Bright ideas for inspiring brands.

Insight Report.

Restaurants and Hospitality. Spring 2012

Welcome to the Studio Output Insight Report for spring 2012.Food and drink are in our blood and it remains a highly competitive battleground, with increasing innovation being seen in the sector.We highlight some marketing trends from UK and internationally and also introduce our second pod takeover, where we look in more detail at the creative trends we are seeing in this area.

With touch screen and networked technology always evolving, restaurants have begun to look into novel and interesting ways to change the dining experience.

One particular trend might be a cause for concern amongst waiters: restaurants like London’s Inamo, Nurembergs ‘S Baggers and Sydney’s Mizuya have started to look at people-free methods of serving food. From projecting menus on the tables to touch screen ordering systems, interactive restaurants are on the up.

Inamo http://bit.ly/JhYV0n

‘S Baggers http://bit.ly/KEX9H5

Mizuya http://bit.ly/Jw3COQ

The French Laundry http://bit.ly/g2NS6Z

Modern-day meals. Ordering innovation with technology

Bright ideas for inspiring brands.

Suprising. Fun.

Interactive.

With communication options increasingly limited within both on and off trade channels there is increasing activity in innovative packaging, to give that all important standout across the bar or on the aisle.

Originally the domain of on-pack promotions and special occasion packs (look out for the Diamond Jubilee onslaught) and then championed by vodka and beer brands (the long-standing Becks Art labels for example), we are now seeing some really interesting approaches to give some added personality to drinks brands.

The 42Below ‘Flat White Martini’ brings added theatre to the serve of a martini, and the Dom Perignon Luminous Vintage campaign breathes life into a classic brand – as do the recent Heineken 'Future' bottles.

Vodka http://bit.ly/z39T3W

Eristoff http://bit.ly/vrqU2h

Heineken Facebook Design http://bit.ly/Lahtvg

On-bottle communication. Creating cut-through

Interactive. Accessible.

Involvement.

Bright ideas for inspiring brands.

Pop-up restaurants and shops have become common place in most cities with ever more extreme venues and experiences.

Bigger brands have become involved with varying degrees of relevance and success (often at vast expense). The BA2012 pop-up became a land-based Shoreditch venue for British Airways to showcase their collaboration with Heston Blumenthal. Meanwhile Electrolux are emphasising their status as the choice brand for professional chefs by hosting a rooftop fine-dining venue in London, as part of a European Tour.

Getting the balance right between the brand message and a credible brand experience is going to be an increasing challenge.

BA2012 http://on.fb.me/GAKkKg

The Cube by Electrolux http://bit.ly/JPm22l

The evolution of pop-up. Short-term restaurants

Alternative. Engaging.

Immediate.Bright ideas for inspiring brands.

Mobile as a commerce option is growing in line with the growth in smartphone and tablet usage. Many customers are now researching the restaurants they intend to go to while en-route and, in many cases, may change their choice based on a stranger's preference that has been posted online. With 78% of users using their mobile device to look up restaurants, the restaurant industry is playing catch-up, as only 15% of venues have a site optimised for mobile use.

Increasing geo-location technology and the plethora of coupon sites, as well as the increasing reliance upon review sites, means that food and beverage retail outlets cannot afford to be left behind – and brands can help with this.

NFC technology is on the increase and innovations such as EAT and Orange will only increase.

Foodspotting (2,000,000 users) http://bit.ly/1yNTb7

Domino’s Pizza maker http://bit.ly/vNsBUY

EAT / Orange quick tap treats http://bit.ly/wkpXqX

Growth of NFC Infographic http://bit.ly/pKlbGw

A changing marketplace. Mobile & frictionless retail

Connective. Choice. Change.

Bright ideas for inspiring brands.

Pod Takeover. Visual trends

This month's takeover comes from Design Director Alun Edwards, Producer Kate Plummer, Designers Johanna Drewe and James Gilmore, who make up one of four creative Pods here at Studio Output. "Our team is a mix of youth and experience – we love exciting brands, sports, music and we know how to make a good idea live. This month has seen us developing a rollout for a national chain of Japanese restaurants, perfecting our 3D skills and working on the biggest BBC event of the year, which will blow your minds as well as your eardrums!"

Insight Report.

Bright ideas for inspiring brands.

Modern heritage. A nod to history.

Paying tribute with style! Working with a number of hospitality brands recently we notice that in these uncertain times, consumers are looking for reassurances that their experience is real and honest. Delivered with a tasteful and intelligent style this is an interesting marriage of heritage and contemporary. Not to be confused with a pastiche of old, it is taking the trustworthy elements to create something new.

Exposed surfaces, brights combined with natural materials, found references, relevant production processes, historically-referenced messaging – all combine to create a unique and forward-facing response.

Union Jacks http://bit.ly/q0ZO1E

Nike Centre Court http://bit.ly/InfweQ

Baker D. Chirico http://bit.ly/xfICtt

Fresh look. Found.

Revivalist.

Bright ideas for inspiring brands.

Looking for that something special?

Innovate by commissioning bespoke imagery from well-respected graphic artists, designers or photographers. Used to adorn and celebrate, it's about discovering an element that gives real stand-out and character. The idea is to align yourself with other like-minded individuals and embrace a partisan spirit.

Applied across all materials from interiors to packaging, this creates immediate stand-out and unique experiences.

Mr Bingo http://bit.ly/p3Z1rs

Common http://bit.ly/ms2xq

Becks http://bit.ly/KLuVVQ

Art all around. Engaging artists.

Unique. Talking point.

Character.

Bright ideas for inspiring brands.

A seductive blast into the future.

2012 is a year packed with unique celebrations and massive events. That means a lot of partying. After all the bangs and whooshes, slide into refined and electric luxury.

We're seeing dynamic angles, tasteful yet dazzling colour palettes and glossy, seductive materials. Illuminated, reflective surfaces, translucent layering and directional imagery all envelope to create a luxurious experience. This is all about a refined, polished and thrilling future. It's 2012 and we're gonna be seen!

Yotel http://bit.ly/rW0XxR

Allure http://bit.ly/loXkWl

Club Musee http://bit.ly/gCanWC

http://bit.ly/g0DQhn

It's 2012. What’s the angle?

Elegant. Energetic. Enriching.

Bright ideas for inspiring brands.

If this has whet your appetite or you'd like to see Studio Output’s work in food & drink retail, get in touch.

Studio Output / London Unit 5, The Piano Works 117 Farringdon Road London EC1R 3BXTel +44 020 7239 9270 Fax +44 020 7239 9279 london@studio-output.comstudio-output.com

Studio Output / North 2 Broadway Lace Market Nottingham NG1 1PSTel +44 0115 985 3444 Fax +44 0115 985 3440 north@studio-output.com