The Next ‘It’ Boy/Girl is a Foodie

Remember when the pinnacle of supermarket luxury was the sultry voiceover of an M&S advert, declaring, “This isn’t just any water… it’s glacier crisp M&S water” against a minimalist backdrop? For years, our perception of high-end food was curated for us, presented through the polished lens of television advertising. 

Whilst there is nothing that makes me eye roll harder on a dating app than someone that says ‘food is fuel’ (that’s a lie! My list of eye rolls is expansive and I will find a way to write a work blog post about them) and whilst it might be technically true, it represents a profoundly dull worldview. Food has always been culture, community, and indulgence. Now, in an era of skyrocketing grocery costs and economic uncertainty, it has become something more: the ultimate, and most surprisingly potent, status symbol.

Let’s be real. Five years ago, no one was flexing their Tesco's haul and a fridge restock was about as mundane as it got. But now? The rise in living costs has transformed the humble Big Food Shop™️ into something aspirational. In doing so, it has unlocked a new visual language of luxury, where a perfectly stocked fridge is no longer a sign of practicality but of prosperity.

Luxury is rooted in exclusivity, and what is more exclusive than abundance in a time of scarcity? Social media platforms are now flooded with ‘aesthetic restock’ videos, where perfectly aligned rows of San Pellegrino sit beside drawers of Waitrose berries, all assembled with the precision of a Savile Row tailor. Growing up, I thought luxury food was a Vienetta or Ferrero Rocher. Now, I look at the olive oil aisle of a supermarket like the scene in Harry Potter when he first opens his vault at Gringotts.

Case Study: The Erewhon Effect

Nowhere is this phenomenon of 'gastronomic theatre' more potent than in the curious case of Erewhon, the Los Angeles supermarket that has achieved cult-like status. Known for its celebrity-branded smoothies and biodynamic oat milks, Erewhon has transcended its function as a grocer to become a cultural stage.

I need to interrupt my own blog post for a second here because if I don’t talk about Erewhon soon - I’ll explode! If you’ve managed to escape social media’s obsession with Erewhon, first teach me your ways. Secondly try your absolute hardest to keep it that way - they sell a singular strawberry for $18. Yep, SINGULAR. 

Influencers push minimalist carts down perfectly lit aisles, sipping custom collagen blends named after celebrities, while vlogging their haul like. It’s Whole Foods on crack, with everything being curated within an inch of its life, and its cult following proves just how far we’ve come from ‘just popping to the shops’. In the era of content-as-currency, Erewhon isn’t selling food, it’s selling an identity. Nothing says ‘main character energy’ like a fridge full of adaptogens and raw honey in a hand-blown jar (again, huh?!).

High Fashion’s Gastronomic Pivot

This shift has not gone unnoticed by the traditional arbiters of luxury. High fashion, once content with selling dreams through handbags and couture, is now leveraging food as its new frontier. Louis Vuitton has launched pop-up cafés with branded pastries; Jacquemus transformed a Parisian convenience store into an aesthetic wonderland; Burberry charged into the zeitgeist with a branded tea service. The message is clear: a designer label on your biscuit tin is as covetable as one on your trench coat.

The Opportunity for Hospitality: Your Narrative is the New Menu

This cultural pivot presents a profound opportunity for independent cafés, bars, and restaurants. The desire for food-as-luxury is not limited to celebrity smoothies; it extends to authentic, story-rich experiences. Food is the new fashion flex, and compelling storytelling is your most powerful asset. To capitalise on this, you must go deeper than simply posting a picture of your dishes.

• Embrace the origins: Where do your ingredients originate? Profile the local supplier behind your sourdough or the farm that provides your seasonal vegetables. A transparent supply chain is a cornerstone of modern luxury.

• 
  

• Master the narrative: What is the story behind your signature dish or your most popular cocktail? Every element of your menu has a history. Articulating it adds a layer of depth and intellectual value that transforms a simple meal into a memorable event.

• 
  

• Lean into scarcity and craft: Communicate the craftsmanship behind your menu. Whether it’s a 72-hour fermentation process or a rare, small-batch spirit, highlighting scarcity and skill makes every offering feel like an exclusive, covetable experience.

• 
  

The next influential ‘It’ Girl or Boy won’t be defined by a designer haul. They’ll be unboxing a delivery from a local farm shop and carefully decanting oat milk into a glass carafe. They are searching for stories, for authenticity, and for a taste of attainable luxury. It is your job to ensure it’s your story they are telling.