Good Food Ride
From a stop-off at a windswept pub for slabs of homemade pie, to a mouthwatering spice-hit at a tiny tucked-away curry house, some of the best meals we ever eat are not always the easiest to come by. Fortunately, the BMW Good Food Ride reveals 101 of the most exceptional dining experiences across the UK, and how to get there.
In the battle for the metropolitan liberal consumer, BMW was increasingly perceived as a little too macho against the more design-conscious Audi driver. Our research on the topic revealed this liberal-minded audience were obsessed with all things food.
We realised that food often lent purpose to a drive, even if it was just buying sweets to eat in the car. So we compiled The Good Food Ride, a premium guide to eating, ranging from the best cabbie’s curry to the most quintessentially English tearoom.
We explored the relationship between driving and food with experts like Heston Blumenthal and food writer Henrietta Green, while the 101 destinations were suggested by 200 local connoisseurs across Britain. The guide included short essays on modern eating and a series of local scenic drives with suggested food-stops along the way. It was complemented by our Taste Drive podcasts, featuring commentary from Heston Blumenthal. Alongside this, we launched a microsite featuring all our creative content, and invited users to enter their own recommendations of places to visit.
We hosted the press launch at The Fat Duck and press coverage surpassed expectations. The Observer Food Monthly serialised the guide, and more than 40 leading titles and radio stations, such as Olive, The Sunday Times and Country Living covered it. The guide is also available on Amazon, in all BMW dealerships, every destination it highlights, and its content is uploaded to the GPS systems of all new BMW cars.