EDITOR’S NOTE
It’s our 10th anniversary. We have come a long way in achieving the status and reputation we have today with your support, and we are thankful for that. But there is much to worry as much as there is to celebrate. So, unfortunately, the popping of Champagne and the lavish giveaways for our readers will have to hold while we navigate the current turmoil.
The agenda taking priority for most right now is on containing the financial drain, which is resulting in collateral damage. But other than cost-cutting measures, how will brands ensure that they rebound strongly in the aftermath? How will brands address the contentious debate over marketing and communications in times of crisis? Will it be a knee-jerk reaction to pull the brakes? Or will it be a view towards enforcing meaningful brand value to ensure recovery and resilience?
One could argue that a practical business continuity plan takes precedence over all else, cutting a brutal swathe across organisations. But it is a big risk to ignore brand equity in uncertain times. Does it have to be either option? Or does it necessitate an adjustment on the sliding scale to move marketing efforts away from merely point-of-sale to customer relationship enhancement?
Customer engagement at a time of crisis management requires brands to speak to their audience with empathy, and with relevant messages. Whether it’s assuring customers that their restaurants are practising strict hygiene protocols; offering “tough times” fine dining vouchers; or preparing gourmet lunch treats for healthcare professionals at a local hospital; it is vital that companies take action instead of a wait-and-see approach. Companies that continue to work on marketing messages during tough times will enable high brand recall value when the crisis blows over. An advantage that will cut through the noise of competing brands.
It is a time for business transformation to take place and for business models to be reinvented. Similarly, epicure looks to the future with a mindset to align ourselves more closely with the goals of our valued partners and clients. Look upon epicure as your extended content marketing arm to support and amplify your marketing communications strategies and efforts. We aim to create versatile solutions that go beyond our traditional offerings.
In this issue, Iet us take inspiration from 10 distinctive brands and the personalities who drive them (pg 26), and 10 restaurants that have stood the test of time (pg 34) in the past decade. May we continue to build our paths to success and to emerge even stronger.
To our dear readers, please continue to support your favourite restaurants by ordering from their takeaway menus or even dining at their premises as many of them have taken preventive measures to ensure your safety. Stay safe.