Storytelling and meal experience concepts

ABSTRACT

The aim of this study is to explore how storytelling with local and regional origin can be used to develop meal experience concepts in restaurants. Focus is on Nordic food from the perspective of the experience economy. The first goal is to analyse the transformation of menus into experience concepts and dining areas into experiencescapes. The second goal is to investigate if storytelling activities in restaurants can lead to destination development. It is also reflected upon if meal experience storytelling in restaurants has implications for consumers’ everyday food consumption. Three cases in Sweden and Norway with different storytelling strategies are selected. In all these cases, the stories are unique, the places are linked to the stories and the personnel take part in the storytelling activities. The stories are easy to communicate and easy for the target group to connect to. The menus are linked to the story and are all based on local Nordic food culture and local food products. The menus are set and offered in experiencescapes that in various ways fit the stories. The concepts have contributed to the destinations with more visitors, more collaboration among businesses and increased media attention.