Beyond The Plate – Uncovering Experience & Digital Activations By F&B Brands

Beyond The Plate – Uncovering Experience & Digital Activations By F&B Brands Overview

Prologue: Setting The Table With The Evolution Of F&B  

With over 15 years of experience in editorial and content strategy across luxury and lifestyle, Daphne Chen-Cordeiro brings a unique storytelling lens to the F&B industry. She now consults for a leading integrated lifestyle group – where dining sits alongside fashion, hospitality, and wellness – driving strategic communications and brand positioning across disciplines. She also leads content strategy and audience growth for fine dining brands, crafting narratives that build cultural relevance and audience loyalty.

Her extensive background in digital and print journalism has honed her skills as a content strategist, excelling in storytelling, global messaging, and multi-channel campaigns with expertise spanning a diverse range of verticals including fashion, beauty, luxury, travel, food, and consumer tech. In this dialogue, we chat with Daphne to hear her passionate insights and perspectives on shaping brand narratives in within the dynamic F&B landscape.

The Dialogue with Daphne Chen-Cordeiro

1. How have recent innovations and evolving consumer engagement profoundly reshaped the F&B industry and what notable activations best exemplify these modern dining paradigm shifts?

It’s fascinating to observe the ways contemporary innovations and the shifting landscape of consumer engagement have fundamentally redefined the F&B industry. We’re truly witnessing a compelling convergence, where the lines between food, lifestyle, and entertainment are becoming increasingly blurred.

From a content perspective, this dynamic evolution underscores a crucial shift: social collaborations and robust engagement strategies are no longer merely advantageous for F&B brands; they have become absolutely indispensable drivers for growth in our current climate.

Customers are increasingly looking for new, unique experiences that extend far beyond just the meal itself. This could manifest as the excitement around a new menu launch, the allure of limited-edition releases, or impactful high-profile partnerships. These elements are crucial for making an impact and truly standing out in what has become an incredibly competitive and saturated market.

• Curated Experiences Beyond the Plate – One shift I’ve noticed is the rise of cross-category synergies, where food is just one aspect within a larger lifestyle narrative. COMO Dempsey and Orchard are great examples: where fashion, wellness, and multiple dining options co-exist in the same space, creating a natural rhythm for all-day discovery. At COMO Orchard, you might grab juice at COMO Cuisine, go for a pilates class at COMO Shambhala, then indulge in your favorite cookie at Cedric Grolet. From there, you can swing by the Club21 to browse shoes and grab a cute tee for the kids at Kids21. In the physical space, the customer is engaged through a seamless integration of different elements and diverse experiences that come together in a curated way – within a singular space. The most successful companies tap into that instinct for discovery and relevance – the meal is just the starting point.

• Broaden Scope from Just Food to Culture – Food isn’t just food anymore. A meal out can provide content, a mood board, a social ritual, or a lifestyle flex. Food has become a medium for cultural storytelling – blurring lines between fashion, design, and retail in increasingly intentional ways. In Singapore alone, we are seeing fashion houses lean into this convergence: Prada’s Caffè at ION Orchard, Le Chocolat Maxime Frédéric at Louis Vuitton’s Marina Bay Sands flagship store, and Dior’s festive pop-up cafés are just a few recent examples. Ralph Lauren has also expanded Ralph’s Coffee into more than 30 boutiques worldwide, some of which attract more footfall than the fashion floor itself. Developed with Massimo Bottura, Gucci Osteria serves as a prime and highly recognized example of this fusion. From Florence to Tokyo, with a 2019 pop-up in Singapore, the concept brings together Italian cuisine with Gucci’s visual language, right down to the patterned Ginori 1735 porcelain.

These examples perfectly illustrate how modern F&B brands are elevating dining into a broader, more engaging experience for customers, reflecting these shifts in contemporary dining.

• In today’s highly competitive F&B market, how can restaurants and cafés develop a distinct identity to stand out amidst similar dining concepts and menu offerings, and what memorable, effective, yet low-investment ideas have proven successful for smaller or independent F&B brands in curating compelling experiences?

