Foodora needed to tell consumers that in addition to fast food, their service also offers plenty of fine dining restaurants. We decided to verify the scope of the selection in a way that offered Foodora’s customers a unique dinner experience and attracted media attention. We founded Dora Esplanadi restaurant, which did not have a kitchen.
We opened a pop-up restaurant on The Espa Stage in the center of Helsinki, where the consumers could build their dream menu themselves by choosing starters, mains and desserts from the menus of different restaurants. Foodora’s couriers delivered the portions of different partner restaurants to the restaurant’s staff, who served the fine dining menu to the customers. The very popular Dora Esplanadi was fully booked in 1 hour and 12 minutes.
At the same time, the menus of the popular restaurant were also opened in the Foodora application for a wider customer base to order. The pink-glowing Dora Esplanadi, which attracted both the media and consumers, gathered a lot of attention in the darkening autumn evenings and created a boost in the business of partner restaurants, whose sales multiplied during the campaign period.