With ready to heat packet rice sales on the rise, there was a real opportunity to showcase the versatility, ease of use and depth of global flavours that Tilda had to offer.
We created the first ever do it yourself ricestaurant, a dine in venue where guests cooked for themselves or their friends in a matter of minutes. Picking up on the freestyle trend of cooking, which focuses less on recipe books and more on opening the fridge and seeing what is there. The concept of having a range of rice options as a base on which to build wider freestyle choices hit the zeitgeist. The ricestaurant featured a table of fresh ingredients, a store cupboard of Tilda global ready to heat rices, and a row of woks with chefs on hand to ‘guide’ guests when needed.