QSR Media Conference 2014: Innovations in Product Development
"Authenticity is telling a story," said Nicole Venter, Digital Strategist of Retail Oasis.
Venter pointed to Gelato Messina who according to her, managed to capture their story and capture a market. "Authenticity doesn't necessarily mean Thai or Cuban. Authenticity is a story that you tell through your product, your stores," she explained. " Food inspires passion, so how can bring that authentic story? What is your offer? It's not enought anymore to offer Mexican food or have the best ham and cheese sandwich. Restaurant concepts now must have a story behind [who they are and what they offer]."
She noted that when a brand has recognized its authenticity, a person figures out who they are and "you know what stories you are going to tell [as a brand]."
Declan Lee, Director of Gelato Messina agreed that their brand tells a story but he emphasized that it is not something the founders consciously made. "We just decided that this is what we wanted to make and this is how we wanted to make it. We don't want to talk the talk, we want to walk the walk. The story we tell comes from the process."
"We sit around a table and talk about what we want to do and not talk about what we want to say."
Innovation for Gelato Messina, according to Lee, is across the board for his brand. "We put as much importance in the experience as we do in the product, you can't dress up a bad product at the end of the day."
He noted that they put as much emphasis on the environment, "what you hear, what we serve, how our staff acts, how we talk to people. We don't always get it right but we look at all those aspects.
Venter also mentioned that street food concept is capturing the market because some brands have succeeded in tapping into the culture, bringing the story to life. Once the story has come to life through food, names and the inspiration around the restaurant, your job is half done already. You just need to deliver the experience.
