What stops someone from preferring “Organic food”?

1. What stops someone from preferring “Organic food”? The Design Conspiracy: Unusual opening. Interesting though. • "May be it is costly compared to my regular meal" • "I do care about my health... But why showoff eating organic food? I eat at good quality restaurants" • "Organic food is health food. Normally health food is tasteless“ • “I tried it once, it is no different from the normal stuff but costly” Organic food is EXPENSIVE, it is for those who want to SHOWOFF and it is TASTELESS. It is okay ONCE-A-WHILE

2. Did you know Mahatma Gandhi was a strong advocate of organic food? So where do we start? • Telling people about the goodness of “Organic food” • Clearing the “doubts” in their minds • Make eating “Organic food” a habit, more than a one off at Organarchie • More than starting more outlets, start with selling them “Organic” fruits, vegetables and meat etc. at the existing restaurants Remember you eat more than 40% of your meals at home or at work, the rest is when you dine out…

3. Our promise @ Organarchie • Find everything you would find in the other menu and more... • The difference – “Organic” is pure & healthy • Proposition: Taste unadulterated The Design Conspiracy: This is OK. Could have got here quicker.

4. The Design Conspiracy: The best bit is hidden away at the bottom “You don’t step into a restaurant before it is referred to you by someone”. The communication strategy • Use of PR to increase awareness and creation of interest • Health aspect • Pureness aspect, how all the essential elements are kept intact • Events and happenings, celebrity visits • Taking home organic food • Create a celebrity for Organarchie, who would make people look up to Organic food • Viral marketing – usage of email & SMS • Occasional usage of press and radio You don’t step into a restaurant before it is referred to you by someone

5. The communication strategy The Design Conspiracy: This is good. A nice list. We know exactly what we’re supposed to be doing. (Possibly a bit basic but...) • The restaurant • Signage showing direction in the streets • The signage on top of the restaurant • The menu card • The table top / coasters • Table tops would contain the calorific and health value of the food on menu • This would make sure the guests know what they are eating

6. The Design Conspiracy: This is weird. Quite like it, but it’s weird. Not sure about “Branson” but we’re listening... The communication strategy • Our imaginary celebrity • We would call our celebrity “Branson” (sounding near the Sir Richard Branson people know) • The car park at Organarchie would have a space marked for Branson • We would have a table reserved for Branson in the restaurant, the customers should be made to know about this • Branson's favourites on the menu • Suggestive press advertising "Branson was there yesterday“, "Branson comes every Friday" • PR campaign about how people come to the restaurant to see Branson, but keep coming back for the quantity of the food Branson would become the brand advocate. This campaign would follow Branson , what he does & where he goes This would create an interest among the people to find who Branson is and what he does

7. The Design Conspiracy: Think we’ve wondered off somewhere strange now. Taking organic food outside Organarchie • Retailing “Organic food” derivatives at Organarchie • Giving customers a chance to buy fruits / vegetables & meat • With the Organarchie promise / seal • This provides our patrons to cook their own “Organic food” • They would slowly look for the “Organarchie” label where ever they go • Once they start thinking “Organic” their natural choice for dining out becomes Organarchie Organarchie should become their choice on a daily basis, not an option for dining out occasionally

8. The design brief The Design Conspiracy: This is good. We could have lost all the stuff beforehand and just had this. • What do we need? • Visual identity for the brand and related collaterals • The basic look and feel of the restaurant • Background • Organarchie is an Organic café • 80% of the food sold there is organic • Have been vote the 3rd best “Healthy Place to Eat in London” in the past • The challenge • Organic food is still a healthy “OPTION” for people • Questions like “Is it filling”, “Is it expensive” Eating “Organic food” my way of healthy life…

9. The design brief • Target audience • Robin, 28 works for an automobile dealer. Jogs in the morning, occasionally catches up breakfast. Parties hard in the evening, Erratic in his eating habits. He knows what he is doing is bad for his health in the long run, at least wants to eat healthy when he could • Joanne, 36 homemaker & mother of 3. Thinks her husband and kids are not getting the right nourishment given their routine and lifestyle. Thinks everything she gets is “Synthetic” someway. I want to be healthy, I want to live long…

10. The design brief The Design Conspiracy: There is some OK stuff in here, but it’s obscured by text. This one is way to long and waffly. Some of the statements in yellow are really interesting. • Communication objective • Narrate the goodness of “Organic food” • Make “Organarchie” the automatic choice for healthy dining • Promise • Find everything you would find in the other menu and more • “Organic” is pure, healthy and filling • Helps food retain its “original” taste • Proposition • Taste unadulterated Organarchie – The PURE, Fulfilling experience