food lover digital trends overview edi1
TRANSCRIPT
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DIGITAL FOOD
LOVER OVERVIEW
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SHARING
Letting good food live
beyond the plate
Trend #1
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PROVENANCE AND
SEASONALITY
A recognition that good
food defines your culture
and who you are
Trend #2
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EXPLORATION
Back to basics with a
twist
Trend #3
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QUALITY
Even in the hard times,
food lovers wont give up
good food
Trend #4
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Food Lovers
Apps
Social Networks
Websites
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Internet Usage Statistics, Europe (March 2011)
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Global Mobile 3G Penetration
UK41%
POLAND51%
AUSTRALIA66%
RUSSIA5%
SAUDI ARABIA
18%
NETHERLANDS32%
GREECE26%
EGYPT7%
Global mobile statistics 2011
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Global percentage of searches via a mobile device
32%
18%17%
17%
16%
Restaurants Automotive Consumer Electronics
Finance and Insurance Beauty and Personal
Global mobile statistics 2011
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Global percentage of searches via a mobile device
32%
18%17%
17%
16%
Restaurants Automotive Consumer Electronics
Finance and Insurance Beauty and Personal
Global mobile statistics 2011
How are our trends brought to life here?
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Food Lovers
Apps
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A great app will either save you time by using it, or be so good you’ll make time to use it...
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Food finding apps can act to do achieve the following:
Food Discovery
Spontaneity
&
Utility
Crowd Sourcing
...These are not 3 different types of app
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Over 5 million downloads since 2008
5000+ reviewsGlobally recognised as top worldwide food
app
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Bangra Burger Bus - London Choc Star - London
Gastro Pod - Miami
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Saatchi & Saatchi LA Food Truck app
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Food Lovers
Apps
Social Networks
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-What's cooking?
-When?
-Portions?
-Cost?
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Results:
- Albion Cafe is #2 Google Search for ‘Fresh Bread London’
- Albion Cafe has amassed Over 1600 followers on Twitter
The Albion Cafe, Shoreditch, East London
Idea:
- Tweets sent when fresh produce comes out of the oven
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Food Lovers
Apps
Social Networks
Websites
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“Popular movement amongst true food lovers, for food lovers who want to buy organic food from
local farmers”
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-Widely regarded as the world’s #1 restaurant
-The philosophy at Noma is to use only locally foraged seasonal ingredients , turning them into Nordic gastronomy cuisine
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Access to professional ingredients
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