When companies operate solely through delivery, one of the biggest challenges brands face is building a connection with their customers. After all, without a physical presence, the relationship tends to be very superficial, with few opportunities to create a bond with the consumer, something essential for the customer loyalty process.
A Salesforce survey, in fact, indicated that for 95% of Brazilians, the experience is as important as the product or service purchased. That's why the MTG Foods chain – the largest Japanese food and poke delivery service in southern Brazil, through its Matsuri to Go and Mok The Poke brands – decided to invest not only in the quality of the food, but also in the packaging that accompanies the products. And that's how the "talking box" was born.
“We have always been concerned with our storytelling and the perception our customers would have of us. That's why, since our founding, we have 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 chain.
The packaging includes a message that begins with the following approach: “Hi, I’m a little talking box :)”. Following this, a short text reinforces the message, which always has a specific theme and objective. 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 have a physical restaurant in Londrina, called Matsuri, which was closed due to the 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, through the QR-Code, with the founders, explaining that we would only operate through delivery, via Matsuri to Go,” explains Koyama.
“In addition, we created packaging with the slogan 'giving up is not an option' and also a letter signed by the founders,” adds Raphael. Besides the letter, the packaging included a QR code that played a video of the founders explaining the closure, which was viewed more than 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 chain in southern Brazil, currently with 25 locations in 5 states and more than 60,000 delivery orders per month.
During the 2022 World Cup, the brand used the "talking box" to promote a betting pool: each correct guess would generate a R$10 coupon for the chain's customers, who would also be entered into a draw for another R$50 coupon to spend on the app or the company's website. The packaging was painted in green and yellow in honor of the Brazilian national team. At the time, the chain only had eight stores, but more than 1,100 customers participated in the betting pool, which had 220 winners.
The latest version of Matsuri to Go packaging features a themed banner 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 presenting the brand's current moment and objectives for 2025, with a video recorded by the network's CEO on one of the QR codes. On the other, a Spotify playlist with themed music.
“We’ve transformed our packaging into a unique feature of our brand. Throughout the year, we create different versions, always with the goal of staying close to our customers. Even our seal carries the message 'contains love,' to communicate our values and our purpose,” Raphael points out.
Furthermore, the packaging includes Spotify playlists with the same songs played at the Londrina restaurant, which reopened in 2023. These playlists have already been saved by 889 users. The linktree, a feature used to group all the QR-code links, has already registered over 27,000 engagements, and the videos have garnered almost 30,000 views.
MOK O POKE
With the growth of Matsuri to Go, the MTG Foods network emerged, also housing 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 has its essence reflected in its packaging.
“Poke is characterized by being a healthy and easy-to-eat food. But what captivated me most about the cuisine was the practicality it offered in adapting to my daily life. Therefore, our packaging needed to serve as a bowl for consumption, with resistance to liquids, but it also needed to be practical to allow the customer to consume it anywhere. That's why we studied many options until we arrived at the box model we have today, with a customized size, with the sauces also packaged so that the crispy bits arrive crunchy, and with a tray to support everything,” explains Maria Clara.
Furthermore, the Mok The Poke packaging also aims to communicate the brand's essence. “We opted for striking colors that come from the cuisine itself: the vibrant orange comes from the salmon, the green from the freshness of the mixed greens, and the yellow from the golden tones of our crisps. In addition, poke is a very beautiful dish that makes customers want to 'eat with their eyes' and take photos. So we reinforced our slogan and added fun phrases to make our packaging cooler and Instagrammable from all angles,” emphasizes the businesswoman.
Mok The Poke units operate alongside Matsuri to Go franchises. Together, there are 50 units across Brazil, with an estimated revenue of R$70 million for 2024. “We believe our growth is closely related to the care we take with our customer experience. And packaging has always been one of the best opportunities to guarantee that. I think it worked,” jokes Raphael Koyama.
