kirstyfoster
kirstyfoster cut the mustard: the role of food as a pillar of culture in today’s society and its relationship to travel
KIRSTY FOSTER N0417193 FASH30002 NEGOTIATED PROJECT STAGE 2
CONTENTS 01 Introduction 09 Methodology 13 Context 19 You Are What You Eat 27 #FoodPorn 35 No Phones At The Dinner Table 41 Travelling Spoon 49 Not Just A Fussy Eater 55 The Big Idea 61 The Foodies 75 Creative Concept 79 Route To Consumer 83 Execution 95 Conclusion
INTRODUCTION
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CONSUMER BEHAVIOUR
FOOD AS A PILLAR TRAVEL
DIGITAL
-CULINARY TOURISM -AUTHENTIC FOODS -ADVENTURE -IMAGE SHARING
-IMAGE SHARING -REVIEWS -GEO-TAGGING -INSTANT -GLOBAL 03
TECHNOLOGY SHIFT
OF CULTURE TODAY SOCIAL
DIETARY -GREATER SPECTRUM OF KNOWLEDGE AROUND REQUIREMENTS/ ALLERGIES -MORE ACCEPTANCE
-EXPERIENCE -”DOING BEATS BUYING” -SHARING DINING MOMENTS -SOCIAL EVENT 04
“FOOD WAS ONCE ABOUT SUSTENANCE. AND THEN IT BECAME ABOUT CONVENIENCE FOLLOWED BY EXPERIENCE. TODAY, FOOD IS A
PILLAR OF POPULAR CULTURE” ( B I T T E N , 2 015 ) .
Food has always been an integral part of a human’s every day life, but there is no question that food is now the subject constantly on the tip of everyone’s tongues. Gastronomy has become more than just something we engage in at least three times a day out of routine. It has become, in its own right, a powerful, cultural obsession. However, food as a current societal phenomenon can be mostly put down to one factor: the shift in digital technology. “We eat with our eyes. We seek out the new, even if we can’t taste, smell or feel it” (Wu, 2014). What we choose to eat is constantly being reflected on our online presence and when we upload an image of our food, we are mirroring our identity to our viewers. Our food choices act as a platform to say so much about ourselves, with it having strong symbolic power for the self as well as social groups. As Eleanor Roosevelt once said, “One’s philosophy is not best expressed in words; it is expressed in the choices one makes” (N/A).
Fig 2. Instagram - Breakfast
Fig 1. Platter
Fig 3. Roasted Asparagus
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Fig 4. Food Photography
Fig 5. Instagram - Pie Millennials, as a generation, seem to be engaging with all different cultural parallels on a variety of digital media, but it is their particular interest in the rise of food culture that has helped place food in the spotlight, especially on social media. “Food is playing a role in online and offline identity creation like never before” (Turow, 2014). This generation is, from a much younger age, claiming ownership over themselves and their choices, acting as their own curator of style and identity. To them, food is one of the best ways to do this as they can engage in food as a social experience, as a creative experience and as a cultural experience all at the same time and they recognise the value in this. With Generation Y also being the generation that travels the most, and are those looking for the most authentic and engaging experiences whilst abroad, food and travel are becoming intertwined and holding a prominent role in today’s society.
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This report will investigate the role of food in today’s society; looking into how food is now a powerful way of demonstrating global and cultural credibility as well as expressing personal identity and style. It will look at how, as food continues to become an increasingly more important aspect of our societal values and our daily experiences, this also changes the way in which we travel and experience different cultures as food and travel are becoming intrinsically linked. The aim of this report is to also investigate the widening spectrum of knowledge surrounding dietary requirements and specific food preferences especially in relation to food choice abroad. The outcome of this research project suggests a platform which positions itself at the heart of food and travel, acknowledging the value of the image regarding food whilst also embodying the understanding that food can still incorporate culture, personality and style for those who have different dietary requirements, not restricting them or making them feel side-lined within such an exciting industry.
Fig 6. Food Spread
Fig 7. Sharing
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METHODOLOGY
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Fig 8. Musket Room
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With food being such a widespread topic, research began by looking at its role within society today, looking towards the level of importance it holds in our daily lives and the culture it has developed around itself. A brief overview was complied of everything that food represents by using articles, research reports and journals. Once a more focused direction had been found, previous finding were supported by researching the literature surrounding this and developing a greater understanding of food and its importance throughout history and how it has developed into the pillar of culture it is today.
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The digital revolution and changing consumer behaviours were then looked at in a broader context; both of these are responsible for the level to which food plays a role in society and personal identity today. To gain a more insightful understanding into these consumer behaviours, 68 consumers were surveyed who gave particular insight into why people take photos of their food, and the purpose these photos then hold. Following this, to gather a more informed opinion, a range of industry experts who deal with food and food trend were interviewed. A range of consumers who have dietary requirements were contacted and twelve of them being interviewed in order to form a greater understanding of the issues they face when dealing with their dietary requirement abroad.
CONTEXT 13
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“ONCE UPON A TIME, FOOD WAS ABOUT WHERE YOU CAME FROM. NOW, FOR MANY OF US, IT IS ABOUT WHERE WE WANT TO GO – ABOUT WHO WE WANT TO BE, HOW WE CHOOSE TO LIVE. FOOD HAS ALWAYS BEEN EXPRESSIVE OF IDENTITY, BUT TODAY THOSE IDENTITIES ARE MORE FLEXIBLE AND FLUID” (LANCHESTER, 2014).
Fig 9. Cereal Magazine
Although food has always been an integral part of our lives and our society, no matter what generation or culture, it is the rise of digital media that has elevated food into the pillar of culture it is today, especially in Western societies. Print, photography, TV and now social media have all transformed what food we eat, how we eat and what certain foods mean to us (see figure 10). However, it is social media that has seen the biggest shift in food’s relationship to technology, as food journalist Dave Infante says, “social media is one of the most powerful steering forces in food culture, if not the single most powerful” (Infante, 2015, see appendix 8.2).
