KITCHEN SURFING
Griffin Farley Beautiful Minds 2014
Matas Vilgalys
Duy Vo
Megan Madaris
Patrice Boswell
Kitchensurfing is a global marketplace for people that love connecting over delicious food. Their goal is to unify the intimacy of a dinner party with the ease of walking into restaurant: Whether it’s a worry-free meal at home with a professional chef or an exotic dinner party in an extraordinary location—Kitchensurfing has you covered.
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New York is now a “mature” market for Kitchensurfing. They have a steady, reliable base of users, including well-known celebrities.
BUT Growth in membership is slowing and new members beyond the original “bleeding edge” users are needed.
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THE BRIEF
15% Membership growth in NY in the next year How does KitchenSurfing go beyond the initial signups of the cutting edge fans and the curious to sign up 30,000 new members in New York?
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Without changing the service, pricing or system, put a strategy together that will help Kitchensurfing achieve it’s goal of membership growth in NY.
specifically Who are our people? What strategic platform can we use to connect with them? Where is it most powerful to bring it to life?
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Restaurants are a way of life in New York City.
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New Yorkers go out to dinner 4.9 times during the week(1)
(1) http://www.zagat.com/b/new-york-city/nycs-best-restaurants-2014-survey-results-revealed (2) http://www.fastcodesign.com/1662894/infographic-of-the-day-where-do-nyc-foodies-spend-their-dough
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On average, New Yorkers spend $48.56 for dinner per person(1)
(1) http://www.zagat.com/b/new-york-city/nycs-best-restaurants-2014-survey-results-revealed (2) http://www.fastcodesign.com/1662894/infographic-of-the-day-where-do-nyc-foodies-spend-their-dough
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Upper East Siders drop an average of $2,247 a month eating out ($26,964 a year)(2) Park Slope Brooklynites spend an average of $1,259 a month eating out ($15,108 a year)(2) (1) http://www.zagat.com/b/new-york-city/nycs-best-restaurants-2014-survey-results-revealed (2) http://www.fastcodesign.com/1662894/infographic-of-the-day-where-do-nyc-foodies-spend-their-dough
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BUT the experience is limited.
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Restaurants are treating you as a transaction, trying to optimize the number of people they can get in but not the experience they’re providing.
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Restaurant lovers accept the bad with the good in pursuit of great dining experiences that they can share with friends in person or via social media.
BUT...
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New Yorkers don’t like being pushed around. They like to be IN CONTROL. Especial y when it comes to food, time and their choices.
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FOOD LOVER
ring leader
TREND CONSCIOUS
recommender
Sharing Economy Enthusiast
TARGET AUDIENCE
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New Yorkers have big personalities and want dining experiences as exceptional as they are.
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PLAT FORM
Eating in the city should be as limitless as New Yorkers. #defydining
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This platform is designed to redefine dining and to reach the uninitiated.
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New Yorkers don’t like to go out of their way, so we decided to come to them.
CONNECTION POINTS
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pop-up airstream
Why do you wait in line when you can have a meal of your choice expertly prepared by our chefs in the comfort of our pop-up airstream?
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Surf Source
Why not bring your dinner party to life for others? #defydining
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Surf Source
Bring together a community of people who not only love food but also love to personalize their dining experience. #KSinstameet
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I BESEECH YOU!
Whoever hosts picks the menu. Your space, your menu. #defydining
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pop-up airstream
Have your fresh Farmer’s market produce made into your meal of choice by one of our chefs in the comfort of our pop-up airstream.
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THANK YOU Questions are welcome!
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