OpenTable’s Post

This week's #fridayfive - five things I learned this week: 1. A fun stat: 72% of Gen Z is drawn to experiences that involve finding clues and investigating mysteries (mentioned alongside the stat that 71% of Gen Z has played a videogame to improve their mental health). As we develop more experiential engagements (look at the new Netflix Houses), consider how solving mysteries, gamification, helping consumers relax, and a sense of reward can get them excited. (https://lnkd.in/gvxSHjCw - thanks to Meg Marchese for sending my way). 2. In this article, "The food world is getting over its obsession with authenticity," I liked this line: "A singular truth simply doesn’t exist in food." "Authenticity" was always a poorly-defined word, so it's heartening to see the conversation about what is "authentic" take on more nuance: taking in a chef's wide-ranging background, or understanding that any cuisine is constantly changing within its home country or culture (you can find some pretty unique pierogi in Poland today). (https://lnkd.in/gSSiESKD) 3. At the same time, let's also not use the current backlash against authenticity to ignore issues of under-representation. There's having the permission to make a fun taco and then there's sprinkling some percussion into an ad and thinking it will automatically resonate with Latino audiences, as noted in the "Stop Latino Coating" campaign (https://lnkd.in/gkQCWxxW). Consumers still notice efforts that feel hollow or exploitative (see this year's Pride campaigns: https://lnkd.in/gEAb9A4z). 4. In this article, "Guests like to be known: restaurants luring diners back via personal touches," London operators talk about how sending a quick note to a guest inviting them back can help boost traffic. Sometimes a little personal touch goes a long way, particularly in our disconnected world. During COVID, some restaurants would write little personal messages on the delivery packaging - there's no reason to stop these hospitality touches. This is one area where tech can be incredibly useful. (https://lnkd.in/gZCHjVT7). 5. A few weeks back I posted some research that showed that cannabis is used daily by more Americans than alcohol. The Portland Pickles took note, becoming the first sports team to sell THC products at games. The team will sell THC seltzers with 2mg of THC and 4mg of CBD in passionfruit and lemon flavors. (https://lnkd.in/gGVrem4R) #data #research #todayilearned #weekendreads #genz #authenticity #finedining #latino #hispanic #hospitality #marketing #thc #cannabis #foodindustry #restaurants #cpg

ACTIVATE YOUR GIFT! 🌟#ForbesCreatorUpfronts Met the most amazing people, had the best conversations & got good content from top tier activations at the inaugural Forbes + Walmart event! Left motivated to lean even more into myself & Social Sanctuary LA going forward! - let’s go! #walmartcreator #creator #contentcreation #socialmedia

Can brands help Gen Z date? Brand and Growth Executive at Seed, Amplify’s specialist youth sibling agency, Ananya Ranjit has identified how brands could be most helpful to Gen Z, giving a new meaning to the expression of brand love. “Unlike other aspects of their life, Gen Z doesn’t rely solely on technology to find ‘the one.’ They’re flocking instead to offline venues: bars, cafes, supermarkets etc”. Check out Ananya’s take on The Drum in the link in the comments section. #GenZ | #DatingCulture | #YouthMarketing

Excellent post by 5&Vine around #ChallengerBrands ! "A Challenger Brand is any brand, regardless of size or industry, that is relentlessly focused on “challenging” the status quo to create a better, more equitable world. They fight from a position behind establishment brands to win customers and prized market share from competitors." Challenger brands are perfect bedfellows when matched with the right demographic, experience and context and I'm super proud of the work Paper Garden Records and Bryan Vaughan are doing in this space! #challengerBrands #ExperientialMarketing https://lnkd.in/gGRDcYqi

See why Inspire—with its portfolio of iconic brands, including Arby’s, Buffalo Wild Wings, and Dunkin’ Donuts—positions Bynder at the heart of its digital transformation efforts. Bynder’s open and composable DAM solution integrates with the company’s wider martech stack to create a connected ecosystem that drives higher marketing ROI and long-term growth for the USA’s second-fastest-growing restaurant company. Read the full story: https://ow.ly/Zq6e30sJl77

See why Inspire—with its portfolio of iconic brands, including Arby’s, Buffalo Wild Wings, and Dunkin’ Donuts—positions Bynder at the heart of its digital transformation efforts. Bynder’s open and composable DAM solution integrates with the company’s wider martech stack to create a connected ecosystem that drives higher marketing ROI and long-term growth for the USA’s second-fastest-growing restaurant company. Read the full story: https://ow.ly/C0po30sJut3

See why Inspire—with its portfolio of iconic brands, including Arby’s, Buffalo Wild Wings, and Dunkin’ Donuts—positions Bynder at the heart of its digital transformation efforts. Bynder’s open and composable DAM solution integrates with the company’s wider martech stack to create a connected ecosystem that drives higher marketing ROI and long-term growth for the USA’s second-fastest-growing restaurant company. Read the full story: https://ow.ly/xfw530sJp1C

"Brewing Community: How Starbucks Boosted Engagement Through Purpose-Driven Marketing" "Starbucks recently launched a campaign focused on sustainability, loyalty, and community. By introducing reusable cup initiatives, enhancing their rewards program, and hosting local events, they created a deeper connection with their customers. Results : - 30% increase in app downloads. - 20% rise in reusable cup usage. - Higher engagement at in-store events. "This shows the power of aligning purpose with marketing.

So there’s been a ton of buzz about prizes for Recharge’s Tomorrow Brand Challenge, but what’s the real rub? 1. If you have Recharge set up as of Jan 1st, you can register to compete. (I can see this winning some new brands for Recharge) 2. Performance is judged based on % of month-over-month growth of your subscriber base over 6mo. (Smaller, cheaper subscriptions are at an advantage) 3. There are no frequency requirements for the subscription program. (To reduce “too much product” churn, I’d recommend defaulting to a longer frequency, say 90d) 4. Brands with non-existent subscription programs are at an advantage. (It’s easier to show % growth from zero) 5. 2/3 prizes will go to businesses just starting out on subscriptions. (Under $180k in annual subscription revenue, and under $600k in annual subscription revenue) 6. Growth metrics are not everything. Top 5 growers per each business size qualify (15 in total), but Recharge decides the 3 winners based on app utilization. (So you better get thinking on how to launch every module in Q1 2025) I will be posting more about a winning strategy, comp updates, etc - so follow if you want more of this☝️

Can brands help Gen Z date? Brand and Growth Executive at Seed, Amplify’s specialist youth sibling agency, Ananya Ranjit has identified how brands could be most helpful to Gen Z, giving a new meaning to the expression of brand love. “Unlike other aspects of their life, Gen Z doesn’t rely solely on technology to find ‘the one.’ They’re flocking instead to offline venues: bars, cafes, supermarkets etc”. Check out Ananya’s take on The Drum in the link in the comments section. #GenZ | #DatingCulture | #YouthMarketing