Remember the days (like last year) when the only thing to eat or drink while shopping for a new car was vending machine chips and coffee that tastes more like motor oil than an organic roast. Well, that may be changing…welcome to the new foodie world order.
In recent months we have seen a Lexus Restaurant, The Cadillac House and BMW Restaurant, all taking advantage of the passionate food connected consumer to open up new lines to customers, by creating unique hospitality venues and restaurants. And it’s not just the auto companies. Retailers like Urban Outfitters recently partnered with multiple chefs to create restaurants inside their stores, Macy’s opened the new Chef Street at their Herald Square location (they also have a great food court in Chicago) and of course IKEA is famous not only for their hand-blistering do-it-yourself furniture, but their Swedish meatballs and cinnamon buns.
So what’s with combination of food & retail? Well, we think it just kind of makes sense. One thing we all have in common is the need to eat. Some of us put more emphasis on the quality of the food or the experience of the meal, but retailers are creatively using the tools of culinary marketing to find ways to drive traffic, create buzz, elevate their customers experience and ultimately sell more goods.
The indicators points towards more and more brands using culinary marketing as a powerful tool in the shed when building out their strategic marketing plans. We live in a new world where it is hard to break through and even harder to connect emotionally with consumers, and because of that, food is an amazing tool to help tell a different story and connect on a deeper level with consumers.
That’s the new foodie world order, and we love it!
- Lonny Sweet