4-15-2007 Jessica

Brand Personality: Caring about others and their enjoyment of food.

Progressive Gourmets: Willing to try something new. Maybe new to the Gourmet category. These individuals are moving forward in their discovery of food. They're looking for the ah ha product. They're also continually improving their food preparing skills and knowledge. Remember that these individuals like the idea of nutritional and health benefits but aren't keen on the idea of supplements and additives.

How many are there? Are there enough to allow this to be a succesful product? Remember to show the progression and how it will effect others by targeting these gourmets. It will ultimately become a tipping point caused by the markets we have chosen.


Three out of the five team members were blindfolded to see if they could taste the difference.

Who got it right? They sampled the products a total of six times.

Megan - Tasted a difference with the Aqwa Perfecta four times. Sean - Tasted a difference with the Aqwa Perfecta six times. Laura - Tasted a difference with the Aqwa Perfecta five times.

Quotes: "It was sturdier." " Better after taste." "The one without the Aqwa Perfecta was chewy." "The one without the Aqwa Perfecta was slimy." "I could definitely tell a difference."

Positioning: The discovery of food and the improvement of the cooking experience with very little effort.

Big Idea: Improving an experience.

4.15.07 (Megan) Some info/links on Events that are similar to what we have been thinking about...


1. Subway- Orchestra 2. Online (work and home) 3. Taxi Toppers 4. Schools/Kids 5. Day Cares 6. Gyms (esp. women; progressive also in other areas of life- ex: different yogas) 7. Upscale lounges and Best-Kept Secret bars- free coat checks 8. Coffee shops/cafes: free coffee on weekends 9. Farmers Markets 10. Parks/dog parks- improve the square 11. Theaters/movies 12. Restaurants 13. Shows- Broadway, orchestra, ballet 14. TV- AM news with coffee

April 8,2007 Jessica

Here is the SWOT.


  • Easy to use
  • Perception of authenticity
  • In its own category
  • No preconceived notion
  • Packaging options
  • Possible partnerships
  • Networking possibilities
  • No negative nutritional impact


  • No public awareness
  • No distinct difference
  • An association with additives
  • Concerned with salt intake
  • Scientifically Engineered
  • Atkin's loyalists and dieters
  • Questionable Need


  • Parnerships with pasta brands
  • Increase in pasta consumption
  • Increase in disposable income
  • Broadening Pallets
  • Increase in traveling abroad
  • Buzz around cooking and cooking shows
  • A lot of media avenues available


  • People don't know they're cooking pasta wrong
  • Imported sea salt
  • Easily copied or added to

Seasoning SUMMARIZED~Aqwa Pefecta could be, "The other seasoning."

Seasoning is the process of adding or improving flavors of food. Seasonings include herbs, spices, and all other condiments.

In addition to the choice of herbs and seasoning, the timing of when flavors are added will affect the food that is being cooked.

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This sums up an average American's pasta eating habits (done by Olive Garden, reported in USA Today)...

Do you fit the pasta profile? - how people eat pasta - Brief Article USA Today (Society for the Advancement of Education), March, 1998

A survey conducted for the Olive Garden Restaurant chain shows that 93% of Americans are pasta eaters. Three out of four do so one to three times a week, most often for dinner (89%). Although 15% say they have eaten pasta for breakfast, just 13% of those actually have prepared it for that meal, the rest gobbling up leftovers from the refrigerator.

Americans use a variety of ways to ensure the pasta they are cooking is ready. The most popular testing method (42%) is tasting it. Others include biting the noodles in half (11%) and using utensils to separate or cut the pasta, touching it, and timing (eight percent each). Six percent of Americans don't test their pasta at all. When eating spaghetti-style pasta, 55% twist the strands around a fork, while 33% cut their noodles in half- Thirteen percent use a spoon, or spoon and fork, to twist pasta. Just four percent admit to slurping their pasta, Three out of four pasta slurpers are men.

'Who Consumes the Most Pasta'

Northeasterners are the most likely to eat pasta on a weekly basis (84% do), according to the National Pasta Association. Southerners are less likely to eat pasta regularly (70%). However, the most dramatic increase in pasta consumption has been in the South, where 42% are eating more pasta today than they were five years ago. In the Northeast and the West, one in five residents serves pasta three or more times a week.

This is how Dean and Deluca describes their customer base. I think it may help us describe our hypothesized target.

