Fast-casual dining hooks Scandi customers

Pink Fish fast-casual dining in Bergen

Pink Fish Bergen

On a recent visit to Norway we uncovered an exciting new fast-casual dining experience that’s quickly swimming upstream.

Thanks to the abundance of fish off their shores, Norwegians love to consume seafood. They’ve shared that love with the world by exporting no less than one million tons of farmed salmon in the last year.* Despite that, the inclusion of salmon and seafood dishes in the local quick-service food scene has been slow to appear, besides the overwhelming prevalence of sushi offerings in the country. When it comes to ordering salmon off the menu in Norway it has traditionally been baked or boiled and served with mashed potatoes. So it hasn’t really been a go-to dish for young diners on the move.

Enter Geir Skeie, Norwegian chef, restaurateur of the group of fine dining establishments Brygge 11, and winner of the 2009 Bocuse d’Or world cooking contest. Skeie observed that, despite its popularity, there was a gap in the market for offering salmon in a “convenient and flavourful” way to younger consumers. Like many chefs world over, he has recognised the potential to make more money selling tasty, cheaper food to the masses than by selling expensive fine dining to the elite. So, with his business partners he launched PINK FISH in Oslo twelve months ago, quickly rolling out three more stores and a fifth in Bergen over the past year.


Pink Fish fast-casual dining S&S

Pink Fish – Steen & Ström, Oslo

PINK FISH has all the hallmarks of an upmarket diner – think Australia’s Grill’d, LEON in the UK, or New York’s Dig Inn – but it focuses on only one protein, salmon. So perhaps it bears closer similarity to something like Nando’s. At its core though is a simplicity of offering and a healthy menu. Focused on a modest fifteen key items, grouped as Burgers, Salads and Wraps, Hot Pots and Raw (poké). A handful of sides/desserts and drinks are available to accompany the meals. Nothing on the menu is over 800 kilocalories, while many items are astonishingly less than 300 kcal. What’s more, achieving these low-calorie counts doesn’t come at the cost of flavour!

PINK FISH is reasonably priced for its positioning. Most dishes cost around 110 to 120 Norwegian krone, which when compared to the cost of a Big Mac at 49 kr, reflects the higher quality product and global standards for fast-casual dining.

It all adds up to a delicious alternative for Norway’s discerning young diners looking for a healthy, tasty and affordable substitute to the usual (and ubiquitous) burgers and sushi.

Signs show things are going swimmingly for PINK FISH, as next year will see two more outlets open in Norway and the first international branch at Singapore’s Changi airport in March. We think there’s a strong chance that very soon the rest of Europe, and maybe one day Australia and the US, might even land a PINK FISH of their own. Here’s hoping!



Adam Rafferty

Group Account Director

Whippet AUS

Whippet wins Silver at the Transform Awards Asia-Pacific

Tuesday night’s Transform Awards Asia-Pacific held in Hong Kong saw Whippet pick up not one but two silver medals for our work on leading Sri Lankan supermarket brand Keells.  

We were thrilled to see our name up in lights in both the ‘Best Brand Experience’ and ‘Best Visual Identity from the retail sector’ categories against some formidable competition.

Says Whippet founder Steve Stoner: “It’s great to have our work received so highly at such a prestigious event. Many thanks go to the Keells leadership team for their complete trust in our vision, which allowed us to pull off a complete brand transformation in under 16 weeks.” 



Digital Lead

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Cool beans at Starbucks Shanghai


Let’s be honest: Starbucks gets a bit of a bad rap. Once the pinnacle of cool American culture, it’s now oft-cited as the epitome of corporate deviance, with a product that’s deemed average by aficionados. So, it was with a dose of scepticism that we visited The Starbucks Reserve Roastery in Shanghai.