Fig 11. Foodstagram
Food has always been an important aspect of who we are. Our culinary experiences mirror our cultural standards (Stummerer, Hablesreiter and Kob, 2010, p.10). However, the form in which food is acting as a personal signifier of our values and beliefs has changed and adapted over time, with it now, more than ever, acting as a vehicle to express so much about us. It was in the late 1900’s that sociologists began to fully understand the depth to which food can say so much about an individual: about their choices, their heritage, how they wish to be viewed by society and many other aspects as well. “In the 1960’s and 1970’s Claude Lévi-Strauss and Mary Douglas stressed the role of food as signifier, classifier and identity builder” (Scholliers, 2001, p.7). They saw that food gave sense to the world, to different cultures and the ordering of people and events (Mennell, 1996, p.6). However, it was in the 1980’s that food studies underwent extreme development, as this was the decade in which so many changes occurred within the world of food itself. “A great new variety of themes were explored regarding food and in social sciences in general, the notion of identity was taken up, to which food was directly and intimately linked” (Scholliers, 2001, p.7).
MUSEUM OF FOOD AND DRINK, USA CASE STUDY
“OUR MISSION IS TO CHANGE THE WAY PEOPLE THINK ABOUT FOOD AND INSPIRE DAY-TO-DAY CURIOSITY ABOUT WHAT WE EAT AND WHY”
Fig 12. MOFAD
With food becoming the pillar of culture it is today, rather than just having exhibitions or events that focus on food, the founders of the Museum of Food and Drink believe that food is now a big enough part of our culture to dedicate a museum solely to the celebration of it. They believe that no time is better than now for this to be opening. The museum will embody all that is food, from the culture to the science to the art of it. MOFAD’s values: -Everyone eats. People of all ages and backgrounds, from picky and apathetic eaters to gastronomes and food loves, should care about food. -Informed eaters are better eaters. They make better choices for their taste buds, health, community and environment. -Food is culture. It is more than simply what is on our plates: it is a common denominator of human relationships -Food is personal. People should be approached with a non-judgmental attitude about their diet. -Food is participatory. To best learn about food, you must taste, smell and think. -Food is fun. A positive, non-fear-based outlook is the best way to approach food education.
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Fig 13. Instagrams
It has also allowed people to make informed and proactive choices about whether they wish to follow such diets and as a result, has begun to turn what would be seen as a negative restriction into just another way of eating.
This rise of the internet and social media has also not just made us more aware of different cuisines, but different food preferences and dietary requirements too. The spectrum of knowledge surrounding this has been opened up to people and cultures who would have had little understanding about it before.
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YOU ARE WHAT YOU EAT
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Fig 14. Philip Karlberg
“WHEN WE CHOOSE WHAT TO EAT, WE ARE COMMUNICATING MEANINGS AND PROJECTING IDENTITIES, EXPRESSING OUR VALUES, BELIEFS AND SOCIAL AFFILIATIONS AND, IN SOME CIRCUMSTANCES, WHAT WE ARE AGAINST OR DEVIATE FROM (MARTIN, 2005). VERY FEW OTHER CONSUMER OBJECTS DOMINATE OUR LIVES TO A SIMILAR EXTENT AND EXHIBIT SUCH INGRAINED SOCIALISED RULES AND RITUALISED BEHAVIOURS” (COLLINS, CRONIN AND MCCARTHY, 2014, P.3). Food has always been a powerful way of expressing status, wealth, beliefs and personal identity; however, we are entering an age where this is now more prominent than ever. This is due to a number of trends socially, technologically, environmentally and economically, and a dramatic change in consumer behaviour (see opposite page).
Food is now a dynamic way of demonstrating global and cultural credibility and expressing personal style and identity, rather than just about sustenance. In our society, with the rise of digital media, we are using our material objects and curated style to portray ourselves through the means of visual imagery as who we are, or who we want to be seen to be. As Posner says in Marketing Fashion, “Fashion has a unique ability to be used as a vehicle for social connection and communication. Individuals often choose to dress in a specific and recognizable style so that they can express their ideas visually and signal membership to a like-minded group” (Posner, 2011, p.30). Although this is true, and has always very much been the case for fashion, with there being no doubt that we dress in a style that we believe will best communicate our personality, it is becoming apparent that we have reached the limits in which fashion can do this to the extent we now want it to. 21
-UK government has increased pressure on food suppliers to come up with healthier foods – changes in schools etc. -New law that all restaurants/cafes must state all food allergens on menus
-People more willing to invest money into food if they also get an engaging experience -Free-from foods are usually much more expensive making consumers feel like it is unfair -People spending more money on natural foods – they want to know where their food has come from
-Change in societal attitudes towards the importance of food – how food can now express our personal style and identity better than any other consumer object -Growing understanding of dietary requirements -Growing interest in travel and need for authentic experiences
-Rise in digital device use has resulted in image sharing of food across social media and the use of this behaviour to suggest new places to try -Number of advisor websites are on the rise -Growing number of people reviewing and researching places before dining/travel -’Death of the blog’ - people want instant and accessible information
-Climate change affecting food production – colder weather affecting natural food growth -Change in grains in wheat has led to the rise in people with gluten allergies
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Food, however, gives us the ability to express our identity and style on a multi-layered level, allowing us a platform to say so much about ourselves in a way that we can all connect with and understand. Fashion in a sense, is unattainable for some and is not understood globally in the way food is. Food is much more democratic (Wu, 2014). When we take a picture of our food, whether this is a recipe we have made ourselves, a meal in a restaurant or ingredients that we have bought, we are immediately communicating several aspects of our lives. As shown in figure 15, there is now so much we use food to say about our lives. However, over time the shift between what it is used to say most about us has changed. In the past, food spoke mostly about class and wealth, whereas today, the focus is more on space and relationship.
“This is strongly supported by the claim that sentiments of belonging via food do not only include the act of classification and consumption, but also the preparation, the organization, the taboos, the company, the location, the pleasure, the time, the language, the symbols, the representation, the form, the meaning and the art of eating and drinking� (Scholliers, 2001, p.7).
