The way we access food is changing, whether it’s your favourite recipe streamed online or home delivery from a Michelin-starred eatery.
Read more of our future of food special:
Four chargrilled scallops steam from the plastic box on the kitchen table, each one leaning on a pillow of fancy puffed rice. This is takeaway, but unlike any I’ve experienced. An earthy-tasting rich green sauce is the pool for three mushroom dumplings that taste, well, expensive. “Hmmm… interesting,” says my friend, trying the spicy sauce with a corner of her truffle naan.
Related: Takeaways acceptable at dinner parties, says Debrett's
Video – it’s sight, sound and motion. But making food look good on film is difficult, so people often stick to text and images. We have a team of food stylists who make it look beautiful and tasty.
We target young people who don’t watch TV, but spend lots of time on mobiles. One of our shows is called Raw. Vegan. Not Gross. That would never work on TV, as it’s too specific. Lots of people are interested, they’re just not all sitting on the couch at the same time.
Sure, you can take a snap of your own dish, but isn’t it much more interesting to show someone your favourite pub for Sunday lunch, take them inside, talk to the chef and show them what the food looks like in a video? Eating is a communal activity; most images are just about the food. With a video, you can meet the people around the table.
It’s definitely mobile. More than 70% of our video consumption is on a mobile device. We want our videos to be intimately carried with people wherever they are, and shared instantly.
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