Opened in December 2017 and billed as, ‘a theatrical, experiential shrine to coffee passion.’ this is the world’s largest Starbucks, at 30,000 square feet, and has a lot to live up to.
It has its own roasting facility, and first impressions are reminiscent of an amusement park crossed with a scene from Charlie and The Chocolate Factory. The giant roasting machines process batches of unique small-lot Reserve coffee, which is sourced from 30 different countries worldwide. The beans are then pumped through copper pipes suspended from the ceiling to Starbucks’ many coffee bars, or packed up and sent to online customers across China. Meanwhile, staff in white uniforms busy themselves with the machines, and the dynamic station-style boards display the currently-roasting blend, while tourists queue up to snap the whole process with a sense of childlike awe.

It’s pure retail theatre and it works.

The Roastery also harnesses some great new AR technology (designed by Starbucks and Alibaba Group) making it one of the most advanced digital locations for the brand, in the world. The technology helps customers personalise their experience with a digital web-app platform that also incorporates a digital menu, and can share information about the coffee bars and brewing methods, as well as unique experiences on and offline. At each stage of the journey, customers can unlock virtual badges which, once all collected, can be traded for a custom filter to share on social media.
So what about the actual product? From the reserve coffee to nitro draft lines, alcoholic drinks and new tea blends, The Roastery has it all. There are three wooden coffee bars including Starbucks’ longest ever, at 27m. The bars act as a kind of stage where hundreds of baristas handcraft the coffee using one of six brewing methods: ModBar Pour Over, Chemex, Coffee Press, Siphon, Espresso and the proprietary Clover-brewed coffee.

We opted for a Coffee Flight which promised the same bean brewed three different ways. And we have to report that it was good. Very good.

We sipped it down with a cake but we could have chosen anything from the high-end menu of savoury and sweets – the menu has been designed by acclaimed artisan baker Rocco Princi and is crafted by his team of more than 30 skilled bakers and chefs.

In true cultural style, we exited through the gift shop laden with branded and unbranded coffee accessories, hessian sacks and bags. After picking up a couple of gifts we left feeling buzzy and excitable, and not just because of the caffeine. Starbucks has excelled itself with this truly groundbreaking retail experience, and we duly doff our branded gift-shop caps.



Digital Lead

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Amazon thinks about what you’re having for dinner before you do

Robotic Hand Holding Blank Card In Plate On Grey Background

For the last five or so years, we’ve been hearing a lot about Amazon’s plans to integrate ‘anticipatory shipping’ into its supply chain. But what exactly is anticipatory shipping, and how does it work?

First off, anticipatory shipping is not the same as Subscribe and Save, where Amazon customers can schedule a recurring delivery of their most commonly needed items. Anticipatory shipping requires no specific input from the customer.

It works like this. Amazon uses its immeasurably vast and constantly growing treasure trove of data to predict what customers are likely to order. Once the algorithms are confident enough in their prediction, the product is shipped to a distribution hub closer to the customer so that if they do order the product, it arrives more quickly. Built into this system is the risk of the algorithms being wrong, and the consequent wasted shipping costs. So far so good, and it makes perfect sense for items like printer cartridges, toothpaste and cat food – but what about fresh food?

Fresh food can’t just sit in the warehouse forever – even if it’s refrigerated – so when the algorithms get it wrong and people don’t order exactly as expected, Amazon is going to have to find a way to sell that fresh food before it starts to become not so fresh.

Enter Amazon’s pricing algorithms. Unlike its competitors, Amazon’s prices don’t just update a few times a day. They update, on average, every ten minutes. So when the algorithms get it wrong and you opt for chicken instead of beef, they’ll instantly start dropping the price on that tasty piece of eye fillet they were expecting you to order so that someone snaps it up and it doesn’t go to waste.

This is different to a traditional supermarket reducing the price of items that are nearing their use-by date in a few ways.

First, the algorithms will outperform any human department manager in pricing items for a quick sale, so less fresh food will be wasted.  

Second, no Amazon staff member needs to walk around with a roll of ‘Priced reduced’ stickers.

