Winterhalter Flashcards
ZUME Mobile Smart Kitchen
- Mobile Smart Kitchen: Mix Traditional Restaurant, Virtual Kitchen & Food Truck
- Big Truck, outfitted with smart appliances that can be parked in neighborhoods, closer to customers, to make food delivery faster
Benefits: - Less investment than traditional Brick & Mortar Restaurants
- Not static like virtual kitchens, mobile kitchen can move around closer to customers
- Mobile trucks are mobile but are placed next to food traffic
- Versus Smart Mobile Kitchen add predictive analytics - hundreds of data points to optimize the kitchen e.g. food waste, food prep etc.
What makes LA special?
-no city center, instead a vast network of towns and smaller cities.
- Second biggest city in the US (10 + Million People)
- Hollywood storytelling roots have intertwined with technology to make the city the world‘s biggest creative innovation hub
- influencer have become 21st publishers
- more ethnically diverse than many other cities e.g Silicon Valley (+200 languages)
- Silicon Valley driven by technology - especially B2B services and hardware But technology is being developed everywhere now and effects every single business meaning innovation comes from technology at the intersection of other businesses and industries
-aerospace, music & entertainment, transportation, gaming, retail & food, health and wellness
- historically most of the VC money has been in Silicon Valley but this is shifting, too.
- good talent (USC, UCLA) and CalTech
- influencers come to LA because of the network access and career opportunities it provides
- residents are early adopters who embrace not only new technology, but also new ways of working and consuming content
La has everything in place for gaming: talent, Hollywood storytelling and brands, a diverse audience, direct access to influencers plus proximity to Silicon Valley tech and to large audiences in Asia
How is retail changing?
- we all like to be entertained, even when we‘re shopping „retailtainment“
- purchases are often emotional - which brands do you connect most?
- which make you feel good?
- D2C businesses (Bonobos, Dolllar Shave Club) now Expanding in brick-and-mortar - brands mo omg forwards omnichannel approach (in-Store, online, phone, social media)
- celebrity entrepreneurs - Goop, Honest Company
- some87% of consumers say that they will buy a product because the company which made it is involved with an issue they care about
- retail and entertainment are merging, and storytelling is key, co summers want to know more about the brands they buy
- celebrities and influencers can help exponentially to grow consumer brands
- LA is sich a high-consumption Market with a diverse population that‘s an excellent test bed for consumer products
- sustainability is a big part
Tom Shoes
- People want to feel good about what they are buying
- Tom Shoes were the first to tap into this sentiment
- founded in 2006 by Blake Mycoskie after he visited Argentina and seeing kids walking without shoes
- for every pair of shoes sold they provide shoes for a kind in need
- HQ in Silicon Beach
- on Abbot Kinney flagship store with coffee shop
- all retail purchases having a „giving“ angle
- mission-led approach has revolutionized corporate social responsibility in the retail space - copies by other companies Warby Parker etc)
- LA is the manufacturing City -80% of Jeans Are being produced in LA.
- retail, entertainment and commerce get mixed up
- personalization of consumer products
Why is LA a Mekka for Health & Wellness?
- weather sunny/beach body
- home of Hollywood - industry on looking good, feeling great so big emphasis on health
- Angelenos are more open to try new stuff and services
- prevention over cure
- non-pharmalogical natural remedies are being tested from cannabis, psychedelics to new VR technologies
- CBD is Breaking through to mainstream
VR Benefits in Healthcare
- Education & Training
- Visualization
- Empathy - seeing life from the perspective of someone else would make a huge difference
- pain management
Why is LA a hotbed for Cannabis?
- Most growing is done in Northern California
- city is liberal
- big consumer market LA city 3.99m versus SF is 0.88m
- easier to raise capital in LA
- storytelling: telling the cannabis story - celebrity push
The Future of Food?
- with a global population reaching 9.7 billion by 2050, we‘re never going to be able to feed everyone unless we can enhance technology and growing techniques in an ethical and sustainable way.
- LA key eating trend „natural food“ - grown rather than manufactured or slaughtered.
- 2005 the Book China Study was published - impact on LA, link between animal products and diseases
- vegan popular - for individual good and for planet
- more transparency around what is in our food
- micro-trends in Food Start often in other cities but LA has scale for mass consumption - early-adopter friendly stores, celebrities to drive critical high impact awareness
- cellular or clean protein is the next big thing - organic and clean label can be good for us, but it‘s not widely accessible or affordable, so more research must be done into cellular /nutrition clean protein in order to make foods that are nutritious, sustainable for the future of the Planet, and accessible for those whose budgets don‘t stretch far enough
Erewhon
- Mission: to make healthy, pure, nutrient-rich foods and products available to all, and to inspire people to eat better, eat less and live longer
- they work directly with suppliers and impose stringent regulations on every product on the shelves - super expensive
Grand Central Market
- celebrated its centenary
- seen in the movie LA LA Land
- originally built for the white, affluent neighborhood of Bunker Hill - Angels Flight
- after WW2 people moved out to the suburbs, the area was almost deserted, giving way to cheaper rents
- 2008 recession hit, many places in the market closed down
- downtown Regeneration last decade - now a buzzing spot with a mix of legacy and trendy new vendors
- Bon Appetit 2014 „best Restaurant“
- City of Gold“ documentary of Jonathan Gold (passed away 2018)
Technology and Food?
- Education and Access to information
the Rise of mobile and Social platforms and the connectivity of people is enabling I formation about food and education in a way that could never happened before - the Netflix effect on consumer spending
Home delivery of food through third parties such as Uber Eats, Postmates, DoorDash- consumer have easy access to movies and food at home
29% of millennials order restaurant delivery each week, an average millennial spends $1000 (nearly 25%) less each year on groceries, that Someone same age 10 years ago
Kitchen United
- virtual restaurant“ housing several restaurant brands
- full support: online ordering through to dishwashing
- another customer „delivery drivers“ - 15Min free parking, free tea, coffee, water and use of restrooms
Future of Restaurants?
Moving from Bricks and Mortar to e-commerce
- 70% of Americans use smartphones to order food and that shift is only accelerating
- the restaurant industry is in the early stage of moving from brick and mortar to e-commerce and online ordering
- new technologies that helps Restaurant adopt to new consumer behaviors and grow
Restaurants of the Future will optimise for convenience OR experience
Street Vendors LA
- estimated more than 50.000 street vendors in LA, around 10.000 selling food
- until 2017 criminal activity ($100 Million total food street market)
- since 2019 street vending is finally made legal
Why is food innovation driving in LA?
- Infrastructure very strong in LA - density of grocery stores like nowhere else, and a population
- better brand visibility, celebrity partnerships and market awareness
- Space to setup business
- great mix of both to find creative and tech talent - engineers come down from Silicon Valley to have work and lifestyle combined
- creative marketing
