The Theatre of Food Part II
Ali Baba and designer Judd Howie from Globalskunkworks who collaborated on the Ali Baba rebranding talk about the Theatre of Food in part II of this series.
QSR Media: Why would a QSR do this?
Judd: The theatre of food for QSR customers really comes down to people wanting to be entertained, informed and excited about the whole food and eating experience.
Like all business’s QSR’s are aiming to provide a quality product, but to also ensure repeat patronage in what is a highly competitive and well informed market they must develop a relationship with their customers, which really demonstrates that the brand has more going for it than just the food itself. While food is a staple, it is also entertainment in today’s market. If QSR’s want to succeed they are expected to have that edge.
QSR Media: Who does it well?
Judd: Many big brands invest a lot in engaging customers through food theatre. Ali Baba engages exceptionally well using sights, smells and sounds that are pleasing and enticing for customers. Their new flat custom design flat bread oven is fantastic example of this, really bringing food theatre to life.
QSR Media: Are there any brands that are more suited to this than others?
Judd: Rather than more suited, some brands simply do it better than others. Many brands are realising the benefit of this emerging trend and moving towards integrating the theatre of food into the brand experience for customers.
QSR Media: What design elements do they need to think of?
Judd: The most important elements on a store front level are:
1. Menu board,
2. Core logo representation
3. The overall aesthetic and how the store makes the customer feel
