Hotel Gran Bilbao: innovation to stand out… in the shape of a donut!
Analysis/By now it is clear that innovation does not have to go hand in hand with technology, but… what about a donut? But it is a donut that goes beyond a simple image, since symbolizes a whole lifestyle in addition to fulfilling a differentiation objective. Behind are the always innovative professionals at the helm of the Hotel Gran Bilbao (HGB). This is the story of a donut, which has already generated even some socks.
The story begins in the midst of a pandemic, according to the hotel’s deputy director, Raul Amestoywho agrees with its director, Jorge Álvarez, in his love of sports and healthy eating.
For this reason, while practically the entire sector was working to cut costs, both would decide, in the words of Amestoy, “to mess things up and make some donuts with healthy ingredients, all natural: based on pumpkin or sweet potato, pure cocoa, etc. They obviously contain sugar, but naturally, they do not have added sugar or fat. are the “Healthy Gourmet Donuts”.
Its commercialization began in the hotel itself, but quickly, after moving it to social networks, where they are very active, “the people of Bilbao began to know them and liked the idea. There were days when Jorge, the head of Administration and myself we picked up the orders and distributed them around the cityonce it was possible to leave, although not from the autonomous community”.
“The hotel is already known for donuts; in fact, there are people from Bilbao who come just to buy them”, as its deputy director acknowledges. “We have come to sell a thousand donuts a week!” They definitely have pull
As a result of this success, according to Amestoy, “we wanted to do some socks to give prominence to the brandadvancing towards a merchandising line with products that go with our way of being and our lifestyle”.
The protagonists of the socksHow could it be otherwise, they are… their famous donuts! “We wanted to do something fun and we would come up with the idea of bringing the two together and now customers can buy both.” Even a nutrition brand has proposed that they take care of the white label of their donuts, with their distribution being carried out by the company.
Differentiation in the purest HGB style.
The famous chester of the Hotel Gran Bilbao, with its new “tenants”: the healthy gourmet Donuts!
Other initiatives of the Hotel Gran Bilbao in:
– Low cost crisis marketing strategies with video as a tool
– The Hotel Gran Bilbao goes down to the mine to celebrate its tenth anniversary
– Gastronomy to increase income and improve experience and reputation