The 3 “E’s” that rule our world at We Love Food

The 3 “E’s” that rule our world

Emotion, Excitement and Entertainment. It really is as simple as that. These are the 3 “E’s” that rule our world and by the way, it’s quite an exciting world as well! We spend our lives working out ways of delighting people, giving them a great time and providing some of them with those unforgettable “Instagramable moments”……

Like many businesses, we have to create, design and build things. We have budgets, plans, processes and stakeholders – a frothy mix of ingredients that can, sometimes, lead to the essence and reason for the project being diluted. We all start out with the very best of intentions and have huge ambitions, but as you progress through the project, for whatever reason, things get reduced, removed or rendered almost useless in the name of time, money or reality. This is fine if the guest has no options, they will continue to come to you and will not have choices and options – but they do have. They can go anywhere and now they have extreme choices and an abundance of options. There is, in fact, just too much choice, too many options and too much of everything. The reality is that we have to work so much harder than we have ever worked in shopping world to engage and retain our “guests”.

So, when we started “We Love Food” we wanted to create a culture that could be simply conveyed, clearly understood and completely embraced by our teams, our clients, partners and investors. It had to be simple, clear and focused. That was when the 3 “E’s” was born.

It wouldn’t be right to take you through the whole process – we know that lots of people want to know how we do it, how we manage to inject that extra ten percent into what we do and how we make people smile. So let’s just say we have a process, a retrospective, a “mirror moment” where we look at what we are doing and ask ourselves, does it reach not only the financial, time and performance goals, but also does it satisfy the 3 “E’s” – in essence, does the “promise” and “delivery” match.

How many times have you seen words and phrases like “the best shopping experience” or “a great range of food” or perhaps “world class choice and service” or even star ratings that attempt to align with hotel or restaurant rankings? We love, in the shopping centre industry, to make statements then try and live up to them. The whole 3 “E’s” approach allows us to look at projects at critical stages, to ensure that the important things are still in the project, that we haven’t diluted the impact, lost the interesting things or homogenised our offer to the point where we don’t stand out, but blend in with the competition. By asking ourselves, do we have Emotion, Excitement and Entertainment in our projects, by following our process, we can make sure that there are real, quality ingredients in our recipe.

Yes it is hard, yes, it does often conflict with the other project needs, but we would much prefer to do it this way, than “rationalise out” the things that will make us great, will provide the backdrop for all those selfies and social media posts and put a smile on people’s faces. Even in Germany, which isn’t known for building emotionally active shopping centres, we have had great success with recent refurbishments and have some great things on the drawing board.

So we will leave you with one final thought. In the “Experience Economy” can we really do “just enough” to get by……….. we don’t think so, that’s why “E’s” are good!

Photo by Herson Rodriguez on Unsplash

Photo by Kayleigh Harrington on Unsplash

About Jonathan Doughty

Jonathan DoughtyJonathan Doughty became known in 1993 as founder and Global Managing Director of Coverpoint Foodservice Consultants based in the UK. One of Jonathan Doughty's outstanding abilities is to design new dining areas and food courts for new and existing shopping centers. He and his team will analyze the potential of ECE's around 150 portfolio centers for new and refurbishment food projects and implement them.

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