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Organisers’ manual

2016Liljedal C

omm

unication

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• About ................................... 3

• Preparation ....................... 4

• Rules .................................... 5

• Format ................................. 6

• Marketing .......................... 7

• Setting................................. 8

• Documentation ............11

Content

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A Dog Fight let’s you make the most of the gourmet hot dog trend by arranging a cook-off competition based on premium rolls. In this guide you’ll find advice on planning and executing the event, as well as leveraging the content afterwards.

Take aimThe first question you need to answer is why you are arranging a Dog Fight in the first place. What do you want to achieve by it, and who should be involved? Is it for customer care, PR, content creation, or something else? When you have identified your main goals, you can plan the event accordingly.

Some examples:

• Reinforce competences in hot dog menu development to strengthen dialogue with food service customers

• Develop and share recipe suggestions for premium hot dog rolls in our international assortment

Om arrangemanget

Up for a Dog Fight?

The original Dog Fight-event was held in Copenhagen in March 2016. That event will work as a blueprint and source of inspiration throughout this guide. However, feel free to think outside the

box when adapting to your own goals and local conditions.

Now, let’s get you ready for the fight!

• Develop a gourmet approach to specific hot dog roll products

• Share experiences from Unibake Academy Fast Food training programs and modules

• Socialize and reinforce relations between local Development Chefs

• Gain inspiration from the local comfort food scene and connect with industry front-runners

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Preparation

Prepare for battleThe preparation stage is arguably the most important part of any event. A lot of common problems can be avoided entirely by planning how the Dog Fight is going to play out.

Planning guide overview1. Set a date for the event.

2. Find a suiting location with as many cooking stations as participating chefs. Check availability – and book it if necessary!

3. Outline the structure of the competition. Decide how many recipes each chef must prepare and how many heats the competition is made up off. Set rules regarding recipes and judging criterias (see the following pages for inspiration).

4. Decide which, and how many, chefs that will compete in the Dog Fight. Reach out to them personally and make sure they are up for the task – and available at the date of the event.

5. Communicate rules with the chefs and ask them to provide you with a detailed shopping list for their recipes. Make sure they understand that only the ingredients that have been submitted beforehand will be available at the Dog Fight.

6. Invite other key stakeholders and participants depending on the scale and purpose of the event. For example jury members, prospects, colleges, etc.

7. Buy ingredients for the recipes.

8. Plan how to document the event and who’s doing what (photographing, filming, interviews, etc.)

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It is important that everyone involved in the competition understands how each recipe will be evaluated. The chefs must be able to take the following rules and judging criteria into consideration before submitting their recipes.

Competition rules

Competition

Judging criteriaEach category is given a score of 1 to 10.

1. Visual Presentation • VISUAL IMPACT • STRUCTURE • SEXINESS

2. Toppings Flavour, Imagination, Chemistry

3. Bread presentation Flavour match, density, toasting

4. Overall “eatability” Properly prepared sausage, bread and toppings

5. Adherence to “Hot Dog Architecture” A combination of all the visual and food elements working together to create the perfect gourmet hot dog

Rules of engagement• Your gourmet hot dog creation should retail at

no more than €10. Ingredient cost per serving should be no more than €3.

• Knives and forks are banned in the serving area. Your Hot Dog should be able to be eaten with the hands or the feet.

• You should only use preparation techniques and equipment that are standard to a commercial kitchen. Liquid nitrogen is not allowed.

• If you have any special home-made condiments or toppings, you need to submit a full recipe for these. This is “open innovation”.

• Your gourmet hot dog must contain a bread and a sausage from the attached list.

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Competition

The recommended way of organizing the Dog Fight is by competing in heats with different focuses. This makes the judging process easier and puts you in control over what kind of recipes are produced.

Example of heat structure:• Each heat is limited to 1 hour

• Chefs get 40 minutes for cooking

• Jury/judges get 15 minutes for scoring

• One recipe per heat. Chefs should prepare 5 dishes per recipe (4 for eating and 1 briefly heated for photo)

• Theme examples: vegetarian dishes, classic hot dogs, team competition, local ingredients

BILD Portioner?

Competition format

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Invitation and marketing

When you’ve got everything sorted out regarding the actual competition, it’s time to get people talking about it – and eventually to show up at the event. With the right invitation and marketing you’ll effectively reach stakeholders as well as create PR and gain attention.

• Every competing chef should be contacted personally. Never rely on a general invitation e-mails or advertising in this case. Their participation is critical to the entire arrangement.

