Essential: a marketing campaign should score locally
30-9-2014
In response to the article of the national marketing campaign, ‘Street Dine’ of the JRE (Jeune Restaurateurs d’Europe) in the Netherlands, Mr. Jan Vrielink, owner of, among others, the restaurant ‘Het Schellinkje’ in Meppel drew our attention to his campaign ‘Street-Dining’ organized in 2012 and 2013. As his restaurant is located outside the direct city center of Meppel he surprised shoppers with a prepared table, a glass of wine and an appetizer. A good example of what we want to achieve with Horecatrends.com (Hotel, Restaurant, Café trends): entrepreneurs who inspire each other to perform their own marketing campaign, adjusted to the capabilities of the organization and location. Most important is; the effect should be locally measurable! The action and the publicity in the local newspaper and on social media should inspire guests to come dine at your place. Learn how the employees of ‘Het Schellinkje’ have performed the campaign and the reactions from their ‘guests’…
JRE Streetdine
22-9-2014
Jeunes Restaurateurs d’Europe (JRE) organized a surprise campaign ‘JRE Streetdine’ on 13 September. All 28 Dutch restaurants affiliated with JRE went to unique locations and served culinary delights to passers-by. Some people were even invited to take place at a set table for a culinary flash lunch. Chairman Rik Jansma, of restaurant Basiliek in Harderwijk, hopes this initiative will encourage potential new guests to visit the restaurants. Check out the pictures for an impression of this ludic action.
Pop-up coffee bar Black Box in Ghent
12-9-2014
Pop-up coffee bar
A work-out followed by an artisanal cup of coffee. This is possible in the pop-up coffee shop Black Box in the Belgian city of Ghent. The specialty coffee bar is located in a garage box of CrossFit Gent, a gym focused on the new form of fitness, CrossFit. As from 4 September Barista Yf Feller serves freshly made coffees, for a month.
Bullet proof coffee
A special coffee on the menu is the ‘bullet proof coffee’. This is a creamy coffee made from butter from grass-fed cows, coconut oil and French coffee, what gives a boost, both physically and mentally.
For people who don’t like coffee, various activities are organized on location as well. For examples, a second-hand clothing market and an indoor picnic.
Pay-as-you-wish
A special aspect of Black Box is that there’s no pricelist available. Guests give a contribution and are allowed to choose what they think is fair to pay. Black Box is an example of a ‘pay as you wish’ concept which we may years ago in Vienna, Der Wiener Deewan. The system from ‘Pay as you wish’ is used for charity as well, like we spotted in 2007 at restaurant Trien in Herpen. Trust is a more recent example that opened in Amsterdam last year.
How do you apply trends as entrepreneur in the hospitality industry?
1-9-2014
First of all, when talking about trends you need to realize that many different concepts are being named trends these days. However, there is a big difference between trends, hypes and inspiration. For example, we call our website hospitalitytrends.eu but mostly offer inspiration based on red threads in international trends. Real trends take their time in the adoption curve. If you look at the adoption curve of for example sustainability, you’ll see that it has been coming up for 15 to 20 years already and now it is mainstream, thus this is a trend. Hypes however usually stick around with the innovators and early adopters.
The usual development of a trend is that it begins with a very small portion of the population. Logically entrepreneurs are drawn to new trends since they are always looking for new success. They are constantly scared to miss out and fail in their business endeavours, yet specifically as an entrepreneur it is important that you keep on living your own dream and take care that you do not jump on every trend or hype that comes along.
Restival is looking for crowdfunding
21-8-2014
Restival is a festival build out of the remnants of other festivals. Restival tries to collect as many of the usable product of other festivals such as food and drinks, but also building materials and decorations. After two successful editions in 2012 and 2013 the organizers of Restival are busy with collecting products and material for de third edition at the ‘Flevoparkbad’ in Amsterdam. Despite the enthusiasm of the visitors, volunteers, partners and the press, it did not resolve in enough financial guaranties. For this reason organizer Maarten Aland tries to collect € 20.000 before 1 September through crowd funding. The only thing people have to do is to buy their ticket (€ 15,-) and consumption card before the end of the month via crowdaboutnow.nl. Of course are donations welcome as well.
Float-in movie: watching movies from the water
21-8-2014
A float-in movie; instead of watching a movie in a theatre or at home, watch it from a floatable platform or boat. Events like this were organized by different organizations before, but this summer restaurant ‘Het Theehuis’ introduced the initiative in the hospitality industry. ‘Het Theehuis’ is located next to a lake in the touristic Grou, what makes it a unique location to organize a float-in movie. The guests can watch the movie from their own boat, the VIP lounge (a floating platform) and the spacious patio. Snacks and drinks are served during the movie as well.
‘BankjesCollectief’: worlds largest outdoor café
20-8-2014
‘BankjesCollectief’ is the largest outdoor café in the world. Every first Sunday of the month, people open up a bench for friends, family and neighbors. The owners of the benches decide what they serve, but also what the activity they organize. Examples of these activities are reading to toddlers in the library, a sidewalk chalk spectacle and pie eating. The visitors of the benches decide what the experience is worth when it’s finished. ‘BankjesCollectief’ is a great and relaxing way to meet your neighbors. The next edition is on 7 September but it only takes place in the Netherlands for now..
CHEF Culinary road trip
6-8-2014
The movie CHEF tell the story about chef cook Carl Casper who resigns at a top restaurant in Los Angeles for a culinary road trip in Miami. To promote the film, that premiers in the Dutch cinemas on 4 September, a CHEF food truck travels through the Netherlands. This truck is co-developed by the creators of the book “Reizende Sterren” a cookbook with the signature dishes of different food trucks. The Cuban sandwiches that the truck serves are based on the sandwich recipe from the film.
#Cheftruck
The foodtruck serves its culinary specialties at the Car Art Festival in Delft (9-10 Aug), Haarlem Jazz & More in Haarlem (13-16 Aug), Magneet Festival in Amsterdam (22-24 Aug), Rrrollend Leiden (Aug 29-30 ), Smaak Karavaan in Tilburg (31 Aug), Vlietdagen Leidschendam-Voorburg (13-14 Sep), and can be tracked online via #ChefTruck #ReizendeSterren.
A BBQ above an artifical vulcano
4-8-2014
In April 2010, the Icelandic cook Fridgeir Eiriksson served dinner prepared over the foothills of the lava of the ‘famous’ volcano, Eyjafjallajökull. Perhaps you recall the eruption which caused a lot of trouble in air traffic. The chef complete the adventure by flying the guests to the ‘restaurant’ location in a helicopter. In June the creative duo Bompas & Parr, from London barbecued steaks on artificially manufactured lava in collaboration with Professor Robert Wysock (Syracuse University, NY). The movie takes some time but the effect of BBQ’ing above 2.100 degrees Fahrenheit is clearly visible. However, I think I would sign up for the adventure! ^Marjolein
Instock waste restaurant
1-8-2014
The pop-up waste restaurant Instock is open for a month now and gets positive reviews. The founders, who met at Albert Heijn, put food waste literally on the menu. The cooks in the pop-up restaurant prepare left-overs of the supermarket chain that would otherwise be thrown away. The ingredients depend on the daily harvest and is pciked up at the stores with an electric minibus. Instock is open every weekend for a three-course dinner on Friday and Saturday (17:00 to 23:00) and Sunday brunch (from 10:30 to 17:00).
(Un)avoidable food waste
All the food served is still meets the required quality standards. “You can differentiate between unavoidable and avoidable food waste. Wasting food that is actually no longer consumable is inevitable, but we avoid food waste while it is still suitable for consumption.”
By Daan Prest
