1 week ago
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Beyond yodelling along to the opening credits or decoding hidden clues about the show’s plot, some fans of the critically acclaimed comedy drama The White Lotus have taken their obsession a step further this season.
Since the drama – this season set in Thailand – premiered on 17 February in the UK, Thai takeaway orders through Just Eat have increased by 11%, as viewers look to “[travel] via their taste buds”.
Orders from Busaba, a popular modern chain, rose by 25% with pad thai, chilli beef jasmine rice and calamari proving fan favourites.
Pad Thai and veggie spring rolls are other popular choices from Rosa’s Thai, with takeaways jumping 21% after the show first aired.
The impact of hit TV shows on travel habits is well known – demand for trips to the show’s previous locations in Hawaii and Sicily spiked after their release, a phenomenon now referred to as the “White Lotus effect”.
For many, trips to luxury resorts, spa retreats and popular filming locations are out of reach, but “sampling the cuisine” from these destinations offers viewers a way to experience a piece of the show’s world in real life, said Melanie Zanoza Bartelme, associate director of food and drink research at the market research firm Mintel.
“Consumers want more than ever to feel a part of the worlds they immerse themselves in, including their favourite television shows. That’s why we’ve seen consumers pursuing ‘set-jetting’, or visiting the filming locations of these programmes.
“For most consumers, though, such trips are out of reach, but sampling the cuisine of those locations is a lot easier. Takeaway and other cuisine exploration of the foods enjoyed by TV characters gives consumers a tangible way to connect with their favourite shows without needing to leave their sofas,” she said.
The ritual, nicknamed “White Lotus Mondays” (or Sundays, for US viewers), has gone viral on social media, with fans posting videos of their Thai food orders in front of the TV. One video showing a user’s table covered in Thai food, captioned: “I saw this idea and will be doing it every week from now on,” has more than 959.1k views and 90.2k likes.
Trish Caddy, Mintel’s associate director of foodservice, added: “Mintel research finds that 58% of UK diners who recently ordered or are open to trying south-east Asian cuisine [such as] Thai food, show strong enthusiasm for its bold flavours.
“Cultural influences continue to redefine what we eat and how we connect with global cuisine.”
