Food experience and brand awareness consolidation in the luxury industry

Abstract

The paper examines the strategic integration of food experiences by luxury brands, the study aims to assess how diversification strategies in premium food and beverage services (F&B) impact brand awareness and can contribute to improve consumer loyalty. An analysis of a comprehensive database comprising 26 luxury brands and 70 F&B locations across seven countries reveals key trends in operational and geographical strategies, brand communication, and consumer perception. Findings indicate that while fine dining captures the aspirational nature of luxury brands, casual dining formats generate higher consumer engagement on social media, suggesting the value of more accessible experiences. By leveraging their core identities and intangible assets, luxury brands can maintain exclusivity while embracing diversification. The research highlights the importance of experiential marketing in strengthening consumer relationships and offers a foundation for future studies to examine longitudinal impacts and best practices within the luxury F&B sector.