Uber is Delivering Nonnas and Their Homecooked Meals in Chicago
Cadhla Gray — November 10, 2015 — Autos
References: newsroom.uber & brandchannel
Uber is delivering yet another absurd product to create hype around the brand and promote its food delivering service -- this time bringing homemade meals cooked by Italian nonnas to users' doorsteps.
The three Italian grandmothers rode around Chicago in miniature, motorized homes bringing rigatoni, lasagna and spaghetti and meatballs to people's houses. The meals were entirely free and available all afternoon. Antonia, Lidia and Gina made up the 'Sausage Nonnas,' and didn't just bring one meal but enough food to feed six people.
The Uber brand has truly surprised audiences with its creativity in marketing strategies, taking the things it delivers much past simple "products" and successfully delivering experiences. These days, Uber is delivering things like ice cream on a hot summer day and even kittens to celebrate National Cat Day.
The three Italian grandmothers rode around Chicago in miniature, motorized homes bringing rigatoni, lasagna and spaghetti and meatballs to people's houses. The meals were entirely free and available all afternoon. Antonia, Lidia and Gina made up the 'Sausage Nonnas,' and didn't just bring one meal but enough food to feed six people.
The Uber brand has truly surprised audiences with its creativity in marketing strategies, taking the things it delivers much past simple "products" and successfully delivering experiences. These days, Uber is delivering things like ice cream on a hot summer day and even kittens to celebrate National Cat Day.
Trend Themes
1. Grandmother Meals - There is an opportunity for food delivery services to offer homemade meals from grandmothers in different cuisines.
2. Experiential Marketing - Marketing companies can shift their focus to experiential marketing to provide unique and memorable experiences for customers.
3. On-demand Nostalgia - There is a potential trend for on-demand services that provide a sense of nostalgia, such as delivering meals cooked by grandmothers.
Industry Implications
1. Food Delivery Services - Food delivery services can incorporate unique experience-based initiatives to distinguish themselves in a highly competitive market.
2. Marketing Agencies - Marketing agencies can help companies design and execute experiential marketing campaigns to meet customers' growing demand for unique experiences.
3. On-demand Delivery Services - On-demand delivery services can expand to include more unique offerings that tap into customers' nostalgia and emotions.
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