1. Insight
Report.
Restaurants
and Hospitality.
Spring 2012
Welcome to the Studio Output
Insight Report for spring 2012.
Food and drink are in our blood and it remains
a highly competitive battleground, with
increasing innovation being seen in the sector.
We highlight some marketing trends
from UK and internationally and also
introduce our second pod takeover, where
we look in more detail at the creative
trends we are seeing in this area.
Bright ideas for inspiring brands.

2. Modern-day meals.
Ordering innovation with technology Suprising.
Fun.
Interactive.
With touch screen and networked technology
always evolving, restaurants have begun
to look into novel and interesting ways
to change the dining experience.
One particular trend might be a cause for
concern amongst waiters: restaurants like
London’s Inamo, Nurembergs ‘S Baggers and
Sydney’s Mizuya have started to look at people-
free methods of serving food. From projecting
menus on the tables to touch screen ordering
systems, interactive restaurants are on the up.
Inamo
http://bit.ly/JhYV0n
‘S Baggers
http://bit.ly/KEX9H5
Mizuya
http://bit.ly/Jw3COQ
The French Laundry
http://bit.ly/g2NS6Z
Bright ideas for inspiring brands.

3. On-bottle communication.
Creating cut-through
With communication options increasingly
limited within both on and off trade channels
there is increasing activity in innovative
packaging, to give that all important
standout across the bar or on the aisle.
Originally the domain of on-pack promotions and
special occasion packs (look out for the Diamond
Jubilee onslaught) and then championed by
vodka and beer brands (the long-standing Becks
Art labels for example), we are now seeing
some really interesting approaches to give
some added personality to drinks brands.
The 42Below ‘Flat White Martini’ brings added
theatre to the serve of a martini, and the
Dom Perignon Luminous Vintage campaign
breathes life into a classic brand – as do
the recent Heineken 'Future' bottles.
Vodka
http://bit.ly/z39T3W
Eristoff
http://bit.ly/vrqU2h
Heineken Facebook Design
Interactive.
http://bit.ly/Lahtvg
Accessible.
Involvement.
Bright ideas for inspiring brands.

4. The evolution of pop-up.
Short-term restaurants
Pop-up restaurants and shops have become
common place in most cities with ever
more extreme venues and experiences.
Bigger brands have become involved with
varying degrees of relevance and success
(often at vast expense). The BA2012 pop-
up became a land-based Shoreditch
venue for British Airways to showcase their
collaboration with Heston Blumenthal.
Meanwhile Electrolux are emphasising their
status as the choice brand for professional
chefs by hosting a rooftop fine-dining venue
in London, as part of a European Tour.
Getting the balance right between the brand
message and a credible brand experience
is going to be an increasing challenge.
BA2012
http://on.fb.me/GAKkKg
The Cube by Electrolux
http://bit.ly/JPm22l
Alternative.
Engaging.
Immediate.
Bright ideas for inspiring brands.

5. A changing marketplace.
Mobile & frictionless retail
Mobile as a commerce option is growing
in line with the growth in smartphone and
tablet usage. Many customers are now
researching the restaurants they intend to
go to while en-route and, in many cases, may
change their choice based on a stranger's
preference that has been posted online. With
78% of users using their mobile device to
Connective.
look up restaurants, the restaurant industry
is playing catch-up, as only 15% of venues
have a site optimised for mobile use.
Increasing geo-location technology and the
plethora of coupon sites, as well as the increasing
Choice.
reliance upon review sites, means that food
and beverage retail outlets cannot afford to Change.
be left behind – and brands can help with this.
NFC technology is on the increase
and innovations such as EAT and
Orange will only increase.
Foodspotting (2,000,000 users)
http://bit.ly/1yNTb7
Domino’s Pizza maker
http://bit.ly/vNsBUY
EAT / Orange quick tap treats
http://bit.ly/wkpXqX
Growth of NFC Infographic
http://bit.ly/pKlbGw
Bright ideas for inspiring brands.

6. Insight
Report.
Pod Takeover.
Visual trends
This month's takeover comes from Design Director
Alun Edwards, Producer Kate Plummer, Designers
Johanna Drewe and James Gilmore, who make up
one of four creative Pods here at Studio Output.
"Our team is a mix of youth and experience – we love
exciting brands, sports, music and we know how
to make a good idea live.
This month has seen us developing a rollout for a
national chain of Japanese restaurants, perfecting
our 3D skills and working on the biggest BBC event
of the year, which will blow your minds as well as
your eardrums!"
Bright ideas for inspiring brands.

7. Modern heritage.
A nod to history.
Paying tribute with style! Working with a number
of hospitality brands recently we notice that in
these uncertain times, consumers are looking
for reassurances that their experience is real
and honest. Delivered with a tasteful and
intelligent style this is an interesting marriage
of heritage and contemporary. Not to be
confused with a pastiche of old, it is taking the
trustworthy elements to create something new.
Exposed surfaces, brights combined
with natural materials, found references,
relevant production processes, historically-
referenced messaging – all combine to create
a unique and forward-facing response.
Union Jacks
http://bit.ly/q0ZO1E
Nike Centre Court
http://bit.ly/InfweQ
Baker D. Chirico
http://bit.ly/xfICtt
Fresh look.
Found.
Revivalist.
Bright ideas for inspiring brands.

8. Art all around.
Engaging artists.
Looking for that something special?
Innovate by commissioning bespoke imagery
from well-respected graphic artists, designers
or photographers. Used to adorn and
celebrate, it's about discovering an element
that gives real stand-out and character. The
idea is to align yourself with other like-minded
individuals and embrace a partisan spirit.
Applied across all materials from interiors to
packaging, this creates immediate stand-out
and unique experiences.
Unique.
Mr Bingo Talking point.
Character.
http://bit.ly/p3Z1rs
Common
http://bit.ly/ms2xq
Becks
http://bit.ly/KLuVVQ
Bright ideas for inspiring brands.

9. It's 2012.
What’s the angle?
A seductive blast into the future.
2012 is a year packed with unique celebrations
and massive events. That means a lot of Elegant.
Energetic.
partying. After all the bangs and whooshes,
slide into refined and electric luxury.
We're seeing dynamic angles, tasteful yet
dazzling colour palettes and glossy, seductive
materials. Illuminated, reflective surfaces,
Enriching.
translucent layering and directional imagery
all envelope to create a luxurious experience.
This is all about a refined, polished and thrilling
future. It's 2012 and we're gonna be seen!
Yotel
http://bit.ly/rW0XxR
Allure
http://bit.ly/loXkWl
Club Musee
http://bit.ly/gCanWC
http://bit.ly/g0DQhn
Bright ideas for inspiring brands.

10. If this has whet your appetite or you'd
like to see Studio Output’s work in
food & drink retail, get in touch.
Studio Output / London Studio Output / North
Unit 5, The Piano Works 2 Broadway
117 Farringdon Road Lace Market
London EC1R 3BX Nottingham NG1 1PS
Tel +44 020 7239 9270 Tel +44 0115 985 3444
Fax +44 020 7239 9279 Fax +44 0115 985 3440
london@studio-output.com north@studio-output.com
studio-output.com