Decoding the food, culinary and gastronomic universe in France and abroad. Searching for inspiring and powerful insights to guide product innovation.
Food market intelligence, identification of trends, benchmarks and food store-checks covering all players: catering, food stores, food brands, food tech start-ups
Analysis of major evolutions in cooking practices, food consumption behaviours, recipes and ingredients, through referent sociological and historical works, as well as mainstream recipe books and books by chefs and pastry chefs
Analysis of culinary content in the media: print, TV, Internet, social media, blogs
Observation of consumers and professionals’ culinary practices. Analysis of kitchen talks and gestures.
Cooking workshops with consumers (rather than traditional focus groups)
Interviews at the home of consumers or on consumption & shopping premises
Creation and moderation of blogs to investigate consumers’ practices & consumption at home and away from home
In-depth interviews with experts: chefs and pastry chefs, sommeliers, shopkeepers, producers, artisans
Interviews with influencers: bloggers, journalists, writers, culinary stylists and designers
Creation and development
of new product concepts
and positioning. Idea activation.
Research and formalisation of product concepts, illustrated by roughs and mood boards
Development of new products on new segments or categories, reorganisation and optimisation of existing ranges
Writing strategies, product positioning (SWOT, USP, benefits, claim, baseline, etc.) and culinary content, recipe naming
Organisation & facilitation of creative or strategic workshops in inspiring locations: kitchen labs, restaurants
Product tests & developments in the kitchen.
Respect of brand specifications: marketing positioning, manufacturing requirements, business challenges.
Testing of existing or under development products, comparison with competition’s products
Identification of strengths, barriers and product specificities
Development of new product recipes and flavourings
Realisation of product prototypes, writing recipe specifications
Follow-up of manufacturing developments with R&D and marketing departments
Creation of the brand’s world,
spirit and speech
Storytelling: conveying a unique brand identity through words and images
Copywriting: editorial content, naming, tone of voice, claims, editorial guidelines
Art direction: visual identity, logo, graphic territory, graphic charter
Culinary design: showcasing products and brands through artistic scenography