RELATIONSHIPS
STYLE 23
EXPERIENCE
CREATIVITY
Fig 15. Food as a multi-platform showcase
LOCATION
SKILL
WEALTH
CULTURE
Fig 16. Instagram Screenshots However, in an interview with food journalist Rachel Signer, she disagreed with this thesis, “I actually think that a lot of what’s happening with food is more about community as opposed to personal identity” (Signer, 2015, see appendix 8.6). Signer visualises a society in which we want to say more about where our food has come from, supporting restaurants and communities and connecting with other people, rather than just showing off your own lifestyle (Signer, 2015). However, it is the combination of both aspects that is making food culture what it is today. We are seeing food and food experience becoming the most fundamental means of transforming the individual and successfully acting as a vehicle for societal values and ideology (Baltz, 2014), as well as creating communities and connecting people globally. “What you want to cook and eat is an accumulation, a function of your experiences – the people you’ve dated, what you’ve learned, where you’ve gone. There may be inbound elements from other cultures, but you’ll always eat things that mean something to you” (Lee in Choi, 2014).
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Fig 17. Instagram
Fig 18. Faux Foraging
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#
FOODPORN
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“TODAY’S FOOD CULTURE HAS ONE REALLY UNIQUE ATTRIBUTE: IT’S HOW THE INTERNET IS BEING LEVERAGED AS A PLATFORM FOR SHARING, SPREADING AND POPULARIZING INNOVATION” (SIGNER, 2015). The paradigm shift to digital ubiquity engages and affects all parts of our societal lives. But in relation to food culture, its renaissance is evidently happening now and will only continue to grow in terms of how technology will revolutionise what and how we eat. “Food culture today is spread as much by visuals as it is word of mouth or written reviews. It’s become a visual medium. We’re eating with our eyes first” (Wells, 2014).
BITTEN: THE FOOD CONFERENCE, NY CASE STUDY
Bitten is a food conference that was held in New York in February 2015 involving all of the big names in the food industry at the moment, ranging from food technologists and food artists to the founders of the next big food moments. At the conference, it was discussed where food sits as a pillar of culture in today’s modern society and thinking about the future of food as it pertains to give so much more than just sustainability and necessity. The digital revolution was also discussed as a way of leverging food culture and the extent to which social media can do this (Bitten, 2015 ).
Fig 19. Bitten
Guest speakers of the event included: -Emilie Baltz : Food designer and artist -Peter Kim : Co-founder of Museum of Food and Drink -Nick Taranto : Founder of Plated -Helen Hollyman : Food journalist for VICE
Fig 20. The Infatuation
Fig 21. Daniel Krieger
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Fig 22. Own Infographic
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As a society, we have grown accustomed to sharing images of every aspect of our lives, and this is no different when it comes to what we are eating. In fact, even more so with food imagery than any thing else, as at any given time, Food Porn occupies roughly 80% of all Instagram uploads (Hollyman, 2013). This was backed up by results from a survey in which participants were asked what it was they mostly do with their food photos, as shown in figure 22.
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Millennials especially, are a generation that believes that there is an audience for every action and thought, (Fromm & Garton, 2013, p.120) and all these minute details are being constantly displayed on social media sites. “Many contemporary consumers share more pictures of food on social media than of their friends and family, and some may even choose restaurants, bars, and hotels, on the grounds of the storytelling opportunities they provide” (Klanten & Sinofzik, 2014, p.8). However, not everyone appreciates the rise in this trend and many believe it is actually having a detrimental affect on our dining and sensual experiences with food. The consumption of food is an experience that targets prominently five of our senses, with restaurants also now aiming to target the sixth by involving sound to create a dynamic and engaging experience. However, “A picture can only reproduce rather inadequately one facet of the dining experience. Taking pictures of food is really just one more way of bragging” (Perkins, 2014). The nature of social media sites such as Instagram is predominately to create a platform to show off and brag to peers, but despite this, people do see the personal value in sharing moments with one another. As Infante says regarding Instagram, “Pull up your feed, and you’ll know where you ate and what you drank, all geo-located and pretty for your review. It trumps sifting through old Yelp reviews and foursquare check-ins. It is an up-to-date passport of your life and times” (2014). It is becoming increasingly more difficult to ignore the value an image holds in today’s modern society.
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Studies debate the psychology behind using our cameras at the dinner table, arguing both sides of whether documenting our dinners add to our experiences, or spoils it. It was found in the Journal of Consumer Psychology that “spending time focusing on images of food makes the food itself less satisfying” (ColonSingh, 2013). On the other hand, in an opposing study conducted by the Psychological Science Journal, findings suggest that rituals enhance the enjoyment of consumption because of the greater involvement in the experience that they prompt (Forbes & Zeltmann, 2014). However as Heimbuch argues, “We have technology that lets us bridge the gap between our dining experience and our shared life. Perhaps excessive sharing of one’s personal life could be questioned, but to single out our sharing of food? That is a fault, considering how core dining, food and cooking is to our culture – to every culture in the world” (2013). Fig 23. #foodporn on Instagram
Fig 24. Good Eggs
NO PHONES AT THE DINNER TABLE
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“EATING ISN’T A DISTRACTION OR AN ADDENDUM TO CULTURAL PARTICIPATION, IT IS CULTURAL PARTICIPATION” (INFANTE, 2014).
Despite arguments that food’s relationship to social media is a complicated one, it is not necessarily the case that it is making food any less of a social activity but in fact, more so than ever. “Eating, exchanging food, taking photos of food, uploading photos of food, looking at other people’s photos of food – this is all a way that food brings people together. Even waiting in line for a restaurant with your friends is an extension of your experience eating with them” (Choi, 2014). Nearly every aspect, activity or action surrounding food is a social one and results in creating experiences, memories and emotions that are embedded in our lives and future gastronomical habits.
