Restaurants: Canadian restaurant uncovers wild link between dreams and food cravings

Why it is the topic trending:

• Intriguing Connection Between Dreams and Food: The survey findings reveal a fascinating correlation between dreaming about food and subsequent food cravings and purchases, which is a novel and relatable topic for many people.

• Restaurant-Led Research: A restaurant chain, Edo Japan, conducted the survey, making it a trending topic within the foodservice industry and marketing circles due to its unique approach to understanding consumer behavior.

• High Percentage of Canadians Experiencing Food Dreams and Acting on Them: The statistic that 84% of Canadians who dream about food have purchased from QSRs in the past month is a compelling data point highlighting a strong link.

• Specific Cravings for Japanese Food: The survey's focus on cravings for Japanese food after dreaming about it makes it relevant for those interested in this cuisine and provides targeted insights for restaurants like Edo Japan.

• Potential Marketing Implications: The findings offer actionable insights for foodservice businesses to leverage the connection between dreams and cravings in their marketing strategies.

Overview:

A survey conducted by Edo Japan, a Canadian quick-service restaurant chain, explored the connection between dreams and food cravings among Canadians. The survey, titled "Crave of Your Dreams," found that a significant majority of Canadians who dream about food end up experiencing cravings and making purchases from quick-service restaurants, particularly for Japanese cuisine. This research highlights a strong "belly-mind connection" and offers insights into consumer behavior for the foodservice industry.

Detailed Findings:

• High Correlation Between Food Dreams and QSR Purchases: 84% of Canadians who experience food dreams reported making a purchase from quick-service restaurants within the past month.

• Strong Link in Ontario: 78% of Ontarians surveyed have woken up craving foods they dreamed about, and two-thirds confirmed their dreams influenced their meal choices.

• Craving for Japanese Food: Nearly half of Canadians polled stated they instantly crave Japanese food upon waking up.

• Edo Japan's Popularity in Dreams: 20% of Ontarians polled dream about Japanese cuisine, with half of those specifically craving it immediately after waking.

• Survey Methodology: The survey was conducted online by HarrisX within Canada from April 11-14, 2025, among 1,017 Canadians aged 18+, with a margin of error of plus or minus 3.07 percentage points. Results were weighted by age.

Key Success Factors of Product (Trend):

• Relatability and Curiosity: The phenomenon of food dreams is relatable to many, sparking curiosity about the underlying connections to cravings and behavior.

• Data-Driven Insights: The survey provides quantitative data supporting the anecdotal experience of food dreams influencing choices, adding credibility to the trend.

• Actionable Information for Food Industry: The findings offer potentially valuable insights for restaurants to tailor marketing and promotions based on common food dream themes.

• Focus on a Specific Cuisine (Japanese): The survey's specific findings about Japanese food cravings provide targeted information for restaurants in that sector.

• Simple and Understandable Concept: The idea of dreams influencing cravings is a straightforward and easy-to-grasp concept for the general public.

Key Takeaway:

The survey conducted by Edo Japan reveals a strong connection between dreaming about food and experiencing subsequent cravings, which significantly influences purchasing behavior at quick-service restaurants, particularly for Japanese cuisine, highlighting a notable link between the subconscious mind and conscious food choices.

Main Trend: The Subconscious Appetite: How Dreams Influence Food Choices

Description of the Trend (please name it):

The Subconscious Appetite: How Dreams Influence Food Choices describes the emerging trend of recognizing the significant role that dreams play in shaping conscious food cravings and ultimately impacting consumers' meal choices and purchasing decisions, especially within the realm of quick-service restaurants. This trend highlights the often-unconscious motivations that drive our dietary preferences.

What is Consumer Motivation:

Consumer motivation stems from:

• Physiological Needs Manifesting in Dreams: Dreams might be a way for the body to signal nutritional needs or cravings for specific types of food.

• Emotional Associations with Food: Dreams can trigger emotional memories and desires linked to particular foods or dining experiences.

• Subconscious Thoughts and Desires: Dreams might reflect underlying preferences or cravings that aren't always at the forefront of conscious thought.

• Sensory Recall: Dreaming about the taste, smell, or texture of food can create a strong desire to experience it in reality upon waking.

• Habitual Thoughts and Exposure: Frequent thoughts about or exposure to certain foods might make them more likely to appear in dreams and subsequently influence cravings.

