Of course, the first condition is always that the food has to taste good. However, these days you really need a lot more than that to make a success of a product. Today’s consumers want food that represents something. Food products, dishes and drinks with a soul. A good concept is based on a story, a myth, a ritual or a metaphor. Developed and shaped in such a way that it touches the consumer emotionally and stands out in a world of abundance.
From the seduction in the shop, the ritual of the preparation, to the feeling after consumption, it all has to form one consistent ensemble.
That’s where the magic is!
A good concept creates a distinction from the competition and, as such, it will promote growth. Growth of market share, of margin, and of customer loyalty.