SlideShare a Scribd company logo
1 of 22
Download to read offline
The Waffle Shop           The Conflict Kitchen




Great Content Marketing
2 Great Case Studies
The waffle shop is all about content creation
and you can find that content system all over.
A retail experiment which takes a “content centric” approach to marketing

The term “content centric” doesn’t quite capture what it’s all about, a more correct
reflection would be to say that the content has become just as much one of The
Waffle Shop’s products as the waffles themselves

The philosophy behind the project is that innovative and great content creation will
ultimately drive consumers to their retail locations.
Open Talk
Cook Speak
Waffle Wopp

Video Archive and Channel featuring all the episodes from the shows.

Billboards on the roof supported with it’s own website:
www.waffleshopbillboard.org

Waffles, which are served between 11pm and 3am every Friday and
Saturday
Waffle Wopp: teenagers host and produce the show, focussing on eclectic
guests, live music and fun, “the interviews have become a favourite
among the Waffle Shop’s audience”.

Open Talk: allows anyone and everyone to take the to the Waffle Shop
stage where they can talk about any topic.

Cook Speak: presented by local Pittsburgh cook Tom Totin, who shares
his unique culinary commentary.
Featured videos | A live feed | The chat function | Video archives | Photos




This spreads the Waffle Shop’s content far further than Pittsburgh itself and is
helping to spread the Waffle Shop messages.

… In fact, herein lies the true genius behind the Waffle Shop’s content, it is
content layered upon content (and context)…
A 36 foot long billboard on the roof of the Waffle Shop.

Each month a different person is invited to use the custom designed billboard

Also known as “The Last Billboard”, it is curated by Lenka Clayton and Jon
Rubin and it was designed by Pablo Garcia and Jon Rubin.
The Waffle Shop is indeed a restaurant, but because of it’s content
production it’s also a TV production studio, a business and a classroom.

The Carnegie Mellon University students can express their ideas and
opinions and try them out in front of the waffle shop customers who act as
the panel of critics needed to push the boundaries of content creation!

The entire concept of the Waffle Shop content experiment was the brain
child of Carnegie Mellon professor, Jon Rubin who is reported by Andrew
Davis as saying that the experiment invited students to “create a cultural
experience that adds something new to the city” and to learn about
“working collaboratively with the community members”.
“The shop was a public lab that
                                                                   brought together people from all
                                                                   walks of life to engage in dialogue,
                                                                   experimentation and the
                                                                   co-production of culture. The
                                                                   project functioned as an eatery,
                                                                   a TV production studio, a social
                                                                   catalyst, and a business. Our
                                                                   customers were our funders,
                                                                   audience, and participants as we
                                                                   filmed during open hours, inviting
                                                                   interested patrons to express their
                                                                   unique opinions and personalities”.




What this captures is the Waffle Shop’s true engagement with their patrons who were as
much a part of it as anyone else - that’s the level of connection all brands should aspire to.
The programmes have become an equal
reason, if not the primary reason why people
visit the waffle shop.

The shows are truly engaging and take their
lead focus from the customers taking part.

This approach to content creation ensures
they produce content that is constantly
original, new and exciting, and most
importantly their content is relevant to their
audience.

The content produced is of such a high
quality, it is able to stand alone from the
Waffle Shop restaurant and website, on it’s
own dedicated websites.
Directly linked from the Waffle Shop’s website, is the Conflict Kitchen.

The Conflict Kitchen is a take-out restaurant that only serves cuisine
from countries with which the United States is in conflict.




                                                   It serves to educate consumers about
                                                   the details of the country in question
                                                   and it’s conflict with the USA.
•   The take-out style storefront circulates identities every 6 months to
    highlight a different country, and uses food and packaging to educate
    people about the country central to each iteration of the project.

•   With every change in the Conflict Kitchen’s cuisine, a new food wrapper is
    produced relating to that country

•   The project is also augmented by events, performances, and discussions
    that seek to expand the engagement the public has with the culture,
    politics, and issues at stake within the focus country. These events have
    included live international Skype dinner parties.
•   The wrapper is from the Cuban version of
    the conflict kitchen.

•   It introduces customers to the food,
    culture, and thoughts of people living in
    Cuba and those that have immigrated to
    the U.S.
•   This wrapper, take out boxes and stickers
    used to package the food was developed
    in collaboration with members of the
    Cuban community.

•   Therefore the packaging includes
    interviews with Cubans on subjects
    ranging from the U.S. economic embargo
    to Cuba’s relationship with other global
    players.
Live Skype Meal between Pittsburgh and
Tehran on April 28th, 2012 at noon.

The meal was held with the Conflict
Kitchen customers (USA) and people
involved with the Sazmanab Project
(Tehran).

The meal invited diners in both cities to
create an international dinner party -
connected via webcam.

The same Persian recipes were made at
each location, so food and conversation
was shared.
Operating seven days a week in
                                                           the middle of the city, Conflict
                                                           Kitchen reformats the pre-
                                                           existing social relations of food
                                                           and economic exchange to
                                                           engage the general public in
                                                           discussions about countries,
                                                           cultures, and people that they
                                                           might know little about outside of
                                                           the polarizing rhetoric of U.S.
                                                           politics and the narrow lens of
                                                           media headlines”.




Just like the Waffle Shop, the Conflict Kitchen relies in the interactions between their
customers as heavily as the content itself, without the discussions and engagement about
the countries and cultures involved, the Conflict Kitchen is just a take out place.
This close association between two content driven organisations, the
Waffle Shop and the Conflict Kitchen emphasizes the “content centric”
approach of each one individually as well as emphasizing it as a whole.

 Like the Waffle Shop, the Conflict Kitchen is more than just a restaurant
it’s also a place of education and more importantly debate.

Every aspect of the restaurant is functional: the food, menu, wrapper and
signage all serves to better explain the conflict in question.
Debate, engagement and discussion is driven by the food wrappers
especially because they are compiled from the thoughts and opinions of
those directly involved or affected by the conflict.

As the content on the food wrapper come from interviews with real
people, it is often contradictory and complicated by personal perspective
and even history.

The Conflict Kitchen successfully embraces these natural contradictions
to balance and reflect a nuanced range of thought within each country
further driving questioning, conversation, and debate among their
customers.
The International Skype Dinner, serves to further the Conflict Kitchen’s
reach and influence by connecting with other organisations across the
world

It also allows the participants to gain a greater understanding of the
cultures, thoughts and opinions of the people living in countries that are in
conflict with the U.S. by directly connecting these people.

The events can be spread beyond just those who were present by posting
it on the Conflict Kitchen website for everyone to view and discuss.

This is an example of using one initial piece of content – the Skype
dinner, to create many more pieces of content e.g. a video, a blog post
etc.
The point to take on board from these two related examples of truly great
content creation is that when done cleverly, effectively and
wholeheartedly, content creation can be married with the retail
experience to such an extent, that that content can become a part of the
product just as much as anything else.

By relating, linking and connecting to the great content created by one
another, these 2 businesses are emphasizing the importance and power
of that content twofold. Greatness by associated helps build greatness by
default.

To end on a final quote from Andrew Davis’s article “What If You Sold
Waffle’s With A Side Of Content?”: Without the live streaming show,
there’s no Waffle Shop. Without a conflict that needs to be understood,
there’s no Conflict Kitchen.
Content-Driven Restaurants: The Waffle Shop & Conflict Kitchen
Content-Driven Restaurants: The Waffle Shop & Conflict Kitchen

More Related Content

Viewers also liked

Content Marketing Guide
Content Marketing GuideContent Marketing Guide
Content Marketing Guidepixelbuilders
 
Recipe for the Perfect E-commerce Homepage
Recipe for the Perfect E-commerce HomepageRecipe for the Perfect E-commerce Homepage
Recipe for the Perfect E-commerce Homepagepixelbuilders
 
User Acquisition Strategy Guide
User Acquisition Strategy Guide User Acquisition Strategy Guide
User Acquisition Strategy Guide pixelbuilders
 
Natural Language Processing (NLP), Search and Wearable Technology
Natural Language Processing (NLP), Search and Wearable TechnologyNatural Language Processing (NLP), Search and Wearable Technology
Natural Language Processing (NLP), Search and Wearable Technologypixelbuilders
 
SEO Best Practice Techniques
SEO Best Practice TechniquesSEO Best Practice Techniques
SEO Best Practice Techniquespixelbuilders
 
S.E.O and Search Marketing Strategy Guide
S.E.O and Search Marketing Strategy GuideS.E.O and Search Marketing Strategy Guide
S.E.O and Search Marketing Strategy Guidepixelbuilders
 
2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Template2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Templateunfunnel
 
