The Social Paradigm

Exploring the impact of ‘social innovation’ in the restaurant business

Perusing Andreessen Horowitz’s Social Strikes Back—a series that explores the next generation of social networks and how they’re shaping the future of consumer tech—we were suitably amazed by the projected potential of building an integrated social experience around one’s chosen product category. While a16z’s reports on the subject are, in signature fashion, thoroughly detailed and comprehensive in their spectrum of analysis, we thought it wise to research and elaborate on the subject matter that appeals to our niche—the food business.

Using the illustrations of apps such as Snackpass and Ritual, as well as the extremely timely ‘Never Stop Gaming Menu’ initiative by Wendy’s And Uber Eats, we hope to elucidate the relevance of an established pragmatism: the best version of every consumer product is the one that’s intrinsically social. Not only that, but when companies provide a community-driven experience, they witness an exponentially better engagement rate.

Eating isn’t always social (especially in COVID times), but when it is, it’s very social. Restaurants and dinner parties are amazing, but it will be a while before we go back to those in full force. From virtual kitchens to food delivery to meal kits to plant-based food, we’ve seen a lot of innovation in food of late, but so far social+ food has proven elusive. We believe companies like Snackpass and Ritual show promise, but there is still plenty of room for innovation.

— Excerpt from Community Takes All: The Power of Social+ by D’Arcy Coolican

SNACKPASS

An amalgamation of takeout services and social media, this app designed by three students at Yale, originally set out to help fellow students save time and money by enabling them to order meals and coffee ahead of time, and then bypassing the line once they arrive. Taking the concept a step further, Snackpass also lets users see what items their friends are ordering and from which establishments. They can also give rewards points to their peers who want to check out the same restaurants. For restaurants and cafés, the app is a wonderful alternative to third-party delivery platforms in terms of cost of promotion and tapping the student population.

The product integrates into meal plans and targets high-frequency anchor establishments across campuses — whether that’s smoothies, boba drinks, or tacos — to create a magnetic draw for students. They’ve built a fun user experience with gifting, social rewards, and a feed of who’s eating what. In creating a social experience around food, Snackpass has created something rare and special among startups: network effects.

—Excerpt from Why we’re investing in Snackpass by Andrew Chen

RITUAL

Ritual is a social ordering app that taps networks of co-workers and colleagues for fast and easy pick up and pay at a wide variety of local restaurants and coffee shops. Users can mobile order and pay at all their favourite local eateries and coffee shops and have it ready to pick up when they arrive. By also uniquely giving friends and colleagues the ability to add their own food orders onto an existing order, Ritual gives customers the choice of either picking up themselves or having their food brought right to their desk. This ‘social ordering’ saves customers time and drives incremental orders for merchants.

WENDY’S & UBER EATS’ NEVER STOP GAMING MENU

Wendy’s and Uber Eats are teaming up to connect fans with five of the biggest Twitch streamers for five days of non-stop gaming, delicious meal combos and exclusive prizes for fans. From December 8 -12, fans can order signature Wendy’s meals from five of the biggest Twitch streamers — TFUE, FLIGHT, itsHafu, xChocoBars and Myth — on the Wendy’s Never Stop Gaming menu available exclusively on Uber Eats:

• TFUE Meal — 10 pc. Crispy Chicken Nuggets, Small Fries, Minute Maid® Light Lemonade
• FLIGHT Meal — 10 pc. Spicy Chicken Nuggets, Small Fries, Hi-C® Fruit Punch
• itsHafu Meal — Baconator®, Small Fries, Sprite®
• xChocoBars Meal — Big Bacon Classic®, Small Fries, Diet Coke®
• Myth Meal — Classic Chicken Sandwich, Small Fries, Coke®

For every Uber Eats meal ordered from the Wendy’s Never Stop Gaming menu, fans will receive an Uber Eats Prize Pass in their bag for the chance to win epic giveaways. Eaters can score Uber Eats gift cards, Never Stop Gaming merchandise, including gaming hoodies and slides perfect for lounging, and even a next-gen gaming console!

Over the course of the five days, each gamer will respectively stream games of their choosing while giving fans exclusive prizes. They’ll be joined by the ultimate gamer, Wendy, who will also get in on the Twitch action.

“Wendy’s always takes it to the next level when it comes to gaming. The Never Stop Gaming partnership with Uber Eats delivers on this — literally — by bringing together today’s top Twitch streamers, delicious Wendy’s meals and hot prizes for our fans,” said Carl Loredo, Wendy’s U.S. Chief Marketing Officer. “Whether we’re eliminating freezers in Fortnite Food Fight in the name of fresh never frozen beef or streaming Mario Kart Live: Home Circuit from a Wendy’s restaurant, we’re always seeking unique and different ways to connect with our fans — and meet them where they already are this winter.”

“We’re thrilled to partner with Wendy’s to bring fans our exclusive Never Stop Gaming Menu on Uber Eats,” said Stephane Ficaja, Head of Uber Eats for the US & Canada. “With limited-edition Wendy’s meal deals and exciting prizes, we’re delighted to deliver some winter cheer this season with the help of some of today’s top Twitch streamers.”

—Source: The Wendy’s Company

A truly contextual campaign, one that appeals to an audience exactly where they are—at home, and through a medium that has seen a rapid increase in participation amid the pandemic—gaming, this is a marketing masterstroke in our opinion.

Please reach out to aman@dashin.in for any feedback or clarifications regarding the content of this article.