Delivery network creates packaging that “chat” with the customer

When companies act only with delivery, one of the great challenges faced by brands is to build an identification with their customers. After all, without a physical operation, the relationship tends to be very superficial, with few opportunities to create a link with the consumer, something 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 the MTG Foods network 'highest delivery of Japanese food and poke from 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 so born the little box that talks” with the customer.

“We always care about our storytelling and the perception that our customer would have of us. So, since our foundation, we have adopted packaging that tells stories and interact with our customers, as well as ensuring an excellent experience when consuming our products” says Raphael Koyama, CEO of the network.

The packaging is accompanied by a message that begins with the following approach: “Hello, I am a box that talks :)”. Following, a small text reinforces the message, which always has some 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 since then adopts this strategy. “We have a face-to-face restaurant in Londrina, called Matsuri, which was closed because of the financial complications caused by the pandemic. We had many customers and we needed to communicate that we would continue, but in a different way. We used the box that talks to present a video, through QR-Code, with the founders, explaining that we would operate only for delivery, through Matsuri to Go”, explains Koyama.

“In addition, we created a package with the motto (Desistir is not an option’ and also a letter signed by the founders”, adds Raphael.In addition to the letter, the package had a QR-Code that reproduced a video of the founders explaining the closure and that was played more than 25 thousand 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 take away network in southern Brazil, currently with 25 operations in 5 states and more than 60 thousand orders per month in delivery.

In the 2022 World Cup, the brand used the “box that talks” to promote a coupon: each correct guess would generate a coupon of R$10 for customers of the network, who would still compete for another coupon of R$50 for purchases in the application or on the website itself. The packaging gained green and yellow colors in honor of the Brazilian selection. At the time, the network had only eight units, but had more than 1,100 customers participating in the coupon, which had 220 winners. 

The most current version of the packaging of Matsuri to Go carries a thematic track, with a message of end of year: “In 2024, we trace new paths and reach new destinations. In 2025, we followed together, OVERCOMING CHALLENGES, writing new stories”. The “box that talks” carries a message to present the current moment of the brand and the goals for 2025, with a video recorded by the CEO of the network in one of Qr-Codes. On the other, a Spotify playlist, with thematic songs.

“We transform our packaging into a unique feature of our brand. During the year, we create different versions, always with the aim of keeping us close to our customers. Until our seal brings the message 'NO love contains’, to communicate our values and our purposes”, says Raphael. 

In addition, the packaging accompanies Spotify playlists, with the same songs that are played in the restaurant in Londrina, which was reopened in 2023. These playlists have already been saved by 889 users. Linktree, a resource used to group all QR-Code links, has already registered more than 27 thousand engagements and videos have already recorded almost 30 thousand 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 of the group.Focused on the traditional dish of Hawaiian cuisine, Mok The Poke also has essence in its packaging.

“O Poke has the characteristic of being a healthy and easy to eat food. But what captivated me most in cooking was the practicality it brought to adapt to my day-to-day. So our packaging would need to serve as a bowl for consumption, with resistance to liquids, but it would also need to be practical to allow the customer to consume anywhere. Therefore, we studied many options until we arrive at the model box that we have today, with personalized size, with the sauces also filled so that the crispies arrived crispy and with a tray to support everything”, explains Maria Clara.

In addition, the packaging of Mok The Poke also has the mission to communicate the essence of the brand.“We opt for striking colors that comes from the cuisine itself, the vibrant orange comes from salmon, the green of the freshness of the mix of leaves and the yellow of the golden tones of our crispies.In addition, poke is a very beautiful dish that generates customer desire 'eat with the eyes and photograph. Then we reinforce our slogan and put fun phrases to leave our packaging more cool and instagrammable from all angles”, reinforces the businesswoman.

The units of Mok The Poke operate together with the franchises of Matsuri to Go. Together there are 50 units in Brazil, with an estimated turnover of R$70 million for 2024. “We believe that our growth is very related to this care we have with the experience of our customer. And packaging has always been one of the best opportunities to ensure this. I think it worked”, jokes Raphael Koyama.