When companies operate solely with delivery, one of the major challenges faced by brands is building an identification 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, which is essential for the loyalty process.
A SalesForce survey even pointed out that for 95% of Brazilians, the experience is as important as the product or service purchased. That is why MTG Foods, 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 the quality of the food but also in the packaging that accompanies the products. And thus was born the "little box that talks" with the customer.
"We have always been concerned with our storytelling and the perception our customers would have of us. Therefore, 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 packages are accompanied by a message that begins with the following approach: "Hello, I am a little box that talks :)." Next, a short text reinforces the message, which always has a specific theme and objective. The customer, then, can scan QR codes and interact with content and actions promoted by the network.
The brand was founded in 2020 and has been adopting 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 chat 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 also a letter signed by the founders," complements Raphael. In addition to 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 takeout chain in southern Brazil, currently with 25 locations in 5 states and over 60,000 orders per month through delivery.
In 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 network's customers, who would also compete for another R$50 coupon for purchases on the app or the official website. The packaging was given green and yellow colors in homage to the Brazilian team. At the time, the network had only eight units but had more than 1,100 customers participating in the pool, which had 220 winners.
The latest version of the Matsuri to Go packaging features a thematic banner with a year-end message: "In 2024, we chart new paths and reach new destinations. In 2025, we move forward together, OVERCOMING CHALLENGES, writing new stories." The "talking box" carries a message to present the current moment of the brand and the goals for 2025, with a video recorded by the network's CEO in one of the QR codes. In the outro, a Spotify playlist with themed songs.
"We transform our packaging into a unique characteristic of our brand. Throughout the year, we create different versions, always with the goal of staying close to our customers. Even our seal bears the message 'contains love' to communicate our values and our purposes," highlights Raphael.
Additionally, the packaging includes Spotify playlists with the same songs played at the physical restaurant in Londrina, which was reopened in 2023. These playlists have already been saved by 889 users. The Linktree, a tool used to group all QR Code links, has already recorded over 27,000 engagements, and the videos have already reached nearly 30,000 views.
MOK O POKE
With the growth of Matsuri to Go, the MTG Foods network was created, also hosting another company: Mok The Poke, founded by Maria Clara Rocha, a partner of the group. Focused on the traditional Hawaiian cuisine dish, Mok The Poke also has its essence in its packaging.
"Poké is characterized by being a healthy and easy-to-eat food. But what captivated me most about the cuisine was the practicality it offered to adapt to my daily life. Therefore, our packaging needed to serve as a bowl for consumption, resistant to liquids, but also practical enough to allow the customer to eat anywhere. That is 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 crispies arrive crunchy, and with a tray to support everything," explains Maria Clara.
Furthermore, Mok The Poke's packaging also aims to communicate the essence of the brand. We chose bold colors that come from the cuisine itself: the vibrant orange comes from salmon, the green from the freshness of the mixed leaves, and the yellow from the golden tones of our crispies. Furthermore, poke is a very beautiful dish that arouses the customer's desire to 'eat with their eyes' and take photos. So we reinforced our slogan and put fun phrases to make our packaging morelegaland Instagram-worthy from all angles," reinforces the businesswoman.
The Mok The Poke units operate together with the Matsuri to Go franchises. There are 50 units across Brazil, with an estimated revenue of R$70 million for 2024. "We believe that our growth is closely related to the care we take with our customer's experience. And packaging has always been one of the best opportunities to ensure that. I think it worked," jokes Raphael Koyama.
