Eats From The Street
dining experience for audiences across the country
British Land wanted to create a better dining experience for audiences across the country. They called upon Xcite to source emerging foodie talent and set an inspiring scene for a gastronomic revolution.
The Brief
The UK’s dining scene is growing at an exponential rate. Abundant choices mean consumer expectations are higher than ever.
Xcite needed to produce an experience that could exceed consumer’s previous foodie encounters. The event needed to exhilarate audiences, generate online hype and capture influencer and journalist interest.
What’s more, every element needed the versatility and mobility to translate into varied spaces throughout the UK.
Our Solution
Carefully handpicking the country’s leading food vendors, Xcite knew exactly how to curate an impactful experience. Rotating diverse street-food talent with an iconic Routemaster bus, the team’s meticulous attention produced a truly original offering.
Across the 10 week tour, the team transformed each new location with their themed dining areas and invited selected influencers from across the region to trial the experience.
The result? Xcite’s industry insight and knowledge of the latest culinary trends saw them disrupt the dining category, delighting press and consumers. The activation was so successful that it won an esteemed Purple Apple award.
Popular demand called for Xcite to produce Eat from the Streets for a second year with an ever-growing list of destinations.