You’re not in the food and beverage industry. You’re in the culture-making and connection industry
When marketers say, create an emotional connection with your product, here’s what they mean. We eat, drink and dine so we can reinforce a story we want to tell ourselves.
When we book at a Micheline star restaurant, buy organic vegetables, or fly to Italy to have a Chianti and pasta, we’re choosing to be part of a culture that gives us a sense of status. Often the actual product becomes almost irrelevant.
People like us, do things like that, as Seth Godin would say.
I’ve seen cool 18-year-olds sling $70 on a bottle of wine at a natural wine store, even though, as a betting man, I’m pretty sure they don’t know the difference between good and a Grand Cru.
And of course, there’s Italy. Food, wine and dining are the bedrock on which people, families, cities, entire countries base their identities. Stories are real.
So when we’re creating a menu, a dining experience, food or drink offering, don’t bang on about the product, exclusively. Invite your ideal community into a larger story they already want to be apart of.