Food as Experience, the Folly and a Way Forward

Consumers are looking for experiences. Can food itself deliver on this need? Many a company have chased this concept with varying degrees of success. We can learn much from the follies to discern the way forward.

EXPERIENCE IS NOT SCHTICK: Consumers are savvy enough to know when they’re being manipulated. It’s not about crazy presentations that aren’t functional, whether it’s a 5-layer sandwich that isn’t edible or guacamole mixed tableside that might as well been made in BOH. Ask yourself if the sparkles and sizzles are serving a distinct function in their execution that adds more than flare to the dining experience.

EXPERIENCE IS AUTHENTIC: If the elevated presentations or services have a reason to exist, you’re onto something. The Bloody Mary with skewers of a few apps, olives and fresh celery makes sense (if it can be delivered reasonably fast) because the drama serves an edible purpose on top of Look, I’m eating and drinking! Tableside guacamole works if the process invites the Guest to customize their tastes… spicy or mild, mango or bacon, citrus or cilantro. If it’s just about showing a consumer that you make it fresh, your brand has more work to do. The PF Changs soy specialization is a great example providing the server invests their time to explain its function.

EXPERIENCE IS NOT DELIVERING THE BASICS: Wifi and Happy Hour are base expectations of most any dining experience except maybe quick service. Seeking credit for it would only serve to undermine your brand. Same goes for Kids Menus, Satisfaction Guarantees, and Loyalty Programs. Satisfaction Guaranteed or your money back is Retail 101.

EXPERIENCE IS EXPLORATION: Let’s talk Fugu. While it may be inadvisable from a Risk Management perspective, puffer fish is an adventure. Otherwise, we can stop talking about food and beverage as if it can deliver that #trending #Millennial #YOLO life force. Rather, food and beverage can deliver on flavor exploration that reflects the consumer’s aspirations (travel) and communities (cultural diversity). Flavors like curries, guajillo peppers, and tamarind are new to many consumers who will be excited to break out of their comfort zone but not without some sort of risk mitigation. Build-your-own plates (sauces for chicken, wings or sides) and tapas can provide entry points. With Tapas, most mainstream consumers won’t expect Tapas restaurant pricing at the local chain so plan for lower prices and decreased margins.

EXPERIENCE IS NOT YOUR SERVICE-STYLE: Consumers deserve and expect their servers to be knowledgeable, kind and functional. It’s rare that the service should be main delivery of the experience unless you’re a concept that specializes in insults, appearance or bottle-tossing. I am not saying that service is secondary. Service will make-or-break the Guest experience, absolutely. It should however be invisibly beautiful.

EXPERIENCE IS EARNED: Don’t expect to trend in your consumer’s social network because you’re trying something new. While something may be bold for your brand, it’s just another day in your consumer’s world. Every association a consumer makes -- every follow of a brand, every snap that they chat -- either strengthens or denigrates the avatar they’re cultivating in the digital world. It’s a slow journey to earn their trust, but it’s worth it.