kitchen surfing strategy 7 30_14_final
TRANSCRIPT
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Kitchensurfing StrategyGroup I: Jane Jun, Jita Fumich, Noah Waldman & Alexis Mood GFBM / Summer 2014
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For those who have tried it,Kitchensurfing is an amazing experience.
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Our objective15% membership growth in NY in the next year (~30,000 people)
Our challengesGet new people to be aware of Kitchensurfing.Get over the weirdness.Get them to try it out.
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Good food is a given.
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“Food is not enough...restaurants are enhancing the dining experience by fiddling
with our senses.”
Source: Baum & Whiteman
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Is this cool enough to Instagram?
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It’s not about the food.
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It’s not about the food.
It’s about the stories.
We need to show New Yorkers that a night of Kitchensurfing is the ultimate story to tell.
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Who are we targeting?
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In their late 20s to 40sProfessionalsValue people & social connectionsLike to be the planner and organizer in the group
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Meet Jenn. Jenn used to go out with her girlfriends all the time.
She had some GREAT stories.
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Then...she met Matt.
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Their life is finally starting to looklike all the things it should be.
They even bought a dining table.
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Jenn (and Matt) are now a “we.”And this is what their Friday nights look like.
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Nobody wants to hear a story about this.
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Snuggie Jenn (and Matt)need to get their groove back.
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There are 200,000 New Yorkers inrelationships who probably feel the sameway. We just need to reach 15% of them.
Source: Facebook
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What strategic platform can we use to connect with them?
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What strategic platform can we use to connect with them?
Kitchensurfing is the experience that helps move NYC couples from couch potatoes back to storytellers.
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From homebodies to hosts.
From predictable to unexpected.
From envious to envied.
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Kitchensurfing gives themtheir stories back.
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Where is it most powerful to bring to life?
1. Intercept couple moments to create new stories2. Leverage their friends’ social stories3. Aggregrate Kitchensurfing stories for inspiration
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1. Intercept couple moments to create new storiesGive them a taste of the fun they can have
Union Square Greenmarket,Brooklyn Flea, Smorgasburg
Invite couples into pop-up dining rooms togive them a mini Kitchensurfing experience
Friday nights in (again)Find couples who are home on weekend nights
and complaining about it on social media. Surprise and delight them by sending a chef to their home to save the night. We’ll capture the
experience and share on social media.
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2. Leverage their friends’ social storiesEncourage happy couples to share their Kitchensurfing experiences& generate envy among their friends
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3. Aggregate creative Kitchensurfing stories for inspirationGive couples the one last push they need to go for it.
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And that’s how, after a night of Kitchensurfing, Jenn and Matt became the
couple with stories to tell again.
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Thank You