Digital Marketing Strategy Guide
Digital Marketing Strategy GuideDigital Marketing Strategy Guide
Digital Marketing Strategy Guidepixelbuilders
 

Viewers also liked (9)

Content Marketing Guide
Content Marketing GuideContent Marketing Guide
Content Marketing Guide
 
Recipe for the Perfect E-commerce Homepage
Recipe for the Perfect E-commerce HomepageRecipe for the Perfect E-commerce Homepage
Recipe for the Perfect E-commerce Homepage
 
User Acquisition Strategy Guide
User Acquisition Strategy Guide User Acquisition Strategy Guide
User Acquisition Strategy Guide
 
Natural Language Processing (NLP), Search and Wearable Technology
Natural Language Processing (NLP), Search and Wearable TechnologyNatural Language Processing (NLP), Search and Wearable Technology
Natural Language Processing (NLP), Search and Wearable Technology
 
SEO Best Practice Techniques
SEO Best Practice TechniquesSEO Best Practice Techniques
SEO Best Practice Techniques
 
S.E.O and Search Marketing Strategy Guide
S.E.O and Search Marketing Strategy GuideS.E.O and Search Marketing Strategy Guide
S.E.O and Search Marketing Strategy Guide
 
Seo Marketing Plan Ppt
Seo Marketing Plan PptSeo Marketing Plan Ppt
Seo Marketing Plan Ppt
 
2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Template2018 Digital Marketing Strategy Proposal Template
2018 Digital Marketing Strategy Proposal Template
 
Digital Marketing Strategy Guide
Digital Marketing Strategy GuideDigital Marketing Strategy Guide
Digital Marketing Strategy Guide
 

Similar to Content-Driven Restaurants: The Waffle Shop & Conflict Kitchen

Eating & drinking out in Madrid 2018
Eating & drinking out in Madrid 2018Eating & drinking out in Madrid 2018
Eating & drinking out in Madrid 2018conectarc
 
International marketing3
International marketing3International marketing3
International marketing3Derek Nicoll
 
Catalyst+&+Creativ+Week+Case+Study
Catalyst+&+Creativ+Week+Case+StudyCatalyst+&+Creativ+Week+Case+Study
Catalyst+&+Creativ+Week+Case+StudyRukesh Samarasekera
 
Broadwwayfilm festival card
Broadwwayfilm festival cardBroadwwayfilm festival card
Broadwwayfilm festival cardEmilio Vega
 
BW Brazilian World Festival
BW Brazilian World FestivalBW Brazilian World Festival
BW Brazilian World FestivalBrazilian Bwf
 
BW Brazilian World Festival introduction
BW Brazilian World Festival  introductionBW Brazilian World Festival  introduction
BW Brazilian World Festival introductionBrazilian Bwf
 
GFBM 2014 Finalist Presentation Kitchen Surfing
GFBM 2014 Finalist Presentation Kitchen SurfingGFBM 2014 Finalist Presentation Kitchen Surfing
GFBM 2014 Finalist Presentation Kitchen SurfingDevin Desir
 
The Community Art Project
The Community Art ProjectThe Community Art Project
The Community Art ProjectSwati Mishra
 
Hybrid Communities
Hybrid CommunitiesHybrid Communities
Hybrid CommunitiesTom Aageson
 
Hybrid communities talking points
Hybrid communities talking pointsHybrid communities talking points
Hybrid communities talking pointsTom Aageson
 
plansbook final edition 2015
plansbook final edition 2015plansbook final edition 2015
plansbook final edition 2015Paul Nero
 
WDC2014 FOOD - DesignDialogues v2.0
WDC2014 FOOD - DesignDialogues v2.0WDC2014 FOOD - DesignDialogues v2.0
WDC2014 FOOD - DesignDialogues v2.0FastandRemarkable
 
100个内容营销案例
100个内容营销案例100个内容营销案例
100个内容营销案例唐 兴通
 
Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014
Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014
Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014Frederic Blouin
 
Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]
Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]
Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]preetjot
 
Introduction to Cultural Diversity
Introduction to Cultural DiversityIntroduction to Cultural Diversity
Introduction to Cultural Diversityrumizi
 

Similar to Content-Driven Restaurants: The Waffle Shop & Conflict Kitchen (20)

Eating & drinking out in Madrid 2018
Eating & drinking out in Madrid 2018Eating & drinking out in Madrid 2018
Eating & drinking out in Madrid 2018
 
International marketing3
International marketing3International marketing3
International marketing3
 
