When companies operate solely with delivery, one of the major challenges faced by brands is building a connection with their customers. After all, without a physical operation, the relationship tends to become very superficial, with few opportunities to create a bond with the consumer, something essential for the loyalty process.
A SalesForce survey, in fact, found that for 95% of Brazilians, the experience is as important as the product or service purchased. That’s why the MTG Foods network—the largest Japanese food and poke delivery service in southern Brazil, through the brands Matsuri to Go and Mok The Poke—decided to invest not only in food quality but also in the packaging that accompanies the products. And thus, the ‘little box that talks’ to the customer was born.
‘We’ve always been concerned with our storytelling and the perception our customers would have of us. That’s why, since our founding, we’ve adopted packaging that tells stories and interacts with our customers, in addition to ensuring an excellent experience when consuming our products,’ says Raphael Koyama, CEO of the network.
The packaging includes a message that begins with the following approach: ‘Hello, I’m a little box that talks :)’. Next, a short text reinforces the message, which always has a specific theme and purpose. The customer can then scan QR codes and interact with content and actions promoted by the network.
The brand was born in 2020 and has adopted this strategy ever since. ‘We had a physical restaurant in Londrina called Matsuri, which was closed due to financial complications caused by the pandemic. We had many customers and needed to communicate that we would continue, but in a different way. We used the talking box to present a video, via QR Code, with the founders explaining that we would operate only through delivery, via Matsuri to Go,’ explains Koyama.
‘Additionally, we created packaging with the motto “giving up is not an option” and a letter signed by the founders,’ adds Raphael. Along with the letter, the packaging featured a QR Code that played a video of the founders explaining the closure, which was viewed over 25,000 times.
The operation quickly became a success: in a short time, new stores were opened, and Matsuri to Go became the largest Japanese food delivery and takeaway network in southern Brazil, currently with 25 operations in 5 states and over 60,000 delivery orders per month.
During the 2022 World Cup, the brand used the ‘talking box’ to promote a sweepstakes: each correct guess would generate a R$10 coupon for customers, who would also compete for an additional R$50 coupon for purchases on the app or website. The packaging featured green and yellow colors in honor of the Brazilian team. At the time, the network had only eight locations but saw over 1,100 customers participating in the sweepstakes, with 220 winners.
The most recent version of Matsuri to Go’s packaging features a thematic band with an end-of-year message: ‘In 2024, we charted new paths and reached new destinations. In 2025, we continue together, OVERCOMING CHALLENGES, writing new stories.’ The ‘talking box’ carries a message introducing the brand’s current moment and goals for 2025, with a video recorded by the network’s CEO on one QR Code. On the other, a Spotify playlist with thematic songs.
‘We transformed our packaging into a unique characteristic of our brand. Throughout the year, we create different versions, always aiming to stay close to our customers. Even our seal carries the message “contains love” to communicate our values and purposes,’ highlights Raphael.
Additionally, the packaging includes Spotify playlists featuring the same songs played at the physical restaurant in Londrina, which reopened in 2023. These playlists have been saved by 889 users. The Linktree, used to group all the QR Code links, has recorded over 27,000 engagements, and the videos have garnered nearly 30,000 views.
MOK THE POKE
With the growth of Matsuri to Go, the MTG Foods network emerged, also hosting another company: Mok The Poke, founded by Maria Clara Rocha, a partner in the group. Focused on the traditional Hawaiian dish, Mok The Poke also emphasizes its essence through its packaging.
‘Poke is characterized as a healthy and easy-to-eat food. But what captivated me most about the cuisine was the practicality it brought to adapting to my daily life. That’s why our packaging needed to serve as a bowl for consumption, resistant to liquids, but also practical to allow customers to eat anywhere. So, we studied many options before arriving at today’s little box model, with a custom size, sauces also bottled so the crispies stay crunchy, and a tray to hold everything,’ explains Maria Clara.
Additionally, Mok The Poke’s packaging also communicates the essence of the brand. ‘We opted for striking colors that come from the cuisine itself—the vibrant orange comes from salmon, the green from the freshness of the leaf mix, and the yellow from the golden tones of our crispies. Moreover, poke is a very attractive dish that makes customers want to ‘eat with their eyes’ and photograph it. So, we reinforced our slogan and added fun phrases to make our packaging more cool and Instagrammable from all angles,” emphasizes the entrepreneur.
Mok The Poke locations operate alongside Matsuri to Go franchises. Together, they have 50 locations across Brazil, with an estimated revenue of R$70 million for 2024. ‘We believe our growth is closely tied to the care we take with our customer experience. And packaging has always been one of the best opportunities to ensure that. I think it worked,’ jokes Raphael Koyama.
