TRANSFORMING CAFE CULTURE WITH
AUSTRALIAN MUSHROOMS
THE CHALLENGE
Australian Mushrooms, in collaboration with Hort Innovation, sought to position mushrooms as a staple café menu item, comparable to the cultural success of smashed avocado. The program aimed to promote mushrooms’ versatility, sustainability, and health benefits while driving their adoption as a central feature on café menus. To achieve these goals, the program needed to overcome post-COVID industry disruptions and deliver measurable outcomes within a short timeframe.
OUR APPROACH
FoodLogic led the program with a holistic approach, combining strategic planning, data-driven insights, and industry collaboration to design and deliver an impactful campaign.
Data-Driven Foundations
Commissioned comprehensive industry research to validate initial assumptions and identify high-impact opportunities within the café sector.
Collected qualitative and quantitative data to understand café owners' attitudes, knowledge, and current usage of mushrooms, as well as the most effective communication channels.
Used the findings to inform program design, ensuring it addressed real challenges and resonated with the target audience.
Program Management and Validation
Managed all aspects of the program, from concept development to execution, while overseeing specialist agencies for campaign elements such as photography, videography, and social media.
Established a Program Reference Group (PRG) of industry professionals to validate the program’s approach and ensure alignment with café and foodservice needs.
Signature Serve and Educational Resources
Created the hero dish, "Mushrooms on Toast," to showcase mushrooms’ simplicity and versatility while aligning with plant-forward dining trends.
Developed an Educational Toolkit, including:
Preparation and cooking guides tailored for café staff.
Recipe cards inspiring creative applications of mushrooms.
Cost analysis tools illustrating the profitability of mushroom menu items.
These resources were designed to serve as long-lasting tools for the foodservice industry.
Ambassador Engagement
Identified and secured a high-profile Ambassador to amplify the campaign’s reach and credibility.
The ambassador participated in video masterclasses, live events, and PR activities, demonstrating mushroom preparation and inspiring cafés to innovate their menus.
Campaign Execution and Engagement
Delivered a social media campaign encouraging cafés to adopt mushrooms, with FoodLogic providing strategic guidance and managing deliverables.
Crafted detailed creative briefs for visual content, ensuring high-quality photography and videography that resonated with the target audience.
Sponsored the Café School at the Food & Hospitality Queensland Expo, featuring:
A dedicated stand showcasing mushrooms’ versatility through live cooking demonstrations.
Sampling of "Mushrooms on Toast," which received overwhelmingly positive feedback from attendees, highlighting mushrooms’ potential as a menu staple.
Farm-to-Fork Experience
Organised a Mushroom Farm Tour in Sydney, providing chefs and key decision-makers with an immersive experience of mushroom production.
The tour concluded with a dedicated lunch showcasing innovative mushroom dishes, further solidifying mushrooms as a desirable menu feature.
Efficient Execution and Strategic Impact
Delivered the program within tight deadlines, leveraging FoodLogic’s industry expertise and networks to coordinate seamless execution.
THE RESULTS
Validated Impact: The commissioned research ensured that every aspect of the program was tailored to address industry needs, leading to measurable growth in mushroom adoption.
Industry Engagement: The Queensland Expo stand and Mushroom Farm Tour inspired chefs and decision-makers, fostering greater understanding and appreciation for mushrooms.
Menu Innovation: Educational resources, ambassador involvement, and live demonstrations motivated cafés to incorporate mushrooms as a core menu item.
Enduring Tools: The preparation guides, recipe cards, and cost analysis resources continue to support foodservice professionals in their innovation efforts.
CLIENT TAKEAWAY
FoodLogic’s leadership ensured the program’s success, combining data-driven insights with strategic execution to inspire and educate the foodservice industry. From validating assumptions with research to managing briefs and engaging stakeholders, FoodLogic created a comprehensive campaign that elevated mushrooms as a must-have café ingredient. By fostering long-term value and industry-wide engagement, we set a new benchmark for foodservice innovation.