Since becoming part of RTL Deutschland in 2022, Eat the World has used the company’s media power to triple its sales. Now, the culinary tour operator will capitalise on the synergies of its strong umbrella brand by merging with city experience tour operator Meet the World – previously a subsidiary brand of Eat the World. As of 15 October 2024, the entire range of tours will operate exclusively under the Eat the World brand.

“Discover & Enjoy” is Eat the World’s new motto. With a refreshed brand identity and relaunched website, Eat the World focuses on “mobile first” to offer its entire range of city tours – including culinary tours, quizzes, outdoor escape games, crime mystery tour, Geo Epoche historical tours and Geolino city games – in a user-friendly environment.

The new structure of the website makes the booking process faster and easier than ever before. External partners can benefit from data-driven advertising and direct sales on their own website, alongside a large branded search volume and well-designed algorithms with high customer loyalty and recommendation rates. An initial test phase resulted in a 30 per cent increase in sales of Meet the World tours.

The refreshed brand identity is promoted with a cross-media advertising campaign across print, digital, audio and TV. The corporate design focuses on bright, friendly colours, alongside a modern and more emotional visual world to emphasise the new product experience. In the future, AI will be used to create image material and optimise and automate organisational processes.

Astrid Hamer, Managing Director of Eat the World, says: “Every day, we put a smile on people's faces with our culinary and cultural city tours and experiences. And AI is not only an important tool for expanding our market leadership – in the age of AI, people long for personal interaction and shared experiences. As a result, AI also helps us to maintain our brand essence.”

With 30,000 tours organised in 56 cities every year, Eat the World is a market leader in the field of culinary tours. Since taking over the Eat the World brand as a start-up of Gruner + Jahr in 2017, Astrid and her team have worked on years of strategic expansion and modernisation to generate new revenue streams and continuously expand the portfolio of tours. Last year, Eat the World added new vegan tours in Hamburg to its existing portfolio of around 170 tours.