Fig 25. Ice Cream
Fig 26. Social
Fig 27. Dinner Time
Fig 28. Dining Out - Instagram “The idea of being so passionate about food is a phenomenon that has emerged in the Western World. Food, in other words, is for many people a source of pleasure and a major part of lifestyle” (Kelly, 2014). Millennials, especially, are investing more time and money into their dining experiences than any other generation. According to data from the Commerce Department, it shows that restaurant and bar sales have exceeded grocery sales for the first time since 1992 (Hunt, 2015). consumers are. Food and dining experiences used to mainly be a topic that belonged to the middle-aged, however it is Milliennials who are taking primary interest in the rise of food culture. Not only are they dedicated foodies, constantly seeking out new and exciting foods, following latest food trends and fads, but this is the generation where ‘doing beats buying’ (Bell, 2015). Experience matters more to this generation than anything, and so when it comes to food, they want a whole lot more than a gourmet meal in a five star restaurant. “While the notion of the gourmet has become less elitist, the elite themselves have become more open to experimentation, for in fact, experimentation is today’s true luxury. Aware that the accumulation of rich experiences is of more value than the accumulation of wealth, today’s culinary world strives to present brands that go well beyond the bland boundaries of luxury” (Klanten & Sinofzik, 2014, p.7)
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Fig 29. Underground Diner
We are beginning to see a wealth of different types of food experiences emerging across different cultures, with the materialization of restaurants in people’s homes; restaurants taking form in unlikely habitats such as old underground trains; DIY food experiences and anti-molecular gastronomy with all these being mostly targeted at Millennials. “They want to eat the food, sure, but they’re also buying into the experience, the theatre, the conspicuous consumption and the art of the meal” (Tyers, 2014). The act of eating gives us so much more alongside nourishing us and giving us energy: it reminds us of the past, the future, family memories, people we’ve shared that experience with, cities we’ve been to. “We can all appreciate and share in the experience of food because it exists in us as a memory or as a promise” (Wu, 2014). There are not too many other experiences or objects in our lives that can provide us with the same memories, experiences and social activities as food can.
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DINNER LAB CASE STUDY Dinner Lab is a concept that is being implemented across the world as a social experience that brings together adventurous diners and new food experiences. The company’s events choose a common ground to then bring together foodies and those looking for a new and engaging dining experience, with up-and-coming chefs in order to flip the traditional dining experience on its head.
The company allows the chefs to create their own menu for that specific event, allowing them a platform to tell a story through the food that they choose to serve. The concept of Dinner Lab not only provides an innovative and exciting food experience for those attending, but also allows the chefs to experiment and create innovative dishes to inspire and excite the culinary industry (Dinner Lab, 2014).
Fig 30. Dinner Lab
“FOOD IS SOCIAL. EATING IS NOT ONLY A WAY TO SUSTAIN US, IT’S A WAY TO CONNECT WITH EACH OTHER. AS EPICURUS FAMOUSLY SAID, “WE SHOULD LOOK FOR SOMEONE TO EAT AND DRINK WITH BEFORE LOOKING FOR SOMETHING TO EAT AND DRINK…” (ANNA, 2013).
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TRAVELLING SPOON
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Fig 31. Market
Fig 33. Bolivia
Fig 32. Ramen - Instagram
Fig 34. Dumplings
“THE TOURISM INDUSTRY THRIVES ON PROVIDING FOOD EXPERIENCES – OF NEW AND EXOTIC FOODS, OF FOODS AUTHENTIC TO A PARTICULAR CULTURE, OF FOODS FAMILIAR AND SAFE TO A TRAVELER. FOOD IS CENTRAL TO TRAVELING, AND IT IS A VIVID ENTRYWAY INTO ANOTHER CULTURE” (LONG, 2003, P.1). As a society we are travelling more frequently than ever, Millennials especially, as they are more interested than the older generation in travelling abroad by a 23% margin (Machado, 2014). However, they are spending less time in the ‘major gateway cities’ and are seeking out authentic, alternative experiences. The rise of the food network has increased travel consumers’ awareness of different cuisines and their desire to experience them (Shankman, 2015) and as a generation, the Millennials are already well-travelled and have a high level of comfort within these different cultures (UCI Trend Lab, 2014). However, this is not just true for the Millennials as we see the idea of travelling in the name of food becoming a mainstream consumer trend, being embraced by all different generations and consumer types. “Culinary tourism, defined as ‘the pursuit and enjoyment of unique and memorable food and drink experiences’ (World Travel Food Association) has emerged as one of the growing areas in the tourism industry (Smith & Costello, 2009)” (Liu, Norman and Pennington-Gray, 2013, p.3). It is about food as a subject and medium, destination and vehicle for tourism and is about individuals exploring foods that are new to them as well as using culinary experiences to explore new cultures and engage in their ways of being (Long, 2003, p.20). 44
Whilst food has always been an important part of our experiences abroad, the idea of actually travelling to a destination specifically for its cuisine, or planning an entire trip around food and beverage is a growing notion, with authenticity and uniqueness being key to a memorable experience. “A satisfying tourist experience hinges on the elusive notion of authenticity, tourists want to experience tastes and other sensations that are true to the cuisine that they are trying” (Copleton, Guptill & Lucal, 2012, p.36). Not only do we seek out these traditional cuisines for our own love of food, for adventure and for our memories, but it has now become an integral part of our online identities.
Fig 35. 1888 Hotel
As consumers, we love to share images of food. We love to show the world the places we’ve travelled to. So, sharing images of the food we’ve eaten all around the world is at the tipping point of online curation. As found in a conducted survey, consumers are more likely to take photographs of their food when travelling than when at home, see figure 36. “Every traveler today has the ability to digitally share their culinary experiences with friends and strangers around the world, fueling a veritable social media arms race to determine who has the most unique food and beverage experiences” (Skift, 2015).
