The future of hospitality and food marketing - The Hospitality Show
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Slides from the Hospitality Show presentation and panel, where we discussed whether customers should switch on or switch off at the dining table.
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The future of hospitality and food marketing - The Hospitality Show
- 1. @DigitalBlonde1 Should we switch on or switch off at the dining table? @DigitalBlonde #Hosp15
- 2. @DigitalBlonde2 “Some of the best moments in life happen around a table when we are eating with people we love” Joe Perez, Tastemade #Hosp15 @DigitalBlonde @HospShow
- 4. @DigitalBlonde4#Hosp15 @DigitalBlonde @HospShow Mobile Usage 16% of UK adults live in a mobile- only home, Ofcom, 2014 0% 50% 100% People now spend an average of two hours and 57 minutes each day on mobile devices. Research by digital analysts Flurry
- 5. @DigitalBlonde5 20% would eat out more if phones were banned... Bookatable, 2014 #Hosp15 @DigitalBlonde @HospShow
- 6. @DigitalBlonde6Karen Fewell @DigitalBlonde A New York restaurateur recently discovered people take twice as long to finish their meals because they are using their phones to chat, take photos and post updates. 2004: People spent one hour and five minutes to finish their food and pay the bill 2014: 27 out of 45 customers asked their waiter to take a group photo, the average time from the start to the finish of the meal was one hour and 55 minutes #Hosp15 @DigitalBlonde @HospShow
- 7. @DigitalBlonde7#Hosp15 @DigitalBlonde @HospShow Mary Berry 'Downing Street Rule’ Visiting children, as well as her children and grandchildren, hand in their gadgets before dinner
- 9. @DigitalBlonde9Karen Fewell @DigitalBlonde#Hosp15 @DigitalBlonde @HospShow
- 10. Customer service #Hosp15 @DigitalBlonde @HospShow
- 11. 97p day #Hosp15 @DigitalBlonde @HospShow
- 12. @DigitalBlonde12
- 16. @DigitalBlonde16 “A combination of mobile, wearables, social and apps will change the way we buy food” @DigitalBlonde #Hosp15 @DigitalBlonde @HospShow
- 17. @DigitalBlonde17#Hosp15 @DigitalBlonde @HospShow 1. Customer Service 2. Marketing 3. Information about our food
- 19. @DigitalBlonde19#Hosp15 @DigitalBlonde @HospShow 1. Customer Service 2. Marketing 3. Information about our food
- 20. #Hosp15 @DigitalBlonde @HospShow New Menu
- 21. #Hosp15 @DigitalBlonde @HospShow Live Tweet
- 22. #Hosp15 @DigitalBlonde @HospShow Live Tweet Engagement
- 25. @DigitalBlonde25Karen Fewell @DigitalBlonde Food Marketing School #Hosp15 @DigitalBlonde @HospShow
- 26. @DigitalBlonde26#Hosp15 @DigitalBlonde @HospShow 3. Information on Food, Health, Sourcing and Sustainability
- 27. @DigitalBlonde27#Hosp15 @DigitalBlonde @HospShow Conflicting Information About Food • 200k recipe searches on YouTube everyday • 2.4bn food queries in the UK last year • 46% of recipe searches come from a smartphone
- 28. @DigitalBlonde28 Your Questions #Hosp15 @DigitalBlonde @HospShow
- 29. @DigitalBlonde29#Hosp15 @DigitalBlonde @HospShow How do you think technology will change the dining out experience?
- 30. @DigitalBlonde30#Hosp15 @DigitalBlonde @HospShow I do hope that we’ll have a healthier relationship with food both in and outside the home. Super smart wearable tech will play a major part in this by knowing exactly what we are consuming rather than having to enter everything into a diet tracking app or website like we do today. I hope this will bring about real-time awareness of food and health, as well as behavioural changes through the sharing of knowledge and experience to motivate communities. @DigitalBlonde
- 31. @DigitalBlonde31#Hosp15 @DigitalBlonde @HospShow “I also predict that food and catering industries will know much more about their customers and their emotional relationship with food. They will know in real time which of their customers in a set radius is hungover and needs re-hydrating, which have been to the gym and are in need of protein, and who needs 'brain food' due to mental stress. Success in the hospitality industry has always been based on a good customer experience, and new technology will make this more important than ever before. When we look down the street or in a building, our glasses or wearables will highlight which restaurant has the shortest wait, which one is short-staffed today, which one has had a health warning, which one offers a meal of 473 calories made up of the nutrients your body requires right now.“ @DigitalBlonde
- 32. @DigitalBlonde32#Hosp15 @DigitalBlonde @HospShow “Expect change in food purchasing behavior and expect it quicker than you would imagine” @DigitalBlonde
- 33. @DigitalBlonde33 Copyright Digital Blonde Ltd The Food Marketing School Karen@DigitalBlondeMarketing.com Karen Fewell @DigitalBlonde
Editor's Notes
- Usually, it’s the kid who gets in trouble for playing with their i-device at the dinner table. But how about Mom and Dad? How does smartphone use by parents affect interactions with their children? In a first-of-its-kind study published in Pediatrics, researchers analyzed how parents or other caregivers use mobile devices around children and how that use impacts relationships. “We chose to observe caregivers and children during meals because this is a daily routine in which face-to-face caregiver–child interactions are considered beneficial,” said the researchers from Boston University Medical Center. They observed 55 caregivers eating with at least one child in fast-food restaurants. Forty of those caregivers used a mobile device during the meal. Researchers were most concerned with the level of absorption, which they defined as the “extent to which the primary focus of the caregiver’s attention and engagement was with the device rather than the child.” Of the caregivers with smartphones, most of them used the devices throughout the meal and seemed to have more engagement with their phone than the child. Researchers took notes during the observations. Some of their comments included: “Many caregivers used the device almost continuously throughout the meal, eating and talking while looking at the device