Disconnect to Reconnect

Put your phone away during your whole meal and dessert's on us!

Introduction

Le Pain Quotidien means the daily bread and that means everything. It’s much more than mere sustenance; it’s a way of life. As our loaves emerge from their ovens, warm and fragrant, friends gather around their communal tables to share in the time-honored tradition of breaking bread.The hum of conversation fills the air, jam is passed around the table, and, ever so gracefully, time slows.

Le Pain Quotidien has always been about sitting together around the idea of pleasure.
Under this approach, the restaurant chain launched an initiative called "Disconnect to Reconnect" to reward with a free dessert, those customers who seal their phones away for their whole meal and enjoy food and company without distractions.

Solution

After analyzing the brand values, customer behavior and overall aesthetics, we realized that the current "unplugging boxes" weren't optimal. These took too much space, customer didn't like to fully lock away their phones and the devices could get scratched when pilled up. We then suggested individuals placements (customized hanging phone bags) with different designs and prints for each phone. This way, we could give each phone bag type a meaning and diversify the rewards and the benefits the restaurants was giving. Instead of offering only a complimentary dessert, we suggested other rewards like discounts, games and mindful challenges. 

Customers were also offered to take these bags home to carry on with their new learned habits. On the other hand, these custom bags became a reminder to boost brand recall and loyalty. / repetition. 

Key Highlights

After rolling out this a test on one restaurant, we managed to implement it in other additional locations. We offer the option for customers to purchase them for personal use or as a gift, adding a new revenue stream for the brand.  

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