What is Driving Trend:

The trend is driven by:

• Consumer Self-Awareness: An increasing interest in understanding the various factors that influence their behavior, including subconscious cues.

• Marketing Research Innovation: Foodservice companies are exploring novel ways to understand and cater to consumer desires, as seen with Edo Japan's survey.

• The Desire for Personalized Experiences: Understanding the link between dreams and cravings could potentially lead to more personalized food recommendations and marketing.

• The Appeal of the Unusual and Unexpected: The idea that dreams can dictate food choices is an intriguing and somewhat unexpected aspect of consumer psychology.

What is Motivation Beyond the Trend:

Beyond the immediate link between dreams and cravings, the motivation taps into a broader consumer desire for:

• Understanding Their Own Minds and Bodies: Consumers are increasingly interested in the science behind their behaviors and preferences.

• Seeking Comfort and Satisfaction: Food often plays a role in emotional comfort, and dreams might tap into those needs.

• Finding Novelty and Fun in Everyday Experiences: The idea of dreams guiding food choices adds an element of surprise and fun to daily routines.

Description of Consumers Article is Referring To:

The article refers to a broad segment of the Canadian adult population (18+) who experience food dreams and purchase from quick-service restaurants:

• Age: Adults aged 18 and over.

• Gender: Not specified in the article, likely includes both male and female consumers.

• Income: Not specified, likely spans various income levels as QSRs cater to a wide range of consumers.

• Lifestyle: Likely includes individuals who frequent quick-service restaurants due to convenience, taste preferences, or affordability. This could encompass busy professionals, students, and families.

• Category Article is Referring Shopping Preferences: Consumers who purchase food from quick-service restaurants, including those offering Japanese-inspired cuisine.

• Are they low, occasional or frequent category shoppers: The statistic that 84% of those who dream about food have purchased from QSRs in the past month suggests they are at least occasional shoppers, with a significant portion likely being frequent shoppers given the recent timeframe.

• General Shopping Preferences - How They Shop: They likely prioritize convenience, speed, and possibly value when choosing QSRs. The influence of cravings suggests impulse buying might be a factor, especially when linked to dream recall.

Conclusions:

The survey by Edo Japan provides compelling evidence for a significant link between food dreams and subsequent cravings and purchasing behavior at quick-service restaurants among Canadians. This "belly-mind connection" offers a unique perspective on the subconscious drivers of food choices and presents potential opportunities for the foodservice industry to better understand and cater to consumer desires.

Implications for Brands:

• Potential for Dream-Targeted Marketing: Food brands could explore marketing campaigns that tap into common food dreams or use suggestive imagery related to sleep and cravings.

• Focus on Craveability: Restaurants can emphasize the "dream-worthy" nature of their food in their messaging to align with this phenomenon.

• Leveraging Popular Dream Foods: Understanding which foods are commonly dreamed about could inform menu development or promotional offers.

• Analyzing Search Data Related to Food Dreams: Brands could monitor online searches related to food dreams to identify emerging trends and consumer interests.

• Creating Content Around the Science of Food Dreams: Educational content about the link between dreams and cravings could engage consumers and position the brand as knowledgeable.

Implication for Society:

• Increased Awareness of Subconscious Influences on Behavior: The findings might contribute to a broader understanding of how our subconscious thoughts and experiences can affect daily choices.

• Potential for Healthier Eating Insights: Further research into food dreams could potentially reveal connections to nutritional deficiencies or unhealthy cravings.

• Impact on Consumer Culture: The idea of dreams guiding food choices could become a more prevalent concept in popular culture.

Implications for Consumers:

• Increased Self-Awareness: Consumers might become more attuned to their dreams and how they influence their cravings and food choices.

• Potential for Indulging Cravings: The study suggests that consumers often act on dream-induced cravings, potentially leading to more frequent indulgences.

• A Fun and Novel Way to Choose Meals: Consumers might embrace the idea of their dreams as a playful guide for their next meal.

Implication for Future:

The future could see more research into the neuroscience and psychology of food dreams and their impact on eating behavior. Food brands might increasingly incorporate dream-related themes into their marketing, and we might see more personalized food recommendations based on potential dream profiles.

