Samsung Welstory is introducing menus developed in collaboration with Michelin-starred chef Fabbri to its actual catering sites and restaurant outlets. The strategy aims to strengthen menu competitiveness and broaden customer touchpoints by deploying dishes first unveiled through YouTube content at on-site locations.
Samsung Welstory said Tuesday that its YouTube series "Alphanam Fabbri," in which Chef Fabbri develops menus tailored to various food and beverage spaces, has been well received by client companies. First released in April this year, "Alphanam Fabbri" has aired three episodes so far and has accumulated 6 million views within two months of its launch, driven primarily by short-form content on YouTube and Instagram.
Fabbri is an owner chef who has received one Michelin star for 15 consecutive years in Italy and has built name recognition in Korea through cooking entertainment programs.
The company is expanding the customer experience by applying menus featured in the content to actual sites. "Minari Crumble Pasta," unveiled in the first episode, will be served at Samsung Welstory catering sites nationwide starting on the 9th of this month. "Cotalian Bibim Pasta," which appeared in the third episode at Cucina Mario, an Italian restaurant at Everland, will be sold starting on the 19th.
In particular, the Cotalian Bibim Pasta uses "Vito" pasta noodles from Italy's Atlante, which Samsung Welstory exclusively supplies on a B2B (business-to-business) basis. The company expects that menus developed through the content will enhance the catering competitiveness of client sites while also generating promotional effects for its food ingredient products.
Samsung Welstory plans to use the content as a platform that goes beyond simple brand promotion to support catering menu development and the foodservice ingredient business. The company has recently been strengthening its "food solution" business, which combines menu consulting and marketing with food ingredient supply. "We plan to continue collaborating with foodservice ingredient client companies to introduce differentiated menus and expand marketing support that enhances the brand recognition of our clients," a Samsung Welstory official said.
