Hakuhodo's branding philosophy applied to the emerging food service market of Ghost Kitchens. Keynote presentation at Rational AG's virtual Trend Talk 2 event in April 2021.

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Hakuhodo‘s Brand Psychology: Sei-katsu-sha thinking

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“The consumer is not a moron.
She is your wife.“
David Ogilvy
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Four questions to answer today
1. How to find out what your customers want?
2. How to stand out from your competition?
3. How to make money with your business?
4. How to expand your business?
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1.
FINDING OUT WHAT YOUR CUSTOMERS
WANT
IDENTIFYING YOUR GENRE
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Before they eat,
they imagine
themselves eating.
Food service is a physical business.
Food service marketing is a mind game.
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Their first question (just for you to know)
Cooking
Care
Delivery
Sensation
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What to eat? A complex decision...
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OCCASION
Formal
Casual
Intimate
Quick
Finger
…
DIET
Veggie
Vegan
XX-free
…
CULTURE
Italy
France
Mexican
Indian
Thai
Chinese
Japanese
…
TEXTURE
Crispy
Firm
Mashy
Creamy
Spicy
Cold
…
AUDIENCE
My craving
Common
ground
Social
Kids
…
BUDGET
Cheap
Fresh
Healthy
Novel
Indulgent
Exquisite
…
Choice

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...with surprisingly simple answers
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Source: deliveroo Source: Mirror Online

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Source: Google trends / moneybeach

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The cliché is your friend.
(If not, make it so.)
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“Generic is a trap.
But Genre is a lever.“
Seth Godin
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Genre does two things at once
Builds familiarity
and trust –
by the limits
of the genre
Opens up for sth.
new and surprising – within the
limits
of the genre
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Genre provides a
frame for the expectation

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Take-aways from today
1. Know and play your genre!
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2.
STANDING OUT FROM YOUR
COMPETITION
YOUR MENU DEFINES YOUR BRAND TERRITORY
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Menu cornerstones that define your territory
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ANCHOR
DISCRIMINATOR
STRETCHER
Not your
signature dish
but a popular
genre
Offer variation
but don‘t
overstretch
BRAND
TERRITORY
Anything that makes
you different, unique,
and premium

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Examples
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ANCHOR
DISCRIMINATOR
STRETCHER
Pizza
Burger
Curry
…
Calzone
Surf & Turf
Tandoori
…
BRAND
TERRITORY
Vegan
Fresh-made
Char-grilled
Stone oven
…

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Take-aways from today
1. Know and play your genre!
2. Manage your menu to claim a distinct territory!
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3.
MAKING MONEY
YOUR TOOLS TO POSITION YOUR BRAND
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Brands make money in two ways
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LOYALTY
Customers keep
coming back –
depending on
your craft
PREMIUM
Customers pay a premium
price –
depending on
your narrative

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The elements of your virtual brand
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1. NAME
2. PADRONE
3. LOGO
4. CAPTION/TAGLINE
5. PHOTOS
6. PRICING
7. PACKAGING
8. EXPERIENCE

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The elements of your brand should tell a story
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1. NAME
2. PADRONE
3. LOGO
4. CAPTION/TAGLINE
5. PHOTOS
6. PRICING
7. PACKAGING
8. EXPERIENCE
MEMORABLE
TELL A STORY
RESTAURANT
IN THE MIND

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2. Just a few Italian „Padrones“
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La Mamma Il Gattopardo Don Camillo Il Pescatore

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The elements of your brand should tell a story
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1. NAME
2. PADRONE
3. LOGO
4. CAPTION/TAGLINE
5. PHOTOS
6. PRICING
7. PACKAGING
8. EXPERIENCE
MEMORABLE
TELL A STORY
RESTAURANT
IN THE MIND
 Use professionals!
 Rules of Instagrammability!
 Not the meal but its IDEA!
 7-8th decentile in your
Padrone‘s competition!
 Design the unboxing!
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8. Creating a memorable food experience
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The elements of your brand should tell a story
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1. NAME
2. PADRONE
3. LOGO
4. CAPTION/TAGLINE
5. PHOTOS
6. PRICING
7. PACKAGING
8. EXPERIENCE
MEMORABLE
TELL A STORY
RESTAURANT
IN THE MIND
 Use professionals!
 Rules of Instagrammability!
 Not the meal but its IDEA!
 7-8th decentile in your
Padrone‘s competition!
 Design the unboxing!
 Make it memorable!
 Give guidance to serve!
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Take-aways from today
1. Know and play your genre!
2. Manage your menu to claim a distinct territory!
3. Design your brand to tell a memorable story!
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4.
EXPANDING YOUR BUSINESS
GETTING YOUR BRAND IN SHAPE FOR NEW MARKETS
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Ways to expand for strong hospitality brands
Geographical:
 New part of town, country, continent
Scope:
 Sister brands to cover new genres
Business/Channel:
 Catering, retail,...
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The old 4 P‘s of Marketing
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Product Target Message Advertising
Under the old 4 P‘s, the success of marketing was proportionate
to the size of your budget and your share of TV advertising in
your category

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The world changes – for the benefit of small players
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Product Target Message Advertising
The new 4 P‘s of marketing are all about ideas that
perpetuate and spread by themselves: memes
Request Your Presentation of the
New 4 P‘s from Hakuhodo

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An example from Hakuhodo‘s practice
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Four take-aways from today
1. Know and play your genre!
2. Manage your menu to claim a distinct territory!
3. Design your brand to tell a memorable story!
4. Apply the new 4 P‘s to turn your brand into a self-
perpetuating global meme!
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Thank You!
Questions are welcome, now in the chat or
later by email to me:
lucas@hakuhodo.de
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(Also ask for your copy of the presentation)