Consumers of the world are today looking for experiences, spaces and flavors to get excited about. New technologies also offer fresh solutions and opportunities for the food and drink industry. American Express wanted to create a concept that would be of genuine interest to both the public and existing customers. The company’s objective was, hence, to enhance the company’s brand image in Finland and to attract new cardholders. The company also strived to have an active role in the revolution of service culture.

During the month-long existence of the restaurant in central Helsinki, customers ordered dishes to the space from nearby restaurants using an app provided by a service company called Wolt. There was no delivery charge for customers and delivery optimization was taken into account when collaborating restaurateurs designed the dishes. At its best, the flavors of the dish develop new intensity during the delivery. There was an in-house bar serving drinks to customers. Four popular fine-dining restaurants also made their interpretations of delivery-optimized dishes. These special dishes were only available when ordered to Take In.