marketing

From food to soul - food & beverage case study

In this fast-paced society, life is overwhelmed by gigantic amount of information. People feel more and more disconnected even if they are active on social media. A experimental restaurant “table for ONE” was opened to create new experience, both for taste and mind. Each table is design for only one seat and every customer should sit along, and put your smartphone in a customized bag. Each serving comes with different games which allows customers to stay in “ the present.”

“table for ONE” was a big success. Innovative, delicate and delicious. Most importantly, it targeted consumers’ psychological needs which consumers may not even realize.

※Image source: table for ONE http://bit.ly/2DnUEey

From food to soul - food & beverage case study - Image 1

Case Study 01

Private Kitchen

F&B version of airbnb - private kitchen, is new but getting well known in Taiwanese market. Private kitchen is usually owned by amateur chef or people who are passionate about cooking, and they love to share the dishes with new friends. It can be an ordinary house kitchen; it can be a stylish dining room. All up to the owners. The spirit of private kitchen is to share. The chef and the customers sitting around the dining table and talk about life.

As a new type of F&B, private kitchen reflects people’s expectation to eat out, that is, a home-like social experience, that is warmer and closer than social media.

※Image source: Dear Chef https://www.dearchef.tw/

Case Study 02

From food to soul - food & beverage case study - Image 2

Case Study 03

Sustainability

The food taste and food safety are the basic ground of F&B business. But how can the sho lift the level of ingredients to fit consumers’ consciousness? Organic restaurants have developed “from farm to table” model, that a little farm is attached to the restaurants and the customers can pick their ingredients for their meal. Some cooperate with local organic farmers to support the community. Some focus on left-over issues, such as collecting ugly fruits and vegetables from supermarkets to make delicious food.

As morden values changes, the public is looking for more behind shopping behaviors. To establish a business model from the choice of ingredients may not create instant buzz, but it aims at people’s recognition to the brand value.

※Cases:

Veggluu http://bit.ly/2DkaEKp
HouseBook http://bit.ly/2ETpVSI

Conclusion

Strong image may catch people’s eyes shortly, but it cannot guarantee a long-term loyalty. Look into the dining behaviors and the issues behind and endow deeper value to your products and services, so that you can echo with customers. We believe that there is no full market but a unique proposition that speaks the same language as TA’s.

Back to insights

More we thought

marketing

Essentials of Rebranding - Internal branding & Marketing

Once you finish the rebranding, without hesitation you may want to announce the new CIS, tell your customers, showcase the new packaging…. WAIT! There are some very important but often overlooked steps before re-launching your brand, that is internal branding, brand guideline and new marketing plans.