Explore essential elements for a successful food and beverage concept

Ferrandi Paris is a century-old institution specialising in gastronomy and hospitality. On this creative food marketing course, the school will take you on a journey through the rich heritage of French haute cuisine.

As you meet gastronomic greats and take a tour of the Emerald Coast in Brittany, you’ll find inspiration for your own culinary career. You’ll build the skills you need to design, develop, and market your own creative food brand.

Understand and analyse food trends and concepts

Before you can get stuck into designing a brand, you need to understand trends and concepts in the food industry.

In the first week of the course, you’ll delve into food history, explore the sociology and anthropology of food, and review the main rules of restaurant design.

Identify trends inspiring business opportunities worldwide 

In this week, discover you’ll compare and contrast key Western and global food trends.

To inspire your own ideas, you’ll build a mood board and receive collaborative feedback from your course leader, Virginie Brégeon, and peers.

Explore the impact of sustainability in the food industry

Week 3 of the course focuses on the impact sustainability is having on the global food industry.

You’ll learn what it means to take a sustainable approach to food, and look at some real-world examples of sustainable businesses developed by French foodpreneurs. This week will conclude with a live session with Virginie Brégeon.

Delve into food design, identity, and branding

In the final week of the course, you’ll start putting together a sample menu for your own food brand. You’ll learn how to turn an idea into a fully-fledged food identity and successful business.

With the expertise you gain over the four weeks of the course, you’ll be ready to make your culinary dreams a reality.

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Syllabus

Week 1
Conceptual framework of food creative marketing and design
- Course Welcome
  Who am I? Who are you? This activity will help us get to know each other better. We will also define your expectations so that you can embark on the adventure of food creative marketing and design.
- Basics of sociology and anthropology of food
  Let's explore some basics of sociology and anthropology of the food.
- Satisfaction, enchantment and well-being
  Let's explore how consumers feel about food marketing and their expectations to understand the role of cooking in our society!
- The main rules of restaurant design
  Describing the main rules of restaurant design.
- The influence of culinary heritage
  Discovering the influence of culinary heritage.
- Reflect & Connect
  Wrapping up this week together.
Week 2
Food trends in the restaurant and tourism industry
- Ready for Week 2
  Learning outcomes, key point, trends scooting and monitoring... Let's take a closer look at the week's activities.
- The qualitative and identity dimension of culinarité
  What is culinarité? Find out in this activity.
- 4 Main western and worldwide food trends
  In this activity, discover 4 main werstern and worlwide food trends.
- Food and beverage in tourism market
  Explore New trends of food and beverage in tourism market.
- Food trend strategies
  Develop Food trend strategies to build a trend monitoring and a moodboard.
- Reflect and connect
  Wrapping up this week together.
Week 3
How sustainability impacts the food industry?
- Welcome to Week 3
  Inquire about the agenda!
- A Sustainable approach in the food industry
  Define Sustainable approach in the food industry
- Sustainable places and foodpreneur in Brittany
  Discover sustainable locations in the west of France more precisely in Brittany.
- Reflect and connect
  Wrapping up this week together. Don't miss Live session with Virginie Bregeon February 2 at 2 pm GMT.
Week 4
Food design, identity, branding
- Welcome to Week 4!
  Description of the week
- Defining food design(s)
  Define and describe food design
- Food identity and branding
  Culinary identity, strong brand... Define all the elements to create food identity and branding.
- Inspiring french food branding
  Exploring Compelling French Food Branding for Inspiration.
- Menu design and pricing
  Here are some principles to guide menu creation.
- Reflect and connect
  Wrapping this course

When would you like to start?

Start straight away and join a global classroom of learners. If the course hasn’t started yet you’ll see the future date listed below.

Available now
Join - $194
6 May 2024
Join - $194

Learning on this course

On every step of the course you can meet other learners, share your ideas and join in with active discussions in the comments.

What will you achieve?

By the end of the course, you‘ll be able to...

Describe the conceptual framework of creative food marketing and design through key sociological and food anthropological theories.
Identify european food and restaurant trends that can inspire business opportunities worldwide. 
Design food experiences that match today’s consumer expectations with a mood-board.
Create a brief for eco-luxury identities of sustainable food experiences  by managing a trend scouting strategy, by designing food experiences, by implementing sustainability in their food brand dimensions.

Who is the course for?

This course is designed for anyone with an interest in food and hospitality.

That includes food enthusiasts, foodpreneurs, food industry managers and students on food and hospitality programmes.

Who will you learn with?

Virginie Brégeon de Saint-Quentin

Food Marketing and design PhD
Ferrandi Associate Professor
Sciences Po Rennes Associate Professor
Designer and consultant www.virginiebregeon.com

Who developed the course?

Ferrandi Paris

FERRANDI Paris, a prestigious institution in the field of hospitality education, is a member of the Conférence des grandes écoles. It is dedicated to cultivating excellence in gastronomy and hospitality, grooming elites to be actors of renewal in France and abroad.

What's included?

This is a premium course. These courses are designed for professionals from specific industries looking to learn with a smaller group of like-minded individuals.

Unlimited access to this course
Includes any articles, videos, peer reviews and quizzes
Tests to validate your learning
Certificate of Achievement to prove your success when you're eligible
Download and print your Certificate of Achievement anytime

Join - $194

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