Consumer Trend: The Power of Subconscious Influences on Consumption

Detailed Description: Consumers are increasingly recognizing that their choices are not always driven by conscious thought, and subconscious factors, including emotions, memories, and even dreams, can play a significant role in their preferences and purchasing decisions. This trend highlights the need for brands to understand and potentially tap into these deeper, less obvious drivers of consumer behavior.

Consumer Sub Trend: Crave-Driven Consumption

Detailed Description: The intense desire for specific foods, often triggered by various stimuli (including dreams), can override rational decision-making and lead to immediate purchasing action. This sub-trend emphasizes the power of cravings in the food industry.

Big Social Trend: The Growing Interest in Mental Wellness and the Mind-Body Connection

Detailed Description: There is a broader societal trend of focusing on mental health and the interconnectedness of psychological and physical states. The link between dreams and food cravings aligns with this interest.

Worldwide Social Trend: Universal Appeal of Food and Dreams

Detailed Description: While the Edo Japan survey was conducted in Canada, the phenomena of dreaming and experiencing food cravings are universal human experiences, suggesting that this trend could have global relevance for the food industry.

Social Drive: The Pursuit of Satisfaction and Comfort

Detailed Description: Food is often associated with comfort and satisfaction, and the drive to fulfill cravings, whether consciously or subconsciously triggered, stems from this fundamental human desire.

Learnings for Brands to Use in 2025 (bullets, detailed description):

• Explore Non-Traditional Influences on Consumer Behavior: Look beyond traditional marketing metrics to understand the more subtle factors that drive food choices, such as emotions and subconscious cues.

• Conduct Research into Consumer Psychology: Invest in studies or partner with researchers to gain deeper insights into the psychological drivers of food cravings and preferences.

• Be Mindful of Emotional Connections to Food: Acknowledge and leverage the emotional associations consumers have with certain foods or dining experiences in your marketing.

• Consider the Element of Nostalgia and Comfort: Tap into feelings of nostalgia or the desire for comfort that certain foods might evoke, as these can be powerful subconscious drivers.

• Get Creative with Sensory Marketing: Explore how sensory cues (smell, visual imagery) in your marketing might trigger subconscious cravings or desires.

Strategy Recommendations for Brands to Follow in 2025 (bullets, detail description):

• Develop Marketing Campaigns that Evoke Sensory Experiences: Use vivid imagery and descriptions that tap into the sensory aspects of your food, potentially triggering dream-like cravings.

• Create Content Around the Psychology of Cravings: Offer engaging and informative content that explores the science behind food cravings and how they might be linked to subconscious desires.

• Run Social Media Campaigns Asking About Food Dreams: Engage consumers by asking them about their most memorable food dreams and the cravings they experienced afterward.

• Consider Limited-Time Offers Based on Dream Themes: If certain foods or flavor profiles are frequently mentioned in the context of dreams, consider offering limited-time menu items featuring those elements.

• Partner with Sleep Experts or Dream Analysts: Explore potential collaborations with experts in the field of sleep and dreams to gain deeper insights and create unique marketing angles.

Final Sentence (key concept) describing main trend from article (which is a summary of all trends specified):

The surprising connection uncovered by Edo Japan's survey highlights the significant and often overlooked influence of our subconscious minds, specifically our dreams, in shaping our conscious food cravings and ultimately guiding our purchasing decisions in the foodservice industry.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, food brands and companies should explore the intriguing connection between dreams and food cravings by:

• Investing in further research to understand the specific types of foods and flavors that commonly appear in consumer dreams and the strength of the resulting cravings.

• Developing creative and subtly suggestive marketing campaigns that tap into common dream themes or imagery related to their products, aiming to trigger subconscious desires.

• Utilizing social listening to monitor online conversations about food dreams and cravings, identifying potential trends and opportunities for engagement.

• Considering innovative product development or limited-edition offerings inspired by popular dream food scenarios or flavor combinations.

• Partnering with sleep and dream research institutions or experts to gain credibility and develop unique, science-backed marketing initiatives that leverage the power of the subconscious appetite.

Final Note:

• Core Trend: The Power of Subconscious Influences on Consumption: This trend highlights how factors outside of conscious awareness, such as dreams, emotions, and ingrained habits, significantly impact consumer preferences and purchasing decisions, particularly in the realm of food and beverage choices.

• Core Strategy: Exploring the Psychological Drivers of Food Choice: This involves brands and companies delving deeper into understanding the various psychological factors that influence what consumers crave and ultimately decide to eat, moving beyond purely rational considerations.