Catalyst+&+Creativ+Week+Case+Study
Catalyst+&+Creativ+Week+Case+StudyCatalyst+&+Creativ+Week+Case+Study
Catalyst+&+Creativ+Week+Case+Study
 
Broadwwayfilm festival card
Broadwwayfilm festival cardBroadwwayfilm festival card
Broadwwayfilm festival card
 
BW Brazilian World Festival
BW Brazilian World FestivalBW Brazilian World Festival
BW Brazilian World Festival
 
BW Brazilian World Festival introduction
BW Brazilian World Festival  introductionBW Brazilian World Festival  introduction
BW Brazilian World Festival introduction
 
GFBM 2014 Finalist Presentation Kitchen Surfing
GFBM 2014 Finalist Presentation Kitchen SurfingGFBM 2014 Finalist Presentation Kitchen Surfing
GFBM 2014 Finalist Presentation Kitchen Surfing
 
GFBM 2014 - Kitchen Surfing (Team "F" bomb) deck
GFBM 2014 - Kitchen Surfing (Team "F" bomb) deck GFBM 2014 - Kitchen Surfing (Team "F" bomb) deck
GFBM 2014 - Kitchen Surfing (Team "F" bomb) deck
 
The Community Art Project
The Community Art ProjectThe Community Art Project
The Community Art Project
 
Applied Ethnography
Applied EthnographyApplied Ethnography
Applied Ethnography
 
Hybrid Communities
Hybrid CommunitiesHybrid Communities
Hybrid Communities
 
Hybrid communities talking points
Hybrid communities talking pointsHybrid communities talking points
Hybrid communities talking points
 
plansbook final edition 2015
plansbook final edition 2015plansbook final edition 2015
plansbook final edition 2015
 
Lavazza
Lavazza Lavazza
Lavazza
 
WDC2014 FOOD - DesignDialogues v2.0
WDC2014 FOOD - DesignDialogues v2.0WDC2014 FOOD - DesignDialogues v2.0
WDC2014 FOOD - DesignDialogues v2.0
 
100个内容营销案例
100个内容营销案例100个内容营销案例
100个内容营销案例
 
Boochcraft | #sharethetea
Boochcraft | #sharetheteaBoochcraft | #sharethetea
Boochcraft | #sharethetea
 
Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014
Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014
Morrin_FundCampaign2014-2016_Prospectus_V12cor3APRIL2014
 
Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]
Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]
Launching A Chinese Restaurant [Preetjot 67, Rochelle 5]
 
Introduction to Cultural Diversity
Introduction to Cultural DiversityIntroduction to Cultural Diversity
Introduction to Cultural Diversity
 

Recently uploaded

5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdfSherl Simon
 
MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024Chandresh Chudasama
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...Hector Del Castillo, CPM, CPMM
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration TrainingCalvinarnold843
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesAurelien Domont, MBA
 
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh JiPsychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh Jiastral oracle
 
Introducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsIntroducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsKnowledgeSeed
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterJamesConcepcion7
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckHajeJanKamps
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfJamesConcepcion7
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingrajputmeenakshi733
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansNugget Global
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers referencessuser2c065e
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamArik Fletcher
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextP&CO
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Aggregage
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOne Monitar
 
14680-51-4.pdf Good quality CAS Good quality CAS
14680-51-4.pdf  Good  quality CAS Good  quality CAS14680-51-4.pdf  Good  quality CAS Good  quality CAS
14680-51-4.pdf Good quality CAS Good quality CAScathy664059
 

Recently uploaded (20)

5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
5-Step Framework to Convert Any Business into a Wealth Generation Machine.pdf
 
MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024MEP Plans in Construction of Building and Industrial Projects 2024
MEP Plans in Construction of Building and Industrial Projects 2024
 
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
How Generative AI Is Transforming Your Business | Byond Growth Insights | Apr...
 
Customizable Contents Restoration Training
Customizable Contents Restoration TrainingCustomizable Contents Restoration Training
Customizable Contents Restoration Training
 
Data Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and TemplatesData Analytics Strategy Toolkit and Templates
Data Analytics Strategy Toolkit and Templates
 
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh JiPsychic Reading | Spiritual Guidance – Astro Ganesh Ji
Psychic Reading | Spiritual Guidance – Astro Ganesh Ji
 
Introducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applicationsIntroducing the Analogic framework for business planning applications
Introducing the Analogic framework for business planning applications
 
Healthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare NewsletterHealthcare Feb. & Mar. Healthcare Newsletter
Healthcare Feb. & Mar. Healthcare Newsletter
 
Pitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deckPitch Deck Teardown: Xpanceo's $40M Seed deck
Pitch Deck Teardown: Xpanceo's $40M Seed deck
 
WSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdfWSMM Technology February.March Newsletter_vF.pdf
WSMM Technology February.March Newsletter_vF.pdf
 
digital marketing , introduction of digital marketing
digital marketing , introduction of digital marketingdigital marketing , introduction of digital marketing
digital marketing , introduction of digital marketing
 
Simplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business LoansSimplify Your Funding: Quick and Easy Business Loans
Simplify Your Funding: Quick and Easy Business Loans
 
Paul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate ProfessionalPaul Turovsky - Real Estate Professional
Paul Turovsky - Real Estate Professional
 
Excvation Safety for safety officers reference
Excvation Safety for safety officers referenceExcvation Safety for safety officers reference
Excvation Safety for safety officers reference
 
Technical Leaders - Working with the Management Team
Technical Leaders - Working with the Management TeamTechnical Leaders - Working with the Management Team
Technical Leaders - Working with the Management Team
 
Entrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider contextEntrepreneurial ecosystem- Wider context
Entrepreneurial ecosystem- Wider context
 
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
Strategic Project Finance Essentials: A Project Manager’s Guide to Financial ...
 
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring CapabilitiesOnemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
Onemonitar Android Spy App Features: Explore Advanced Monitoring Capabilities
 
14680-51-4.pdf Good quality CAS Good quality CAS
14680-51-4.pdf  Good  quality CAS Good  quality CAS14680-51-4.pdf  Good  quality CAS Good  quality CAS
14680-51-4.pdf Good quality CAS Good quality CAS
 
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptxThe Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
The Bizz Quiz-E-Summit-E-Cell-IITPatna.pptx
 

