We were gathered at the top of Lansdowne St with hundreds of Foodies; dressed in purple costumes, with purple boas, or purple wigs. I was well equip with a water bottle. The blue tented stands lined one side of the street and open bars and restaurants lined the other. We funneled down the middle, stopping at almost every stand to grab, taste, swap, and grab some more. There was no real rhyme or coherence to the progression of food so we just tasted tacos, meatballs, and chocolate cake in three bites. It was amazingly well managed chaos. These vendors were well prepared with tons of food, tiny samples, plastic forks, dishes, and napkins. The whole experience was one of gluttony and glory.
Some of my stand outs were: New England clam chowder (voted best in New England), meatballs, pulled pork (i had been craving it), and a Fluffer Nutter cupcake. But here is my issue-- I couldn't tell you ANY of the businesses that made these. None of the brands stuck out in my mind and I don't have a business card or photo to match up. At the entrance, they give you a list of vendors/businesses that will be there. Some (but very few) are local Boston names that are impossible to miss, but most are small mom'n'pop shops in the suburbs that really make great food. So how do they get their brand/restaurant name to stick in my head long after I leave the festival?? How do they assure that I come back or order from them next time?? These businesses know food-- but they don't know how to market themselves.
First technique: one business put the piece of chocolate on a business card and offered 15% off
(in store) with the card. This way, I've got the name, location, website, and an incentive to keep the card. But out of 50 booths-- one did this.
Second\ technique: I had to sign a mailing list to get a free sample bottle of Pineapple hot sauce. Perfect-- they have my email, but how many people want to wait in line to get a sample? And NO ONE I was with put down their real email, myself included. I didn't even get to taste the product so there is no way I'm getting spammed by them.
Third technique: napkins with logos on them. About 1/4 of the booths had this and as soon as I ate the sample and wiped my mouth, I threw away the napkin, whoops!
Fourth technique: business card on the table to grab along with your sample. Yeah right, I'm focused on the food and only the food.
Fifth technique: signage! One pizza place (Flatbreads, see Bowling post) brought a fake brick oven and parked it next to the stand. Attention getting-- but maybe not memorable.
Most didn't even try. Their signs were hidden on the bottom or back of the booth (no visibility). Some might say that if the food is good enough, you'll remember the name but honestly 50 samples in 2 hours. I am amazed that I could remember how to get out of there. SO, assuming these restaurants want to be remembered as the 'best of the best' around Boston, they need to stand out in our minds!!
My suggestions: I think that along with the list of businesses, Phantom Gourmet should each write a quick blurb about what they are serving and one differentiating factor. For example, one stand had cupcakes-- with ice cream filing and over 10 flavors. Now if that was attached to the business name, I would definitely be able to connect the two. Also, I think that each stand should have someone handing out business cards after people get their food. Most people eat it right in front of the stand, so after they toss the plate-- hand them a card before they move on.
In the interest of being green-- maybe everyone could get a platter or silver ware at the start of the festival (included in the $50 ticket price, of course). Stands could serve cafeteria style or on napkins for quick grabbing.
One brand that I did remember was Sugar, the makers of the Fluffer Nutter Cupcake. We talked to the woman in the booth and then I ran into two young kids in baker's uniforms working the crowds with some cookies. They proudly announced that they worked for Sugar. Sugar is located where?? I have no idea but I researched it later to find out. That's the power of a really good cupcake.
Sugar Bakery
1884 Centre Street
West Roxbury, MA 02132
www.sugarbakery.net
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