or only putting it down briefly to engage in other activities. Caregiver looks up occasionally to grab a French fry or quickly say something to the girl and then continues to do something on her phone. Female caregiver is holding the baby in her lap and is staring at her cell phone. There is no conversation. Caregiver appears to be typing into phone, holding it about 10 inches away from her face, looking into it for long stretches during which she does not look up.” A 2011 study published in Pediatrics advised physicians to tell their patients about the benefits of actively engaging their children during meals. When parents and kids eat meals together at least three times per week, benefits “include a reduction in the odds for overweight, eating unhealthy foods, and disordered eating and an increase in the odds for eating healthy foods.” In the current study, it was common for children to act out to get the attention of the distracted parent and equally common for the parent to ignore the needs of the kids. ”Caregivers absorbed in devices frequently ignored the child’s behavior for a while and then reacted with a scolding tone of voice,” said the authors. Such inattention could lead to potentially dangerous situations. ”It may be that children can perceive the inattention and take more risk,” Dr. David Schwebel, a psychologist at the University of Alabama, told the Wall Street Journal during a previous study of texting and distracted parenting. One of the positive observations showed enjoyment by caregiver and child when they shared information or entertainment on the mobile device. While no definitive conclusions were made from the observations, the researchers said that this analysis was ”an important first step in the study of how device technology affects the daily interactions that are so important to child development.”
- Please be aware that “social media isn’t a magic solution” Social media is the best piece of market research you never commissioned They are saying it whether you are there or not All marketing strategies in the digital era should outline how to “protect the business” and how to “grow the business”
- T
- In 2012, we celebrated our 15th birthday anniversary with our first restaurant opening in 1997 on Poland Street, Soho. I came up with the idea of selling all plates off the conveyor belt at our flagship restaurant, for 97p each as a one day spectacular to celebrate our 15th birthday. We pushed this exclusive offer through digital and social media as well as an email to our London database. We used social media to spread the news the day before the event and to help gauge how interested our fans would be in the offer. It was just an amazing day, customers of all ages came from the UK and abroad, non stop queues snaked right round the block, customers were waiting for 2 to 3 hours long. One man came for lunch and even queued back for dinner!
- We had some amazing feedback from those who came including: “2 hour queue was worth the wait!” “Awesome day! Smashed it!” “Thank you so much YO! We managed to devour 39 plates between 3 of us’. That’s 13 plates each which is pretty impressive number considering normally our customers on average eat between 4 and 5 plates!
- 2015 has started with new apps designed to make us think about the food we consume in and out of the home and how it impacts our health. On the 1st January Jamie Oliver launched his YOU- App, which is designed to motivate users towards better wellness though micro-actions. It has been developed with Fifth Corner Inc.
- “wearable technology“, “wearable devices“, and “wearables”, they all refer to electronic technologies or computers that are incorporated into items of clothing and accessories which can comfortably be worn on the body.
- In 2012, we celebrated our 15th birthday anniversary with our first restaurant opening in 1997 on Poland Street, Soho. I came up with the idea of selling all plates off the conveyor belt at our flagship restaurant, for 97p each as a one day spectacular to celebrate our 15th birthday. We pushed this exclusive offer through digital and social media as well as an email to our London database. We used social media to spread the news the day before the event and to help gauge how interested our fans would be in the offer. It was just an amazing day, customers of all ages came from the UK and abroad, non stop queues snaked right round the block, customers were waiting for 2 to 3 hours long. One man came for lunch and even queued back for dinner!
- In 2012, we celebrated our 15th birthday anniversary with our first restaurant opening in 1997 on Poland Street, Soho. I came up with the idea of selling all plates off the conveyor belt at our flagship restaurant, for 97p each as a one day spectacular to celebrate our 15th birthday. We pushed this exclusive offer through digital and social media as well as an email to our London database. We used social media to spread the news the day before the event and to help gauge how interested our fans would be in the offer. It was just an amazing day, customers of all ages came from the UK and abroad, non stop queues snaked right round the block, customers were waiting for 2 to 3 hours long. One man came for lunch and even queued back for dinner!
- In 2012, we celebrated our 15th birthday anniversary with our first restaurant opening in 1997 on Poland Street, Soho. I came up with the idea of selling all plates off the conveyor belt at our flagship restaurant, for 97p each as a one day spectacular to celebrate our 15th birthday. We pushed this exclusive offer through digital and social media as well as an email to our London database. We used social media to spread the news the day before the event and to help gauge how interested our fans would be in the offer. It was just an amazing day, customers of all ages came from the UK and abroad, non stop queues snaked right round the block, customers were waiting for 2 to 3 hours long. One man came for lunch and even queued back for dinner!
- Expect change in food purchasing behavior and expect it quicker than you would imagine.