The Experiencias, Comer y Beber project is an integral proposal that evolves one of the traditional consumption channels of Arca Continental, the second largest Coca-Cola bottler in Latin America and one of the most important in the world. By empathizing with the channel’s stakeholders, we sought to transform the consumption ambiance into an experience that stimulates the consumer’s senses, generates emotions, and gives life to the promises given by the brand as part of a strategy that was implemented in more than 670 restaurants in 14 States of the Republic.
We made a field investigation where we understood the channel using methodologies of Service Design Thinking to gather unique and transcendental characteristics of the day to day of the people. Part of the strategy was to help the grocers to be the best hosts, with the purpose of making their diners feel at home.
Different tools were applied to generate proposals coherent with the current environment of the channel and the different user profiles; all culminating in enriching the experience of consumption, and the consolidation of an identity that surrounds these iconic places in the Mexican society, such as fondas and fast food restaurants.
Subsequently, the research findings were aligned to generate various elements of furniture, signage, and other objects that, in an integral way, conform a differentiated image that renews the tradition of the channel without losing the attributes that characterize it today. All the connection points were addressed to improve the consumer’s experience from the moment the user is outside the establishment, until he arrives at his table.
More than 20 objects were designed around this new experience in the Comer y Beber channel, combining elements aimed at all users, and integrating some pieces designed specifically for the established profiles. An important part of the project was to achieve an efficient communication between the brand and the restaurant’s information, considering elements such as its menu and promotions. In addition, the project innovated in the value proposition by including pieces that had never been implemented in this type of environment, such as flower pots and chargers for cellphones. All this stats from the understanding of the preferences and needs of the people who visit these establishments every day.
The shapes and geometries of the objects are inspired in the Coca Cola brand and its distinctive red color. The aesthetic language is simple: the sections of a circumference are intersected by planes that contrast, generating lightness in the supports with protagonic surfaces. This set of elements conforms a design structure from a not only functional but also aesthetic perspective; allowing to rearrange and play with the configurations, making each element communicate with the user in a concise way. All objects should be identified as part of this new brand strategy, even without being in the same place.
The Experiencias, Comer y Beber project is an innovative initiative of Arca Continental that helps its clients to transform and evolve the environment inside their businesses, while improving the experience of their customers.