The enormous impact that restaurants have social networks based on the image is caused increasingly it more relevant care photographic image of the dish itself, and all the elements surrounding this so that the final customer picture perfect.
But this trend has found a new form of development that we have called the DiegoCoquillat.com “Logorización of Gastronomy”, and that more and more restaurants are beginning to incorporate elements of their corporate image, mainly logo, printed on different types of food or drink serving diners, photo to share in these digital environments Instagram, is attractive and delicious but also corporate.
This logo we see in dishes, tablecloths, napkins or cups of coffee, It is taking a new role, being a major element in the “digital tips” that guests are the restaurants through their photographs and it allows you to move elements face the digital world.
We have already become accustomed to seeing burgers TGBurguer with his initials stamped on bread, We spent many years eating Oreos or marked Chiquilín, but from now it will become increasingly common inclusion restaurant logo printed cocktails, café, ice, burgers or even tuna steaks. Definitely a garnish that Marida perfectly with the new digital era that restaurants face.
The value of the image for marketing Restaurant
An example of all, is the new E.A.K. Windows from New York, the second restaurant in the US territory of this popular Japanese chain, what in nori seaweed that accompanies the dish ramen, It is printed the name of the restaurant. Just like We could read this week in bloomberg.com, Jimmy Matsushima, Director manager E.A.K. He has stated that "the letters we put on the nori are made of calcium, so we can ensure that eat our brand is good for your bones ".
Despite not being able to quantify the benefits that this new measure has resulted in the Box, If we can see how Instagram have achieved 3.000 followers in a few months, with most of photos and comments revolve around the logo ramen dish.
On the other hand, the bar Dante, also based in Greenwich Village in New York, It has opted to mark the ice cubes in your drinks. Owner, Naren Young it is clear: "We live in a media world in which the image is very important and thanks to Instagram, competition among restaurateurs business is stronger than ever. Every business has to find a way to captivate your audience and make them talk about it, who they want to come to try. After all, is free and effective advertising, "he said.
And the truth is that Young is absolutely right, if something safe, is that hardly a name or logo printed have served you in your food or drink forget. So they think other establishments have also been launched this new trend to print your brand. Here we are some examples:
Examples of printed logos on restaurant food
- Ramen accompanied by logo
He Momosan Ramen & Sake is the ramen restaurant Chef Masaharu Morimoto, that does not lose the opportunity to include the logo of your business in all climbing photos in their social profiles. In addition to dishes and utensils, It has become famous the nori on stamping his mark, to highlight clearly in your photos Instagram.
- Personalized paste
On a trip to Italy in 2015, Fabio and Maria couple Trabocchi They discovered a version of the corzetti paste printed on a piece the size of a coin. After performing a hard inquiry, they found Fillippo Romagnoli in Chianti: "Even in Italy, find an expert to print on pasta, it's complicated". this created a custom stamp the Trabocchi printed on all your pasta and you can see on the facebook page of your restaurant, sfoglina
- Estampados en filetes de atún
En el Dream Hotel de Nueva York, el reabierto Megu ofrece rodajas de Atun Katsu que han sido marcadas con un hierro caliente con forma del nombre y el logotipo del restaurante.
El propietario, Jon Bakhshi está convencido de que es una forma de hacer la experiencia gastronómica, todavía más memorable. “Los probamos en muchos de nuestros platos, pero finalmente nos gustó como quedaba en los filetes de atún o de ternera. Para que no se mezclen los sabores, contamos con dos hierros distintos, y la ligera textura carbonizada que dejan las letras, ofrece un punto muy interesante a estos platos” aseguró Bakhshi.
- Hielo divertido
Para el experto en cócteles Kevin Diedrich, fundador de Pacific Cocktail Haven en San Francisco, el hielo marcado ha supuesto un aliciente que añade diversión a la experiencia gastronómica de su bar. “Tanto cuando los clientes nos ven marcar el hielo, como cuando la copa llega a su poder, la foto para Instagram está más que asegurada”.
- Bebida firmada
Los chef’s y hermanos Bryan y Michael Voltaggio, dueños del Voltaggio Brothers Steak House de Washington empezaron a marcar, no los filetes o el pan, sino la parte superior de uno de sus cócteles estrella, creado a base de ginebra Old Tom y jarabe de frambuesa. En estas bebidas podemos leer a la perfección las dos primeras palabras del nombre de su restaurante en color rojizo, las dos siguientes están en el posa-vasos.
El director de bebidas responsable de esta idea del Voltaggio se llama Dane Nakamura y sus razones se remontan unos años atrás: “Crecí en medio de la escena punk y underground del DC, rodeados de mucho hip-hop, donde el grafiti siempre ha estado muy presente. Muchos de esos chavales ahora cocinamos o servimos comidas, pero desarrollamos una progresión natural procedente de este arte, sin dudas” dijo Nakamura.
Branding y restaurantes: una pareja que siempre ha ido de la mano
El marketing, la publicad y la marca personal es algo que siempre ha ido unido a los negocios de hostelería como bares y restaurantes, pero parece que los días de la publicidad en los posavasos, las servilletas y los mecheros ha terminado.
La “Logorización de la Gastronomía” es un nuevo reto que permite a los restaurantes fusionar el mundo presencial con el mundo digital, algo que para algunas generaciones forma parte de su ADN a través de un elemento esencial para aumentar su grado de satisfacción en los restaurantes, como son las experiencias compartibles. Quizás hoy estamos hablando de estampar la imagen corporativa del restaurante, pero seguro que más pronto que tarde en este proceso de ultra-personalización en el que nos encontramos podamos ver tu propio nombre o tu serfie en la hamburguesa de tu restaurante favorito …¿te suena, verdad?
