Grandma's recipes and emotional marketing: why authentic food is filling the tables again
Nostalgia sells, but it also excites. In times of information overload and rapid consumption, diners seek much more than a beautifully presented dish: they crave experiences that connect them with something real. And that's where grandma's recipes are finding their second wind.
Heirloom recipes, dishes steeped in history, flavors that evoke memories. All of this, in addition to nourishing, excites. And emotion lies at the heart of an effective food marketing strategy.
Why is traditional coming back?
After the pandemic, a collective search for authenticity took hold. We realized that what's essential isn't spectacular, but rather what's rooted. Restaurants that offer an emotional connection with their dishes—beyond perfect execution—achieve a deeper connection with their audiences.
How to incorporate it into your brand?
- Tell the story: If your menu includes a family recipe, make it known. Share the origin of the dish, the name of the person who passed it on, and the associated memory. This humanizes and creates a connection.
- Give space to the story: It's not all about photos. Use your social media, your menu, or your website to include short anecdotes that help explain why you do what you do.
- Show the real thing: Homemade doesn't mean messy. It means close-up. Add images of the process, the team, and behind-the-scenes footage. Humanize your communication.
Tradition isn't old. It's an anchor. And it can be your differentiator.