• Your communication channels should always be based on where your target groups are active. For example, e-mail and LinkedIn might be the best choice for inviting prospects, while Instagram is a better for gaining attention from a younger audience.

• Don’t make hashtags too general. Since other countries might arrange similar events, #dogfightdenmark is better than just using #dogfight. If you aim for a wider reach, try adding more general hashtags such as #hotdogs in your posts as well.

MarketingExamples of invitation material

Insta

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Up for a Dog Fight?

Mail

Instagram

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Heat 1: Fantastic five

Heat 2: Green Machine Heat 4: The signature

Heat 3: the Patriot Themed Fantastic Five, the teams will create dish-es containing no more than five ingredients/compo-nents including the bread and sausage.

Team 1: The Phantoms Pilots: Jonas & Jerzy

Team 2: The Eagles Pilots: Hanne & Jörn

Themed the Patriot, chefs compete individual-ly with a dish representing their home country. Breads are freely chosen from the list.

Themed the Green Machine, two teams will make a healthy dish and two teams will make a vegetarian dish. Set breads.

VEGETARIAN

Team 1: The Tomcats Pilots: Louise & Jonas Bread: Maxi Wholemeal

Team 2: The Mirages Pilots: Jerzy & Marko Bread: Fibre

The final heat is individual and your chance to boast your signature hot dog and show that you are a true dog fighter! Free selection of bread from the list.

Choose from the following breads: Onion • Pretzel • Brooklyn • Royal • Durum

Choose from the following breads:

• Brioche

• Buffalo

• Chicago

• Specjal

• U-brot

Choose from the following breads:

• Brioche

• Buffalo

• Chicago

• Specjal

• U-brot

Team 3: Fighting Falcons Pilots: Davor & Marko

Team 4: The Albatrosses Pilots: Louise & Benoit

HEALTHY

Team 3: The Thunderbolts Pilots: Jörn & Benoit Bread: Oat & Spelt

Team 4: The Spitfires Pilots: Hanne & Davor Bread: Wholemeal 30

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Program

WEDNESDAY – March 30

THURSDAY – March 31 TUESDAY – March 29 19.30 Arrival and check-in at Adina Apartment Hotel

20.00 Meet in the lobby for: Transport to restaurant Welcome Workshop introduction Hot dog dinner

22.00 Return to the hotel

8.00 Meet in the lobby for walk to Weber Grill Academy

08.15 Kick-off and briefing

08.45 Dog Fight Heat 1-3

12.30 Break (Interviews during the break)

13.15 Dog Fight Heat 4

14.45 Wrap-up

15.00 Back to the hotel

17.00 Meet in the hotel restaurant for Unibake Academy discussion

18.00 Copenhagen trend tour: • DØP • Pølsekompaniet • Paleo

22.00 Return to the hotel

8.00 Meet in the hotel lobby for walk to Weber Grill Academy

08.30 Kick-off and instructions

09.00 Co-creation of French hot dogs

13.00 Break and refreshments

14.30 Wrap-up

15.00 Departure

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Setting

The concept contains graphics and templates that can be used to get the right look and feel.

Signs for workstations, 80 x 35 cm

Rollup

ApronDiploma, A4

”Flightplan” with program, rules etc. A5 size.

Backdrop / popup wall

For an outstanding performance during the creative hot dog work shop – Dog Fight

Copenhagen 2016

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Copenhagen March 29-31, 2016

FLIGHT PLAN

01WORKSTATION

Available for download

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Setting

Concept background with logo

Dog Fight heroes photo

Dog Fight logos

Concept background, neutral

Paper background Metal background

Available for download

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Setting

More inspiration

Lantmännen Unibake branding Apron

Briefing area

Briefing boardsiPad as countdown clock

Workstation signs

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Documentation

Documentation and content creationNowadays, creating content is just as important as the actual event. In some cases it might actually be the main purpose of arranging a Dog Fight. By documenting the event thoroughly you’ll extend the lifetime of the arrangement, as well as being able to communicate with target groups that couldn’t attend.

• Make sure the event is being both photographed and filmed. This will make it easier to create content for different purposes and channels.

• Capture both the big and small stories. Apart from documenting the progression and outcome of the main competition, look for the small stories as well. For example, interview the chefs about their thoughts on the hot dog trend, highlight the use of certain ingredients, make an in-depth report on umami flavours, etc.

• Produce varied content. By covering the event through photos, videos, articles and infographics your content will feel both fresh and rich. We all prefer different kinds of content – make sure there’s something for everyone!

Photos for creating recipesPress photos of all participants

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