Author Archives: Winnie Tran

Global Brand, Local Flavour: How Restaurants Cater to National Tastes

Playwright George Bernard Shaw once said that there is no sincerer love than the love of food. Judging by the steady growth of the global fast food market—with a compound annual growth rate of 5%, amounting to $188.4 billion between 2018 and 2022—our love for food is stronger than ever. For many quick-service restaurants (QSRs), […]

Retail Therapy and the Power of the Impulse Buy

Retail therapy can be defined as the act of shopping with the sole purpose of improving one’s mood or disposition. We’ve all been there—buying things on impulse to relieve stress after a bad day or to treat yourself after a long week. For an example, look no further than your own shopping habits. Take a […]

Marketing to Millennials: A Generation Balancing Nostalgia and Digital Transformation

Exploring behavioural insights and marketing trends within North America and Europe. Millennials are a demographic age group born between 1981 and 2000. In North America, they represent about 20-25% of the population; in France, Germany, and the UK, they represent about 15-20% of the population. Millennials have been called the entitled generation for being spoon-fed […]