Monday, November 29, 2021

Home Chef Personalization and Customization Will Drive Adoption

Partnerships that edify a brand with its customers make a difference.  In the competitive meal kit space, it is nice to see that Home Chef is getting back to its roots, within the grocerant niche Ready-2-Eat and Heat-N-Eat fresh prepared space adding options that are customer focused with customization and personalization according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Home chef has evolved from just a meal kit company to a meal solution provider.  It is a small distinction, that expands the brand back to its original ‘space’ grocerant niche solutions with a much broader array of options with it comes to points of differentiation all adding relevance to a much broader customer base according to Johnson.

At Home Chef sharing meals for the holiday season goes beyond gathering around a table. The company, is introducing a new digital gifting program that allows shoppers to share meals with others through personalized e-gift cards and physical gift cards.

This new partnership will drive new electricity within the brand, as the digital offering, integrated with Synchrony’s GiftNow platform, gives consumers the opportunity to customize cards with video messages, photos and personal notes.

Yet there is more, E-cards can be sent to individuals or groups by email or text, delivered instantly or scheduled up to three months in advance. People also can use the digital service to have physical gift cards mailed to recipients. All cards are available in a range of seasonal and evergreen designs.

Eric Dean, senior director of marketing partnerships for Chicago-based Home Chef, stated, "We're excited to elevate our digital gifting operations and offer customers more opportunities to personalize and send gift cards," …. "By partnering with GiftNow, we have transformed the gifting experience at, making it more experiential, customizable and accessible for both gifters and recipients."

Pari Raccah, general manager with GiftNow, said that the gift cards were created to provide consumers with a more seamless and personalized option. "The gift of food is always one that people cherish as the kitchen remains the heart of the home, and Home Chef's meal kit delivery service is an ideal gift," she remarked. How is your brand driving new electricity?

According to Johnson, “Brand relevance is in part driven with innovation in new food products in combination with new avenues of distribution all of which are the platform for the new electricity.”  That said, what are you waiting for?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different. 

Invite Foodservice Solutions® to complete a Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: or 253-759-7869 

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