From hassle to solution: how HelloFresh™ has disrupted the food industry
Associate at Minds&More
I admit: I’m lazy. Cooking a healthy dinner is not my favorite activity when I come home after work. That’s why we order a HelloFresh™ box twice a month . It amazes me every time how well they understand the concept ‘solution’ and how they build an experience around ‘food’.
Let’s analyze how HelloFresh™ makes me a happy customer!
First step: they understand the pains and the gains of their target audience
Eating healthy is important to my family and me, but we do not manage to make dinner every day. Why? We often forget that one crucial ingredient in the supermarket or we buy too much and have to throw away a bunch of food that has gone bad.We often do not have the time, don’t feel like it (crappy excuse, I know) or prepare the 4 dishes we know best. A lot of excuses -one maybe better and more convincing than the other – for not cooking a healthy dinner.
Second step: they have developed a solution that offers pain relievers and gain creators
The guys & girls at HelloFresh™ understand our pains and have created a solution. They offer a wide range of healthy and easy dinners, delivered at home in a box containing the right amount of ingredients. No excuses anymore: our pains were countered by the pain relievers and gain creators of their solution. As a result, we’ve signed up to HelloFresh™with a smile and a box is delivered at our home every two weeks.
Third step: they have added an experience to their solution
HelloFresh™ has taken one more important step: they build a great experience around the delivery of their boxes. They have created an app that allows you to choose the dinners you want the coming week and tells you the expected delivery time. They have also added the occasional surprise present to your box. And that’s not all. They’ve gone the extra mile: when a friend of mine was not able to receive a box because she was giving birth (true story!), they sent a cute start-to-eat set for the baby!
What can we learn from HelloFresh™?
Ok Google, what is voice search?Maxence TabankiaDigital Marketing ConsultantVoice search, the new search engine“Siri, what’s the nearest Lebanese restaurant?” “Alexa, play the last album of Beyoncé” Ten years ago, if you were asking something from your cell phone,...
6 ways customer experience helps you build unique organisational capabilities Stéphane BeauduinPartner at Minds&More 15 MAY, 2019I’m on a mission as you can read in my previous two posts to demonstrate the structural impact of Customer Experience. Building...
G-STIC: Reaching the Sustainable Development Goals faster 28OCTOBER, 2018Interim management: Event & Digital Marketing Situation: G-STIC is a Global Sustainable Technology & Innovation Conference under the lead of VITO, the prime research and technology...