Normally, when customers come to dine at a restaurant, they will experience and remember our restaurant through many factors surrounding the restaurant, which are all important 'Touchpoints' of Branding. Customers do not only come to taste the food, but also to experience our restaurant. But when ordering food via delivery, these things will be less. Do you know that we can provide a good dining experience to customers and do branding through delivery at the same time? By focusing on packaging, the expert who will share knowledge with restaurant entrepreneurs on this matter is Mr. Pathompong Deepanya, CEO of Dezpax, a startup that provides packaging solutions for SME restaurant businesses in particular. "When customers come to dine at a restaurant, they will experience an emotional experience that various restaurants communicate their branding through various elements in the restaurant, whether it's parking, the entrance to the restaurant, logo, table color, decoration atmosphere, staff reception and service, quality and taste of food, etc. It can be said that it is every element in the restaurant. But when it comes to food delivery services, what kind of experience and branding will customers receive?" “I must say that delivery operators come in many forms. There are big brands that customers already recognize, but most of them are SMEs or home delivery businesses, and there are still many customers who don’t know about our restaurants. When customers order food and have it delivered, there are only two things in front of them: ‘packaging’ and ‘food’. Therefore, paying attention to packaging is very important in doing food delivery.” He gave an example that many people might have encountered, such as a restaurant that has delicious food, but customers have problems when receiving the food, finding that there are spilled food. This may be because the packaging chosen cannot meet the requirements of protecting the food or cannot withstand the risks of transportation, causing the food to arrive in customers’ hands in an unsightly condition. It may even spill and make a mess for customers to deal with, even though the food is delicious and the customer already has a bad experience. Therefore, the first and most important duty of packaging is to protect the product inside so that it reaches the consumer completely. The second duty is to create branding.

Packaging Is A Silent Salesman “In foreign countries, they have a saying that

“Packaging is a silent salesman”, which means that packaging acts like a salesperson or a sales assistant without the need to speak. Imagine when we go to the supermarket, sometimes we are attracted by the packaging that attracts us to look at that product. Packaging is a very good marketing communication tool.”

Food-friendly packaging Help provide a better experience for your customers And it also helps create branding for the store.

Packaging = an important thing that helps build both branding and add value . “It cannot be denied that

'Food containers' are the core of the restaurant business. In addition to considering the taste of the food and the delicious food, what is indispensable is cleanliness, safety, and standard food containers. " Each restaurant business must choose the one that is suitable for that menu or their own shop. Packaging is therefore something that must be able to meet the needs of customers or consumers very well. It is very important to consider transportation to customers or consumers because when it reaches the customers, they will feel the care and quality of your food packaging." Think of the same food, it might be stir-fried basil rice. The first box is in a foam box, which may be sold for only 40 baht, and the other box is in a food grade bowl with 2 layers: the lower layer is for rice, the upper layer is for stir-fried basil, clearly separated, and is in the form of a bowl with a lid. This type of packaging not only helps protect the food, but also helps maintain the taste because stir-fried basil is not poured directly onto the rice. By the time it reaches the customer (or if the customer does not eat it immediately), the rice may be soggy and tasteless. However, if you choose to use packaging with this function, it will help maintain the taste and quality of the food and increase the selling price by 89 baht or something like that. It turns out that the packaging cost may increase by only a few percent. However, the price of the food can be Value Added (add value) and sold at a higher price because consumers themselves are willing to pay more in exchange for Food Grade packaging and receive a better experience, seeing that it is worth the price, which is considered a profit for the shop. This is an example of branding and increasing value by choosing packaging to elevate the food and increase its value.

When choosing the right type of packaging for your food, in terms of functionality, it is important to understand that:

 The food is sensitive to what? For example, fried food is sensitive to packaging that cannot release heat. If food is put in while it is still hot and the packaging does not have a function that can release or absorb steam, by the time it reaches the customer, the fried food will lose its crispiness. Or soup food, if it cannot be tightly sealed, it may spill and make a mess. Another thing is to understand consumer behavior. For example, the type of food ordered, besides going through the 'Journey' or traveling to the customer, what are the behaviors? Do they eat it immediately? Or is it food that is often left for a long time or kept overnight to eat? For example, clean food that customers often order as a 3-meal set, a 3-day, 5-day set, or an entire week set. Therefore, one function of these clean foods that should be there is that they must be able to be frozen and microwaved. Therefore, we must understand and consider consumer behavior when choosing packaging.

Tips on building a brand through packaging: In addition to various types of printing solutions, whether it be printing a logo on a sticker for pasting, printing directly on the packaging, or printing as a strap, etc., well-designed packaging can also help tell an interesting story or story of the brand, including links to various channels of the brand. There are tips that entrepreneurs can follow as follows:

• Add a tagline or slogan , a story about the journey of the ingredients, meticulous cooking, or any other interesting story about the brand or menu, on the label, strap, sticker or in an appropriate location on the packaging.

• There is a QR Code for links to the website, page, Line ID, or details of the store's various contact channels.

'Ohkajhu', a famous salad shop, is a brand that tells an interesting story about branding through its packaging.

Dezpax, a packaging startup that provides solutions for food delivery. Thailand has more than 300,000 SME restaurants nationwide. Although they are not large operators, they are considered a large number. Normally, if you want to make your own packaging, you have to contact factories and

There is a problem because there is a minimum order that must be ordered in large quantities in order to get products at a cheaper price . Sometimes, there are many products that must be purchased. For example, if it is a coffee shop, there must be plastic iced coffee cups, hot coffee cups, heat-resistant coffee cup sleeves, straws, stirring spoons, bags, carrying bags, snack boxes, etc. Sometimes, ordering many products requires ordering from many factories. In addition, there must be a large amount of stock to keep the cost low. However, ordering in large quantities causes capital to be tied up in stock. Dealing with many manufacturers is a difficult matter that wastes entrepreneurs' time. Dezpax sees this important pain point for SME restaurant entrepreneurs, so it has designed a B2B E-commerce Platform to directly address the problems of SME restaurants.

Dezpax is a B2B E-commerce Platform. Designed to directly solve problems for SME restaurants

Advantages of Dezpax for SME Restaurant Operators

• The ordering process is easy and convenient, with product categories divided to help you find the right packaging for each food business, covering all uses.

• No need to order in large quantities, which will cause costs to sink, which will benefit the store's cash flow, allowing money to circulate to spend on other important business matters. It also does not waste stock space, sells at prices similar to buying from the factory, and can be purchased gradually as often as needed, plus free delivery.

• It is a One Stop Solution for SME restaurants to help save costs and time. In addition to being able to order various products from here in one place, there is also a printing service to create branding by designing a journey for ordering that is easy and convenient, for example, when choosing packaging and ordering a logo, there is a system to show samples and calculate prices for customers to see on the website to help them decide. Or if you want help designing, there is a team of professional designers who are ready to provide services as well.

• There are various complete printing solutions, whether it is printing stickers for sticking, printing on packaging, printing as a strap, or printing the entire package. You can choose the desired design and price rate so that the system can calculate the price for you to decide to order immediately.

Dezpax distribution channels

• dezpax.com

• Facebook: Dezpax

• LINE Official : @dezpax

• Dezpax Packaging Solutions Design Studio at Makro Sathorn branch is open daily. Customers can drop by to see ideas for choosing packaging and receive free consultations from Dezpax staff who are ready and willing to provide services.