As brands we're overly focused on what is changing with customers. Instead we should focus on what isn't changing. The needs of customers are very similar today as they were 70 years ago. If brands can find ways to make things easy and memorable for customers by creating useful experiences, they will win today and tomorrow.

1. Change Your Mindset
18th European Foodservice Summit | Dan Holm | @DanHolm

2. “I very frequently get the question:
‘What’s going to change in the next 10 years?’
I almost never get the question: ‘What’s not going to change in
the next 10 years?’ And I submit to you that the second question
is actually the more important of the two — because you can build
a business strategy around the things that are stable in time.”
— Jeff Bezos, CEO of Amazon

3. What isn’t changing with customers?
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4. 1. Wanting It Easier
“I don’t want to do any more
work than I have to”
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5. The What isn’t changing. The How is.
1950 2017
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6. Still delivery but so much more
Tracking Voice Ordering Bot Ordering
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7. Customers are getting increasingly
demanding and their expectations
will only grow.
- Steve Easterbrook, McDonald’s CEO Dan Holm

8. 2. Desiring Memories
“I want to create moments to share
with my friends”
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9. 1950 2017
The What isn’t changing. The How is.
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10. Still photos, but so much more
Eager To EntertainLive Video
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11. Make my feed look cool. Give me something to share.
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13. Teens spending more on food over clothes
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14. The challenge for the restaurateur is to
anticipate customers visual tastes correctly.
To create tables, menu items and
experiences that are photographs
waiting to happen.
- Financial TimesDan Holm

15. How do you compete and
win in this environment?
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16. THEY WANT YOU MUST BE
Easy Useful
Memorable Experiential
Focus on what isn’t changing
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17. How to become more useful
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18. Delivery only restaurants launching on demand
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19. A restaurant designed for utility Dan Holm

20. Questions To Consider
• Do I understand the pain
points of my customer?
• Have I created solutions and
let customers tell me how well
it satisfies their needs?
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21. How to become more experiential
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22. Design restaurants to be photographed
Luke & Nik, London
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23. Sel Rrose, NYC
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24. Packaging made to be photographed
BarBurrito, UK
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25. Experiences
that make the
dining room
stop and stare
Baked Alaska, Disney Springs Dan Holm

26. Questions to Consider
• Have I created experiences that
are “post-worthy”?
• Have I considered how my
design and brand will look in
customer’s posts?
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27. How to be Useful AND Experiential
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28. Useful
Experiential
True utility that does the
work for me
Ex: Amazon Subscribe & Save
Not useful, feels
like a chore
Ex: Check out line at Wal-Mart
Amazing, memorable
experience that requires a
lot of work
Ex: Disney World
Ideal product/service:
Blends usefulness and
experience together
flawlessly
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29. Order delivered by name
Utility Utility + Experience
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30. A surprising, experiential delivery experience
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31. Prepared by a local chef and delivered
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32. Blend customer needs with experiences
EXPERIENCE
Post worthy
USEFUL
Satisfies a need
Have I created
experiences that are
“post-worthy”?
Have I considered
how my brand looks
in customer’s posts?
Do I understand the
pain points of my
customer?
Have I created
solutions and
received feedback
from customers ?
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33. AUGUST
Thank You
Dan Holm