If the lacks and specificities of a local market are not taken into account, the process of gastronomic globalisation is missing a lot of opportunities.
In Argentina, when shopping kitchen utensils online, they go through Customs and buyers spend hours queuing and have to pay taxes. Mexicans, Chileans and Colombians check online recipes from American and Spanish blogs but theirs keep a local spirit and their sponsors still tend to be national.
Nowadays, gastronomy is global. If we check the most followed Instagram profiles of the industry, it is pretty clear that people cook and discuss recipes all over the world and from anywhere in the world. Food lovers know the terms used to name ingredients and they are interested in the diverse world cuisines. This is a great opportunity for entrepreneurs.
Social Impact to Achieve Local Success
However, it is important to know the local reality to be successful globally. ‘The type of services and products that are needed in a market whose 98 % of the population is middle class and working class are very different from the ones required by the 5 % of its upper class and from a market such as the US’, Jorge Perez explains in his article published in Medium, ‘The reality of the Latin American market and its possibilities’. He presents examples such as Whatsapp. They were able to see an opportunity in a huge market that was paying for mobile phone conversations.
This entrepreneur, CEO of VayronLabs, says that the key to success in conquering a local market globally is , firstly, knowing it well and, secondly, making a social impact: ‘Become a high media profile business and create interesting, educational and entertaining content in your industry’.
Grow Local to Become Global
Products and cooking utensils distributors face this reality constantly. From health and safety regulations to selling techniques that work best in a particular market, but that may cause conflict in other ones. This is what happened to NordicWare when they offered their new bundt cake pan exclusively to one of their sellers for a few days. They encountered the rebellion of all the other sellers and many customers. They were accused of not knowing the local market. The discussion took place on their Instagram message thread and the company had to apologise.
On the contrary, the top food bloggers from Latin America are aware that globalisation is a great opportunity for them. First of all, they need to be popular locally. For example, Paulinacocina.net has created a growth strategy. She publishes recipes very often and combines it with good photography skills, a technical improvement of the site and sponsoring ideas. Her objective is to become an influential blogger in Argentina and, in the long term, the most influential Spanish-language food blogger in the world.
Therefore, an entrepreneurship such as tomandchee.com should do a market research to find target markets that love doughnuts in order to grow from their street tent and increase their 14 million Euros annual sales.