Last week, US-based global hotel chain DoubleTree by Hilton made the recipe for its chocolate chip cookies public. When guests stay at a DoubleTree hotel, they are welcomed with a warm chocolate chip cookie, with over 30 million of the cookies consumed every year. To provide quarantined families with a “moment of comfort and happiness,” the brand released its official recipe for at-home baking.
With more at-home time on their hands, consumers are looking for ways to be creative while sheltering in place. So many are turning to baking that flour is almost as scarce as toilet paper. Instead of making yet another sourdough bread, DoubleTree is giving consumers a sweet and simple MIY project.!
For loyal DoubleTree guests, these cookies are one of the best parts of a stay. With travel restricted all over the world, people are missing out on them and many other out-of-home favorites. As a result, DoubleTree isn’t the only one giving away its secret recipe for the good of humanity. In the spirit of OPEN SOURCE SOLUTIONS, McDonald’s just released its Sausage and Egg McMuffin recipe and Disney shared directions to recreate the Disney Parks churro.
Beyond cookies and churros, people aren’t just missing comfort food! Perhaps your loyal fans miss the scent of your stores, the friendliness of your staff, or something else entirely. Can you add comfort to consumers’ lives by providing the guidance or tools to recreate it at home?
Check out the newly-published Industry Updates for more relevant trends that have been radically accelerated by the crisis.
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