Valentine's Day brings heart-shaped goodies, now more than ever

I was invited to comment on the continued spread of heart-shaped food for KCRW reporter, Megan Jamerson. Read more or listen to the article here. I dug into the topic a bit more and learned about the LONG history of this trend, starting in the mid-1800s with Cadbury Chocolate in England which introduced the heart-shaped box for candy. But how to explain the extension beyond chocolate and cookies to donuts and pizza?

My analysis points to the intense need for food companies and foodservice shops to embrace seasonality at all costs. It’s now imperative to join in and celebrate all kinds of holidays. Look to Pumpkin Spice Latte as an explanation.

Food brands have always used the LTO — limited-time-offer — to drive traffic and entice consumers to make a trip to get that special something that won’t be there forever. When I was a kid, McDonald’s Shamrock Shake for St. Patrick’s Day was the biggest standout, but then, there were so many fewer fast-food restaurants and food shops playing this game. Now, every food shop, pizza parlor and ice cream store develops or promotes a Valentine’s special. In fact, the National Retail Federation forecast that US consumers would spend $25.8 billion this year overall.

So, small indie businesses are joining in the fun, creating signature heart-shaped or indulgent food items to delight regular customers and hopefully lure in new ones. Otherwise, shoppers seeking to celebrate will do it elsewhere.

And, good news! McDonald’s rolled out that Shamrock Shake on February 5th this year. I suddenly have the urge to go have one!