4food  -  burgers go social
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  • Revolutionizing counter culture means: We upgrade food that people already eat-burgers, nuggets, fries, salads and teas-transforming them into new menu items that are convenient, and almost infinitely customizable to our guests' lifestyles and cultural preferences. Our food is measurably healthier than existing products.
  • Revolutionizing counter culture means: We upgrade food that people already eat-burgers, nuggets, fries, salads and teas-transforming them into new menu items that are convenient, and almost infinitely customizable to our guests' lifestyles and cultural preferences. Our food is measurably healthier than existing products.

4food  -  burgers go social 4food - burgers go social Presentation Transcript

  • 4 FOOD: BURGERS GO SOCIAL Presented by : Roslinda Perangin-angin 100920002008 2 MM LIV/A
  • INTRODUCTION
    • You may step into the 4Food quick service burger restaurant in Manhattan, New York City and think you wandered into an alternate universe Apple Store by mistake. Or a n alternate universe fast food restaurant.
    • 4Food is a bit of both, with substantial servings of locally grown food, socially conscious attitudes, biodegradable supplies and mobile technology that turns loyal customers into loyal marketers.
    • 4Food is scheduled to open on August 16 after a soft launch on August 2.
    • 4Food co-founder Adam Kidron expects 400 customers on opening day.
  • PROFILE
    • M ission is to De-junk fast food
    • B ring s fast food that's fresh, delicious, and nutritious to all ages, lifestyles, incomes, and ethnicities. No fads, fillers, or anything artificial. R evolutionizing counter culture, in real-time.
    • R estaurants are designed to function as community hubs
    •   S atisf ies local appetites in healthy, customizable ways :
    • Dynamic Menu Boards reduce waste and enable them to feature seasonal and occasional products.
    • Advanced, web-based technologies allow them to make personalized recommendations that meet theirs guest's nutrition and lifestyle goals.
    • Fresh, local produce is transformed into their menu offerings in the Community Kitchen Commissary-a vocational training center.
    • They build with natural construction materials that are abundant and regenerative.
  • PROFILE
    • S ignature product is the (W)holeburger
    • a donut shaped, beef, lamb, pork, turkey, veggie, salmon or egg patty-balanced (made whole) by one of 25 ethnically diverse  Veggiescoop  centers, each with unique nutritional attributes. We make  Skewers  with the holes we punch out of the patties, which when accompanied by  Veggiescoop  sides, become the perfect bunless, low-carb, sharing food.
    • Partners in 4food
    • T he founders  Adam Kidron  and  Michael Shuman ; 
    • Bill Niman  the founder of Niman Ranch, the largest purveyor of natural meats in the US with revenues of over $100 million; 
    • Dr. Woodson Merrill , founder of the Beth Israel Center for Integrated Medicine and a leading authority on wellness and nutrition;
    • and  Ed Winter , Chairman of Omnicom's "Brand Activation" Agency, Tracy Locke, and one of the foremost experts on marketing to young people in the US.
  • Food meets technology
    • Kidron has a long history as a music and television producer, but his latest incarnation as
    • the idea man and driving force behind 4Food combines his passions for good food and
    • social media technologies.
    • You can't talk about 4Food without talking about the burgers. The centerpiece is the
    • W(hole)burger, with a donut-shaped patty made from beef, lamb, pork, turkey, veggies,
    • salmon or egg. The missing center provides an opportunity to add a scoop of a variety of
    • rotating filling options.
    • Customers can put together creative burgers, name them and tell the world about it by
    • using social media tools.
    • People feel very proud and very committed to the food they just created, creating an
    • affinity between the consumer and 4food .
  • Food meets technology
    • Ordering can be done in the traditional way at a counter, but people who prefer to handle
    • it themselves can order from a bench that has six Apple iPads tied into 4Food's online
    • ordering system .
    • These uses of mobile and social technologies already mark 4Food as a different sort of
    • restaurant. That pay off comes in engaging customers and increasing brand loyalty. 
    • 4Food is already heavily involved with  Twitter , long before the official opening day.
    • Nearly 500 followers are busy chiming in with ideas on how 4Food and the people of New
    • York can work toward "de-junking" the city.
    • It all ties into 4Food's mission to "de-junk fast food," and it's just the tip of the social
    • media iceberg for the restaurant.
  • Employing customers as marketers
    • Most traditional restaurants rely on word of mouth about quality food to bring in new
    • customers. Kidron looks at social media as a new twist on an old story. Social media is a
    • very efficient way of distributing word of mouth .
    • Customers fill out profiles and maintain accounts with 4Food. After creating and naming a
    • burger, they receive 25 cents in their accounts every time somebody else orders that
    • burger. This encourages customers to market their creations by promoting them through
    • Facebook and Twitter and other social outlets.
    • 4Food also ties in closely w ith  Foursquare , the popular location-based social network
    • where users check in from various locations, rack up points and sometimes get discounts
    • or coupons for participating. 4Food patrons can double their coupons by using
    • Foursquare and by getting on the weekly check-in count leader board.
    • The use of social media is fun and new, but sustaining it over time requires more than
    • just a quick good time. That's why 4Food offers such substantial rewards to customers.
  • Social Media Meets Business Smarts
    • T he use of technology as directly tying into high-quality products. The long-term returns
    • for 4Food's social media campaigns will come in the form of a reduced marketing budget.
    • Marketing costs can be as much as 10 percent of the expense of running a quick service
    • Restaurant . With the money saved in marketing, we can afford to buy better products that
    • are genuinely local and genuinely sustainable.
    • This is the new business reality. Social and mobile tech isn't going away.
    • It would seem to be pretty self evident that mobile is going to be the transformational
    • method of c ommunication of our generation. We have to find interesting ways to embrace
    • it that suit the business .
  • Social Media Meets Business Smarts
    • Social media is important, but not as important as serving delicious meals that keep
    • customers coming back. That's the real lesson behind 4Food's use of social media and
    • mobile technologies. Social media makes good companies stronger as long as strong
    • business fundamentals are there to begin with.
    • Says Kidron ” The greatest return on investment is going to be the first burger we sell.
    • Our primary focus is the taste experience. ”
  • The possibility to implement 4food’s system in Banda Aceh
    • Concerning the rapid grows of coffeeshop, cafe and restaurant which provide free w ireless internet connection (Wi-Fi) as an indicator of high demand for a place to socialize in Banda Aceh. Therefore, it will be worth it to apply 4food system here .
    • This service will allow customer to see tweets and status updates and reply to them or add their own messages with their cell phones or other mobile devices such as notebook, Ipad, and others computer tablet . Where as they can share photos, video, music and ideas to their friend and family through social networking.
    • This business model relies on mobile technology and social networking tools to attract customers, to process reservations, take orders, promote its brand image and use customer feedback to improve its menu offering.
  • The possibility to implement 4food’s system in Banda Aceh
    • Customers will also generate word of mouth “buzz”with minimal expenditure and it is
    • big advantege for cafe or restaurant it self. By E-commerce and social networking technology, makes new opportunities for linking to customers and for distiguishing products and services.
    • To start this new design business model, the cafe or restaurant need to use croudsourcing for marketing & menu development, utilize foursquare, deploy twitter, deploy Ipads, creat Facebook page and deploy Wifi.
    • By implementing this new “low cost of promotion” technology, it’s definitely will increase the revenue for coffee shop/ cafe/restaurant in Banda Aceh.