When companies operate solely with delivery, one of the great challenges faced by brands is building an identification with their customers. After all, without a physical operation, the relationship tends to become very superficial, with few opportunities to create a bond with the consumer, something essential for the loyalty process
A Salesforce study, inclusive, pointed out that for 95% of Brazilians, experience is as important as the product or service acquired. It was for that reason that the MTG Foods network – largest Japanese food and poke delivery from southern Brazil, through the brands Matsuri to Go and Mok The Poke – decided to invest not only in the quality of food, as well as on the packaging that accompanies the products. And so was born the "box that talks" with the client
We have always been concerned with our storytelling and the perception that our client would have of us. That's why, since our founding, we adopt packaging that tells stories and interacts with our customers, in addition to guaranteeing an excellent experience when consuming our products says Raphael Koyama, CEO of the network
The packaging is accompanied by a message that begins with the following approach: "Hello, I am a little box that talks. In sequence, a short text reinforces the message, that always has some specific theme and objective. The client, so, can scan QR-Codes and interact with content and actions promoted by the network
The brand was born in 2020 and has adopted this strategy since then. We have a physical restaurant in Londrina, called Matsuri, that was closed due to financial complications caused by the pandemic. We had many clients and needed to communicate that we would continue, in more than one different way. We use the talking box to present a video, through the QR code, with the founders, explaining that we would operate solely through delivery, through Matsuri to Go, explain Koyama
"Furthermore, we created a package with the slogan 'giving up is not an option' and also a letter signed by the founders, complements Raphael. Beyond the letter, the packaging included a QR code that played a video of the founders explaining the closure and which was played more than 25 thousand times
The operation became, quickly, a success: in a short time, new stores were opened and Matsuri to Go became the largest Japanese food delivery and takeaway network in southern Brazil, currently with 25 operations in 5 states and over 60 thousand orders per month via delivery
At the 2022 World Cup, the brand used the "talking box" to promote a betting pool each correct guess would generate a R$10 coupon for network customers, who would still compete for another R$50 coupon for purchases in the app or on its own website. The packaging gained green and yellow colors in honor of the Brazilian national team. At the time, the network had only eight units, but counted with more than 1.100 customers participating in the lottery pool, that had 220 winners.
The most current version of Matsuri to Go packaging features a themed band, with an end-of-year message: "In 2024, we charted new paths and reached new destinations. In 2025, we continue together, OVERCOMING CHALLENGES, writing new stories. A "talking box" carries a message to present the brand's current moment and objectives for 2025, with a video recorded by the network's CEO in one of the QR codes. No other, a Spotify playlist, with themed music
We transform our packaging into a unique characteristic of our brand. Throughout the year, we create different versions, always with the objective of keeping us close to our clients. Even our label says 'contains love', to communicate our values and our purposes, highlights Raphael.
Furthermore, the packaging includes Spotify playlists, with the same songs that are played at the physical restaurant in Londrina, which was reopened in 2023. These playlists have already been saved by 889 users. The linktree, resource used to group all QR-Code links, has already registered over 27 thousand engagements and the videos have already recorded almost 30 thousand views.
MOK O POKE
With the growth of Matsuri to Go, the MTG Foods network emerged, also housing another company: Mok The Poke, founded by Maria Clara Rocha, partner of the group. Focused on the traditional dish of Hawaiian cuisine, Mok The Poke also has essence in its packaging
Poke is characterized as being a healthy and easy-to-eat food. But what captivated me most about cooking was the practicality it brought to adapt to my day-to-day. That's why, our packaging would need to serve as a bowl for consumption, resistance for liquids, it would also need to be practical to allow the client to consume anywhere. That's why, we studied many options until we arrived at the box model we have today, custom size, with the sauces also packaged so that the crispies arrived crunchy and with a tray to support everything, Maria Clara explains
Furthermore, The packaging of Mok The Poke also has the mission to communicate the essence of the brand. We opted for striking colors that come from the cuisine itself, the vibrant orange comes from salmon, the green of the freshness of the leaf mix and the yellow of the golden tones of our crispies. Furthermore, poke is a very beautiful dish that generates customer desire to eat with their eyes and photograph. So we reinforced our slogan and put fun phrases to make our packaging morelegalInstagrammable from every angle, strengthens the businesswoman
The Mok The Poke units operate alongside the Matsuri to Go franchises. Together they are 50 units throughout Brazil, with an estimated revenue of R$70 million for 2024. We believe our growth is closely related to the care we take with our customer's experience. Packaging has always been one of the best opportunities to ensure that. I think it worked, Plays Raphael Koyama
