Friday, November 4

The Trend Toward Artisan

I'm not sure that I get this one:  the trend toward foods that are artisan.  Well let me clarify ... the trend toward everyday staples going artisan.  Like ketchup.

Heinz is introducing a new artisan ketchup with balsamic vinegar in it.  The cool part is that at first it will only be available via Facebook ... I guess that's where all the cool artisan people hang out!  It's like getting a special gourmet sauce from a five star restaurant right in your every day bottle of Heinz.

I understand cheese, in fact one of my favorite restaurants in New York is Artisanal where they focus the menu on gourmet cheese and sell it in their cheese boutique.  I get that -- that is artisan food at its finest.  But that doesn't mean that everything has to be artisan, does it?

Like artisan cupcakes?  Well, actually, they are beautiful!

I guess this is yet another trend in food ... like low fat, low carb, extra cheese, etc ... that brands are jumping on because it's getting consumer attention.  Kind of like red velvet right now too.  Everything is coming up red velvet, even ice cream.  I like it, it's fun, and it is interesting.  I just don't always get it.

Like artisan pizza from Domino's.  Isn't that the stuff you order late at night when you're pulling an all nighter?  With extra cheese and pepperoni?

Actually, the interesting marketing part here is seeing brands and categories evolve.  And that's a good thing.  Seeing ketchup getting even more flavorful or cupcakes more decorative or pizza more creative is a part of the evolution of a brand.  If the consumer wants it, then I really am more for it.  If it enhances the at-home food experience and makes our food at home taste better ... then all the better too.  All a part of good marketing.

What's your experience?  Jim.

Jim Joseph
President of Lippe Taylor
Author of The Experience Effect


  1. The first time I heard about the Domino's Artisan Pizzas, I had visions of an Artisan going out back and picking the tomatoes & peppers, kneading the dough and letting it rise, and topping my pizza with hand-crafted cheese.....ummmm delish!
    Imagine my surprise when I went to pick up my pizza and right on the box, it said "We're not Artisans" Hopefully everyone isn't as naive!
    But guess what? It got me into a Domino's, I was talking about their pizza and ultimately, my family loved it!

  2. So true, I love the "honesty" of Domino's actually. They've come out in the past and said that their pizzas need improving so they improved them. They introduce artisan pizza by saying that they are not artisans, they are just trying to make a better pizza. Clever. Jim.