Weight Watchers opened a pop-up café in London for just a week, offering healthy food for free… Provided diners share the experience on social media
The Feel Good Café in Hoxton Square, East London, aims to champion “choice, flavour and real food” and is offering all foods free of charge in exchange for visitors spreading the feel-good message via social media.
It was launched off the back of research commissioned by Weight Watchers UK which revealed that women in the UK are confused when it comes to beginning a change in diet.
Over half (52%) do not know how to begin their weight loss journey and only 8% feel confident about making healthier food choices.
Matt Davis, head of licensing, Weight Watchers UK said: “Our research reveals that people want to control their weight while still feeling satisfied, and without compromising on flavour and satisfaction. We’re launching Weight Watchers Feel Good Café to demonstrate that this can be done and to empower people to feel good about the food that they love to eat.
“The Feel Good Café is the perfect way to showcase our confidence in our Weight Watchers Foods product range and our pride in our expertise and our heritage.”
The pop-up café is a tester for the company as it considers opening more across the country.
The menu includes Wraps, salads, flat bread pizza as well as Weight Watchers pre-packaged food products.
The menu also includes hot meals like a Full English breakfast, but with Weight Watchers sausage and a poached egg instead of fried.
The café acts as an introduction to both the brand and Weight Watchers’ products. Using social media not only helped announce the pop-up but encouraged people who may shy away from a Weight Watchers-branded café.
Customer acquisition costs can costly, so a stunt like this gets both PR value and trades free product for real social media promotion by regular people.