Digital food!Blue or red ocean ?

I bet that the last meal you saw wasn’t the last one you eat…

In 1825, Anthelme Brillat-Savarin wrote:

« Dis moi ce que tu manges, je te dirais qui tu es ».

La Physiologie du goût.

Things haven’t changed a lot since. When we take and post food photos on facebook, instagram, pinterest,

it’s a way to tell who we are.

Because it has a strong link with our social identity,

food sharing is one of the most common activity on social media.

200 millions of people share every month millions of food pictures.

52 % of Facebook users have “liked” a food/beverages brand.

43 % regularly use social media and other digital platforms to plan meals.

The most shared pictures on social media are

desserts (18.3%) and vegetables (17.8%).

On pinterest, 10% of the content is related to food.

More than 15 millions of photographies are tagged with #foodporn on Instagram.

During the last episod of Top Chef (France), there was an average of

153 tweets per minute and more than 26 800 tweets during all the program.

Social media is changing « the way we think about, talk about and experience food ».

Food for thougt Some best practices & inspiration

Typologies of Food Communities

Recipes

Products

Places

Movments

Smart devices

Programs

Medias

Retailers

Food Brands

Typologies of Communities « Owners »

Bloggers

Start-ups

1. Recipes

Recipes!Big players in cooking / cuisine

Big players!

Huuuge basis of content Massive basis of content very exhaustive,UGC or not

Google traffic! Even if they have communities, brands, magazine… 80 to 90 % of their traffic comes from Google

Communities Have very good internal communities or are networking very well with external communities (blogs)

Weakness Poor storytelling & non responsive

Foodosphère!About 6000 french speaking food related blogs !

Yummy, a magazine entirely made by food bloggers & Exclusively distributed in digital

format!

Apps & cie !

High quality content + free + extension though paid packs of recipes !

250.000 recipes!!Menu planer!Grocery list!

Recipes + videos

Bloggers recipes aggregation

It’s not your standard cookbook app or a recipe search: it’s an app that tells you what to make based on what’s in your refrigerator and pantry. All Gojee needs to know is what staples or ingredients you have on hand, what meal or category of food you’d like to cook, and anything you absolutely won’t or can’t eat. Once this information is plugged in, Gojee produces not just recipes, but beautiful photos of food for users to swipe through and get inspired for an upcoming meal.

Personnalized recipes based on fridge + food photos from the community

e-commerce toolkit for recipe publishers.

Kochhaus, or "cooking house" — a grocery store that is revolutionizing the way we shop for our food. The approach is simple: Encourage people to cook for themselves by streamlining the steps involved in putting together a meal.  Once shoppers enter the store they are welcomed with 20 stations, each dedicated to preperation of a single dish. In each station, a customer will find all the necessary ingredients for the dish prepackaged with exactly how much is needed, in addition to an artistic photo of the final product, featuring a colorful, step-by-step recipe pamphlet.

Kochhaus // grocery based on recipes

Worst of food activities ;-)

Belgium also is crowded with food communities

based on recipes

2. Places

Success of Food trucks + twitter

Where to eat? Geolocation + promotions

Location is customization

Find food activities nearby

Home-made dishes sharing

Food spotting (based on pictures)

3. Products

Community based on « love product ».

Products check-in

Definition A mode of consumption that sees consumers treat crowdfunding platforms as the new shopping malls. Why? Because that’s where current consumer demand for more innovative, exciting and unique products and services is being served better than anywhere else, by an army of entrepreneurs and start-ups.

Crowdfunding for new products & businesses

Crowdfunding for new products & businesses

4. Movments

Jamie Oliver – Food Revolution

Focus on the « Pass it on » campaign

The community of small gatherings lovers

« Le mouvement Slow Food ce sont des producteurs, des transformateurs, des distributeurs et des restaurateurs qui se battent pour la protection des saveurs et des métiers de bouche traditionnels, pour la qualité des produits et pour des modes de production et de distribution équitables. »

How you eat is how you live. Let's eat well together.

Food 52 – The manifesto

Our Cooking Manifesto How you eat is how you live. We love spending time in the kitchen, and we believe that memorable cooking doesn't have to be complicated or precious. It's about discovering that frying an egg in olive oil over high heat gives the white a great crackly texture, that slashing the legs of a chicken before roasting allows the dark and white meat to cook evenly, that maple syrup adds not only sweetness but depth to an otherwise ho-hum vinaigrette. Many cooking sites take a top-down approach, telling you what to cook and failing to give you a sense of the people and creative process behind the recipes. We don't want to be yet another site that insists on dumbing down recipes to make them "quick" and "easy" — so we won't. Over the past decade, research has shown that children from families who eat together do better in school, that eating "whole" foods is healthier, that eating sustainably will save the environment. But no one has pointed out that the only way to achieve this in a comprehensive, lasting way is for people to cook. Because: If you cook, your family will eat dinner together. If you cook, you will naturally have a more sustainable household. If you cook, you'll set a lifelong example for your children. If you cook, you'll understand what goes into food and will eat more healthily. If you cook, you'll make your home an important place in your life. If you cook, you'll make others happy. If you cook, people will remember you.  

Meat free Monday

(NOT FOOD) BUT… THE SUCCESS OF A COMMUNITY RELIES ON SHARED VALUE + TOOLS WE GIVE

5. Programs

BE YOU OWN HEALTH COACH

GAMIFICATION

FIND HEALTHY PRODUCTS

FIND HEALTHY

PRODUCTS

WAITROSE LOVE LIFE PROGRAM

6. Smart devices

LG – SMART FRIDGE

FITBIT – TRACK YOUR CALORIES & EFFORTS

FUELBAND + LOOSE IT

SMART SCALE