Co-Op is Giving Out Secret Dishes from an 'Unpredictable Summer Menu'
Laura McQuarrie — July 21, 2016 — Marketing
References: coop & eventmagazine
For the warmer months of the year, Co-Op is touring the UK with an 'Unpredictable Summer Menu.'
Co-Op reached out to its fans on Facebook and asked them to co-create dishes by revealing what secret ingredients they use in cooking. These ingredients have been incorporated into mystery recipe boxes and meals that are now being served in sample sizes across the country.
These mystery ingredients are being shared as part of Co-Op's #UnpredictableSummer campaign, which encourages people to "be as unpredictable as summer." With these efforts, the brand is also raising money for the British Red Cross—if a meal has been enjoyable, Co-Op asks that people text to donate £1 in order to pay a good deed forward.
Co-Op reached out to its fans on Facebook and asked them to co-create dishes by revealing what secret ingredients they use in cooking. These ingredients have been incorporated into mystery recipe boxes and meals that are now being served in sample sizes across the country.
These mystery ingredients are being shared as part of Co-Op's #UnpredictableSummer campaign, which encourages people to "be as unpredictable as summer." With these efforts, the brand is also raising money for the British Red Cross—if a meal has been enjoyable, Co-Op asks that people text to donate £1 in order to pay a good deed forward.
Trend Themes
1. Unpredictable Summer Menus - Creating unique seasonal menus with ingredients sourced from fans presents an opportunity for restaurants and food delivery services to stand out and engage with their audience.
2. Co-creation for Mystery Recipes - Collaborating with customers to develop secret recipes can be a fun and engaging way for food brands to generate excitement and loyalty among their following.
3. Charitable Dining Campaigns - Incorporating philanthropy into promotional events or restaurant campaigns can help build a positive brand image and drive social impact through public participation.
Industry Implications
1. Food & Beverage - Food and beverage companies can leverage this trend to create exclusive seasonal menus that engage their customers and build brand loyalty.
2. Delivery Services - Food delivery services can partner with restaurants to offer unique mystery recipes or create their own unpredictable summer menus to attract new customers.
3. Charities & Non-profits - Charitable organizations can partner with restaurants to fundraise through dining campaigns that incentivize customers to donate to a good cause while enjoying a meal.
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