When companies operate solely 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 become very superficial, with few opportunities to create a bond with the consumer, something essential for the loyalty process
A SalesForce survey, inclusive, 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 – largest delivery of Japanese food and poke in southern Brazil, through the brands Matsuri to Go and Mok The Poke – decided to invest not only in the quality of food, but also on the packaging that accompanies the products. And so was born the "little box that talks" with the customer
"We have always been concerned with our storytelling and the perception that our customer would have of us". Therefore, since our foundation, we adopt packaging that tells stories and interacts with our customers, "besides ensuring an excellent experience when consuming our products" says Raphael Koyama, CEO of the network
The packaging is accompanied by a message that starts with the following approach: "Hello, I am a little box that talks :). In the sequence, a small text reinforces the message, that always has some specific theme and objective. The client, значить, you 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 since then. We have a physical restaurant in Londrina, called Matsuri, that was closed due to the financial complications caused by the pandemic. We had many clients 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 operate only by delivery, through Matsuri to Go, explain Koyama
"Furthermore, we created a packaging with the slogan 'giving up is not an option' and also a letter signed by the founders, complement Raphael. Besides the letter, the packaging featured a QR code that played a video of the founders explaining the closure and which was viewed over 25 thousand times
The operation became, quickly, a success: in a short time, new stores have opened and Matsuri to Go has become the largest delivery and take away Japanese food chain in southern Brazil, currently with 25 operations in 5 states and over 60 thousand orders per month in 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, that would still compete for another coupon of R$50 for purchases in the app or on the website. The packaging has gained green and yellow colors in tribute to the Brazilian national team. At the time, the network had only eight units, but had more than 1.100 clients participating in the pool, that had 220 winners.
The latest version of the Matsuri to Go packaging features a themed band, with a year-end message: "In 2024, we chart new paths and reach new destinations. In 2025, we stay together, OVERCOMING CHALLENGES, writing new stories. A "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 other, a Spotify playlist, with thematic songs
We transformed our packaging into a unique feature of our brand. During the year, we created different versions, always with the aim of keeping us close to our customers. Even our seal carries the message 'contains love', to communicate our values and our purposes, highlights Raphael.
Furthermore, the packaging comes with Spotify playlists, with the same songs that are played in 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 the links of the QR-Code, has already recorded more than 27 thousand engagements and the videos have already recorded almost 30 thousand views.
MOK OR POKE
With the growth of Matsuri to Go, the MTG Foods network emerged, sheltering another company as well: 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 a healthy and easy-to-eat food. But what captivated me the most about cooking was the practicality it brought to adapt to my daily life. Therefore, 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 arrived at the box model we have today, with custom size, with the sauces also packaged so that the crisps arrived crunchy and with a tray to support everything, explain Maria Clara
Furthermore, the packaging of Mok The Poke also has the mission of communicating the essence of the brand. We opted for striking colors that come from the cuisine itself, the vibrant orange comes from the salmon, the green of the freshness of the leaf mix and the yellow of the golden tones of our crispies. Furthermore, poke is a very beautiful dish that creates the customer's desire to 'eat with their eyes' and photograph. So we reinforced our slogan and added fun phrases to make our packaging morecoolthe most Instagrammable from all angles, strengthens the businesswoman
The Mok The Poke units operate alongside the Matsuri to Go franchises. Together they 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 this. I think it worked, plays Raphael Koyama
