CX Insider - Customer experience leaders sharing insights and ideas for customer service success
What does it take to reinvent food innovation? 🍴In this episode of CX Insider, we sit down with Ian Toll, CEO of Oscar Mayer UK, to uncover the story behind the Gastro Hub — a fully choreographed innovation centre built to transform how ideas in the food industry are created, tested, and brought to life.
Ian shares his journey from leading global restaurant chains to pioneering immersive innovation at Oscar Mayer. Discover how choreography, sensory experiences, and collaboration are redefining how the food manufacturing industry innovates.
This episode is a masterclass in creativity, leadership, and customer experience — for anyone passionate about innovation that actually tastes different.
🎧 Brought to you by EME Worldwide — experts in brand and experience design.
00:00 – Welcome to CX Insider00:31 – Introducing Ian Toll, CEO of Oscar Mayer UK00:52 – Ian’s 38-year career journey in food and drink01:38 – The transformation of Oscar Mayer UK03:00 – What is the Gastro Hub and how did it begin?05:18 – From idea to innovation: designing the perfect hub06:23 – The six chapters of the Gastro Hub experience07:09 – Inside Mission Control: setting the stage for innovation09:00 – Sensory insights and customer testing10:48 – Rethinking packaging and sustainability13:35 – How immersive environments spark creativity14:24 – What clients gain from the Gastro Hub experience16:53 – The power of choreography in innovation18:05 – Designing every detail: from carpets to antiques20:14 – The difference between a showroom and an innovation centre21:25 – Empowering teams through creativity and collaboration22:53 – Why sensory engagement matters25:37 – The post-Covid innovation culture27:00 – Building purpose-driven experiences for the future29:05 – Making Wrexham the UK’s hub of food innovation30:12 – Collaboration and creative problem-solving32:42 – Building the Gastro Hub in just 13 weeks34:21 – Merging tech, design, and human experience35:11 – Final thoughts and key takeaways
🔗 Listen or Watch:
📺 YouTube: https://youtu.be/HI4sc5a0nqo
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