STOCKHOLM, SWEDEN, 2016-Jun-22 — /EPR Retail News/ — The city restaurant or café is turned into an external living room thanks to the urbanization where many households live on small surfaces. Now when summer is close and we long for outdoor living, restaurants with outdoor seating are very popular. Especially rooftop restaurants and bars are in demand and this year there are many new examples. This is the background and the justification for awarding The rooftop the Wild Strawberry of the Year 2016 award.
About the Wild Strawberry Award
HUI Research appointed in the summer of 2012 the Wild Strawberry of the Year for the first time. The Wild Strawberry of the Year can be almost anything, a product, service or phenomena associated with the summer season. The Wild Strawberry of the Year award will be the hospitality industry sector’s counterpart to HUI Research’s famous Christmas Gift of the Year. The Wild Strawberry of the Year award share vital similarities to the criteria that generates the Christmas Gift of the Year award. The Wild Strawberry of the Year award will be appointed before Midsummer eve every summer.
In order to gain the Wild Strawberry of the Year award one or more of the following criteria must be fulfilled:
- The Wild Strawberry of the Year shall have news value
- The Wild Strawberry of the Year shall represent the times we live in
- The Wild Strawberry of the Year shall be enjoyed in large quantity or add substantial value to the owner or region etc
The Justification for the Wild Strawberry 2016 Award
The urbanization means that many households live on small surfaces in the larger cities. This makes the restaurants, cafés and bars act as external living rooms where people meet, hang out and have a bite to eat. Now when summer is close we want to spend as much time as possible outdoor. Therefore, restaurants with outdoor seating are extra popular, almost regardless of the temperature.
Rooftop restaurants and bars are especially in demand. The view attracts as well as the possibility to escape the concrete jungle for a while. This year, we see many new examples of rooftop restaurants in the larger cities. Hotels, restaurants as well as department stores make use of their rooftops.
The rooftop restaurant is more popular than ever, says Lena Larsson, CEO HUI Research. Many are inspired by the rooftops in New York, since long an attraction for both New Yorkers and tourists. Perhaps we’ll see guides rooftop bar tours also in Sweden?
Previous award winners
In 2015 Urban Farming became The Wild Strawberry of the Year.
In 2014 the Festival Bracelet became the The Wild Strawberry of the Year.
In 2013, the Culinary Journey became The Wild Strawberry of the Year.
In 2012, Glamping, glamorous camping, became the The Wild Strawberry of the Year.
Questions on the Strawberry of the Year award
For more information or if you have any questions about the Wild Strawberry of the Year, please:
Martin Karlsson, Senior Consultant
Tel: +46-8-762 72 93
Lena Larsson, CEO
Tel: +46-8-762 72 89