THE 1888 HOTEL, SYDNEY CASE STUDY
“SOCIAL SHARING PLATFORMS LIKE FACEBOOK OR INSTAGRAM CERTAINLY CHANGES THE WAY WE EXPERIENCE PLACES. HOWEVER, WE ARE RARELY AWARE OF THE FACT THAT IT ALSO CHANGES THE WAY THESE PLACES ARE DESIGNED AND DEVELOPED” (KNIFE AND FORK, P8). The 1888 Hotel in Sydney claims to be the world’s most ‘instagrammable’ hotel. Named after the year in which Kodak released the first box and roll camera, the interior and everything about the hotel is designed to be instagram-friendly. Featuring an Instagram feed on their website of visitor’s photos, encouraging guests to use the #1888, the hotel turns their guests into viral brand ambassadors (Klanten & Sinofzik, 2014, p.8). Not only has the décor and furniture and space been designed to be perfect for a picture, but the hotel pays homage to the photo-sharing craze with a giant digital photo frame hanging in the reception area and a ‘selfie’ space at the check-in desk. Paul Fischman, chief executive officer of 8Hotels’ said that the design engages and excites the modern traveler: “There has always been a strong, intrinsic link between travel and photography, but the advent of social media and Instagram has made photo-sharing an even bigger part of the traveler’s experience,” he said. “People not only want to visit and stay in beautiful places, they also want to capture and share it with their friends and networks as it happens.” The 1888 Hotel recognise the significance of social media and the value of an image and therefore they reward a free night at the hotel to any guest with over 10,000 followers who instagrams a photo using the hashtag (1888 Hotel).
Fig 36. Own Infographic
However, the use of this behaviour can be utilised to create an effective and engaging travel guide for others to follow. “It is obvious that the rise in foodphoto sharing has generated a new trend within popular culture; however, little is known about the influence of online food photography and research exploring the specific relations between food images and social media users’ travel planning processes” (Liu, Norman and Pennington-Gray, 2013). Culinary tourism has become such a popular way of exploring the world as it engages us in different cultures in a way that other aspects of travelling cannot. “Sightseeing is only a partial engagement with otherness, whereas culinary tourism, utilizing the senses of taste, smell, touch and vision, offers a deeper, more integrated level of experience. It engages one’s physical being, not simply as an observer, but as a participant as well” (Long, 2003, p.21).
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Fig 37. Japanese Tea
Fig 38. Burger
Fig 39. Shanghai Noodles
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NOT JUST A FUSSY EATER
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Fig 40. Waffles - Instagram
Fig 41. Breakfast - Instagram
“THE IMPACT OF A FOOD ALLERGY ON QUALITY OF LIFE IS NO SMALL THING, POTENTIALLY AFFECTING EVERY ASPECT OF THE FOOD ALLERGIC INDIVIDUAL’S LIFE, AND THEIR WIDER SOCIAL CIRCLE” (FERNANDEZ-RIVAS & MILES, 2005).
With food being such a personal experience and object to us, every person has different food preferences that are personal to them, whether this is something that is associated with family behaviours, something that has developed from a bad experience or something that makes them unwell. However, we are currently seeing a rise in food allergies and intolerances amongst consumers in Western societies, and with this, a rise in the awareness of such dietary requirements. Vegetarianism and Veganism are two dietary preferences that are much more widely understood and accepted across the world.
However, trend, fad or an actual intolerance, the gluten-free diet has now very much established itself as a new way of eating and alongside this, diets such as dairy-free are also gaining more attention than ever. ‘The free-from market is predicted to be worth over £538 million by 2018” (Illumi, 2014), and therefore Western countries are capitalising on this movement with restaurants and cafés providing more information around these food allergies than ever before and offering more options to cater for this consumer.
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Fig 42. Salad
Fig 43. Sweet Potato Pizza
“There are notable regional differences in the popularity of gluten-free diets. Even though they are extremely popular in Western countries, the trend is not common among consumers in other regions� (Visiongain, 2015). Although there is a growing awareness in the UK, US and a few other European countries such as Italy and Spain, in the Eastern region, especially, many of these dietary requirements are often unheard of and will very rarely be catered for. However, in most cultures around the world, there will be options suitable for most food preferences, it is usually just a case of finding the right place amongst all of the other options.
Fig 44. Vegan Pizza
“Consumer vulnerability is a term used to describe the experience of a loss of control and dependence on external factors to create a fair marketplace (Baker et al, 2003). Food-allergic consumers are likely to experience consumer vulnerability as a result of their food allergy and society’s response to their food allergy� (Journal of Research for Consumers, 2014, p.5). This consumer vulnerability is especially true for those consumers in foreign countries where their dietary requirement may not be known or language barriers present an issue in ensuring the food they are ordering is suitable. This often results in such consumers choosing the safest option and often feeling like they have completely missed out on the exciting, authentic culinary experience of that culture. However, with the right guidance and an open-minded approach, designed in a way that is exciting and engaging, consumers could once again look forward to eating abroad.
Fig 45. Shrimp
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THE BIG IDEA
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Acknowledging the emphasis on food culture in today’s society with the understanding of current consumer behaviour regarding travel and image sharing and then combining it with the benefits of modern technology and social media, the idea is to fill the gap in the market for a platform that is the centre of food and travel, primarily through the use of visual imagery. This new platform embodies the understanding that food is a multi-layered medium to express an individual’s cultural experiences, personality and style and therefore creates a community surrounding this ethos. It also enables those with dietary requirements to utilise their food choices as a means of expressing their own personal style and to also improve culinary experiences when dining abroad, making the dining experience once again exciting for those who have often felt restricted due to lack of easily accessible information.
Fig 46. Food Icons
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Food and social media have built a relationship that now goes hand in hand with one another. “Social media has created an interconnectedness in the community of restaurant goers who trust user-generated content” (Squadle, 2014). Although Instagram, Pinterest, Snapchat and the alike share food content and can promote restaurants and brands, the use of this kind of social media can actually go so much further in benefiting consumers and creating communities.
As discussed at the 2015 Bitten food conference held in New York: “The conversation goes far beyond just ‘gramming your nicely-arranged breakfast. Instagram, Twitter and Snapchat were discussed as vehicles for expanding a business, promoting an idea, or creating a community, specifically for food” (Signer, 2015).
