When companies operate solely with delivery, one of the great challenges faced by brands is building an identification with their customers. Ar deireadh, 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 research, cuimsitheach, pointed out that for 95% of Brazilians, the experience is as important as the product or service acquired. It was for that reason that the MTG Foods network – largest Japanese food and poke delivery from southern Brazil, through the brands Matsuri to Go and Mok The Poke – decided to invest not only in the quality of food, as well as on the packaging accompanying the products. And so was born the "box that talks" with the client
We have always been concerned with our storytelling and the perception that our client would have of us. Mar sin, since our founding, we adopt packaging that tells stories and interacts with our customers, besides ensuring an excellent experience when consuming our products says Raphael Koyama, CEO na líonra
The packaging is accompanied by a message that begins with the following approach: "Hello, I'm a little box that talks :). Sa cháscáil, a small text reinforces the message, that always has some specific theme and objective. The client, mar sin, can scan QR-Codes and interact with content and actions promoted by the network
The brand was born in 2020 and has adopted this strategy since then. We have a physical restaurant in Londrina, called Matsuri, which was closed due to financial complications caused by the pandemic. We had many clients and we needed to communicate that we would continue, in more than one different way. We use the talking box to present a video, through the QR code, with the founders, explaining that we would operate solely through delivery, through “Matsuri to Go”, explain Koyama
“Chomh maith leis sin, we created a package with the slogan 'giving up is not an option' and also a letter signed by the founders, completes Raphael. Beyond the letter, the packaging included a QR code that played a video of the founders explaining the closure and which was viewed more than 25 thousand times
The operation became, quickly, a success: in no time, new stores were opened and Matsuri to Go became the largest Japanese food delivery and takeaway chain in southern Brazil, currently with 25 operations in 5 states and over 60 thousand orders per month on 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 network customers, that would still compete for another coupon of R$50 for purchases in the app or on its own website. The packaging gained green and yellow colors in honor of the Brazilian national team. Agus an t-am, the network had only eight units, but counted with more than 1.100 customers participating in the lottery pool, that had 220 winners.
The most current version of Matsuri to Go packaging features a themed band, with an end-of-year message “In 2024, we chart new paths and reach new destinations. In 2025, we go together, OVERCOMING CHALLENGES, writing new stories. A "caixinha que conversa" carries a message to present the brand's current moment and objectives for 2025, le scannáilte ag príomstiorn na líonra ar cheann de na QR-cóid. Without another, a Spotify playlist, with themed music
We transform our packaging into a unique brand feature. Throughout the year, we create different versions, i gcónaí le cuspóir dúinn fanacht gar do nuestros cliant. Go dtí go bhfuil ár gcuir isteach an teachtaireacht 'tá grá ann', to communicate our values and our purposes, highlights Raphael.
Chomh maith leis sin, the packaging includes Spotify playlists, with the same songs that are played at the physical restaurant in Londrina, that was reopened in 2023. These playlists have already been saved by 889 users. The linktree, resource used to group all QR-Code links, already registered over 27 thousand engagements and the videos have already recorded nearly 30 thousand views.
MOK O POKE
With the growth of Matsuri to Go, emerged the MTG Foods network, housing also another company: Mok The Poke, founded by Maria Clara Rocha, partner of the group. Focused on the traditional dish of Hawaiian cuisine, Mok The Poke also has essence in its packaging
Poke is characterized as being a healthy and easy-to-eat food. But what captivated me most about cooking was the practicality it brought to adapt to my day-to-day. Mar sin, our packaging would need to serve as a bowl for consumption, resistance for liquids, it would also need to be practical to allow the client to consume anywhere. Mar sin, we studied many options until we arrived at the box model we have today, custom size, le mhad le haghaidh an bpacáistiú freisin ionas go dtiocfí na crispies go crua agus le trá pan a chabhróidh le gach rud, Explains Maria Clara
Chomh maith leis sin, The packaging of Mok The Poke also has the mission to communicate the essence of the brand. We opted for striking colors that come from the cuisine itself, the vibrant orange comes from salmon, the green of the freshness of the leaf mix and the yellow of the golden tones of our crispies. Chomh maith leis sin, poke is a very beautiful dish that generates customer desire to 'eat with their eyes' and photograph. So we reinforced our slogan and put fun phrases to make our packaging morefraisinstagrammable from every angle, strengthens the businesswoman
The Mok The Poke units operate alongside the Matsuri to Go franchises. Together they are 50 units throughout 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's experience. And packaging has always been one of the best opportunities to ensure that. I think it worked, plays Raphael Koyama
