In the past few days, as I was scrolling down my Insta feed 100 times per day as usual, I noticed something very interesting. Besides all the memes about toilet paper and all the stories summoning people to chill the F out, besides the Masterclass ads and all the ads for a various range of project management tools and growth hacking on Instagram experts, besides all this, I noticed what my local shops, restaurants, designers, concert halls, etc., were posting. In this apocalyptical period, their aptitude to adapt in order to survive astounded me.
Please find below the first part in my adapting to the apocalypse series dedicated to food businesses: Local Restaurants and Catering Services
Restaurants and catering services have quickly adapted to Covid-19 by listing their restaurant on food delivery platforms like Wolt and Foodora in Helsinki. Those who were already registered have been pushing their delivery platforms much more obviously. Green Hippo Café’s digital marketing rocks and I still can’t tell if they’re genuinely candid, or if they’re cynically smart, but their Insta is usually as well fed as their customers.
Below, I present the smartest post about Coronavirus and the frenzied toilet paper shopping I've seen so far.
However, El Rey Taqueria is ready to go the extra mile. They have just set up their own pick-up spot in the blink of an eye-4 days!
As for businesses offering only catering service, I found that My Dear Kitchen's approach was very creative and versatile, as she seems to align her strategy to online content producers (aka influencers, e.g Youtubers) with a Patreon page, a new podcast project and home delivery.
Other catering services such as Rulla in Helsinki were not only offering free delivery, pushing the orders on Wolt and Foodora but have also created a lunch box now distributed in supermarkets.
Chocolate, being known for being a natural antidepressant, is making this a great time for Pralina to invite people to gift their friends and relatives a decadent treat. This young brand of luxurious and homemade chocolate in Helsinki, has made a really smart move that gets some cash in-hand now, even if the end-users won’t want the product until later. As the brand offers delivery, customers can enjoy Petra’s delicious chocolates right away or in the future.
In these times of uncertainty (I usually prefer the term Apocalypse, more grandiose than this gentle euphemism that we are reading all over the internet), specific queries are on the rise. Every dine-out option is considered (see screenshot below), along with information about the safest ways to do your daily routine. In fact, search interest for, “is food delivery safe” has increased 650% across the U.S. since the beginning of March, as explained in this article.
In practice, this means dedicated pages to present all the take-away modalities available, and the internal safety policy your business has implemented; as well as updates based on public releases about Covid-19. As a user, I'd like to know how often the doors are cleaned when I go to a grocery store for example. If it’s more than once per day, I'd feel a bit safer already.
These 2 types of local business have already showcased a pretty wide range of ideas, channels, and business model variations which will hopefully be inspiring for some of you in a similar industry.
Since we can't experience the ambiance of a restaurant anymore, I’m curious to know if some spots are using props to enrich the experience now limited to tasting the food. What are the quintessential components of the physical experience in a restaurant or a bar? The food/drinks, the decor, and the service. If the food remains the same, the decor and the service need to be re-defined with very simple things such as:
To continue, the next post will be about retailers and their adaptive strategy to survive while we all have to practice social distancing.
Luis Rico was preparing to celebrate the five-year anniversary of his Mexican Taqueria, El Rey, before the coronavirus pandemic crashed the party. The Focksters had the pleasure of (virtually) sitting down with the real person behind the much-enjoyed spot in the heart of Helsinki, to discuss the innovative ways he found to connect with the real customers that are so important to the heart of his restaurant’s business model. (And yes, the Focksters all want tacos now).
Miam Clothing is a new Finnish fashion label whose team was planning to step up their sales and marketing game. However, juggling all the marketing channels was tedious and wasting the company's resources. Together with the retail agency Werk, we rallied around this emerging designer and created an omnichannel evaluation with 2 clear goals in mind: Empowering Miam to create a profitable seamless customer experience and find the most cost-efficient strategy to get customers. Read more about this new project.
Enjoy this most nostalgic inclusion of the printed press golden age! Make sure you’ll enjoy Slush to the fullest thanks to this delightful personality test.
You don’t need extravagant resources to reach interesting results, relevant for the size of your organisation. The most important thing is probably your involvement in the project. If you want to collaborate with me, drop me a line.