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/