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Similaire à KitchenSurfing Strategy - Griffin Farley's Beautiful Minds 2014
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KitchenSurfing Strategy - Griffin Farley's Beautiful Minds 2014
- 1. we’re team D-licious Lamique Farrell | Laura Fishman | Moira Gill | Kolin Quick-Gunther hi.
- 2. “I don’t want just a slice, I want the WHOLE. DAMN. PIE!” AUDIENCE STATE OF MIND
- 3. OBJECTIVE Over the course of one year, get 30,000 New Yorkers to try KitchenSurfing for the first time.
- 4. AVENUES WE EXPLORED An easier way to host a dinner party BUT food preparation is a huge source of satisfaction. A restaurant experience without the hassle BUT people love going out to try restaurants.
- 5. BARRIERS The perception that staying in is boring AND Awareness
- 7. “More than 7 in 10 say they increasingly crave experiences that stimulate their senses” -JWT INTELLIGENCE CONSUMER TRUTHS
- 9. CONSUMER TRUTHS They want to spend their money on experiences, not products.
- 10. CULTURAL TRUTHS They want transparency about their food.
- 11. “My favorite part of KitchenSurfing may have been watching a chef make magic in the kitchen — and not just any kitchen, but my kitchen.” -Taylor Soper, Geekwire PRODUCT TRUTHS
- 12. PRODUCT TRUTHS KitchenSurfing isn’t just about the food - it’s about the experience.
- 13. THE SWEET SPOT Want to spend on experiences over products Want to be closer to their food and know exactly where it comes from KitchenSurfing offers a unique experience, in addition to excellent food from amazing chefs
- 14. POSITION The ultimate dining experience
- 15. FROM KitchenSurfing is in the food business TO KitchenSurfing is in the experience business
- 16. CONNECTION MOMENTS [ showcasing the EXPERIENCE ] Chef Demos inside of Whole Foods and at farmers’ markets Kitchensurfing chefs preparing meals at open-house apartment viewings
- 17. BOMPAS & PARR NYC celebrity endorsement for PR generation
- 18. BOMPAS & PARR STATS Twitter Followers: 4k* Platform: Self Described “Food Architects/ Jelly Mongers”, Authors.
- 19. OTHER PR MODELS WE LIKE -Uber’s “I can has kittens” campaign -Airbnb’s website re-design (selling experiences rather than places)
- 20. EXTRA IDEAS -KitchenSurfing App -Airbnb partnership -Featured Chefs Web Series -Paperless Post partnership ->
- 21. FOOD = AN EXPERIENCE
- 22. Bon Appetit! Thank you KitchenSurfing, BBH, mentors, and Griffin Farley for providing us with this incredible opportunity.
Notes de l'éditeur
- Lamique: New Yorkers want it all by any means necessary. They want it something they can brag about, they want something that’s unique to them.
- You could position this as an alternative to hosting dinner parties. People love hosting dinner parties because they love providing an experience for friends. You could position this as an alternative to going out to the hottest new Manhattan restaurant. This isn’t viable because people love going out for the sake of going out. Everything we’re showing you today is a solution to that problem. We’re going to let people know about KitchenSurfing and also SHOW them that it’s an amazing experience.
- you have to venture out of your home to find new and exciting experiences Everything we’re showing you today is a solution to that problem. We’re going to let people know about KitchenSurfing and also SHOW them that it’s an amazing experience.
- This is how we arrived at our strategy for Kitchen Surfing.
- Out of over 2,000 millennials surveyed.
- Constantly connected millennials crave experiences that stimulate the senses. These people are known for spending vacations on the couches of strangers, outdoing friends on social media to see who can push the boundaries of what’s “doable.” Where can they find the next great experience?
- In a world of GMOs, funky fast-food chicken, and pro-biotics, people want complete transparency about their food - they want to be closer to it and know exactly where it comes from.
- Consumer gets not only the back story behind their meal, your food, your chef, but get to EXPERIENCE the food.
- You get to meet the chef who prepares your food, experience the process of your food being made - the sights, the sounds, the story behind the meal. Food is no longer a pre-going-out staple - with Kitchen Surfing, it’s an event in and of itself.
- Right now, Kitchen Surfing is focusing on the food and the cuisines it offers. We want to shift the strategic idea to food as an experience. Inspire people to buy experiences rather than food.
- Pop up shops in places like SoHo, Morningside Heights, Madison Square Chef will identify with Kitchen Surfing during demos At Farmer’s market, chef can use some of produce and show what they can do with it