Qualitaly_115

FEB. MAR. 2020 XIII second courses, bowls, salads and side dishes. Recipes vary weekly, between healthy choices and more traditional options, with a caloric intake which satisfies every need. Where and how do you prepare the dishes? The recipes are prepared in a central kitchen; there are also packaging hubs where we do some cooking, package the dishes and organize the operations for deliveries. Let’s talk about the team. They have transversal and complementary skills ranging from food to logistics and management. In the kitchen, the point of reference is our executive chef Paolo Serras (former executive chef of the restaurant La Langosteria in Milan and with important international experience) who, together with a nutritionist, composes the weekly menus. The chef coordinates a brigade of over 10 people between cooking and packaging. What are the rules for the delivery of the dishes? We do a lot of data analysis, and we get help from technology to manage and optimize all our processes: from production planning and efficiency, to warehouse flow management, logistics and personnel. And, of course, deliveries. How do you deal with traditional restaurants? We are one of the options available to those who work during the lunch break. The eating experience, however, is totally different, as is the service we offer to companies: we, unlike traditional restaurants, aim to reach the employee directly within the workplace, always keeping the quality of the product high. With our canteen offices we have managed to get even closer to the employee, building a satisfying format also from an experiential point of view: our canteens have a relaxation area and a cafeteria service that also offers breakfasts and aperitifs. Foorban goes inside the offices but not, as many people imagine, with a fleeting lunch eaten at the desk. What prompted you to switch from an online offer to an offline b2b one? We realised that a quality ‘business lunch’ is an unsatisfied need for both employees and companies: for the former, it is difficult to find healthy, fast, convenient and satisfying solutions. Companies, in the person of HR and Services managers, are looking for innovative catering services to integrate in their offices, which can improve the experience in the workplace: a new “employee journey” where food quality, technology and experience are integrated. In this way, we have consolidated the position we had focused on since the beginning: the lunch break, gradually improving the range and the product to become the best choice for both companies and employees. Food quality and cobranding... The quality of the product has always been our focus, both in the definition of the menus and in the choice of suppliers. We apply the same criteria in the choice of partners we choose to work with. Both on product initiatives and purely communication initiatives, we only choose companies that care about and transmit the same values we believe in: wellbeing, sustainability, quality, innovation. What are Foorban’s future projects and objectives? There are many things we are working on. Starting with a small re- design of the stores, trying to make them appearing fresher and more innovative. Today we serve individual and large companies and we are preparing a specific range for small and medium companies. We want to go beyond the classic concept of catering. That’s why we are working with nutritionists and psychologists to work on educating employees about wellness and good food, something that is increasingly requested by companies. AT PAGE 44 IN THE RESTAURANT The client? Let’s learn to read his mind Using Neuromarketing to build customer loyalty. Everyone’s talking about it, but how can it actually help us? By Prof. Luca Vivanti How many times have you dreamed of having your restaurant full of regular and loyal customers without having to pay attention to the competition, negative reviews, the current crisis, the weather or the millions of astral opposites? It’s not science fiction. It’s simply called Neuromarketing. The word Neuromarketing is on many people’s lips today. Often, however, one hears about it from outsiders, as if it were an occult science and for followers only. The reality is quite different. Neuromarketing derives from scientific studies that fall within the field of neuroscience, that is the branch of studies that investigates to understand further the behaviour of the most complex human organ: the brain. Thanks to the development of more and more precise technological instruments, in the last two decades it has been possible to receive a lot of information about how our brain behaves. At the same time, marketing theories and techniques were being