their names through quick releases of tailored menu items and viral dishes. Popeyes released its take on the online ‘Girl Dinner’ craze, giving itself relevancy and appeal among younger consumers.

People in the UAE are over-ordering food at restaurants and takeout, creating issues around waste. While there's an appetite to reduce food waste and an awareness of the problem it poses, education is key to helping change attitudes and ensure solutions are easily achievable.

McDonald’s is overcoming economic headwinds to recession-proof its brand through creative marketing centered on fan truths, brand collaborations with social currency, and a gamified loyalty program. At a time when hospitality is struggling, McDonald’s is shining and has managed to become cool again.

Gen Zers are doing away with perfection and embracing the messy realism of their lives. What is it about this meeting of luxe and junk that appeals to this demographic? Is there more to it than just veering away from squeaky-clean aesthetics, and how can brands help them remix old favourites?