The Future of Food - Bergmeyer Trend Report - Report - Page 14
Johanna Chang, Flour Bakery + Cafe, Boston MA. Offering home baking kits & step-by-step instructions via Instagram. Photos @flourbakeryandcafe
As important as connecting with customers is for businesses, identifying the points of
connection outside of the typical food and overall experience are equally a priority. There
are many ways to extend connections beyond the in-dining experience.
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Creativity in the way brands offer extended connection is rich territory,
particularly in this physically disconnected time.
From intimate cooking classes to bartending tutorials, virtual or in person,
these prove to be instrumental at building more meaningful connection.
Home meal kits also extend the associated experience of dining at a
favorite restaurant.
Relating back to brand thumbprinting, success of these products lies in the details.
Operators need to be cognizant of the packaging and associated messaging. Telling a
story is important. Knowing from who and from where the products in the kit come from
can humanize the experience. These extensions of a brand are highly impressionable,
and the opportunity to bring a brand into the customer's home kitchen, the heart, and the
emotional realm are, for many, an incredible moment of connection.
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BERGMEYER TREND REPORT | THE FUTURE OF FOOD
