Illustration by Jessica Gómez.
Strategic steps to understanding the modern restaurant consumer and, in turn, offer them a memorable experience so that they become your number one brand spokesmen.
Niddo is on a quiet street with little foot traffic in the Juárez district, Mexico City, corner of Dresde and Praga. It is a destination restaurant that opened its doors toward the end of November 2018. A localle with no obvious exposure to a captive audience certainly seems like harakiri for any commercial venture. So what’s the awareness strategy for this neo-bistro that could just as easily be found on the corner of Dresde and Bleeker in Manhattan? The key word is: Instagram. This social network that acts as the registry for our day-to-day memories has turned into a crucial marketing tool for restaurants.
Millennial’s Online Reign in Mexico:
Fundéu, the RAE-backed institution that promotes the proper use of the Spanish language, picked “selfie”, the act of taking one’s own picture from a mobile device, as word-of-the-year in 2014. In 2019, one of the nominees was “dataism”, a tropicalization of Big Data: a doctrine based on the importance of data; the correlation between these two words accentuates the relevance of the link between life-style and technology that has intensifed over the last decade.
According to Facebook’s global marketing area, Instagram had over 800 million active users per month around the world. In that same year, 80% of Instagrammers followed a brand, and 60% said that they were exposed to new products through the app. In Mexico, as stated by the Mexican government, youth from 12-29 years of age make up 31% of the population, and 90% of this group has a Smartphone. The World Population Review indicated that until 2018, the median age in Mexico was 28. Conclusion: you have to speak millennial in order to survive in this day and age.
Mastering the diners’ psychology: the art of translating insights into points of experience and thus into a successful business model:
Much of Architecture is also Psychology and Semiotics. A cathedral, for example, that represents an encounter with divinity, will generally boast incredibly high ceilings and use precious materials like gold to denote majesty. Under the precept that everything comunicates something and that the world is a realm of perceptions, it is essential to analyze the messages that are sent to the recipients, or in the case of a restaurant, its diners. A bar with candles on tables for two that only opens in the evenings and has dimmed lighting is just asking to be used as a spot for a romantic dinner.
Niddo speaks to two main markets: trend seekers and folks that work in and around the area, evoking the experience of a first-world, everyday restaurant.
Eduardo Plaschinksi, partner, told us more: Niddo was conceived to be the neighborhood nest, with an interior design dreamed up to be cozy, using warm textiles and terracota tones. It reinterprets urban bakery and brasserie models. He and his family’s Jewish origin comes through in a short and optimal menu that combines this cuisine´s accents with Mexican offerings. The space highlights the Juárez district’s Art-Deco heritage. What is this restaurant screaming at the top of its lungs? Come meet me! Make yourself at home. Have a coffee, enjoy a nice breakfast, work, relax, by yourself or with company, and spread the word. Only 2 months after it’s unveiling, Niddo has over 6,000 organic followers.
Disruptive architecture: a win-win for the diner and restaurant owner
Niddo offers two distinct strategic areas that satisfy its public’s needs: the first is a third-place-style coffee shop where you can work from while sipping on an Americano and eating pastries. The second is the restaurant itself, with bistro-style seating: a consumption ocassion that lends itself to lingering conversation both post-breakfast and lunch.
In terms of a restaurant’s business model optimization, if we analyze the way in which diners use the space, we could offer a customized experience that maximizes capacity: how many times have you seen a sinlge diner seated at a table for four?
“The aesthetics of a place are no good if there is no functionality. We believe in disruptive architecture that optimizes the diner’s experience, but also use it to increase the business’ profitability.”Mero Mole
The perfect balance for a destination restaurant is to create an experience and generate stories with unique slants that can be told over and over again. For example, Vicky’s House, a dessert shopin Miami that is accessed through an old-school London telephone booth inside LoKal, a burger joint. Vicky’s is like the Foreman’s house from That 70’s Show, and they specialize in decadent milkshakes. The space and experience appeal to connecting with nostalgia and a homey comfort. Their strategy in beverage presentation is to stimulate the senses with textures, colors and large portions, begging the customer to let the entire wolrd know I just had the best milkshake in the history of the universe.
Spatial psychology and sense of belonging / Discovering mindset:
In an age where communication is imminent, space branding goes beyond stamping a logo on the walls of a restaurant. Signage is all about physically representing the brand’s DNA so that the audience thinks: this message speaks to me, I will share it with the world.
Five points to consider for creating optimal Instagrammable experiences at a restaurant:
- Pay attention to dish presentation, from the tableware to the glassware. Make sure the food has various textures, colors and shapes.
- Digital users Google every restaurant before they go there. Be sure to put your best foot forward on social media.
- Feature “hero” visual elements that are iconic to your brand in your interior design.
- Everything communicates something: be congruent with your brand’s premise and design execution.
- The on-site experience begins with the facade. It is yet another form of communication and the first point of contact with your diners.
*Our specialty is the Food & Beverage (F&B) industry.