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. And in this apocalyptical period, their aptitude to adapt in order to survive astounded me.
Please find below the first part dedicated to the food businesses: local restaurants and catering services
Restaurants and catering services have quickly adapted to Covid-19 by listing their restaurant to food delivery platforms like Wolt and Foodora, in Helsinki. Those who were already registered have been pushing much more obviously their delivery platform. Green Hippo Café digital marketing rocks and I still can't tell if they're genuinely candid or if they are cynically smart but their Insta is usually as well fed as their customers.
Below, the smartest post about Corona virus and the frenzied toilet paper shopping I've seen so far.
However El Rey Taqueria is ready to go the extra miles. They have just set up their own pick-up spot in the blink of an eye (in 4 days):
As for people 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 supermarket.
Chocolate being known to be a natural anti-depressant, it's a great timing for Pralina, a young brand of luxurious and home-made chocolate in Helsinki, to invite people to gift their friends and relatives. A really smart move to get some cash immediately even if the end-users want the product later. As the brand offers delivery, people can enjoy Petra's succulent chocolates right away or later!
In these times of uncertainty (I usually prefer the term Apocalypse, more grandiose than this gentle euphemism that we can read all over the internet), specific queries are on the rise. Every dine-out options are 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 you've implemented, with 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 was 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'd be curious to know if some of them 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 when we all have to practice social distancing.
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.
I gave a presentation about the trendy marketing technic beloved by the start-up world, also known as growth hacking. I combined a lightning talk and a more hands-on part to share concrete examples, in a very SEO-fashioned way. If you want to discover my personal take on this, enjoy this post!
Enjoy this most nostalgic inclusion of the printed press golden age! Make sure you're gonna 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.