CUR ATU R E MA RK E T I N G D O S S I E R | D EC EMB ER 2018

Why people buy

experiences
instead of food in a restaurant

2018 has been a great year for restaurants,

pop-ups, cloud kitchens, cafes & QSR’s.

We saw brand doubling in stores, concept

restaurants flourishing, people absolutely
loving homegrown brands and growing
more aware of the F&B ecosystem
around them.

Many a times,aspiring restaurateurs find

themselves in a fix when it comes to
deciding the format or the brand
positioning for their projects. 90% of
the cases it leads to confusion and they
eventually end up diluting their brand’s
voice. 2018 and the coming times are “2018 and the coming times are
going to be all about content. Out of all going to be all about content. ”
the social media noise that is buzzing
in our day to day feed browsing, it has
become incredibly hard for outlets to In order to tackle the same we’ve
reach out to their right customers. come up with what we call a
Customer buying behavioural chart
that people should really consider
before launching their proposition
in the market.

There are several questions that

people need to research about and
quaint themselves with. Every level
has a question matrix, mentioned
below.
CUR ATUR E MARK E T I N G D O S S IE R | D EC EMB ER 2018
Understanding the
buying process
Level 1:
Concept Recognition
What’s your concept?
What do you stand for?
What’s your product?
Where is your demographic?
Is the customer aware of
your product?
Level 2:
Information search
Once you’ve asked the above
mentioned questions, It’s time to
research about it, One can pick a
cluster demographic they visualise
their brand in and start researching
about the questionsin reference to
the same.
Level 3:
Differentiation
Just because you’ve researched well
and differentiated yourself in terms of
your product offering from the
competition doesn’t mean a customer
will absolutely make a purchase. In fact,
now more than ever, customers want to
be sure they’ve done thorough research
prior to making a purchase.Because of
this, even though they may be sure of
what they want, they’ll still want to
compare other options to ensure their
decision is the right one.
Level 4:
The Decision
This Is the most elusive step where the
customer will make a choice or bounce
off to any other alternative they have.
Storytelling literally has a chemical
effect on the brain that wakes it up in
order to ingest, digest and store
information. — Reid Genauer, The Story
of Data Driven Storytelling
This is where your brand story matters
the most, essentially how honest you’ve
been with your storytelling. We give the
guests more credit. Concepts come to
life when they’re paired with a strong
narrative that has an influential impact
on your demographic.
Why people buy experiences
instead of food in a restaurant:
Level 5:
The Purchase
Okay the customer has finally decided
to make a purchase and give your
product a try and you’re happy. Yes, a
need was created, you completed your
research, differentiated your brand and
the customer bought from you/dined at
your restaurant, all the stages that could
possibly lead the customer to you has
been finished. What if we told you that
this was only half of the battle?
Marketing at this stage is straight
upfront. You need to keep it simple silly,
Once the purchase is done, we need to
look at the purchase process, and ask
these fellow questions again; Is the
process complicated? Does it involve a
lot of steps? Is the turnout too slow?
Can the user be given a much better
experience?
Research again about these questions
and make alterations/modifications.
Efficient use of tech-marketing tools
readily available for us in 2018 can
help answer these questions radically
and help promote customer retention.
We’ll talk more about the same in our
upcoming keynotes.
Level 5:
The Purchase
The process hasn’t ended yet. It’s a
circle. Revenues and customer loyalty
can easily go south. The customer always
evaluates whether they made the right
choice or not. If there’s dissatisfaction,
it can be handled baby identifying the
source of the problem that caused
unpleasantness for the guests. However,
even if the guest is satisfied with his
decision, a future visit/purchase is shaky.
Timely feedback and good retention
programmes helps keep these variables
in check.
Making efforts to understand these 6
stages of guest/customer behaviour
is crucial for the success of any brand
placed in the F&B ecosystem. Doing
this on a timely basis helps ensure
revenue gains and increased levels of
customer retention eventually ending
up in Win-win for the brand.
Marketing keynote by:
Vicky Mandal
Head Project Consultant, Curature
+91-9717840106