For F&B brands to stand out in today’s highly competitive market, especially for smaller or independent ones without major investments, it really comes down to creativity, unique value, and strategic content. Building a distinct identity has little to do with budgets, and everything to do with clarity of voice, consistency, and emotional resonance. The most effective ideas aren’t necessarily expensive. They’re smart, human, and story led.

• The Power of Emotional Storytelling – One of the most overlooked strategies in F&B is leading with feeling, not features. I once worked with a beach club whose most viral content wasn’t merely about food or promotions, but evoking pure joy. We leaned into the vibe – sunny, silly moments amongst friends, filmed from a playful, point-of-view perspective. It felt effortless and unscripted. Our audience loved it. That kind of emotional shorthand stays with people. It turns a place into a memory, not just a venue.

• Memorable Micro-Moments – Creating brand distinction isn’t always about big campaigns. Thoughtful micro-moments can create a lasting impression, such as engaging a guest pastry chef to create a one-week-only pre-dessert or allowing regulars to vote on a secret menu item via Instagram Stories. These low-investment ideas bring people into the story. When they feel integral to the process, they’re more likely to become a part of the brand’s community. Even better, put a face to the name by featuring founder-/chef-led content which naturally cultivates authenticity. People connect to people, not logos or glossy food photography.

• Curating An Identity – Abroad, Erewhon continues to dominate headlines as a cultural phenomenon. It’s a popular case study, and the reasons are clear: Erewhon’s collaborations span from celebrity co-created smoothies to their more recent co-branded grocery merchandise with Balenciaga. Through incredibly savvy marketing, they’ve positioned themselves as the Hollywood grocer of choice, renowned for their supercharged nutritional items. The key takeaway from Erewhon’s success is the absolute necessity of synergy between your offerings and the content you put out there. Every piece of content, every collaboration, every unique product reinforces their distinct, elevated identity.

• Drawing on your past F&B brand experience, what are key strategies for restaurants and cafés to boost brand visibility, engagement, and conversion, moving beyond standard hygiene and event-based social media content?

That’s an excellent question, especially as brands look to move beyond the usual social media fare. To truly boost brand visibility, engagement, and ultimately conversion, it really boils down to two core principles: authenticity and a strong brand positioning.

But how do you actually achieve that? My approach to content creation is highly individualized for each brand, as it’s fundamentally about finding your niche and crafting compelling storytelling around it. I often find success by generating a range of creative ideas, then carefully testing how they resonate with the target audience. Through this iterative process, you start to intuitively understand what truly makes your customers react and engage.

• The Power of Unconventional Storytelling – I’ve seen this firsthand with my work for Sushi Sato. In under 10 months, I grew the brand’s Instagram following by over 400% (from 10K to 50K). All organic, no paid ads, driven by storytelling, consistency, and the authentic craft behind what Chef Stato does every day. The chef was firmly rooted in tradition and would never consider participating in a fleeting Tik Tok trend. So, my strategy was to spotlight what truly mattered to them: the ingredients and the craftsmanship. One reel, shot on my iPhone with no voiceover, simply showing the quiet precision of Chef Sato’s morning preparation and the poetic respect he has for his ingredients, reached over 45 million views and drove a 47% in followers in just one week. This kind of content resonates because it’s inherently honest and subtly hypnotic. Through this approach, we cultivated a dedicated community that deeply appreciated the chef’s artistry. It reinforced the importance of prioritizing high-quality, educational content that is never overtly promotional or simply a ‘noticeboard’ for announcements; it’s about revealing the heart of the brand in an unexpected way.

• What are some creative ways for restaurants and cafes to involve their community in their brand story?

The strongest F&B communities are built around a sense of belonging. And in the luxury space, that means cultivating moments of meaningful participation. When customers feel like co-authors in a brand’s journey, that’s where emotional stickiness happens.

• Real-time storytelling with audience participation – In his store in France and the UK, Cedric Grolet routinely films reel content with spontaneous passerby engagement. Shoot dates are shared via a members-only Instagram channel, drawing loyal fans who gather at his windows to witness firsthand the meticulous assembly of his desserts. Many end up featured in the final footage: reacting, sampling, or even mimicking his signature wrist flick – a flourish that now functions as a brand tic. It blurs the line between creator and consumer, transforming the interaction into a highly shareable moment.

• What are the most effective digital channels for F&B brand traction, and how can long-term influencer partnerships be strategically built and optimized?

• Harnessing Short-Form Video and Authentic Storytelling – For me, Instagram and Tik Tok are paramount. These two platforms excel with short-form content.

• The Unwavering Importance of Review Platforms – Beyond these engaging content channels, review platforms like TripAdvisor and Google Reviews remain incredibly vital. In today’s landscape, having a strong presence with consistently positive reviews on these sites is absolutely essential. They act as powerful social proof and are often the first port of call for potential customers deciding where to dine.

• Tapping into Digital Communities – And increasingly, we’re seeing the rise of platforms like Xiao Hong Shu (Little Red Book) and Dianping, especially here in Singapore. Given the substantial population of Chinese nationals residing and visiting, establishing a presence on these digital community-driven platforms is gaining serious traction.

• Building Long-Term Influencer Partnerships – When it comes to structuring influence partnerships for long-term impact, my approach centers on identifying the right kind of individuals whose values intrinsically align with the brand’s, beyond the superficial metric of audience reach. We start by asking a fundamental question: “Would they visit our restaurant even if they weren’t paid?” The goal is to find those who can organically articulate the brand story, not simply disseminate content. Fostering long-term ambassadorships with existing clients and Key Opinion Clients (KOC) allows for the cultivation of truly authentic relationships – the kind that audiences can feel. Beyond aesthetics, I’d seek out client-creators who can story-tell over just posting visually appealing posts or reels.

• What are the key elements of a strong F&B loyalty program in today’s market?

A truly compelling loyalty program in today’s landscape transcends simple discounts. It’s about how valued a customer feels. Rather than the transactional accumulation of stamps or points, the focus has shifted to cultivating access, relevance, and emotional connection. The most impactful programs are those that nurture loyalty as a relationship.

In the luxury F&B space, I’ve observed that what resonates is tailored recognition: a direct line for immediate reservations, access to hidden menu items, invitations to off-menu tastings, personal interactions with the chef at the table, or even unique kitchen walkabouts. It all comes down to making loyal customers feel like insiders.

• Any final advice for F&B brands who are looking to grow in scale and global footprint?

My perspective is rooted in a fundamental truth: cultivate a compelling brand identity, then identify and execute the right partnerships to expand on that vision.

The initial, critical step for any brand contemplating significant expansion is to truly solidify its core identity. This goes beyond superficial aesthetics like a logo or a catchy slogan; it’s about defining your brand’s authentic essence – its unique story, its values, and the emotional connection. Achieving global scale isn’t about expanding globally, but rather about deepening the brand’s core. The strongest F&B brands don’t dilute their unique proposition to appeal to all; instead, they sharpen their identity and execute localization with care. Consider how the very concept of “comfort” resonates distinctly in France compared to Korea or Singapore. Understanding this emotional nuance is how you build relevance.

My advice? First, build the brand’s spine. Weave a story so distinct and emotionally resonant that it holds up everywhere. Then, empower vital extensions of your brand: champions who resonate with your values and can translate your unique proposition to diverse cultural contexts, accelerating your global footprint in a truly meaningful way.

Stay tuned for future updates and insights from LABBRAND’s External Experts.

About LABBRAND | LABBRAND is a leading independent global brand consultancy founded in Shanghai in 2005 with offices in Paris, New York, Singapore, and Kuala Lumpur. Through seamless coordination of our expertise in Insights, Strategy, Naming and Design, we translate brand ideas into impactful identities and experiences that strengthen brand equity. Bringing strategy, creative experience and culture altogether into comprehensive brand systems to create and develop successful brands, we guide clients through every stage of the brand development journey. LABBRAND has been recognized by the world’s most influential award organizations, earning over 70 prestigious accolades including iF Design Award, Red Dot Design Award, London International Awards (LIA), Transform Awards in Asia, North America and Europe.