Restaurants bite the consumer also by marketing

Time was long queues were credentials to measure how popular it was a restaurant. In fact, the phenomenon of endless hours in certain environments is still common in the great capitals, but increasingly consumers are alert to other attributes of value, such as the origin of food and quality of service. The scenario encourages establishments to rethink your business model and strategy of conversation with this audience. More demanding and knowledgeable consumers are more careful when seeking meals away from home, and, in this equation, the price factor also has weight as relevant as the experience provided throughout the process. For Marcelo Bridges, a professor of advertising at ESPM, the gastronomy sector undergoes a major change and come out in front of the players to understand that food is no longer just to kill hunger. "I can't imagine going to a restaurant just as the food point of view. The experience begins when you decide to leave the House until you get back. Everything including this journey, since location, parking, row, and the meal service are part of the experience of eating out, "he says. Chef partner Jefferson Rueda in newly Hot Pork, Deli specializing in handmade hot dog, Guime Davidson agrees that consumers have changed their habits. Ahead of the creative consulting Gimmick, the publicist takes care of communication of traditional points of São Paulo, such as pig's House and Oz, where has seen customers move more conscious about what they eat. "The consumer has been questioned more and more what you're eating is healthy. It is a slow movement, but that gains strength. This discussion of the organic, the preparation, it all starts to go on the agenda of the opinion makers. People love going to Habib's or McDonald's, but the concept of less industrialized foods is already inserted ". Showcase of experience taking into account that the journey in major cities tends to encompass more and more meals away from home, which are not lacking opportunities to impact this consumer. According to the Abrasel (Brazilian Association of bars and restaurants), the sales of power market should advance 4.5% this year, almost double in about 2017. Taking advantage of this movement, the restaurants have joined forces to be more attractive. Was the bet of Fernando Reis back there, with the creation of the Restaurant Week, present in 15 cities throughout Brazil. The issue in the State capital had record with more than 200 participating homes, prompting the extension for another week, until the last day on April 29. "The Restaurant Week is a comprehensive communication platform. Today you have the traditional form of the media plan, with ads, activation, etc., but the festival offers all of this with the customer experience. It's a great way to communicate and perform. There is no better advertising than to provide a good experience, "he says. With the theme of international gastronomy and culinary focus of the countries that will participate in the World Cup, the event became a benchmark of the segment and has attracted sponsors and supporters, as the brewery Petra this year. No wonder, other similar models exist, such as the Comida Pub. More recently came the season Gourmet, conceived by Jardim Sul Mall, in São Paulo. "When we look back, the Mall was a temple of consumption. And the cuisine was not seen as part of the experience. The market needed to reinvent itself. Before, the average ticket was spent only to kill the hunger, but today it's invested in experience. The consumer basket is totally different, "says Bruna Fábris, head of marketing for shopping. For Thais Adamson, Galunion branding expert, consulting firm specializing in the food service market, in fact, there has been a change in the profile of consumption in the food courts. "When I go out to eat, I'm more tuned. If you don't have that kind of power, I'm going to be much more selective. The food courts have a very big fight price, but the restaurants have a limit. No longer how to reduce the price without losing value, "he says. In addition, come into play activations that go beyond food. The first edition was held from 10 Gourmet Season to 13 April, with the participation of brands like Pati Piva, Love to pieces and Colorado beer. The programming included menu with special prices, in addition to workshops and harmonization of dishes, wines and beers. "The actions attract fewer consumers, but have depth, not to mention the fact that the marks were able to reverberate this content on social networks," says Bruna. "The retailers bought the idea. The Pati Piva, for example, was behind a partnership with Nespresso to assemble a more complete experience of sweet tasting ". Fame the popularity of reality shows has fulfilled part of gastronomic present new ingredients and flavors to the Viewer. Not for nothing, the food chain, including fast food networks, has been moved and updated your menu and communication. For the chef Rodrigo Oliveira, Artsy restaurant, it is not by chance that the chef's role has gained more importance at a time when so much smarter choices is discussed at the table. "I see as positive that look for food and your chain, from the Earth to the digestion and disposal. Turning poster boy, gaining prominence in the media or the increase of the gastronomic programs are consequences of this larger movement, "says. Recently, Oliveira made cameo in Masterchef, on Band, but social networks are your main point of contact to spread the good cooking and serve as bridge between brands that want to be part of that conversation. This applies both to food service companies such as supermarkets Makro and Sugar Loaf, until the automakers, such as Nissan. Sponsor of the Champions League, Nissan turned to chef profile on Instagram to promote your new service Scan, the user scans via the application manufacturer's logo and has access to all European Championship games. Good, nice and cheap For Davidson, the Gimmick, the food must be guided by the same attribute that makes a dish be good: simplicity. "And that is independent of the size of the restaurant. Out there, we've got networks like Shake Shack, an empire of coffee shops in New York, which sets out to do very well done something as simple as a burger and fries. All organic and with selected ingredients. They have global scale and forced other players to bring a communication next ". According to Billboard, the movements of the good food and good communication literally provide feedback. "The fast food market has improved a lot thanks to players who make good communication as Burger King, which also took lead in making communication with purpose and impact. They brought the level to do creative things. Because of this, the McDonald's strategy also has changed. As well as the production processes in the major networks, which are less processed, "says. But not only are the giants who own firepower to announce in the mass media that have excelled. Smaller players have achieved good results with high-digital segmentation. In this sense, the internet offers more assertiveness in a communication addressed to the consumer in the neighborhood where is the restaurant, a more cost-effective alternative. According to Thais, the Galunion, the POV coupled with digital is still little exploited opportunity. "The smaller networks have no such power of money, then concentrate on POV and in digital, but there's a sea of possibilities: the moment of purchase, the customer service and how to show the deals". Davidson agrees and draws attention to the possibilities of the use of geolocation. "Anytime you can concentrate in the neighborhood where the establishment, with the target that you want to, the result is more assertive. The Instagram has also been quite used, taking advantage of this movement of foodies, with people who share your meal, "he says. In the end, the secret to good communication in the area is what guides to any other area. "Good product is easy to advertise, and the cuisine is improving," concludes Davidson.