The story makes food taste better

Retail reality 

The power of storytelling

seen not only through the eyes of the marketer, but also those of the 'average' consumer. was evident from a much-discussed TV commercial for Lidl at Christmas 2018. In that commercial, Beau van Erven Dorens celebrated Christmas with his snobby friends from the college debating society. The commercial is full of gold and glitter, and the food is no less extravagant. It tastes so good that his friends completely swallow the story that the dishes come from the 'vegetable jeweller' and the plateau of Argentina. Then Beau takes the viewers into his confidence and tells them that the food actually comes from discounter Lidl. He pokes fun at all the storytelling around food, while on the other hand he proves the power of storytelling. Is it the familiarity of the situation that makes the message credible? To what extent is storytelling a marketing concept? And to what extent does it meet the consumer's needs?

Think storytelling in food, think Eataly
At Eataly, storytelling about food is in their genes. Thanks to their Italian roots they attach great importance to the moments when food is shared. These moments become even more valuable when you are enjoying high-quality food and drinks.
The shops originated from the desire to create a place where you can eat, shop and learn about good quality Italian food. So it's more than a supermarket - more a fresh produce market and a restaurant in one. 

[quote] the more you know, the more you enjoy

Storytelling is everywhere in the store - where products are freshly prepared, workshops, demonstrations and tastings are given, and also in the shelf signage and packaging. The stories are about the origin of the products, the production process, craftsmanship and preparation tips. And the popularity of the shops is proof that consumers appreciate these stories.What about the Dutch food stories?
In the Netherlands, you can see that supermarkets such as Landmarkt and Marqt also know how to use their story effectively. Here you can find stories of the farmers and growers that produced the products. This makes perfect sense, of course, when you consider that they have to justify the higher prices of their organic products. The stories ensure that consumers feel good about their purchases.
In the regular supermarkets, you find storytelling on a small scale. A fine example of a collaboration that relies on storytelling is that between La Place and Jumbo.

After the acquisition of La Place, Jumbo was able to benefit from the strong La Place brand and introduce well-known, high-quality products to its shelves. For example, La Place's famous herb cream cheese and sausage rolls are now also available in the supermarket.

One-trick ponies are hot
Outside the supermarkets, you can also see other great examples of food storytelling emerging in the Netherlands. They may seem a bit like 'one-trick ponies' - companies with a concept that looks like they can only do one trick, but it's a trick that the consumer really appreciates.

From The Avocado Show to the Pindakaaswinkel (Peanut Butter Shop) to the Yogurt Barn, the consumer wants food with a story. They can be stories about the transparency of the production process, about the origin, the impact on your health or the environment, the technological innovation, or simply about the tradition. What is important is the credibility and the 'proof' in the form of the food.

The story of Sergio and his culinary chips adventure
Nowadays, more and more star chefs are making an excursion to up-market fast food. The concept is often based on the best ingredients, without preservatives and in an instagrammable interior. With his Frites Atelier (Chips Studio), Sergio Herman, the star chef from Zeeland, created a major storytelling concept. The interior was designed by none less than Piet Boon, and Sergio himself created the recipes. Yes, 'recipes' is the right word here, because we're not talking about ordinary chips. When Sergio himself talked about his new culinary challenge, he said that he “tested and tasted potatoes for over a year and a half, with only one goal, to prepare beautiful, tasty chips with sensational toppings.”

The customer experience is completed by the way the story is communicated in a leaflet: the saleswoman with the black gloves and her story about the particular potato chosen, seeing how the chips are fried, dishing up, and grating the cheese.
This is a feast in every sense! And not just for the marketer.

Do you want to know more about this trend? Then you should contact Erica Twigt,  or +31 (0)252 750275.