Tawle
Harnessing Lebanese Food Versatility & Hospitality to Build Brand Loyalty & Customer Delight
Challenge
Tawle is a relaxed Lebanese eatery in Qatar that offers dishes rooted in tradition with a twist in flavors and encourages social interaction between diners.
Our aim was to introduce curious diners who love experimenting with original flavors to a new restaurant concept that puts socializing back at the heart of eating.
Intervention
We wanted to give diners a taste of the famous Lebanese hospitality by offering surprise complimentary including freshly-made food and aroma-rich coffee, creating unforgettable moments of delight. Modern covers of Arabic classics and new oriental releases make up the playlist and while subtle scents of Lebanese cooking are spread throughout the restaurant, transporting customers to the Levant.
The food menu serves as a celebration of unique ingredients, traditional Lebanese cooking and the culinary heritage of different Lebanese regions, through seasonal changes and daily specials. For example, a single dish such as kibbeh could be served in the traditional style of different regions each day, demonstrating how the dish changes in taste and appearance depending on where it comes from. Tailored printed materials such as coasters and postcards accompany each dish to tell their story. Customers are even invited to participate in the decision making for new dishes.
Social interaction is at the core of Tawle’s concept. Conversation and socializing is encouraged at every moment; from the presentation of dishes and the layout of the space to the interaction between customers and staff. Exciting fresh dishes are served in compartmentalized trays to optimize the shared experience and establish boundaries without breaking the social aspect.
The restaurant space itself was designed to encourage this, with eating centered around a large communal table. Throughout the space, we strengthened relationships and engagement with the brand by creating playful instagrammable corners.
Working on the basis that 80% of business would come from deliveries, we designed stand-out packaging allowing customers to connect to the Tawle experience whether they are at home, at work or on the go. The innovative structure of the packaging both acts as a talking point and replicates the experience of shared dining that is at the heart of the Tawle concept.
Results
From the moment they enter to the moment they leave, customers are offered a personal and emotional experience that connects them to the Tawle concept.
Moments of delight were carried through to the take-out services, where customers receive complimentary samples and unexpected surprises such as friendly messages from Tawle staff. The online presence and delivery interface were also designed to be indulgent and delight customers with a clear menu display, stunning food photography and branding consistent with Tawle’s welcoming and Lebanese-inspired identity.
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