Marketing expérientiel et qualité perçue. Ou comment raconter des histoires de goûts permet d’atteindre le ravissement culinaire.

Virginie Brégeon Lalanne de Saint-Quentin (1, 2)

1 Ecole Française de Gastronomie Ferrandi
2 ARENES - Arènes: politique, santé publique, environnement, médias

This research is part of a doctoral research on food and culinary marketing with an experiential approach. Here is presented our testing on first observations and interviews on the consumption of food experience. We created a restaurant for two days on the market place of the city of Rennes. 1000 meals were served. We experimented first results in order to set up the restaurant (culinary = creative + quality + sharing + know-how), observed reactions and interviewed people with a questionnaire. Thanks to this real life restaurant, we showed that : price is only a factor or disatisfaction, atmosphere and scenography are more likely to raise people’s attention and aesthetics combined to creativity can lead to rapture. As a conclusion, the experience is created by a combination of added value at different levels (food, place, atmosphere) and must be as congruent as possible in order to fully satisfy or even delight customers.

Mots clés: Gastronomy; Events; Pop Up; Urban tourism Quality; Creativity; Crafstmenship; delight; Marketing; Interior design; Graphic design; Culinarité; Culinary

Mots clés: Gastronomie; Événement; Restaurant; Éphémère; Tourisme urbain; Qualité; Créativité; Artisanat; Expérience; Satisfaction; Ravissement; Design; Décoration; Graphisme; Communication

Domaines: Gestion et management

Virginie Brégeon Lalanne de Saint-Quentin. Marketing expérientiel et qualité perçue. Ou comment raconter des histoires de goûts permet d’atteindre le ravissement culinaire. : Expérimentation sur un Brunch créatif à Rennes. 2ème colloque "gastronomie et développement local", Nov 2015, la Rochelle, France. ⟨hal-01651272⟩