The Griffin Farley Search for Beautiful Minds program is a weekend boot-camp open to individuals looking to get their break into the brand strategy field. A carefully chosen group of 45 were selected from around the world to participate this year. After working and presenting a brand strategy for KitchenSurfing (an online marketplace that connects personal chef with guests), Maxime and his team got selected with two other teams to showcase their work on Google’s stage in front of the whole planning industry. Maxime’s team won the award for the most culturally relevant strategy by creating a campaign that was very New York-centric (The fun fact is that Maxime was the only “real” New Yorker in the group)

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maxime Melissa Sasha jesse

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the situation
Kitchensurfing is an online marketplace where users can
find outstanding local chefs to cook in their homes.
First year of business, 65K guests in the US.
Current market: influencers, tech people, foodies.

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15% growth in membership in
New York over the next year.
business goal

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• New Yorkers
• 28-40 years old
• HHI: $100k+
• College educated
Target Demographics

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• Early adopters, but not foodies.
• Seeking new experiences.
• Will spend on leisure and social life.
• Motivated by achievement.
Target psychographics

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Gabriella, 29
Single;
ready to mingle.
Project Manager.
Charlie, 35
Newlywed.
Entrepreneur.
Tech for real life experienceS

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Because New Yorkers’ needs for dining-in and
dining-out are being met, they don’t see a reason
for a service like Kitchensurfing.
• 16,000+ restaurants.
• 6,000+ restaurants delivering through Seamless.
• 3rd most Michelin star rated restaurants globally.
• New Yorkers eat out 4.9 times a week.
Challenge

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When it comes to food,
New Yorkers have become drones.
Key Insight

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cronut line syndrome

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Strategy
rEFRAME IDEAL DINING
IN NEW YORK CITY BY
bringing humanity back to eating.

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Times of Year
• Spring
• Fall
Times of the Week
• Mornings
• Lunch time
• Monday – Thursday
• Ongoing (Social)
Connection Moments

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Locations
• Collaborative work spaces.
• On their phones.
• In lines.
Connection Moments

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Barrier: New Yorkers are uncomfortable having
strangers in their homes.
Goal: Connect potential guests with chefs on a personal level.
Channel: Experiential Events
Thought starter: Pop up during lunch time at
collaborative workspaces.
Channels

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Barrier: People have Nomophobia even during dining.
Goal: Encourage New Yorkers to share the moment with
the people present, and share on social media later.
Channel: Social Media
Thought starter: Create a hashtag and promote it
through sponsored tweets.
Channels

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Barrier: New Yorkers see waiting as normal behavior.
Goal: Guide the Cronut Line Syndrome sufferers to liberation.
Channel: Guerilla Marketing
Thought starter: Console the people who didn`t get through
the Cronut line with giveaways.
Channels

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Let`s bring the
humanity back to eating.

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Thankyou
In memory of
Griffin Farley
Sarah Angela KendraCharlotte
A very special thanks to: