Work A Google of Possibilities. Michiel Bakker March, 2015
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1 Work A Google of Possibilities Michiel Bakker March, 2015
2 Google s mission
3
4 ADS & COMMERCE SOCIAL KNOWLEDGE & RESEARCH YOUTUBE INFRASTRUCTURE & CLOUD SEARCH ACCESS ANDROID, CHROME & APPS
5
6 Do cool things that matter
7 What fuels Google?
8 Introducing Google Food
9 One Google Food Team with a common mission and vision 100,000+ Meals served per day 45 Catering partners 170+ Cafes 700+ Micro- Kitchens 50+ Countries By the Numbers
10 Our mission vision To inspire and enable the world Google to community make food choices to make and food use choices food experiences and enjoy to food develop more experiences sustainable that support lifestyles them and in being communities. their best.
11 More than just food
12 Hamburg Purposeful Food Challenging the Impossible Platform for Community
13 Google Food: Thoughtful by Design Inviting Spaces for Casual Collisions Prepared to Pack Nourishment Delivered the Most Responsible Way Right Food in the Right Moment
14 How can we help people to be at their best today, tomorrow and over the long haul through food (experiences)?
15 Enablement
16 KitchenSync (Teaching Kitchen)
17
18 A peek into our food venue portfolio
19 Pittsburgh
20 Tel Aviv Google Confidential and Proprietary
21 Mountain View
22 New York
23 Mountain View
24 Amsterdam
25 Our approach to vegetables and fruit
26 How do we increase appeal of plant-based proteins? Goal: Move people to a balanced, plant centered diet Mountain View
27 Different targeted audiences for our approach Users (Googlers and family) Catering Partners (Compass, OSP) Other Partners (i.e. research and academic institutions)
28 Culinary Institute of America We need a new global research focus around the intersection of deliciousness, menu insight and healthy, sustainable plant-based food choices
29 For users Flavor and taste are key and foundational Example: salad bar versus composed salads Product availability, placement and interaction Location and visibility (Cafes and MicroKitchens) Matching products (fruit and snacks in a Microkitchen) Behavioral sciences: Make the healthy choice the easiest choice Food choice architecture
30
31 For users Marketing, communication & engagement: Merchandising: you eat with your eyes Interaction: open kitchens allow for interaction with chefs Pop up events in Cafes and Microkitchens Signage Menu labeling Storytelling Farmer s market visits Food literacy, cooking skills and tastings
32
33
34 For users Events and campaigns Earth Day (April) Whole Grain Sampling Day (April) Bring Your Kids to Work day (April) Jamie Oliver Food Revolution Day (May) Farm to Table program (engagement) Urban farming: Leafy Green Machine Cafe Gardens Hydroponics Vegetable boxes
35 Make it Easy
36 Milan
37 For our catering partners Use of and inspiration by role models - celebrity chefs: Jose Andres (Washington D.C.) Albert Kooy (The Netherlands) Training and culinary skill set development culinarians Engagement: Supplier tours and visits for chefs Communication and conversation skills Tastings Build upon (small) success stories
38 Culinary strategies Concept flips (meat as a condiment) and blends (50/50 - mushroom burger) Herbs, spices and aromatics: amplify the flavor impact Portion sizes Culinary techniques: Example: Roasted vegetables Cuisine types: Mediterranean, Indian, Latin America, Southeast Asian Concepts: Salads to go ( Beefsteak (Jose Andres)
39 How to make veggies craveable?
40 Pre Portioned animal protein
41 Custom Flavors & Chef Engagement
42 Cafe Vegetable Initiatives MTV Root Pilot: Oct 2014 Goals: How might we move Googlers to a more plant centered plate using the flip approach of using more veggies, less animal protein and a new serving approach (leveraging Behavioral Economic tactics) What did we try? We tested the impact of pre-portioned plated animal entree dishes as opposed to base-line buffet style. Portions were 3-5oz served on a small bed of vegetables. What did we find? A 20% reduction in animal protein consumption Increase in positive feedback & no negative feedback What does this mean? You can increase veggie consumption and REDUCE animal protein using flip methods and preplating options in select locations Cost savings can be transferred to labor for plating
43 Root Cafe (Mountain View)
44 Does promotion make a difference in Veggie consumption? Yes it can! Google NY pilot s with Yale (soon to be published!) Goals: To find an effective way to increase Googlers vegetable consumption To test whether advertising vegetables can increase their consumption What did we try? We investigated the effect of promoting vegetables with colorful, appealing posters on vegetable dish consumption What did we find? We observed a 125% increase in the number of servings of the hot veggie dish and a 27% increase in the number of servings of the salad as a result of the advertising intervention. What does this mean? We can significantly boost vegetable and fruit consumption by hosting Vegetable of the Day or Fruit of the Day campaigns and events These campaigns are most effective if they target already popular dishes and locations that many Googlers visit.
45
46 Key learnings
47 What have we learned so far? Food needs to be delicious and craveable. Flavor and taste rule. Initiatives need to be supported by culinary and nutrition strategies. You need to get the buy-in from the culinarians. Users/consumers need help. Salad bar anyone? Behavioral sciences are key. Don t get stuck in core beliefs discussions (organic; local/regional) Activate different groups with different approaches: people make changes for a variety of reasons. Change is hard and takes time.
48 Almost everyone who has had an idea that's somewhat revolutionary o successful was first told they're insane. Larry Page (CNN Money interview, May 1, 2008)
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