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Posts from the ‘Digital’ category

The key to business success is anticipating customer desire and reducing purchasing friction, says Panera Marketing Senior VP Chris Hollander.

The best way to grow your brand is to discover what your customers want and make it extremely easy for them to get it.

Panera Bread

Think about how Panera grew from a single 400-square-foot store in Boston to 2,200 locations nationwide. Early on, we found that people wanted to be more thoughtful about what they were eating. But that’s easier said than done, especially when eating outside the home. So we began listing calories on all our menus (long before it was mandated) and offering clean foods.

In recent years, we’ve seen a shift in what people expect from us as a brand. Today’s consumers are empowered by technology to get exactly what they want, when they want it, without much effort. We need to address this shift by updating our business practices for a digital-first world. If we don’t, our hungry customers will head elsewhere—to restaurants that are meeting their ever-increasing expectations.

Digital can remove friction.

A few years back Ron Shaich, our founder, noted that a Panera cafe at noon was like a mosh pit. Hundreds of impatient and demanding customers waited around to order and collect their food. This was not the experience we wanted our customers to have. Sure, a full cafe was a clear sign they desired our products, but how soon before the friction of overcrowding and long waits sent them packing? We realized digital was the natural next step in addressing this.

One solution was the digital kiosk. Customers can explore and personalize menu items, and place orders more quickly. Loyalty club members can even save preferences and payment details to earn rewards. We also introduced Rapid Pick-Up, a service that lets customers order via website or app and pick up without waiting in line.

These changes have created smoother, more accurate ordering processes and reduced wait times, which leads to happier customers. Today, 30% of our orders are generated digitally.

Read more at ThinkWithGoogle: https://bit.ly/2Iy17SO

At its 2018 NewFront, Disney Digital Network (DDN), which creates digital stories for millennials and Gen Z, said the network is seeking to further engage that audience by marrying Disney fandom with lifestyle topics like pop culture, style and food through new brands, partnerships and content.

The presentation came after a 25 minute wait for attendees to sign NDAs and seal their phones in envelopes as Disney also showed a clip from Wreck-It Ralph 2. (But, for their trouble, guests got to take selfies with Mickey Mouse afterward and took home $50 giftcards.)

Disney Digital Content

“If you look where millennials are spending time and money, it’s around experiences,” said Josh Mattison, vice president of alliances and sponsorships at Disney Interactive. “Food and culture experiences are a big part of that.”

The network, which DDN said reaches more than 1.3 billion followers, is made up of editorial brands like Oh My Disney, Disney Style and Babble, more than 350 cross-platform social media channels and Maker creators and digital influencers. (Disney acquired Maker Studios in 2014.)

New for 2018 is Disney Eats, an editorial brand DDN said “recognizes the bond and community that form over culinary experiences and embodies the communal spirit shared with friends and family over a meal.”

Disney Eats will include what DDN called diverse culinary adventures inspired by Disney characters and the flavors of Disney Parks. It will also share curated content from food influencers and videos from DDN’s other editorial properties.

And, finally, Disney Eats has partnered with lifestyle network Tastemade to develop original programming and video series with titles like Kitchen Little, Tiny Kitchen and Must Be Science. (Disney Eats also boasts a collection of cooking products—including cookbooks—for millennial families.)

Read more at Ad Week: http://www.adweek.com/digital/disney-digital-network-doubles-down-on-lifestyle-content-with-new-food-focused-editorial-brand/

If you plan to sip a Guinness on St. Patrick’s Day, you have content marketing to thank.

The iconic black beer from Ireland is popular throughout the world because of a lucky stroke of genius—an idea that foreshadowed the rise of branded content.

In the 1950s, Sir Hugh Beaver, managing director of Guinness Brewery, was at a shooting party in County Wexford when he hatched an idea for a reference book that aimed to settle pub arguments throughout the world, according to the brand. He and his companions couldn’t agree on the fastest game bird in Europe. What the world needed, he realized, was an authoritative source of facts and figures: The Guinness Book of Records.

guinness digital

Like a good content marketer, Sir Hugh knew his audience, saw a problem, and sought to fix it with valuable, original content. His simple but revolutionary idea grew to become a household name, and the global phenomenon of Guinness continues today. Thirty-three million pints of Guinness will be consumed worldwide this St. Patrick’s Day. The beer is brewed in 49 countries and sold in over 150 countries. And of all the places tourists to Ireland could visit, the Guinness Storehouse in Dublin trumps them all as Ireland’s most popular tourist attraction.

Despite the global recognition, the brand has still had to contend with the challenges of social media and digital marketing in an ever-noisier environment. Today, the brand continues to evolve its brand story, with new forays into experiential marketing and digital storytelling.

Read more at Skyword: https://www.skyword.com/contentstandard/marketing/more-than-luck-of-the-irish-what-guinness-can-show-us-about-the-power-of-content-marketing/ 

Spirits brand/college staple Jägermeister has selected Firstborn as its digital agency of record, following a review launched in October which included four undisclosed agencies, in addition to Firstborn.

jagermeister

Firstborn will be tasked with handling all digital duties for the brand. Jägermeister will continue to work with global lead creative agency Opperman Weiss, Cross Media, which was named media AORfor the brand last year and Integer on point-of-sale.

“We are a brand that likes to be first—so we were looking for a digital partner that could not only conceive of, but execute, technologically-driven ideas that would push the norm and bring innovative thinking to our marketing,” Mast-Jägermeister U.S. vice president, integrated marketing and services Heather Kozera said in a statement. “Firstborn is the perfect agency to provide that leading-edge digital expertise.”

firstborn

The appointment follows Jägermeister’s first major rebranding campaign in its 80-year history last year. For Firstborn, it follows the agency picking up work for NYU Langone, luxury apparel brand Lafayette 148 and travel brand Tauck.

from AgencySpy: http://www.adweek.com/agencyspy/jagermeister-appoints-firstborn-as-digital-agency-of-record/144153

Former NFL wide receiver Terrell “T.O.” Owens is pushing Pizza Hut’s Hut Rewards loyalty program in an ad to run during NBC’s pre-game Super Bowl show and the in-game live stream.

Last week, the pizza chain unveiled a video and social promotion, featuring retired NFL pro Devin Hester, driving consumers to join the loyalty program before the game’s kick-off. The incentive: Members will be eligible to win free pizza if Hester’s record for the quickest SB touchdown (14 seconds into a game) is broken during SB LII.

Today, Pizza Hut pre-released the Owens ad, which also promotes the chain’s claim that Hut Rewards is the “faster way to earn free pizza” because of how the rewards program is structured (unlimited points and a free two-topping medium pizza for 150 points).

Both the 30-second version (below) and a a 15-second version will air during the pre-game show, of which Pizza Hut is a sponsor. The 30-second version will also air during the live stream of the game.

The brand will also push the “faster free pizza” message through cutdowns and clips featuring Owens on Facebook, Twitter and Instagram, digital banner ads, and its site’s homepage.

The Super Bowl is the biggest day of the year for major national pizza brands, and pre-game—the hour before kick-off—is peak ordering time, according to Pizza Hut, which expects to sell more than 2 million pizzas during that window.

Pizza Hut generates more than half of its orders (year round) through digital channels, including apps, Pizzahut.com, Twitter and Facebook chatbots, and Amazon Echo.

from Media Post: https://www.mediapost.com/publications/article/313633/pizza-hut-taps-terrell-owens-for-pre-game-and-live.html