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How can we use outside inspiration to help us think differently?
Millennials, despite their well-documented economic challenges, are demanding higher-quality food, visual stimulation, and technologically enhanced experiences.”- J. Walter Thompson Intelligence
subscription meal boxes 101Online orderingWeekly delivery on the day you chooseInsulated packaging, ingredients stay coldPre-portioned ingredients for 2 or familyRecipes, Instructions and Videos
2 major players emergePlated has received $50 M in funding since 2012 -Crain’s, July 2015
Blue Apron received $135 M from Fidelity. Fidelity has valued the lead funding round at $2 B -Tech Crunch, June 2015
JUST ANNOUNCEDWine pairings; a case of 6- 500ml bottles with tasting cards
other players and their “niches”
VegansCurious cook
Recipes + shopping lists
Time-strapped dieterFoodies, by restaurant Chefs
Smoothie enthusiasts
Focus on fresh produce
what trends make this idea so hot?
Cracked the delivery code
linking technology with guaranteed delivery day
Convenience
inspired recipes and portioned ingredients delivered to your door
Customization
subscription plans, delivery frequency, dietary needs
Transparency
each box contains ingredients sourced from farmers, lends perception of
healthiness
what trends make this idea so hot?Packaging
guarantees food won’t spoil, aesthetically pleasing, with “meaning
NEW and exciting “gift”it’s an adventure in a box, every week; people trying ingredients
they’ve never tried before
Foodie phenomenaamateur Chefs, Extreme eaters, shopaholics, picky eaters, vegans, flextarians – there’s an answer for everyone
Family mealsbringing families back to the table, Gen X and 2 income households preferring to cook at home
this isn’t entirely new…Schwan’s frozen home delivery since 1955
4500 vehicles 2.5 million delivery customers
8 categories emerge
Customer engagement, loyaltyLife-hack, convenienceFoodie-appeal, Chef-driven, restaurant qualityNiche, farm-to-table, diet-focusedFood transparency, food sourcingPackaging, portion controlFamily meals, social gatheringsTechnology enabled marketing, delivery
what outcomes should we expect?New revenue streamsProcess improvementEngaged, frequent customers who spend moreEngaged employees gaining new skillsCustomer data for future segmentationDifferentiation Cross-utilizationOpportunity to capitalize on resources – Chefs and Dietitians
on to the team challenge…6 teams 35 minutes1 BIG idea from each team
Your talented team of facilitators…Leslie Maclin, Isthmus InnovationJoan Driggs, Progressive GrocerJim Dudlicek, Progressive GrocerKatie Martin, Progressive GrocerPenny Anderson, NPDKetan Vaghani, former Kraft and General Mills
taskOne big idea from each team based on any of these “winning” elements:
Customer EngagementLife-hack Foodie-appeal Niche Food Transparency Packaging Family meals Technology enabled marketing & delivery
next steps…Find your team and your breakout room Meet your team facilitatorEach team will receive a Blue Apron box. Open it and discuss the contents / packaging / marketing / niche etc.Spend 20 - 25 minutes brainstorming your big idea
– Be sure you are not reinventing a different version of a subscription meal service
– Utilize the talents of the team wisely– Watch your time– Be sure that you are all convinced this will actually work back at your
stores!Use 5 – 10 minutes to write up your big ideaYour facilitator will take your idea to a display board at the cocktail party following your team meetingStudy the ideas from the other groups, discuss their ideas and ADD ON more details to each one