kitchensurfing strategy - griffin farley's beautiful minds 2014
TRANSCRIPT
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we’re team D-licious
Lamique Farrell | Laura Fishman | Moira Gill | Kolin Quick-Gunther
hi.
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“I don’t want just a slice, I want the WHOLE. DAMN.
PIE!”
AUDIENCE STATE OF MIND
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OBJECTIVE
Over the course of one year, get 30,000 New Yorkers to try KitchenSurfing for the first time.
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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.
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BARRIERS
The perception that staying in is boring ANDAwareness
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THE SWEET SPOT
ConsumerTruths
Cultural Truths
Product Truths
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“More than 7 in 10 say they increasingly crave experiences that stimulate their senses”
-JWT INTELLIGENCE
CONSUMER TRUTHS
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CONSUMER TRUTHS
They want to spend their money on experiences, not products.
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CULTURAL TRUTHS
They want transparency about their food.
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“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
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PRODUCT TRUTHS
KitchenSurfing isn’t just about the food - it’s about the experience.
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THE SWEET SPOT
ConsumerTruths
Cultural Truths
Product Truths
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
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POSITION
The ultimate dining experience
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FROMKitchenSurfing is in the food business
TOKitchenSurfing is in the experience business
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CONNECTION MOMENTS [ showcasing the
EXPERIENCE ]
Chef Demos inside of Whole Foods and at farmers’ markets
Kitchensurfing chefs preparing meals at open-house apartment viewings
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BOMPAS & PARRNYC celebrity endorsement for PR generation
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BOMPAS & PARR STATS
Twitter Followers: 4k*
Platform: Self Described “Food Architects/ Jelly Mongers”, Authors.
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OTHER PR MODELS WE LIKE
-Uber’s “I can has kittens” campaign
-Airbnb’s website re-design(selling experiences rather than places)
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EXTRA IDEAS
-KitchenSurfing App-Airbnb partnership-Featured Chefs Web Series-Paperless Post partnership ->
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Bon Appetit!
Thank you KitchenSurfing, BBH, mentors, and Griffin Farley for providing us with this incredible opportunity.