• Core Industry Trend: Novel Approaches to Consumer Behavior Research: The foodservice industry is increasingly looking towards innovative and less conventional methods, like analyzing the connection between dreams and cravings, to gain a more comprehensive understanding of consumer behavior.

• Core Consumer Motivation: The Pursuit of Satisfaction and Comfort (Potentially Dream-Driven): Consumers are fundamentally motivated by the desire to feel satisfied and comfortable, and this drive can be triggered or influenced by subconscious experiences like dreams, leading them to seek out specific foods.

• Final Conclusion: The unexpected link between dreams and food cravings presents a novel avenue for the foodservice industry to understand and connect with consumers on a deeper level in 2025, potentially leading to more effective and psychologically resonant marketing strategies.

Core Trend Detailed: The Power of Subconscious Influences on Consumption

• Description: This core trend underscores the significant impact that mental processes occurring outside of conscious awareness have on consumer preferences, choices, and ultimately, their purchasing behaviors. These subconscious influences can stem from a variety of sources, including emotions, memories, ingrained habits, and even physiological cues that manifest in forms like dreams. Understanding and acknowledging these underlying drivers is crucial for brands seeking to connect with consumers on a deeper level. The Edo Japan survey, revealing a link between dreams and food cravings, provides a compelling example of how the subconscious mind can directly influence consumption decisions.

• Key Characteristics of the Trend (summary):

  • Unseen Drivers: Consumer choices are often influenced by factors individuals may not be fully aware of.

  • Emotional Resonance: Subconscious cues often tap into emotional needs, desires, and associations.

  • Habitual Behaviors: Many purchasing decisions are driven by deeply ingrained habits and routines.

  • Physiological Signals: Bodily states and needs, such as hunger or cravings reflected in dreams, can trigger specific consumption patterns.

  • Subtle Marketing Influences: Brands can leverage subtle cues and messaging to tap into subconscious desires.

• Market and Cultural Signals Supporting the Trend (summary):

  • Growing Interest in Behavioral Psychology: Increased public awareness and understanding of how the mind works and influences behavior.

  • Sophisticated Marketing Techniques: Brands increasingly use neuromarketing and psychological principles to understand and influence consumer choices.

  • Emphasis on Emotional Branding: Many successful brands focus on creating emotional connections with consumers, tapping into subconscious feelings and desires.

  • Anecdotal Evidence of Unusual Cravings: Common experiences like comfort food cravings or sudden urges for specific items highlight the power of non-rational drivers.

  • Emerging Research on Dreams and Behavior: Studies like the Edo Japan survey shed light on previously unexplored subconscious influences.

• How the Trend Is Changing Consumer Behavior (summary):

  • Less Reliance on Purely Rational Decision-Making: Consumers often make choices based on feelings and subconscious urges rather than solely on logic or need.

  • Increased Impulse Purchases: Strong cravings or emotionally triggered desires can lead to unplanned purchases.

  • Stronger Brand Loyalty Based on Emotional Connection: Brands that successfully tap into consumers' emotions and subconscious needs can foster deeper loyalty.

  • Seeking Comfort and Familiarity: Subconscious drivers often lead consumers towards familiar and comforting products or experiences.

  • Influence of Sensory Experiences: Subconscious associations with smells, tastes, and textures can significantly impact food and beverage choices.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Understanding subconscious drivers allows for more effective and resonant marketing strategies, product development, and brand messaging.

  • For Retailers: Recognizing these influences can inform store layouts, product placement, and the creation of sensory-rich shopping environments.

  • For Consumers: Becoming more aware of these subconscious influences can empower consumers to make more mindful and intentional choices.

• Strategic Forecast: The understanding and leveraging of subconscious influences on consumption will likely become even more critical in the future. As technology advances, brands may gain deeper insights into the psychological drivers of consumer behavior through data analytics and personalized experiences. Marketing strategies will likely become more nuanced and focused on creating emotional connections and tapping into non-conscious desires.

• Final Thought: The discovery by Edo Japan highlights that consumer choices are often guided by forces beyond conscious thought. Recognizing and understanding the power of the subconscious appetite and other non-conscious influences will be a key differentiator for brands seeking to truly connect with and cater to their audiences in the years to come.

Source: https://dailyhive.com/toronto/edo-japan-crave-your-dreams