Success does
leave clues and being first continues to be a clue food entrepreneurs with a
point of differentiation matters should keep in mind according to Steven
Johnson, Grocerant Guru® at Tacoma, WA based
Foodservice Solutions®.
According to Johnson, it means that being
first sure helps, it also means that HelloFresh
has been able to evolve from just being ‘training wheels for Millennials’ who
are trying to learn how to cook full flavored fresh meals at home.
Clearly the meal kit sector is not dead
as HelloFresh reported 30.6 percent year-over-year active customer growth, and
is on track to deliver more than 250 million meals in 2019. In the United
States during Q2, HelloFresh had 1.35 million active customers, 4.88 million
orders and 32.2 million meals delivered.
HelloFresh CEO Dominik Richter stated "Since
the very beginning, our mission has been to change the way people eat. Each
day, we have a profound impact on millions of people's lives, by passing on
significant savings to them, bringing families and friends closer together, and
by delivering healthy, wholesome meals to their homes. Doing this at a rate
that only few other high-growth companies can achieve makes us proud. It’s a great
motivational force for everybody at HelloFresh,"
Many grocery
stores companies have tried to compete will HelloFresh in one way or the other
in the opinion of Johnson most have failed miserably as they treated meal kits
as a stand-alone CPG product. Johnson
continued saying “meal kits are a branded solution to the age-old question What’s
for Dinner; all the while incorporating the ‘halo’ of better-for-you with consumer
interactive participatory aspects of grocerant niche consumer preferences.
Foodservice Solutions® specializes in
outsourced business development. We can help you identify, quantify and qualify
additional food retail segment opportunities or a new menu product segment and
brand and menu integration strategy. Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche
visit Facebook.com/Steven Johnson, www.Linkedin.com/in/grocerant/ or www.twitter.com/grocerant/
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