Well we have all been busy bees over the last couple of months, jetting off abroad quite a lot & taking our co-creation ethos to numerous different countries.

Now I could write something super intelligent and pithy about how the methodology and style of co-creation needs to flex via country (and in fact I’m sure I will indeed do that in the near future) but for now I wanted to write about something that was even closer to my heart…..

Lunch.

Aside from the need to flex approach, style and expectations from co-creation by market, the thing that most struck me was the need to flex what you eat, when you eat it and for how long.

Yes, honestly.

So I thought I’d share what we have found out about lunch from doing co-creations across the world over the last couple of months. Here is what we have learned from the UK, Germany, Holland, Argentina and Russia.

A 3 course lunch is of course preferable, but honestly, the humble brits are happy as Larry with a sandwich, a can of coke and something sweet and yummy. 30 minutes will do us fine, but if the pressure is on (which it sometimes is), and the energy & enthusiasm is up (which it always is) then we’re more than happy and willing to keep on working while we eat. Work horses to the last we’re only happy when we’re on the fly.

For Germans it’s not the size of the boat, it’s the motion of the ocean. Well not really, but to use a slightly cryptic metaphor what I mean is, what you have for lunch is less important than how long you have for lunch. Which is not that important actually, what is important is sticking to whatever you have said in terms of time – not a minute more or less will be tolerated without significant question and discussion.

In Holland it is less about what you eat for lunch (soup, rolls (lots of cheese) and salad in case you are wondering), more how you eat and how often! Lunch is just the start – a “formal” sit down affair, and it’s very important that everyone starts eating at the same time – grabbing an sandwich and wandering about is definitely off the menu. But ideally there should be a “second lunch” around 3.30pm which consists of some snacks of the same overall amount as lunch – 1 bowl of nuts and some Kettle Chips it is not.

Argentine's don't mess when it comes to meat.

Lunch in Argentina is THE BIG ONE, the main meal, after all it has to sustain you until about 9pm when it’s time for dinner. It is sacrosanct and a deliciously slow and relaxed affair. Don’t even bother asking if anyone is a vegetarian, they won’t be (looks of horror abound if you dare to suggest you might be a veggie), and wine is totally acceptable. Set aside at least 2 hours for a sit down, preferably 3 course lunch, though if you could make it 3 and all go home in between that would be heavenly.

Russia is all about BIG hearty fayre, a proper 3 course lunch for at least an hour with compulsory smoking between courses. For all.

So there you go – a quick whistlestop tour through the interesting eating habits and customs we have seen and learnt in the last couple of months.

Hungry anyone?