Londoners in search of trendy treats like Dubai chocolate, matcha lattes, dirty sodas, tanghulu skewers, and protein coffees have been flocking to cafes across the city. Boshra Alkos, who creates social media content for Viola Gourmet and Cortoba Cafe in southwest London, noted the influence of online buzz on consumer choices. The cafe, converted from a nuts and sweets store in 2018, now offers a menu featuring popular items like Dubai chocolate bars, cups, crepes, and milkshakes made with chocolate, pistachio paste, and knafeh pastry.
Local businesses have been quick to adopt viral food trends, attracting crowds of curious Londoners eager to sample the latest sensations. Super Crunch Tanghulu, known for its fresh fruit skewers coated in a sugary glaze, has seen a surge in customers, with many citing TikTok as their source of discovery. The company’s storefront in London opened in September, drawing a younger clientele, including high school and post-secondary students.
According to Jamie Hyodo, an assistant professor at Western University specializing in consumer behavior, food fads have a history of success in Canada when introduced from international markets. While some trends like sushi and bubble tea have become mainstream, others may fade over time due to changing consumer preferences. Hyodo emphasized the importance of offering value in the food industry, whether through healthier options or superior taste, cautioning against building a business solely on short-lived trends for shock value.
Winter Slade of Super Crunch Tanghulu expressed confidence in the lasting appeal of tanghulu as a healthier alternative in a sea of processed mall foods. While Alkos acknowledged the eventual decline of the Dubai chocolate trend, she remains optimistic about Cortoba Cafe’s future, anticipating the next big trend to captivate customers. Despite changing tastes, the cafe plans to retain some Dubai chocolate items on its menu to cater to loyal fans even after the trend fades.