Food as a Connector: The Tenth Man Releases New Research Report “On The Menu”
LONDON, ENGLAND – July 22nd, 2025 – The Tenth Man, a creative and production studio, has released a new research report titled “On The Menu”. This insightful and immersive report explores the idea of food not just as nourishment, but as a connector to communities, culture, and identity.
The report features exclusive interviews with culinary disruptors such as Ashley Palmer-Watts of The Devonshire, Marcus Patrick Brown of Service Works, and Clement Ogbonnaya of Prince of Peckham. It also delves into the rise of supper clubs and communal dining as an antidote to the loneliness epidemic, and how ancient wellness traditions are being reimagined as modern medicinal food movements.
The Tenth Man’s reports focus on understanding different aspects of culture, including gaming, drugs, and now food. By learning about the people and communities in these spaces, the studio identifies insights that brands can leverage to grow.
Jen Reid, Strategy Director at The Tenth Man, explains the motivation behind the report, “Food may not be what you do, but it’s what your customers love. We created this report to show all brands how much opportunity there still is in this space, not just commercially, but creatively. Culture moves fast and the brands that will win are the ones that show up in unexpected places with relevance and boldness, regardless of their category.”
The full report, available now at thetenthman.com/onthemenu, blends research, editorial, and visual storytelling to inspire new thinking across a multitude of sectors, not just F&B. The Tenth Man’s goal is to help brands tap into the potential of food as a powerful connector to their audiences.
About The Tenth Man:
The Tenth Man is an independently owned creative and production studio with offices in London and Dublin, working with clients globally. The studio is powered by culture and entertainment, and its reports aim to provide valuable insights for brands to thrive in the ever-changing landscape of modern culture. To learn more, visit thetenthman.com.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.