All this demographic information points to a consumer base that's composed mainly of educated females with incomes over $50,000. Neller describes his core consumer as a "lifestyle consumer, rich of mind, who enjoys entertaining." "Our customers are people to whom food is warmth. It's a sense of coming together and socializing, not merely sustenance but celebration. That's how I see 'lifestyle' for our customers; food is a celebration - an everyday celebration. These are people to whom food is a center plate of their lifestyle, their existence." Such consumers are not exclusively Dean & DeLuca customers. They are well-traveled consumers with sophisticated tastes who appreciate and understand specialty gourmet products. And, according to Neller, they are becoming a larger portion of the American public. "You see it in supermarkets as they try to add on the specialty section. Food is an affordable luxury that consumers demand. It provides a sense of status, a sense of having arrived, and a reflection of your sophistication and culture. This is a long-term secular trend," Neller said. "Ethnic foods are within that specialty section. People are traveling more, they are becoming more open to other cultures, and as part of that, they are opening themselves to different palates. It's not just about Europe - it's about Asia, Central America, South America, everywhere." He continued, "This food as a lifestyle trend is starting to penetrate deeper into the American consumer to where food is really becoming central. Much like France was considered the culinary capital, I really see America becoming a centerplace for specialty foods. Every city has a great chef, chefs are becoming stars with celebrity - this was unheard of 20 years ago. Better food is becoming very important to the American consumer and we're becoming more discerning - not only in regards to the quality of the food, but also its healthy benefits."

Of the 23,922,000 people who travelled abroad in 2005 from the US. 8% of them went to Italy.

Hey Everyone!

Here's some info I found on italian tourism from the US. It's a pretty good article out of the Washington Post (march 31, 2007). Here's where you can find it: Here's a bit of a breakdown:

1. Almost 13 mill Americans travelled to Europe in 2006 (a 4% increase from 2005) 2. Trend in combining city and country visits- Spend time in Rome or Venice and then stay in farmhouses where they can participate in cooking classes and/or observe the making of cheese, wine, and pasta 3. Americans also increasingly are taking "experiential vacations," says Peter Frank, editor of "They want to engage in an activity -- windsurfing in Croatia, hiking the pilgrim's trail to Santiago de Compostela [in Spain] or taking a cookery class in Italy." 4. Italy is the country that most interests American tourists (even though the UK and Paris receive more visitors) 5. Americans are "more savvy now about the pleasures of contemporary Italian culture," Mr. Lombardi says. "They can go and see the Pantheon, but they also realize that great Italian food is not spaghetti and meatballs." They want to sample regional identities, cuisine and villages in places like Tuscany and Umbria.

I hope this helps. I'll continue to look for a more concrete # of Italian tourists.

Hey guys, here is the research boiled down . . . let me know if you want it in word format.

== Restaurant and Chef Trends ==

And why Aqua Perfetta should not be launched via restaurateurs or celebrity chef promotions

The 80’s ushered in a decade in which chefs were viewed as rock stars and that inspired lavish restaurants with high prices and a sense of exclusivity. Chefs such as Jeremiah Towers, Mark Miller, Jonathon Waxman, Wolfgang Puck and the like. But if chefs were the rock stars of the 80s, they are now the television stars of the new millennium.

Chefs are making their presence felt at trade shows everywhere. Increasingly, chef/restaurant-inspired cooking sauces, salsas, spice mixes, flavored olive oils and vinegars are appealing to consumers and consequently appealing to retailers.

Thus comes in the idea of “food as fashion” where food is paralleled with the in and out trends of clothing and accessories. More consumers expect more from restaurants – what is hot at the time, something new, and something exotic. These food fads range from signature dishes and presentations to full-blown concepts and themes in which the restaurant is based.

So where does Aqua Perfetta come into this picture? Aside from future consumer demand (roll-over from retailers) for more Italian-like pasta in restaurants, I don’t foresee launching it through either of these venues. Pasta is not an accessory and it’s not an in or out product! While Aqua Perfetta furthers the taste of Italian in a new and exotic way, (which more restaurants are supplying due to consumer demand) pasta still holds true as traditional, “comfort food” that people still and will always long for.

If we use restaurants and/or celebrity chefs, as a venue there is a higher possibility of becoming a food accessory or fad, be forgotten over time, or be lost amidst the many other products (MSG, additives, etc.) being used to make more gourmet restaurants and authentic ethnic food taste more authentic.

Food and Eating Trends

And how Aqua Perfetta can step into the picture and benefit from the movements

There is no question whether by-scratch-cooking has been ebbed by the convenience, speed and nutritional concerns that factor into almost every purchasing decision. However, truth be told, consumers are also increasingly broadening their food circles, are more educated and interested in health and wellness, and the gourmet interest has taken off.

