As virtual brands, these with out a bodily location or storefront which function as supply-solely, enhance in recognition by means of the usage of darkish kitchens, the query of how you can make most of the people conscious of them has sprung into focus. One main supply-solely restaurant firm within the UAE believes that utilizing influencers and harnessing their social media presence is a key method to do it.
Cloud Restaurants, which operates the likes of Go! Greek and Go! Healthy from darkish kitchens, makes use of influencers to assist “construct credibility and belief” in its brands.
Chief model officer and companion Rowan Kamel advised Caterer that regardless of there being a “large debate” about influencer marketing, it may be helpful.
“I imagine in it,” she stated. “When you’re employed with the proper kind of influencers, who’re entrepreneurs themselves and do actually perceive the model values and fairness and who’re pure clients, it may possibly do wonders.”
Influencers can play a key function in speaking a model’s story to its potential clients, agreed Cloud Restaurants founder and CEO Ziad Kamel.
He stated: “We give them extra data than only a normal one who’s ordering would obtain so they impart that to their followers. They say they know the individuals behind the model, that they visited the kitchen to see how the product was made, and present themselves experiencing the product. I believe this personifies it and builds credibility and belief. Someone will really feel much more safe and it will likely be pushed to the highest of their thoughts to order from our specific brands relatively than a spot they’ve by no means heard of earlier than.”
However, there are issues to look out for to make sure you are working with a good influencer, stated Ziad Kamel.“The good ones that we work with will say both, ‘we’ve tried your meals as clients and we find it irresistible’, or ‘hold on, we have to attempt it as we will’t be associating our affect and our model with a product that doesn’t meet our requirements, we have to really feel proud doing it’. That’s key, these are the influencers who’re extraordinarily nice to work with.”
Caterer Middle East spoke with Cloud Restaurants as a part of an in-depth look into the cloud kitchen and virtual brands business within the Middle East. With perception from cloud kitchen and virtual model operators, meals supply aggregators, and impartial restaurateurs, you may solely be capable of learn the complete in-depth evaluation of the business’s hottest matter by subscribing right here.