Fig 47. Fondue
With the use of this knowledge, and taking the relationship between food and social media a step further, the aim is to use technology in the form of a mobile phone app in order to create a hub for those who travel with the incentive to taste authentic and interesting cuisines. “Travelling to a new destination becomes even more memorable when it is associated with fantastic meals” (Kelly, 2014).
McQuail’s Motivational Needs for Using Media:
information, which refers to the need of acquiring information and knowledge
personal identity, which refers to the requirement of enhanced personal value and status
social interaction, which refers to the need of maintaining social connection with one’s family and friends
entertainment, which refers to the need of seeking pleasure and enjoyment
Fig 48. McQuail’s Motivational Needs The aim of the platform/app is to successfully target all four motivational needs that McQuail has stated in figure 48. Although there are platforms and apps available that either act as travel review sites, blogs that help seek out places for dietary requirements or specifically act as a place to share images of food, as seen in figure 49, there doesn’t seem to be anything that successfully targets all four of these needs as well as bringing together food, style, travel and culture all into one place. 58
DIETARY ADVICE
FOOD/DINING
Fig 49. Competitors
TRAVEL
IMAGE SHARING
With this in mind and targeting all four media motivational needs, the platform will provide information and shared knowledge about the most authentic and engaging places to eat. As well as specifically targeting those with dietary requirements in providing information on how to not just ‘survive’, but still have an engaging cultural food experience even with a food restriction whilst abroad. It will also cater for a section allowing the user to express their personal identity through their food choices, providing a profile page where all previous restaurants and food places can be documented. One of the primary aims of the platform is to create a community amongst all food lovers, whether this is people with dietary requirements or just anyone with a love of food and travel and the desire to engage in new cuisines. And finally, the users will be able to find pleasure and enjoyment from showing off their food and travel experiences whilst also being able to look at others’ and share knowledge and tips.
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Fig 50. Pizzeria
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THE FOODIES
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Last Place You Travelled To... Rio, Brazil Last Meal You Ate... Sunday Roast 3 Foods You Always Have In Your Cupboard/Fridge... Satsumas, Soy Sauce and Siclian Lemonade Dream Place To Visit... Tulum, Mexico Next Restaurant or Dish You Want To Try... Although not yet opened im looking forward to trying Alan Yau (Wagamamas, Hakkasan)’s ʻDuck & Rice’
Favourite Person To Share Food With... The girlfriend, I drag her to all the places I like to eat Favourite Place In The World... I’d like to say somewhere cool like dover street market but probably my grandparents. Food Guilty Pleasure... Mac and cheese (when I was young - ʻwhite sauce pasta’)
JUDE JOSEPH TAYLOR 20 / Advertiser / London Lives for Food / Photographer
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Fig 51. Instagram Screenshots belonging to Consumer Fig 52. Signature Dish Photograph, Kirsty Foster
“Chicken Wrapped In Parma Ham and Chips”
CONSUMER
01
Fig 53. Instagram Screenshots belonging to Consumer Fig 54. Signature Dish Photograph, Kirsty Foster
Last Place You Travelled To... Budapest Last Meal You Ate... Black and Kidney Bean Chilli 3 Foods You Always Have In Your Cupboard/ Fridge... Nut Butter, Honey and Gluten free pasta Dream Place To Visit... New Zealand Next Restaurant or Dish You Want To Try... I plan on cooking black bean veggie burgers from ʻHemsley Hemsley’ cook book
Favourite Person To Share Food With... My Mum Favourite Place In The World... So far, Canada
ELIZABETH JAMES
Food Guilty Pleasure... Chocolate, always chocolate
21 / Self-Employed / Berkhamsted Gluten free / Vegan
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“Black and kidney bean chilli”
CONSUMER
02
Favourite Person To Share Food With... My Mum
Last Place You Travelled To... Amsterdam Last Meal You Ate... Pizza Wrap
Favourite Place In The World... Cornwall. I’ve been going ever since I was six months old to visit family friends so it’s very sentimental.
3 Foods You Always Have In Your Cupboard/Fridge... Chicken, chicken seasoning, sweet potatoes
Food Guilty Pleasure... Strawberries dipped in melted chocolate
Dream Place To Visit... Maldives Next Restaurant or Dish You Want To Try... Reds in Nottingham
NICOLE COTTRELL 21 / Journalism Student / Nottingham Avid-Instagrammer / Traveller
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Fig 55. Instagram Screenshots belonging to Consumer Fig 56. Signature Dish Photograph, Kirsty Foster
“Chicken Fajitas”
CONSUMER
03
Fig 57. Instagram Screenshots belonging to Consumer Fig 58. Signature Dish Photograph, Kirsty Foster
Last Place You Travelled To... Leeds Last Meal You Ate... A burger at Gourmet Burger Kitchen... They do gluten free buns! 3 Foods You Always Have In Your Cupboard/Fridge... Peppers, chicken and gluten free pasta (student life!)
Dream Place To Live... Bristol, Sweden or Berlin which is where I’m living next year
Dream Place To Visit... South America for the food and culture
Favourite Person To Share Food With... I don’t share my food, everyone loves gluten too much
Next Restaurant or Dish You Want To Try... I really want to learn to cook chinese food from scratch, going to invest in a spice rack!
Favourite Place In The World... Hong Kong, Berlin or Barcelona... I don’t really know, I love travelling Food Guilty Pleasure... Eating coleslaw on it’s own.
JIM ACRES 22 / Fashion Buying and Merchandising Student / Manchester Gluten Free / Living in Berlin next year
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“Lasagne”
CONSUMER
04
Last Place You Travelled To... Amsterdam Last Meal You Ate... 2 ʻHeck’ Gluten free pork and apple sausages, sweet potato mash, brocolli, peas and mushroom, red onion and spinach in a caramelized onion gravy 3 Foods You Always Have In Your Cupboard/Fridge... Greek Yoghurt, Bananas, Eggs) Next Restaurant or Dish You Want To Try.. Thailand Fusion Bar in Fallowfield, it serves asian street food and smells/looks amazing when I walk past after bums and tums. Favourite Person To Share Food With... My Boyfriend Favourite Place In The World... Probably my best friend’s garden, it’s where I’ve spent a lot of parties, BBQs and just time with friends. Food Guilty Pleasure... Duck and pancakes with cucumber, spring onion and hoisin sauce.
