Food brands as experience brands

Jack Blog

January 3rd, 2012 By Jack Morton

Food brands have the potential to be great experience brands.

Just think about the huge importance (physical and emotional) we assign to the act of not only eating food but also increasingly of preparing food (think of the endless cooking shows, sites and personalities out there) and shopping for food. 

Yet while retail food and restaurant brands have figured out how to create distinctive and unique experiences that engage their customers and change the category (think Whole Foods and Chipotle), ingredient food brands arguably haven’t been as successful. 

But there’s hope, as evidenced by two articles out today that focus on food brands that have done a terrific job of inviting participation from customers—and even learning from them to innovate new products: