Marketing of Food Businesses
There is a certain style that is required when writing copy for the food industry, many restaurants, food products and different outlets usually use the following sensory descriptions when promoting either the food, the brand or the vision of the business. The main focus is on the senses, describing a vivid mental picture of food items, usually with a photograph of the tantalizing mouthwatering food item that is being promoted.
When making descriptions the active voice is used making it more direct and engaging for example when describing the flavour of a sweet item such as a starburst toffee one could state “Our sweets are bursting with tangy delicious flavours” rather than simply stating “Our Sweets taste good” although both can be used, the first descriptive using the active voice paints a clear and more interesting picture to the reader that when they chew on the toffee they will be understanding from the senses what it means when the message states about its unique flavour.
So the two main aspects are:
- Focus on the senses
- Use the Active Voice
Story Telling and Brand Emotion
The use of stories in describing or painting a picture to the reader are very impactful and useful for marketing purposes. When writing about the food business one can create a story that highlights the origin of the business or perhaps where the food items are ethically sourced from. For example a small family run business may decide to describe how there menu items where prepared within their homes based on a recipe that was loved by everyone and the chef or cook that prepared the recipe was well loved member of the family and everyone would love their recipes of cooking the variety of dishes that prepared and created a very comforting homely atmosphere that brought all the family together and this origin story is the reason for providing these same wonderful recipes to the general public so that they too can enjoy with their family and friends the delightful dishes that people will love to dine over.
Another example could be how a restaurant uses a certain organic foods sourced from local farmers rather than big corporations that provide the same food but have different business motivation usually for maximizing profit at the expense of any exploitation of local resources. So the sourcing of food items and how local farmers are protected and supported in their business environment and at the same time the quality of the food items are of the high degree so that the dishes created are of most useful and beneficial to the consumer not just in taste, appearance but also nourishment.
The brand emotion is about the Why, the passion behind the product, this could be the individual the owner perhaps even a manager or even the cook that everyone wants to understand, know and appreciate the work that they put into providing the means for the quality food items that are desirable for the consumer. Brand emotion can also be from how the actual finished product of the food dish item is a means for building quality good health, not just physical nourishment but also spiritual fulfillment when the person feels emotionally content with being provided the meal item.
Creating an atmosphere / Vibe
Usually when restaurants or other outlets provide food items they cater towards providing a certain atmosphere or vibe that appeals to the consumer based on a particular theme or the brand story of the business. For example a restaurant based on providing Chinese food may create a design and styles of Chinese architecture and cultural items such as paintings, lanterns, descriptive calligraphy or even certain common coloured themes that are prevalent amongst the Chinese culture. An ambience or atmosphere is created to provide the consumer a comfortable most appealing relaxing atmosphere creating a vibe that makes the consumer enjoy the surroundings, the careful and respectful customer service along with the environment being enjoyable to dine in and spend time with the good company they are having dinner or lunch at their time of hunger.
Another aspect of the vibe maybe that perhaps it’s a healthy lifestyle theme that the food outlet is promoting healthy living with food items that are nutritious and also beneficial to the consumer, ensuring that good diet is essential towards the healthy lifestyle and that the outlet is dedicated towards providing the means for people to enjoy good health and also enjoy good food. So describing the place providing the means for the consumers to have enjoyment as good food and dining out with family or friends is pure entertainment. Not just the good tastes and flavours of the dishes but the atmosphere and the vibe that the restaurant is promoting provide the enjoyment to the consumer that will make them want to return as regular as possible to repeat or enjoy dining out.