In the post-advertising world, many brands struggle to understand the people they’re selling to and why they behave as they do. As power shifts from brands to consumers, knowing your consumer has never been more important. Even the accounting firm PwC has woken up to the fact that “every industry participant will need to invest in customer understanding and engagement.” But so long as this point is couched solely in data-analytics terms, it tells only part of the story.
Any restaurant is rich in stories, from the founding of the establishment to the experiences of its patrons. Because of that, the restaurant business is an interesting venue for content marketing, social media and brand storytelling.
I like to think that the best part about going out to eat, particularly with friends, isn’t the food (though don’t get me wrong; I adore food). It’s the stories we share and the stories we create. It’s like the times spent with my wife reviewing our plate of nachos in hopes that someday we’ll cull all those reviews into a blog just about nachos (though that’s a whole other story). It’s the times spent with friends catching up and reminiscing about old times.
Restaurants have a unique opportunity to tap into brand storytelling, and there’s a restaurant in the U.K. doing just that.