Stores are featuring an ever-expanding array of international ingredients and partially prepared foods that enable consumers to make their own ethnic dishes at home. In 2003, there were over 56 million Americans that made trips abroad. They are also exposed to different cultures and cuisines through the media and friends and family that travel. So, if they aren’t experiencing true Spanish, Indian or Italian food themselves, then they are hearing about it, and trying it with others who have. Home videos have been replaced by recreations of food they ate during their travels. Ethnic foods aren’t foreign anymore! However, due to longer working time, more working mothers, smaller families and a fast-paced workplace has led to restaurant customers having more money, but less personal time. Meals are eaten more frequently and require less planning – there comes in “collateral dining”. Americans have become really good at assembling. We are not likely to try and cook the foods completely ourselves (not totally from scratch). Instead, it is more likely that ready-made sauce or marinade, or in some cases, a ready-to-eat dish made from high-quality, often organic ingredients using traditional recipes from the international hot-word list.

So, even though the popularity of pre-made and ready-to-eat products is rising, the growing interest in ethnic foods and concerns about health will surely impact how America shops for fresh fruits and vegetables, cheese and dairy products, and throughout the deli and packaged foods sections.

There has never been a better time to put good-tasting, easy to prepare, nutritious, and internationally inspired food on the table in America. Thus, enter Gourmet – the modern menu . . .

The huge success of cable TV food networks and cooking shows has educated America’s palate. Yet, as the baby boomers grow older, the health and nutrition become ever more important. These issues also are interesting to younger consumers who have grown up in a world filled with better nutritional education. The result: demand for “gourmet nutrition.” (foods that are innately nutritious but also live up to the gourmet standards. These new, food-savvy customers demand gourmet taste, texture and appearance. They want quality over quantity.

There are four major consumer changes that are affecting this market: Expanding appeal of gourmet foods Growing interest in world cuisines A rise in discretionary income An overall penchant for indulgence

Thus, demonstrates the perfect market and perfect timing to introduce Aqua Perfetta into the Modern Gourmet category. Consumers have more sophisticated palates, higher nutritional demands, the ability to afford premium products and the desire to enjoy them on a regular basis.

The Evolution of Gourmet

And what opportunities it opens for Aqua Perfetta

• Increased travel, globalization, more disposable income, new retail channels, and a newly empowered consumer created a challenge for retailers in the gourmet industry.

• The innovators like Dean and Deluca brought specialty food items into the mainstream

• The word ‘Gourmet’ once meant dusty shelves. In 2004 with fresh and local as key words it looks more like a farmers market a Harrods’

• Today, we are looking for so much more than a meal. We want discovery, entertainment, designer nutrition, and exciting flavor. And we want it everyday.

• As the world shrunk and Europe as a vacation spot became more affordable to middle-class Americans, the exposure to cuisines and specialties of various countries grew exponentially.

Today's Gourmet venues: supermarkets, natural food stores, airport shops, online retailers, florists (gift baskets) mass merchandisers and big box stores. Gourmet Stores: Dean and DeLuca, Zabar’s (NYC), Straub’s (MO but online), Williams-Sonoma

Gourmet Sustainablitiy

And how it affects Aqua Perfetta

There are three super issues (in summation): Time vs. Money; Nutritional Health vs. Culinary Happiness; and New and Exotic vs. Familiar and Comfortable. These are not fads but long-term trends – they are not the result of TV celebrities’ latest infatuations. They are the real concerns of a large and growing number of Americans. As the Baby Boomers continue to move into their golden years, these issues will grow in importance.

Women between the ages of 18 and 38 will continue to focus on better nutrition yet demand better taste. Obesity will keep America focused on lowering calories, yet our ever-busy lives will still make us turn to last foods.

Who is a Gourmet? a person that has a discernible taste for fine foods and drink and considered to be a good judge of it. They are food experts . . . but would a true gourmet believe in Aqua Perfetta?

The Wannabe Gourmet

Thus, enter the Wannabe Gourmet. A Wannabe gourmet is a person that aspires to be a food expert and considers themselves to be "gourmet." New travels, broadening food circles, increase n cultural education = new confidence in food. They want to re-create what they learned and tasted aboroad (or from family or friends that traveled abroad)

What does a Wannabe Gourmet do? Host: dinner parties, special occasions, holidays, and even cook for themselves. Talk and Share: want to share experiences of travel, new discoveries, food and culture and what they now think is up to par with their friends and family. Show off: Want to display their increase in knowledge of culture, food and intelligent taste. Want others to see them as gourmet and refined. "Did you know . . . ?" may come up frequently in conversation with the modern gourmet so that they can show off their newfound culture expertise.

Rough Deadlines Using Caley's breakdown of %s she gave us last class: Our project is 8 weeks from briefing to presentation.

  • Strategy: 25% tent. due date 3/16
  • Big Idea: 40% tent. due date 4/7
  • Execute: 30% tent. due date 4/23
  • Presentation: 5% should be done 4/24-4/26


Hey! Please place all survey questions on the discussion page! Ciao! HEy ladies we can ad info and stuff we find on here!

Hey Sean! I know you said you were going to look into MSG. Check out It has a ton of MSG info.

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