Brands cook up a storm by putting favorite on-screen dishes onto menus.
Netflix Bites is the streaming channel’s latest venture taking its popular food shows to a Los Angeles pop-up restaurant at Short Stories Hotel. “Watching is good. Eating is better” is the strap line used, as viewers’ appetites are satiated with a tasting menu by top chefs featured in Netflix shows including Dominique Crenn from Chef’s Table, Curtis Stone from Iron Chef: Search for an Iron Legend, and Nadiya Hussain from Nadiya Bakes. The pop-up opened its doors at the end of June and promises guests a “one-of-a-kind restaurant experience.”
“Netflix is already a destination for beloved food programming, from documentaries to competition shows,” said Josh Simon, VP, Consumer Products. “From episode to entrée, with NETFLIX BITES we are creating an in-person experience where fans can immerse themselves in their favorite food shows. We are excited to collaborate with these incredible chefs who will bring this vision to life and showcase an array of their delicious menus.”
In February, luxury fashion brand Loewe teamed up with French culinary studio Balbosté to host a limited-edition afternoon tea inspired by Studio Ghibli’s 2004 animation, Howl’s Moving Castle. The Calcifer Kitchen café was situation in London’s department store Selfridges and the afternoon tea set included cloud-like melt-in-your-mouth jellies and charcoal-looking fire buns that contain grilled lobster.
Food-themed movies are also inspiring brands to bring recipes and condiments to life. In April, Netflix Thailand and Thai food company Roza launched a sauce based on the “secret sauce” from the movie Hunger. The Roza Chef@Home sauce is available Thailand’s supermarkets allowing viewers to create their own versions of Chef Aroy’s Cry Baby Noodles.
As more people dedicate their time to bingeing mouth-watering food-related TV-shows, brands are optimizing on its popularity by offering viewers a 360-degree sensory experience with off-screen dishes.
Source:Wunderman Thompson