AMY CUNNINGHAM 21 / Drama Student / Yorkshire Runs a health food Instagram
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Fig 59. Instagram Screenshots belonging to Consumer Fig 60. Signature Dish Photograph, Kirsty Foster
“Poached egg and guacamole on rye bread toast with pumpkin and sunflower seeds”
CONSUMER
05
As identified on the previous pages, there are five main target consumers that would be engaged in the platform which were established through primary research tools and understanding the context to which the big idea placed itself into. These consumers all share three things in common: their love of food, travel and engaging with digital media, however, their primary reason for engaging with the platform varies as they all have different needs and priorities.
Fig 61. Virtually Hungry
As mapped out in figure 54, each consumer group has a different motivational need for using the platform, however it is all these different reasons that allows the platform to engage with such a variety of consumer types and create a large digital food community.
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CONSUMER 01 -dedicated foodie and traveller -high quality images -like-minded foodies and creatives -authentic, niche, high quality food places
CONSUMER 02 -dietary reasons -essential to find the right places -love of food, cooking and ingredients -community of other vegans etc.
Consumer motivational needs for engaging with the platform
CONSUMER 03 -share every moment with friends -food and travel for social experiences -find the most popular places -mainly image sharing reasons
CONSUMER 04 -dietary requirements -looking for different types of food -help overcome the language barrier -still find cool, fun places
CONSUMER 05 -health reasons and knowledgable about food -looking for authenticity and experience -places to share with their followers -still maintaining healthy lifestyle Fig 62. Consumer Motivational Needs
CREATIVE CONCEPT
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Cut The Mustard is the name of the platform as, ‘cutting the mustard’ as a phrase means to come up to expectations. If something doesn’t “cut the mustard” then it means it’s not up to scratch. As the platform is targeting those who love food, the places that will be suggested to them will definitely be cutting the mustard. The branding of Cut The Mustard is minimal, as the platform believes that it is the content that will create the feel. With the main focus being on food and travelling and the visuals of the two combined, the platform sees fit that its branding allows for adaptation depending on different cuisines and cultures.
The primary problem with current websites, blogs and apps that especially target people with dietary requirements, is that the visuals are bland and do not engage the consumer with food in an exciting way. “It is important for brands to recognise the power of effective design in opening up a forward thinking, food-focused approach in a world where food can often seem restricted and side-lined” (Wicksteed, 2014). Therefore, Cut The Mustard takes a light, fun and engaging approach to its design in order to engage not only the general consumer, but also those with dietary restrictions who are used to being targeted in a bland and dry way.
Fig 63. Coeliac UK Travel Guide
Fig 64. Cut The Mustard Logo
As found in Knife and Fork: Visual Identities for Restaurants, Food and Beverages, design is becoming an integral part of a culinary company’s success and story (Klanten & Sinofzik, 2014, p.7). Brands such as EENMAL, Tip The Chef and Orange Olive have provided inspiration to the development of Cut The Mustard’s visual identity (see appendix 5). The use of a rice bowl within the logo is a nod towards the fact that the app is based around the notion of travel and different cuisines across the world and rice is one of the most eaten and recognised food across the world (FAO, 2004). Neutral colours are used as a base palette of colours that can represent food and travel, i.e. a golden beige and a light green, with the remaining colours used within the platform forming a colour coded system for catagorising food types.
ROUTE TO CONSUMER 79
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5 C’S OF SOCIAL MEDIA “Harnessing the distrubted collaborative potention of the internet to connect and communicate with other like minded people wherever they are; creating communities and sharing knowledge, ideas and thoughts” (Ryan, 2014)
CONTENT COHESION
CONTEXT
CONTINUITY
Fig 65. 5 C’s of Social Media
COMMUNITY
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“CONVENIENCE AND BELONGING – THESE ARE THE TWO MOST EVOLUTIONARY REASONS WHY WE’RE NATURALLY DRAWN TO SOCIAL NETWORKS” (MYERS, 2012). The aim of Cut The Mustard is to successfully target both these reasons, with the app providing a convenient service for its users as well as creating a community amongst food and travel lovers and therefore providing them with a sense of belonging. With the primary consumer being Generation Y, as this is the age group of those that are embracing food culture at its peak, the creation of an app that acts as a social media platform as well as an informative and useful knowledge base, forms the right media mix for the target audience. Cut The Mustard as a brand will also have a strong and notable presence on Instagram whilst having a solid connection to the social media platform, as Cut The Mustard understands that Instagram is the primary platform for food visuals and for the Millennial audience, especially as “Instagram alone reaches nearly half of 18-34 year olds globally” (Beswick, 2015).
Cut The Mustard recognises the importance in giving the consumer a voice and allowing them to share their experiences and contribute towards the content as this is something that Naz Riahi, cofounder of Bitten: The Food Conference noted in an interview. “Social media is a great democratizer which enables anyone to have an opinion and a perspective and not need to be an ‘expert’ to have a voice” (Riahi, 2015, see appendix 8.3). Therefore, in order to continue to engage the consumer and to make sure the platform has longevity, consumers are able to link their own Instagram food posts with the platform, as well as suggesting new places that may have not yet been uncovered, or leave reviews and images on places they have visited.
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EXECUTION 83
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THE APP
The app is the primary media of the platform as this is the most effective route to Cut The Mustard’s consumer. Cut The Mustard’s aim is to provide an easy and convenient way of connecting those who love food with all of the best places to eat around the world. As the majority of people who will use the app are foodies who are really well informed about what makes good food, the app aims to really seek out these places rather than just finding the most hip place of the moment. As Signer says, “People are a little bit over the coolness factor of a place and it’s now really more about the quality” (2015, see appendix 8.6).
