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CUR ATU R E MA RK E T I N G D O S S I E R | D EC EMB ER 2018

Why people buy


experiences
instead of food in a restaurant

2018 has been a great year for restaurants,


pop-ups, cloud kitchens, cafes & QSR’s.

We saw brand doubling in stores, concept


restaurants flourishing, people absolutely
loving homegrown brands and growing
more aware of the F&B ecosystem
around them.

Many a times,aspiring restaurateurs find


themselves in a fix when it comes to
deciding the format or the brand
positioning for their projects. 90% of
the cases it leads to confusion and they
eventually end up diluting their brand’s
voice. 2018 and the coming times are “2018 and the coming times are
going to be all about content. Out of all going to be all about content. ”
the social media noise that is buzzing
in our day to day feed browsing, it has
become incredibly hard for outlets to In order to tackle the same we’ve
reach out to their right customers. come up with what we call a
Customer buying behavioural chart
that people should really consider
before launching their proposition
in the market.

There are several questions that


people need to research about and
quaint themselves with. Every level
has a question matrix, mentioned
below.
CUR ATUR E MARK E T I N G D O S S IE R | D EC EMB ER 2018

Why people buy experiences


instead of food in a restaurant:

Understanding the
buying process
Level 1: Level 5:
Concept Recognition The Purchase
What’s your concept? Okay the customer has finally decided
What do you stand for? to make a purchase and give your
What’s your product? product a try and you’re happy. Yes, a
Where is your demographic? need was created, you completed your
Is the customer aware of research, differentiated your brand and
your product? the customer bought from you/dined at
your restaurant, all the stages that could
possibly lead the customer to you has
Level 2:
been finished. What if we told you that
Information search this was only half of the battle?
Once you’ve asked the above Marketing at this stage is straight
mentioned questions, It’s time to upfront. You need to keep it simple silly,
research about it, One can pick a Once the purchase is done, we need to
cluster demographic they visualise look at the purchase process, and ask
their brand in and start researching these fellow questions again; Is the
about the questionsin reference to process complicated? Does it involve a
the same. lot of steps? Is the turnout too slow?
Can the user be given a much better
experience?
Level 3:
Differentiation Research again about these questions
and make alterations/modifications.
Just because you’ve researched well
Efficient use of tech-marketing tools
and differentiated yourself in terms of
readily available for us in 2018 can
your product offering from the
help answer these questions radically
competition doesn’t mean a customer
and help promote customer retention.
will absolutely make a purchase. In fact,
We’ll talk more about the same in our
now more than ever, customers want to
upcoming keynotes.
be sure they’ve done thorough research
prior to making a purchase.Because of
this, even though they may be sure of Level 5:
what they want, they’ll still want to
compare other options to ensure their
The Purchase
decision is the right one. The process hasn’t ended yet. It’s a
circle. Revenues and customer loyalty
can easily go south. The customer always
Level 4: evaluates whether they made the right
The Decision choice or not. If there’s dissatisfaction,
it can be handled baby identifying the
This Is the most elusive step where the
source of the problem that caused
customer will make a choice or bounce
unpleasantness for the guests. However,
off to any other alternative they have.
even if the guest is satisfied with his
Storytelling literally has a chemical
decision, a future visit/purchase is shaky.
effect on the brain that wakes it up in
Timely feedback and good retention
order to ingest, digest and store
programmes helps keep these variables
information. — Reid Genauer, The Story
in check.
of Data Driven Storytelling

This is where your brand story matters


the most, essentially how honest you’ve
been with your storytelling. We give the Making efforts to understand these 6
guests more credit. Concepts come to stages of guest/customer behaviour
life when they’re paired with a strong is crucial for the success of any brand
narrative that has an influential impact placed in the F&B ecosystem. Doing
on your demographic. this on a timely basis helps ensure
revenue gains and increased levels of
customer retention eventually ending
up in Win-win for the brand.

Marketing keynote by:


Vicky Mandal
Head Project Consultant, Curature
+91-9717840106