Content-Driven Restaurants: The Waffle Shop & Conflict Kitchen

  • 1. The Waffle Shop The Conflict Kitchen Great Content Marketing 2 Great Case Studies
  • 2. The waffle shop is all about content creation and you can find that content system all over.
  • 3. A retail experiment which takes a “content centric” approach to marketing The term “content centric” doesn’t quite capture what it’s all about, a more correct reflection would be to say that the content has become just as much one of The Waffle Shop’s products as the waffles themselves The philosophy behind the project is that innovative and great content creation will ultimately drive consumers to their retail locations.
  • 4. Open Talk Cook Speak Waffle Wopp Video Archive and Channel featuring all the episodes from the shows. Billboards on the roof supported with it’s own website: www.waffleshopbillboard.org Waffles, which are served between 11pm and 3am every Friday and Saturday
  • 5. Waffle Wopp: teenagers host and produce the show, focussing on eclectic guests, live music and fun, “the interviews have become a favourite among the Waffle Shop’s audience”. Open Talk: allows anyone and everyone to take the to the Waffle Shop stage where they can talk about any topic. Cook Speak: presented by local Pittsburgh cook Tom Totin, who shares his unique culinary commentary.
  • 6. Featured videos | A live feed | The chat function | Video archives | Photos This spreads the Waffle Shop’s content far further than Pittsburgh itself and is helping to spread the Waffle Shop messages. … In fact, herein lies the true genius behind the Waffle Shop’s content, it is content layered upon content (and context)…
  • 7. A 36 foot long billboard on the roof of the Waffle Shop. Each month a different person is invited to use the custom designed billboard Also known as “The Last Billboard”, it is curated by Lenka Clayton and Jon Rubin and it was designed by Pablo Garcia and Jon Rubin.
  • 8. The Waffle Shop is indeed a restaurant, but because of it’s content production it’s also a TV production studio, a business and a classroom. The Carnegie Mellon University students can express their ideas and opinions and try them out in front of the waffle shop customers who act as the panel of critics needed to push the boundaries of content creation! The entire concept of the Waffle Shop content experiment was the brain child of Carnegie Mellon professor, Jon Rubin who is reported by Andrew Davis as saying that the experiment invited students to “create a cultural experience that adds something new to the city” and to learn about “working collaboratively with the community members”.
  • 9. “The shop was a public lab that brought together people from all walks of life to engage in dialogue, experimentation and the co-production of culture. The project functioned as an eatery, a TV production studio, a social catalyst, and a business. Our customers were our funders, audience, and participants as we filmed during open hours, inviting interested patrons to express their unique opinions and personalities”. What this captures is the Waffle Shop’s true engagement with their patrons who were as much a part of it as anyone else - that’s the level of connection all brands should aspire to.
  • 10. The programmes have become an equal reason, if not the primary reason why people visit the waffle shop. The shows are truly engaging and take their lead focus from the customers taking part. This approach to content creation ensures they produce content that is constantly original, new and exciting, and most importantly their content is relevant to their audience. The content produced is of such a high quality, it is able to stand alone from the Waffle Shop restaurant and website, on it’s own dedicated websites.
  • 11.
  • 12. Directly linked from the Waffle Shop’s website, is the Conflict Kitchen. The Conflict Kitchen is a take-out restaurant that only serves cuisine from countries with which the United States is in conflict. It serves to educate consumers about the details of the country in question and it’s conflict with the USA.
  • 13. The take-out style storefront circulates identities every 6 months to highlight a different country, and uses food and packaging to educate people about the country central to each iteration of the project. • With every change in the Conflict Kitchen’s cuisine, a new food wrapper is produced relating to that country • The project is also augmented by events, performances, and discussions that seek to expand the engagement the public has with the culture, politics, and issues at stake within the focus country. These events have included live international Skype dinner parties.
  • 14. The wrapper is from the Cuban version of the conflict kitchen. • It introduces customers to the food, culture, and thoughts of people living in Cuba and those that have immigrated to the U.S. • This wrapper, take out boxes and stickers used to package the food was developed in collaboration with members of the Cuban community. • Therefore the packaging includes interviews with Cubans on subjects ranging from the U.S. economic embargo to Cuba’s relationship with other global players.
  • 15. Live Skype Meal between Pittsburgh and Tehran on April 28th, 2012 at noon. The meal was held with the Conflict Kitchen customers (USA) and people involved with the Sazmanab Project (Tehran). The meal invited diners in both cities to create an international dinner party - connected via webcam. The same Persian recipes were made at each location, so food and conversation was shared.
  • 16. Operating seven days a week in the middle of the city, Conflict Kitchen reformats the pre- existing social relations of food and economic exchange to engage the general public in discussions about countries, cultures, and people that they might know little about outside of the polarizing rhetoric of U.S. politics and the narrow lens of media headlines”. Just like the Waffle Shop, the Conflict Kitchen relies in the interactions between their customers as heavily as the content itself, without the discussions and engagement about the countries and cultures involved, the Conflict Kitchen is just a take out place.
  • 17. This close association between two content driven organisations, the Waffle Shop and the Conflict Kitchen emphasizes the “content centric” approach of each one individually as well as emphasizing it as a whole. Like the Waffle Shop, the Conflict Kitchen is more than just a restaurant it’s also a place of education and more importantly debate. Every aspect of the restaurant is functional: the food, menu, wrapper and signage all serves to better explain the conflict in question.
  • 18. Debate, engagement and discussion is driven by the food wrappers especially because they are compiled from the thoughts and opinions of those directly involved or affected by the conflict. As the content on the food wrapper come from interviews with real people, it is often contradictory and complicated by personal perspective and even history. The Conflict Kitchen successfully embraces these natural contradictions to balance and reflect a nuanced range of thought within each country further driving questioning, conversation, and debate among their customers.
  • 19. The International Skype Dinner, serves to further the Conflict Kitchen’s reach and influence by connecting with other organisations across the world It also allows the participants to gain a greater understanding of the cultures, thoughts and opinions of the people living in countries that are in conflict with the U.S. by directly connecting these people. The events can be spread beyond just those who were present by posting it on the Conflict Kitchen website for everyone to view and discuss. This is an example of using one initial piece of content – the Skype dinner, to create many more pieces of content e.g. a video, a blog post etc.
  • 20. The point to take on board from these two related examples of truly great content creation is that when done cleverly, effectively and wholeheartedly, content creation can be married with the retail experience to such an extent, that that content can become a part of the product just as much as anything else. By relating, linking and connecting to the great content created by one another, these 2 businesses are emphasizing the importance and power of that content twofold. Greatness by associated helps build greatness by default. To end on a final quote from Andrew Davis’s article “What If You Sold Waffle’s With A Side Of Content?”: Without the live streaming show, there’s no Waffle Shop. Without a conflict that needs to be understood, there’s no Conflict Kitchen.