As seen in fig 67, the app has many different features, with an Instagram-like feel to the app, yet with more knowledge and information than Instagram can provide to its users. With each country being represented by an icon related to that culture’s cuisine, different food catagories are then represented by a colour coded system, allowing the user to easily define what it is exactly they are looking for, or to clearly show all the different places they have eaten at.
Fig 66. Country Food Icons
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feed of photographs of people the user is following
catagory list of different types of food - can search by catagory or search by city and then by catagory
proďŹ le home feed
Fig 67. App Mock Ups
search for hashtags and proďŹ les 86
Fig 68. App Mock Up
user can see the cities and restaurants they have visited on a map around the world
user can see the places they have favourited as a list to visit in the future
camera button upload photos / scannable feature
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Fig 69. App Icon Mock Ups
One of the primary reasons for the app in supporting those with different dietary needs, is to help overcome the language barrier issues and the lack of knowledge about the best places to eat for their specific requirement or avoidance. Therefore the app not only suggests the best places to eat depending on what it is the traveller is looking for, but it also allows one to view the menu for that place so that the user themselves can decide whether the place is suitable for them or not. As the language barrier is often the biggest hurdle to overcome, the app has a translation feature, allowing the consumer to type exactly what it is their requirement is in order to tell the waiter or chef to guarantee the food is safe. Alongside this, when physically in a restaurant, the user is also able to scan a foreign menu and be presented with, on screen, an English translation of what the menu is offering.
Fig 70. App Mock Ups
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THE CITY GUIDE “THE CITY GUIDE IS TODAY’S TRAVELERS BIBLE AND RESTAURANTS REPLACE CATHEDRALS AS SUPREME SOCIAL SITES, THEIR SERVICES CONSIDERED SACRED BY MANY. STARTING AS A FAD FOR FOODIES, CULINARY CULTURE HAS EXPANDED INTO A GLOBAL MASS MOVEMENT AND A TOPIC THAT CONCERNS EVERYONE” (KLANTEN & SINOFZIK, 2014, P.7). Revolutionising on the evolution in digital media regarding food and travel, whilst still combining it with the form in which both sectors still have a solid place, i.e. print, Cut The Mustard engages one with the other in order to create an innovative tool for researching food whilst travelling. Research has found that Millennials, despite being digital natives, still highly regard print as a form of research and learning (Rosenwald, 2015).
Despite current physical city travel guides currently available always offering a wide range of top restaurants to dine in or bars to visit, there are no physical city food guides that also interact with digital technology. As food culture is constantly changing with new and exciting places or pop-ups appearing all the time, rather than providing a large set guide, Cut The Mustard will release regular city zines.
These will suggest the current favourite or newest places in that city, or restaurants capitalising on the most recent food trend, allowing dedicated foodies or new visitors to that city to find the most authentic and engaging food experiences of that moment.
Fig 72. Zine
Fig 71. Map On Zine
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To engage the city guide with the Cut The Mustard smartphone app, the zine has a scannable feature similar to that of The Beauty Book by Kenneth Willardt (see appendix 9.1), combining augmented reality technology. This will create another level to both the app and the zine, combining innovative technology to engage the user. As a lot of foodies want to research places in-depth before they travel, especially those with dietary requirements, augmented reality allows the users to see inside the restaurants on the zine and take a virtual live tour around the restaurant, getting a better feel for the environment of the place they are planning on visiting. This technology will also allow the user to hear an audio clip from the owners of the restaurant to hear more about the restaurant’s concept and the story behind it and its owners. In doing this, it allows the consumers to find out more about where it is they are planning on eating and the community surrounding that particular place, similar to the way in which Talkable Vegetables, a startup concept in Tokyo, functions (see appendix 9.3). The combination of the visual and audio augmented reality technology engages the user on another level, creating an innovative pre-travel experience.
Fig 73. Scannable Feature
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THE LAUNCH
Fig 74. Launch Cuisine
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Fig 75. Launch Cuisine
To launch Cut The Mustard, it was felt that a physical presence celebrating the world’s cuisine would be the most effective way of attracting foodies to use the app. The idea is to have a pop-up food stall that would travel across different major cities in the country in June, as this is the beginning of summer and the start of the most popular time of year for people to be going abroad. The food stall would offer a variety of the best tastes and flavours from all around the world, providing authentic foods served in a way that is true to that country’s style. The pop-up stall will also be found in major gateway airports across the city in order for Cut The Mustard to promote itself to those about to embark on their travels, catching them in the best state of mind to be thinking about downloading the app.
“The younger generation lives digitally. They don’t want to eat a meal if they are not going to take a picture of it” (Shaw, 2015). Keeping this in mind, Cut The Mustard would take pride in knowing that all the dishes served will be photo-worthy. To begin to build Cut The Mustard’s reputation, the pop-up would encourage that when visitors do Instagram a picture of their food, or the stall, which they inevitably will, that they use the hashtag: #cutthemustard. The event would not only raise awareness of the app but would also start building a user base on the app as it would also be encouraged that they download the app.
CONCLUSION
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In a society where food and travel are becoming intrinsically linked and becoming two of the most sought upon pillars of culture in this day and age, there is an opportunity and market for a platform that brings both of these together, whilst allowing users a space to express their personal identity through food. The unique selling point of such platform is that it presents itself as a fully inclusive community, targeting all types of consumers who may have different food preferences or requirements as well as those who just have a particular love for engaging and authentic food experiences. This report has, using the knowledge about everything relating to food, created a platform that incorporates food, travel, style, culture and a wide understanding of different diets across the spectrum.
Using key insights from interviewees, consumers, articles and academic research, an app and zine have been created that fully epitomise all the different things that food can say about our identities and personal choices. The platform acts as a central hub for food and travel, finally being the choice of app that takes ownership over food imagery as well as providing its users with a wide breadth and depth of culinary knowledge regardless as to whether they are engaging with it at home, or abroad. The platform is reinventing the food experience for those with dietary requirements who would have often previously feared travelling and acts as a space for these consumers to no longer feel restricted with their food choices and to once again celebrate food along with the rest of the world.
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Fig 76. Instagram Screenshots
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