Third, because the fresh food is available for sale the minute it arrives at the distribution centre, i.e. it doesn’t need to be unpacked off a delivery truck and repacked into a display bunk before customers are aware of its existence, Amazon has more time to sell a given item than a traditional supermarket.

What’s next?

We recently stumbled across a hilarious satirical article about Amazon’s next big move, “lifetime anticipatory shipping”. The way it works, writes the satirist with their tongue firmly in their cheek, is that Amazon will predict everything that customers could need for the entire rest of their lives and simply send it straight to them – after automatically debiting their bank account for the purchase. It’s a funny concept, but is it really so ridiculous?  

Of course, sending customers everything they’re going to need for the rest of their lives is silly, but it’s not so hard to imagine a cross between this and Subscribe and Save.

After all there are plenty of subscription box retailers who send customers curated selections of the products they predict their customers will love. If the customer doesn’t love what’s been selected for them, they can generally send it back.

The difference between these subscription boxes and Subscribe and Save is that with the latter, customers know exactly what they’re getting. With subscription boxes, it’s often a lucky dip…except with food. With the majority of recipe box services, like HelloFresh, Marley Spoon and Gousto, customers select their recipes weekly, so they know exactly what they’re going to be cooking throughout the week.

Surprise me

Once Amazon enters the recipe box market – and you can bet it will – it will be able to combine anticipatory shipping with Subscribe and Save in a whole new way. With a few tweaks from the customer (e.g. allergies, foods they dislike, etc) Amazon could send weekly or bi-weekly food deliveries, further negating the need to go supermarket shopping. And the food could be a seasonally-based surprise that also takes Amazon’s stock levels into consideration, meaning delicious fresh food and lower costs for Amazon.  

The logical next step would be for Amazon to start sending (and charging you for) other things it predicts you might need. For example, if your weekly Amazon box included all the ingredients for a sticky pork recipe, it might also include scourer pads (that you hadn’t specifically ordered). It could be a little frustrating being charged for something you didn’t order, but where is the line between convenience and choice? Customers would probably be quite quick to forgive the presumptuousness in light of the added convenience. 

Once that starts happening, the idea of ‘lifetime anticipatory shipping’ will seem less like a dystopian nightmare and more like an inevitability.  

Of course, there’s nothing stopping Amazon’s fresh-food competitors from using exactly the same method in their online offerings. In fact, supermarkets with an established fresh food delivery network are at an advantage as they already have the necessary infrastructure in place. But they just don’t have the same range as Amazon across other categories – which is why Amazon’s ongoing expansion into fresh food continues to be so alarming.



Digital Lead

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Whippet gazes at a sweet retro moon in Shanghai


Whippet recently took a quick trip to Shanghai, and one little gem we spotted was this small-format version of one of the city’s favourite bakeries. We have to confess we had no idea what the store was selling when we first walked past, but we were intrigued by the window display of a vintage bicycle accompanied by old school tube TVs and hanging birdcage shades.


Upon entering the store, we were none the wiser as to what was on offer (mostly due to our pathetic grasp of the local language). But we investigated further, and closely inspected the many rows of identical tins before noticing a small table with an open one on display.


Inside were commemorative sets of mooncakes, a Chinese speciality eaten during the Mid-Autumn Festival which happened to be taking place during our visit. Suddenly it all made sense! Mooncakes are small round pastries, usually filled with a thick red bean or lotus paste, and are traditionally given as gifts during the festival – which explained the specially designed tins.

According to a gorgeous wall graphic, these individually decorated mooncakes were celebrating historic technological innovations made in Shanghai, including sewing machines, cameras, bicycles and watches.


As the festival only lasts a short time, we assumed that the store was a pop-up for the duration only, and might subsequently return to a standard bakery format. Whatever its longevity, we gave it a big Whippet thumbs up for its wonderful juxtaposition of intrigue, originality and design. Maybe the magic was enhanced by our initial ignorance, but there was no doubting it tickled our creative tastebuds. Bravo Ichido!



Digital Lead

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