Posts filed under Airlines

Complete Story Matters When It Comes to Success in the Hospitality Industry

Today’s customer requires far more than a dated features-and-benefits approach when it comes to securing their repeat loyalty.

We now live in a world of transparency where a depth of tradition matters as much as contemporary innovation. Indeed, one empowers the other, blending the strengthening heritage of the past with the thrill of the new.

Successful chefs, such as Guy Savoy, are well aware of the motivating power of an enriched story. Indeed, they take this expanded legacy of service and style with them as travel. As a result, today the hospitality industry reaches far beyond the kitchen into the everyday experience of diners.

British Airways has also embraced the value of the enhanced story in their new marketing campaign. It provides an excellent sample of blending the past with the present while looking to the better future.

Today’s leading chefs increasing use this model to expand their success while they embrace the growing professional responsibly of their enhanced visibility as expressed at the 2nd Summit of the International Advisory Board of the Basque Culinary Center hosted in Lima, Peru this year.

 Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

Posted on September 22, 2011 by Ana Kinkaid and filed under Airlines, Chefs, Culinary History, Films, Great Britain, Hotel Marketing, Restaurants, Technology, Travel and tagged 2nd Summit of the International Advisory Board of the Basque Culinary Center Alex Atala and Dan Barber British Airways Ferran Gastón Acurio Guy Savoy Massimo Bottura Michel Bras René Redzepi Social Transparency Yukkio Hattori.

Air France Uses Social Media Effectively via NYC Food Truck

One has to have one’s head stuck in the ground not to recognize how massively marketing within the industry has been affected by social media. From Facebook to LinkedIn, there seems to be a nearly endless array of access points. Yet the critical question seldom addressed is how to use the new technology effectively. 

For four days in March this year, Air France USA showed New York City that they know how to use the new components of the Internet by creatively combining texting and great cuisine with Facebook and food trucks.    

Starting with a menu created by Michelin rated Chef Joel Robuchon, an Air France food truck moved out onto the streets of New York, it’s arrival destination pre-announced via Twitter and Facebook. Driving the near viral number of emails that started to zip through Manhattan was the fact that the first class cuisine to be served would be FREE!

Was Air France serious – premiere grilled beef filets garnished with a wine truffle sauce and then smoked salmon and shrimp rondelles for FREE? Absolutely! And here’s why: Through the efforts of the chefs preparing the elegant cuisine (Jacques Lalzace, Paulo Ferreira, Eric Augustine, Henri Alcade and Michel Quissac) Air France USA:

  • Gained world-wide marketing exposure
  • Obtained thousands of e-mail contact lead addresses
  • Localized the image of Air France by requesting diners donate to City Harvest
  • Shared with over 3,000 lucky individuals, literally, the taste of first class service on Air France.

Not bad for a single day’s work. Now that’s modern marketing at its best.

Your Culinary World copyright Ana Kinkaid/Peter Schlagel 2011

Posted on April 21, 2011 by Ana Kinkaid and filed under Airlines, Charities, Chefs, Cooking, Food Trucks, French Cuisine, Technology, Travel and tagged Air France Chef Joel Robuchon City Harvest Facebook Free LinkedIn Modern marketing Socia Media.