DIGITAL FOOD

LOVER OVERVIEW

SHARING

Letting good food live

beyond the plate

Trend #1

PROVENANCE AND

SEASONALITY

A recognition that good

food defines your culture

and who you are

Trend #2

EXPLORATION

Back to basics with a

twist

Trend #3

QUALITY

Even in the hard times,

food lovers wont give up

good food

Trend #4

Food Lovers

Apps

Social Networks

Websites

Internet Usage Statistics, Europe (March 2011)

Global Mobile 3G Penetration

UK41%

POLAND51%

AUSTRALIA66%

RUSSIA5%

SAUDI ARABIA

18%

NETHERLANDS32%

GREECE26%

EGYPT7%

Global mobile statistics 2011

Global percentage of searches via a mobile device

32%

18%17%

17%

16%

Restaurants Automotive Consumer Electronics

Finance and Insurance Beauty and Personal

Global mobile statistics 2011

Global percentage of searches via a mobile device

32%

18%17%

17%

16%

Restaurants Automotive Consumer Electronics

Finance and Insurance Beauty and Personal

Global mobile statistics 2011

How are our trends brought to life here?

Food Lovers

Apps

A great app will either save you time by using it, or be so good you’ll make time to use it...

Food finding apps can act to do achieve the following:

Food Discovery

Spontaneity

&

Utility

Crowd Sourcing

...These are not 3 different types of app

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Over 5 million downloads since 2008

5000+ reviewsGlobally recognised as top worldwide food

app

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Bangra Burger Bus - London Choc Star - London

Gastro Pod - Miami

Saatchi & Saatchi LA Food Truck app

Food Lovers

Apps

Social Networks

-What's cooking?

-When?

-Portions?

-Cost?

Results:

- Albion Cafe is #2 Google Search for ‘Fresh Bread London’

- Albion Cafe has amassed Over 1600 followers on Twitter

The Albion Cafe, Shoreditch, East London

Idea:

- Tweets sent when fresh produce comes out of the oven

Food Lovers

Apps

Social Networks

Websites

“Popular movement amongst true food lovers, for food lovers who want to buy organic food from

local farmers”

-Widely regarded as the world’s #1 restaurant

-The philosophy at Noma is to use only locally foraged seasonal ingredients , turning them into Nordic gastronomy cuisine

Access to professional ingredients