Sunday, September 7, 2014

From Fresh Food Start-up to Food Disruptor

Legacy food retailers from every retail sector including grocery, convenience stores, and restaurants are experiencing customer discontinuity. If you are in the retail food business today and selling the same things in pretty much the same way as you did during the 1980’s, 1990’s, 2000’s odds are your sales are flat compared to inflation, customer counts are in decline and you are experiencing disequilibrium in customer loyalty. 
One company that began just over two years ago has sold more than Ten Million meals and that company is Hello Fresh.  Targeting the consumer sweet spot time starve, adventurous, yet lacking the skill-set to plan, prepare, and cook a scratch meal. Hello Fresh is the global leader in dinner meal kits, which are garnering customers from every sector of retail foodservice.
Meal Kits are fast becoming replacements a cook from scratch home cook dinner. Generally consumers order meals for a few dinners at home per week.  They provide the premeasured ingredients, fresh food, instructions, and easy to follow step-by-step instructions including encouragement to experiment with new / contemporized menu’s at a reasonable cost.  The range per-person per-meal from all meal kit companies is $6.50 to $15.00 per-person. 
Millennials seeking new and different are very attracted to Meal Kit’s options as are busy professionals from every demographic. The Food Network ratings continue to grow weeknights and rival many network programs. While watching TV cooking and cooking are not the same thing.  Meal Kits provide a solution, a Ready-2-Eat and Heat-N-Eat fresh pre-planned solution that both complements lifestyle, work-style, home-style.
At Hello Fresh customers can order fresh ingredients and a recipe online to make meals with exactly the right number of portions. Recipes are developed by in-house chefs, and customers can check out the images and instructions and simply order all of the ingredients -- in the correct quantities -- to be delivered to their home, along with cooking instructions. 

Are you trapped doing what you have always done and doing the same way.  Interested in learning how Foodservice Solutions 5P’s of Food Marketing can edify your retail food brand while creating a platform for consumer convenient meal participationdifferentiation and individualization? via Email us at: or visit: for more information. 

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