How do you shift the perception from ‘food as a commodity’ to food as an event?
THE BIG QUESTION
Foodhall
THE BIG QUESTION
KEY INSIGHT
BUSINESS IMPACT
How do you shift the perception from ‘food as a commodity’ to food as an event?
Trigger the new revolution of food that is consuming various cultures: from restaurant food to cooking at home, from once in a blue moon to a habit.
Foodhall has been growing at the rate of 14% annually.
Idiom co-created systems that inspire a ‘love of food’.
Future Group had created a premium gourmet retail format in Foodhall. While this format was unique and had a broad range of international products, it lacked an immersive experience, which would not intimidate the Indian consumer, but engage, educate and inspire. Idiom co-created systems that inspire a ‘love of food’ that permeates every aspect of the brand culture and enable consumer satisfaction.
Key Insight
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Everyday gourmet
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Trigger the new revolution of food that is consuming various cultures: from restaurant food to cooking at home, from once in a blue moon to a habit. Foodhall is a food destination, for the evolving Indian, for whom food is a lifestyle choice. The key was to change the perception of themselves and the role of gourmet food in their everyday lives.
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Speaking to a generation of aspirational Indians that are well travelled, have increased exposure to global cuisine, are willing to experiment and have a steadily increasing disposable income. She is someone who loves to feed, despite decreasing spare time and wants to eliminate negative labour. She is open to experiment, wants to entertain in new ways and has an ever expanding the love of food.
The Impact
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A store that is welcoming and inclusive to gourmet novice with services and information. A tasteful atmosphere that invites visitors to stay and to explore; to pick up carefully sourced, beautifully prepared and exhibited ingredients and lovingly prepared dishes. Foodhall is a food expert and simplifies the experience with anecdotes, suggestions, ideas and recipes. Guiding and conversational, every touch point was designed to inspire and inform, from mouthwatering imagery to sampling stations integrated in the end caps.
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Foodhall’s style is subtle, modern and warm, keeping the focus on the food. the materials used in the store are carefully selected to bring alive the spirit of the brand. The store is a unique experience of a combination of mini markets, with everything from grocery to freshly prepared foods, from staples like oils and cereals to take away meal solutions like sushi and sandwiches.
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One is welcomed with an aroma of fresh gourmet food, the visual treat of a bustling hi-end kitchen and tasting opportunities in every aisle. The live kitchen, heart of the store attracts on going traffic with skillfully staged products highlighting impulse and events that aid the consumer in their culinary journey.
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Foodhall has been growing at the rate of 14% annually.