Emoji as a service, the interview with The Little Yellow Door.
The interview with The Little Yellow Door is a starting point looking into how enterprises are adopting Emoji into their marketing strategy. The Little Yellow Door (TLYD) is a local pop-up restaurant in Notting Hill, London. As there are a lot of competitors around Notting Hill regards to restaurants and bars, TLYD picked a new business model to fit in a brand new market: they invented a concept that the restaurant is a 'friend's house', and the house mates changes every three months. So with the house mates, the food follow the cultures where they are from. From this November, TLYD welcoming visitors to try their brand new French Style food, rather than Americans for the last three month.
The idea of an emoji menu in the TLYD started from the summer, 2016. They took full advantage of the new emojis by launching an emoji menu from which customers can order dishes over instant messaging service WhatsApp.
" Situated across the road from Notting Hill Gate station, The Little Yellow Door (TLYD) is one of the coolest pop up restaurants that you’ll come across in London. To even call it a restaurant is a bit strange, given the venue is based on a fictional flat-share and guests are invited to a spacious front room with mixologists that are ready to whip up the cocktails that your heart desires. As you can imagine, a front room with a bar can only result in a fun-filled weekend, where you can join the flatmates for drinks, dinner and a host of activities. " Jovanne Campbell.
The menu, which will run only on Wednesday and Thursday evenings throughout the summer, encourages diners to work out what each dish is before messaging their table number and order, or dare to actually converse with staff and “find a friendly waiter.”
Kamran Dehdashti, the owner of the restaurant, which styles itself as a kind of flatshare with a cuisine that changes depending on the “resident” currently living there, told MUNCHIES in a statement that their emoji menu is all in the name of embracing technology.
He said: “We felt that due to emojis becoming such a huge part of everyday life, it would be a fun idea to run with and embrace technology. So far, so good—people seem to be enjoying the idea. Some people are more comfortable ordering via the waiter but all in all, people are having quite good fun.”
During my interview, Alex, whom in charge of the marketing in TLYD, believes the success of this marketing is not just fun. " it is something that combines two things together. The fact is, Emoji, we all use this everyday and this is such a big part of our life anyway. We’ve been corporate that into an activity that people do once a week- ordering food in a restaurant. The strategy isn’t necessarily to be “wow this is incredible” or “clever.” I think it’s more just sticking two things together plays a big part in their life, marrying two activities."
The big success of TLYD is benefit from turning Emojis into a service, This fresh experience brings pleasure to diners. This makes the restaurant stand out in the challenging Notting Hill area. At the same time, the Emoji itself is also in line with the restaurant corporate culture, no trace of vainly disobey feeling, so that customers feel they can easily fit in.
To reserve your place at TLYD:
Website: http://thelittleyellowdoor.co.uk/
Contact – 07801267854
Address – 68 Notting Hill Gate, W11 3HT