Under COVID - Creative Food & Beverage Brands
Since the outbreak of COVI-19 last year, most industries were heavily impacted. It included the Food and Beverage sector in Taiwan from May, 2021 when the semi-lockdown began. People practiced Stay Home and Work From Home and drastically decreased the time spent outside. To survive, many restaurants and street eats started to provide take-away and delivery service, even high-end luxury brands.
Without the personal interaction and dining environment, the only contact point between brands and consumers fell on the little delivery boxes. Apart from making sure the food quality, the box also played a role of brand communication to build emotional connection with customers.
Case Study 01
Take-Home Experience
Meowveluous Taipei Fan Club is a famous dining place. The great mix between tasty food and cool environment with stylish design and innovative presentation has strengthened the experience of customers. During the lockdown, all the experiences above were “cancelled.” However, Meowveluous Taipei Fan Club created branded boxes and packaging with their signature characters to deliver an at-home experience as playful as dining-in.
Image Source: Meowveluous Taipei Fan Club
Case Study 02
Crossover Strategy
Small businesses can work together to create buzz and new opportunities. Li-Ho Very Big Resturant formed an alliance with five brands: Weekend Chicken Club, Taihu Brewing, A-MA and Grandma’s Fridge to serve special delivery meals. And it was not just one meal, but an all day meal package, within which lunch box, drinks and sauces were included. And of course brands’ tone and manner were also applied on the boxes to wow the customers.
Image Source: Li-Ho Very Big Restaurant and Weekend Chicken Club
Case Study 03
Unboxing the Streets
Fancy some tastes from other cities? kkday partnered with five Tainan top eats: Jin-Xia, Nuofu, NINAO Gelato, Moonrock and St.1 to come up with a limited package “Meal Ready To Eat.” Applying the idea of a military food pack, it humorously transferred the idea of “survival” from the battlefield to our home. When you open up the pack, you also unbox the various local food and creativities. The service has two editions so far, one of Tainan and one of Taichung. It makes us wonder which streets it’s gonna put in.
Image Source: kkday, FOODIE AMBER
Conclusion
Our life is changing. Brands need to be flexible and to adjust themselves quickly enough to respond to the threats of COVID. Businesses are thinking about new products, new business models and new solutions everyday to try to connect with their customers. If you are a brand that requires physical experience, how do you convey brand attributes to e-commerce? Good product quality guarantees you basic customer trust, but how do you compete when people’s choices are based on texts and pictures? Maybe it’s time to bring your brand experience from offline to online to delight the consumers.
Image Source: chiba1000samurai
