Wok Box: Reaching Fans Through Social Media and Hyperlocalization
The way that consumers interact with their favorite brands is changing, and savvy QSR chains...
The way that consumers interact with their favorite brands is changing, and savvy QSR chains and franchises are finding ways to evolve with their fans and keep them engaged. Edmonton, Canada-based Wok Box is a QSR chain finding success by taking a hyperlocalized strategy and harnessing the power of social media.
“It’s playing a much larger part than it did even 12-18 months ago,” says Wok Box CEO Lawrence Eade, explaining that the pan-Asian chain has recently partnered with strong social media management in order to help its franchisees reach out on social media platforms and communicate with consumers in a way that’s easier and more hassle-free. Giving franchisees that power to run their own social media campaigns is vital to Wok Box’s strategy of speaking directly to consumers in given markets.
Where social media is going, the purpose and the use is really localized content,” says Eade. “Five years ago, having a website and pushing everyone to the same Facebook page—whether they’re in South Florida or Seattle—was what you needed to do. But now what’s happening is that social media has made it so that people are only interested in what’s going on around them. People want to know what’s happening in their own market, whether it’s a new business owner looking for new businesses or a customer looking for new food.”
Wok Box is employing a hyperlocalized strategy to reach both types of customer that the chain needs to reach—consumers and potential new franchisees.
“Our strategy with social media is becoming very big in hyperlocalized content,” Eade explains. “That could be telling our consumers in South Florida: we have a new product coming out, or a new store opening in greater Ft. Lauderdale so here’s some information about that. Or it could be reaching out to Detroit area franchisees of other systems, asking: have you considered adding to your portfolio? It’s really about tailoring the content to those local people whether it’s through Facebook or Twitter, Instagram or even Yelp.”
As Wok Box grows even further into new markets, including franchise opportunities in Eastern Canada and the United States, this hyperlocalized approach to social media should serve the chain well. To find out more about its expansion plans and consumer engagement, check out the whole story in this issue of Food Drink & Franchise.
Better Origin’s AI insect farm is a solution to food waste
With 1.3 billion tonnes of food wasted annually, a solution has come to market that recycles food waste back into feed, using insects.
Better Origin, a UK agritech business based in Cambridge, has developed a fully automated insect farm powered by AI, to naturally feed chickens. The company is reducing dependency on imported feed and helping food producers achieve net-zero.
With the global population expected to surpass nine billion by 2050, food production will need to increase by 70% to meet this demand. Sustainably produced animal-grade protein is a part of a long-term solution to increase food supply to humans.
Launched in 2015, Better Origin started with two Cambridge graduates’ love for nature and technology and a desire to ‘bring the food chain back to its origins’.
The Better Origin X1 product reduces the need for many resources
Better Origin wanted a solution to the broken food chain. By using both nature and AI, the company is addressing the global food security problem. Their solution to food waste increases food security and improves animal welfare and sustainability.
The product – the Better Origin X1 - uses insects to naturally convert food waste into animal feed. It reduces the need for many resources required to produce animal feed:
The X1 looks like a standard shipping container, but it's a fully autonomous, modular insect farm powered by AI. The feed created by this new technology is produced naturally, is cost-effective and promotes a more circular food system, providing greater resilience and flexibility in times of need.
The Better Origin X1 recycles local agricultural waste to produce natural insect protein. This reduces the farmers’ dependency on unsustainable feeds, such as soy. The bioconversion unit grows insect feed on the farmers’ behalf, overseeing the larvae’s feeding and growth. This solution tackles waste and improves productivity, yield, and animal welfare, all while delivering a 130% ROI.
Achieving net-zero with insect protein and AI innovation
Insects farms are already operating in four places around the UK, including independent free-range farms.
“Humans are terrible at dealing with waste, while nature does it perfectly”, said Fotis Fotiadis, CEO & Founder of Better Origin. “We can have insects all around the world, addressing food waste locally. They will improve the lives of animals and make the future of food more sustainable. Our technology is on the path to becoming the mark of best practice within the food industry. We are working with farmers, retailers, and food producers to roll out this solution, with the aim to help secure the future of food.”