gfbm 2014 finalist presentation kitchen surfing

Create your own restaurant at home

Team “F” Bomb

Team:

Jineen Carcamo Devin Desir Eroica De Souza Sue Kim

“Food can connect people in a forever sort of way...There's nothing like a home-cooked meal - nothing! When people ask me what the best restaurant in LA is, I say, 'My house.' It's more intimate. ”

- Giada De Laurentiistt

MissionGive people unparalleled access to the food they love.

GoalReinvigorate growth in NY by 15% 30,000 new members.

Who are we trying to reach?

MissionGive people unparalleled access to the food they love.

We’re speaking to

The Connectors

“...people with a special gift for bringing the world together” -Malcolm Gladwell,The Tipping Point

Demographic: New Yorkers – from all over the country and world.Late 20s to 40sIncome: 75k+

Psychographic:They openly express their creativity through their passions - food, creative outlets and travel.

They are inherently social.

People who value people – they love the opportunity share new experiences with friends.

A little bit about them

Challenge We need to give our Connectors a compelling reasonto try Kitchen Surfing.

Strategic Platform

Kitchen Surfing helps you express your personal story throughthe universal language of food.

Demographic: New Yorkers – from all over the country and world.Late 20s to 40sIncome: 75k+

Psychographic:They openly express their creativity through their passions - food, creative outlets and travel.

They are inherently social.

People who value people – they love the opportunity share new experiences with friends.

Stories are being toldby current Kitchen Surfer users.

Story of Family: Appreciating the important people in your life by hosting a special event

“I worked with Mary for several weeks to plan a 20 person surprise party...she was extremely helpful in customizing the right menu for my parents and their friends. My parents were overwhelmed with how incredible of an evening it was.” - Randi

“Imnet’s food is incredible and I love that its food of someone’s home and country rather than a restaurant version. Her love of the cuisine and her country is evident - “a big part of the night was learning interesting things about Ethopia, a country rich in culture with plenty to learn and discover”

- Morgan

Story of Cultural Exploration: Traveling to a place through food

“I wanted to share one of my favorite dishes from childhood with my girlfriends and worked with my chef to plan it… he was extremely helpful in creating the right atmosphere for me and my friends” - Xin

Story of Personal Heritage:Connecting back to your culture

How does this come to life?

“Stories” as Content

This is my story ofFamily.

What’s yours?

This is my story of Travel.

What’s yours?

This is my story of Heritage.

What’s yours?

Dinner shouldn’t end at dinner.

Amplify brand advocate’s voices and highlight aspirational stories.

Engage with guest “Connectors” after they experience a friend’s KS dinner and convert them into KS hosts.

“Story Telling to Story Sharing”Connection model

Engage Guest Connectors when they feel inspired to tell “their” story

Use an array of tactics to increase the likelihood that the transition from guest “connector” to Kitchen Surfing Host will be completed.

Experiential

How does this play out?

Reframe “Give $50, Get $50” referralas an incentive for guests to share their story

DigitalDrives to site and offers discount for first users

Digital: Story Banner Page TakeoverPromote our ads on food-centric websites

Stories as Sharable Content

Communicate to users that some of the vivid “stories” posted could be featured on social.

Leverage owned Social channels to promote the best articulation of user generated content.

OOHRaise Awareness

Promote “Every New Yorker has a story to tell.”

All OOH should be concentrated in areas

that already have a sizeable Kitchen Surfing

user base, where guests live as well.

Downtown Manhattan, Tribeca, Upper West Side,

Williamsburg, Brooklyn Height, East Village,

West Village, Lower East Side etc.

OOH: Billboards

Should be concentrated in areas that

already have a sizeable Kitchen Surfing user

base, where guests live as well.

Downtown Manhattan, Tribeca, Upper West Side,

Williamsburg, Brooklyn Height, East Village,

West Village, Lower East Side etc.

OOH: Street Furniture

This is my story of Travel.

What’s yours?

Since people have more time to engage

with ads on the subway, we can place vivid

stories of the experiences throughout

the trains.

OOH: Subway

Re-engaging our Kitchen Surfing Host

Placing vivid reviews of the experiences/story told at JFK and La Guardia

Subway ads that highlight bringing back a part of the culture they couldn’t take on the plane, the food.

OOH: AirportsThis is my story of Travel.

What’s yours?

Home goods can serve as inspiration

for hosting a party

Events partnered with IKEA that showcase

how chefs can utilize their space provided

and they can help someone tell their story.

Experiential

Experiential

Opportunity

Closing note on Storytelling“Storytelling may seem like an old-fashioned tool, today — and it is. That’s exactly

what makes it so powerful. Life happens in the narratives we tell one another.

Data can persuade people, but it doesn’t inspire them to act; to do that, you need to

wrap your vision in a story that fires the imagination and stirs the soul.”

Source - Harvard business review

Kitchen Surfing helps you express your personal story through the universal language of food.

Photo’s courtesy Humans of New York