THE STREET FOOD REVOLUTION is HERE, Again. AT KLIA2. Many would argue that street food was perfected by Malaysians. As such, it is only fitting (and a little ironic) that the latest street food trend would end up back here, but in a new way. Who knows, this idea could take wings Again.
sliders.asia the mobile gourmet food van.
This is a very simple business model. It follows the AirAsia business philosophy whereby ordinary humans can enjoy extra-ordinary things. First travel and now gourmet food. The production process is based on low-cost ingredients arranged and presented in a foodie style. It can look great and taste amazing with the simplest of ingredients. The novel point-of-sale, a pimped-up very cool van or truck is an excellent eye catcher and can be easily towed to various parts of the airport.
The hero: the food.
• The idea of sliders, or mini-burgers is highly reminiscent of the Taiwanese Gua Bao. Shown here is a dry-rubbed tofu slider with salted cucumber, peanuts and herbs on a steamed bun. This could also be presented on a traditional burger bun. • Steamed buns are inexpensive to produce and keep extrememly well, responding favourably to re-steaming in just 2-3 minutes. • The goal is to produce simple, inexpensive street food with a maximum flavour and texture hit: soft bun with zingy hero, topped with textural items.
social media will spread the story.
the word on the street (food). The thrill of ‘discovering’ the Sliders van will be part of the fun. We’ll text and post passengers at their departure lounge where and when (and what) we will be serving with saliva-inducing pics of what they can expect. Sliders comfort food will be a great companion to their travel experience.
we can target passengers at departure and arrival moments with text messages.
the perfect partner for an airline. Aligned with an airline, there are many positive business benefits: • Sliders vouchers can be used as a quality customer ‘softener’, as a gift for delay, lost luggage, etc • Can reinforce the brand values: ‘Now everyone can enjoy gourmet food’. • Menu changes are minimal due to transient customer (menu changes can occur however to lower costs and maintain or increase menu quality) • Airline can be used to ship product if necessary. (Fresh coriander from north Malaysia for instance.)
sliding the idea and profit further Expand trucks to local street locations Introduce concept to other airports Consider street level internationally Franchise the brand Expand range to other foods Other Sliders merchandise
www.sliders.asia
relax, i’ve registered www.sliders.asia
www.sliders.asia klia2 in 2014