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The magic of unboxing’ reaches gastronomy

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According Wikipedia, unboxing is an English word that defines the unpacking of products, especially high-tech consumer, where the process is recorded and uploaded to the Internet. The article is explained in detail and, sometimes, can also be shown. It seems that this art of taking things out of boxes in front of a camera was born in the year 2006 with the unpacking of a telephone Nokia E61.

This custom of displaying the unpacking of products, has diversified in recent years in an incredible way, with all kinds of gadgets, from makeup, clothes, home appliances, collections, even toys and a multitude of colorful items. Of course, viralized by social networks, especially Youtube.

But I had never had too close a relationship with restaurants or gastronomy, although this seems to be starting to change, and in this era where the digitization of gastronomy is accelerating in a multiplicative way, we are assisting with some frequency to the incorporation of digital terms that until now had gone unnoticed by the sector or at least they were not frequent.

The inclusion of a good part of the hospitality sector, and especially those of the great chefs in delivery or home delivery, It has generated a very curious accelerated process of innovation that It consists in transferring some of the excellences and emotions that customers enjoy in the restaurant room, to the living room of their houses, and it seems, that unboxing becomes important in that magical moment.

Boxes, bags or packages, they have become the plating of the new trays of those Waiters of Exterior, as that's what we called them in the year 2017 in this article “Waiters outer, Revolution service (no) living room”, they hide, in addition to an attractive gastronomic proposal, surprises, expectations and even emotions, that are capable of captivating clients that until a few days ago only occurred in the face-to-face space of restaurants. And that the latter, are responsible for transferring to social networks in the form of “digital tips”.

And is that, that's what the New Hospitality, transfer elements that are intrinsic and typical of restaurant experiences, to the spaces and contexts that the client chooses thanks to the technology available. hospitality, the restaurants and the chefs are working on “modo delivery”, thinking and rethinking what are the key points in the new relationship with their customers and differentiate, not only in the product or in gastronomic proposal, but also in the new customer service.

Terms like unboxing, geolocation, usability, smart data, that during these last weeks I do not stop listening, today they are already part of the gastronomic jargon of restaurants and customers.

Some chefs, as in the case of David Muñoz, they generate enormous expectations through social networks, preparing and explaining the product that their clients will later taste at home, by way of videos and tutorials “Howto” that flood social networks.

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Aquí está la explicación de cómo se acaba este viaje gastronómico al mundo❌⭕️en vuestra casa!!!!! @elgoxo no tiene límites creativos, pronto desarrollaremos muchas sorpresas inéditas !!!!

A post shared by Dabiz Muñoz (@dabizdiverxo) on

Otros, como la versión delivery de Coque, CoquettoGO, con esos camareros de exterior transportando esas cajas listas para degustar el mejor producto. Suponen una gran tentación para compartir un auténtico unboxing gastronómico en tu red social favorita.

La disciplina de Delivery Marketing, que ya impartimos en la Escuela Diego Coquillat, será vital en la estrategia y el posicionamiento de este nuevo mercado digital, donde no tardaremos mucho en ver cientos de influencers especializados en diferentes temáticas viralizando esos desempaquetados gastronómicos, de los restaurantes más selectos de su ciudad a través de sus canales de Youtube o Instagram.

La duda que surge, es si con esta aceleración en la innovación y con la suma del conocimiento compartido de miles de mentes buscando esa nueva excelencia, la experiencia trasladada a los hogares, llegará a igualar o superar, la experiencia presencial, como ya parece que esta sucediendo en algunos otros sectores, como el de la moda. Los restaurantes se están autogenerando una competencia nueva a lo que fue su servicio tradicional, en un contexto absolutamente favorable para esta nueva opción que sin limitaciones crece viralmente tan rápido como el propio virus que la aceleró.

Quizás los selfies de los restaurantes, han pasado a convertirse en el unboxing de los hogares. ¡Buen provecho!

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Sobre el autor

CEO de DiegoCoquillat.com y director de la EscuelaDiegoCoquillat.com, profesor, consultor, conferenciante y emprendedor incorregible. Si no lo encuentras por aquí, busca cerca del mar. Pasión por las nuevas tecnologías y los restaurantes…pasión por la vida.

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