This document discusses the evolution of information structures for finding restaurant information online. Originally, information was organized by cuisine, evaluation, and location in guidebooks. Now, social media allows information to be passively shared from person to person through reviews and photos. The document proposes targeting "mindshare" by posting food photos at night when people are more likely to feel hungry but not want to eat. This could influence people to choose those restaurants tomorrow, reaching passive users not actively searching now. The goal is to create a new media to inform tomorrow's choices.

2. Information structure of the major
restaurant sites
location
Shop
Dish
Comment
This is so absurd

3. The original information structure
about food
Cuisine
Evaluation
Store name and location
Before search engine comes out, Gourmet
book was with this structure
(Such as Michelin guide book)

4. SNS allowes us to reach the hidden
needs of the food
Previously, we had to search the needs actively
Today, we can evocate the needs passively
Find eating
place Search
This
restaurant
was delicious!
Where's it,
what's that?

5. Supported by information
transmission from person to
person, now we can deliver the
information towards the 'non-
active' or 'passive' users who are
not even looking for the
restaurants.

6. So let's Deliver the information of
cuisine to the users
... How?

7. Subdivided needs of users
Today, it is no longer possible to define
user-needs by region, age, lifestyle, etc.
‘over’
diversification
You never
choose the
service actively
Internet in
your pocket
Evolution of
the devices

8. We have to target the ‘mindshare’
per hour to reach the user-needs!

9. Everybody gets hungry in the mid-night
Workers
News entertaining SNS HUNGRY
Weather Talk show SNS HUNGRY
Games SNS HUNGRY
Housewives
Teenagers
ｰ> Within certain time sets, people tend to behave similarly

10. So, I’ll do this
post food-photos
Editors
Edit the
titles and
tags
Post them in the
mid-night
(22-26 o'clock)
Posts are linked with FB
account and inflame friends
-> Chain of terrorism!!!!
Users

11. And then, in the future…
Users who are looking for something to eat
⇒ They are all taken by existing restaurant-media
But
Users who are hungry but do not want to eat
RIGHT NOW (because it makes me fat)
There are currently no media that can reach them

12. The photos looking delicious being on
Timeline, everybody cannot help staring at
them…
And if they saw the info of the restaurants
when they got inflamed like “Ahhhgghh, I
wanna eat thiiissss!!!”
They’ll think like this:
"Let's go there tomorrow."

13. To sum up, we are going to create the media
which
provide the ‘passive’ users who don’t want
to eat anything at the moment
with the information you will eat for
tomorrow!
And, they were never reached by the existing
media which only targeted ‘active’ users
Value as an advertising medium is definitely high.