French GourMay: Turning a Food Festival into a Living Loyalty Lab

When French GourMay brought its open‑air markets to Hong Kong, the organisers wanted more than full aisles and happy faces. They were looking for a way to connect visitors with dozens of French produce exhibitors in a simple, memorable way – and to understand what was actually happening across the floor, not just at the ticket gate.

That’s where meed stepped in as the official loyalty partner for the French GourMay Market events at Central Market and Nina Mall, working with Business France to create a festival‑wide digital stamp card that anyone could join in seconds.​

meed's Food Festival Solution

Instead of each stall running its own little promotion, French GourMay used meed to power a single rewards programme across more than twenty exhibitors. Visitors scanned a QR code at any participating booth, joined a bespoke French GourMay stamp card, and started collecting stamps every time they spent. Hit the right number of stamps, and they could redeem gifts like a drop‑stop, Häagen‑Dazs ice cream, a festival tote bag or a branded glass, all managed from the same digital card.

There was no app to download, no passwords to remember, and no paper cards to lose – just a simple, festival‑wide experience that felt natural in the middle of a busy market.​

Behind the scenes, exhibitors used the meed business app to issue stamps at the stall, with each tap quietly feeding the organiser real‑time insight. Instead of guessing which areas “felt busy”, French GourMay could see live data showing where most of the activity clustered, which stalls visitors gravitated to, and how engagement shifted between the two venues and across the different days of the market.

That stall‑by‑stall view meant the team could finally answer questions from sponsors and partners with confidence – not just how many people came, but where they went, who they bought from, and which rewards really caught their eye.​

Driving Results

For the organisers, the biggest win was how much smoother the whole loyalty piece felt. meed handled the digital setup, signage and simple vendor onboarding, so the French GourMay team could focus on curating great food and drink rather than building tech.

Exhibitors appreciated being part of a single, coherent programme rather than competing promotions, and visitors enjoyed a clear, festival‑branded journey from first scan to final reward. French GourMay ended the markets with exactly what most events still lack: a warm, human experience on the ground, backed up by clean, visual data they can use to plan the next edition.​

After the event, meed was able to provide Business France with a complete report that they could share internally, packed with insights to help with planning for the following year.

meed can help you drive more revenue for vendors at your food festival - please feel free to reach out via the form at meed.events.