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OUT OF THE BOX
HOW SUBSCRIPTION MEAL SERVICES
INSPIRE GROCERANT CREATIVITY
How can we
use outside
inspiration to
help us think
differently?
Millennials, despite their
well-documented economic
chall...
1. luggage carousel meets sushi conveyor
2. crew pit meets drive-thru
3. egg carton meets wine bottle insert
Subscription Meal Services
subscription meal boxes 101
Online ordering
Weekly delivery on the day you choose
Insulated packaging, ingredients stay...
2 major players emerge
Plated has received $50 M in
funding since 2012
-Crain’s, July 2015
Blue Apron received $135 M
from...
other players and their “niches”
Vegans
Curious cook
Recipes + shopping lists
Time-strapped dieter
Foodies, by restaurant ...
What trends are driving this
phenomena?
what trends make this idea so hot?
Cracked the delivery code
linking technology with guaranteed delivery day
Convenience
i...
what trends make this idea so hot?
Packaging
guarantees food won’t spoil, aesthetically pleasing, with “meaning
NEW and ex...
this isn’t entirely new…
Schwan’s frozen home delivery since 1955
4500 vehicles
2.5 million delivery customers
8 categories emerge
Customer engagement, loyalty
Life-hack, convenience
Foodie-appeal, Chef-driven, restaurant quality
Nic...
what outcomes should we expect?
New revenue streams
Process improvement
Engaged, frequent customers who spend more
Engaged...
Interactive team challenge
on to the team challenge…
6 teams
35 minutes
1 BIG idea from each team
Your talented team of facilitators…
Leslie Maclin, ...
task
One big idea from each team based on any of
these “winning” elements:
Customer Engagement
Life-hack
Foodie-appeal
Nic...
next steps…
Find your team and your breakout room
Meet your team facilitator
Each team will receive a Blue Apron box. Open...
Susan Weller, Principal, SW Branded Concepts - Out of the Box: How Subscription Services Inspire Grocerant Creativity
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Susan Weller, Principal, SW Branded Concepts - Out of the Box: How Subscription Services Inspire Grocerant Creativity

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Lifehack. Paleo. All-natural. Farm-to-table. Personalized Diet. Just a few of the words that are driving consumers to choose subscription meal services. In this interactive session Susan Weller guides attendees as they discover the "winning" elements of subscription meal services, how they might inform creative foodservice concepts and what elements could be applied in their own operations...almost immediately.

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Susan Weller, Principal, SW Branded Concepts - Out of the Box: How Subscription Services Inspire Grocerant Creativity

  1. 1. OUT OF THE BOX HOW SUBSCRIPTION MEAL SERVICES INSPIRE GROCERANT CREATIVITY
  2. 2. 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
  3. 3. 1. luggage carousel meets sushi conveyor
  4. 4. 2. crew pit meets drive-thru
  5. 5. 3. egg carton meets wine bottle insert
  6. 6. Subscription Meal Services
  7. 7. subscription meal boxes 101 Online ordering Weekly delivery on the day you choose Insulated packaging, ingredients stay cold Pre-portioned ingredients for 2 or family Recipes, Instructions and Videos
  8. 8. 2 major players emerge Plated 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 ANNOUNCED Wine pairings; a case of 6- 500ml bottles with tasting cards
  9. 9. other players and their “niches” Vegans Curious cook Recipes + shopping lists Time-strapped dieter Foodies, by restaurant Chefs Smoothie enthusiasts Focus on fresh produce
  10. 10. What trends are driving this phenomena?
  11. 11. 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
  12. 12. 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 phenomena amateur Chefs, Extreme eaters, shopaholics, picky eaters, vegans, flextarians – there’s an answer for everyone Family meals bringing families back to the table, Gen X and 2 income households preferring to cook at home
  13. 13. this isn’t entirely new… Schwan’s frozen home delivery since 1955 4500 vehicles 2.5 million delivery customers
  14. 14. 8 categories emerge Customer engagement, loyalty Life-hack, convenience Foodie-appeal, Chef-driven, restaurant quality Niche, farm-to-table, diet-focused Food transparency, food sourcing Packaging, portion control Family meals, social gatherings Technology enabled marketing, delivery
  15. 15. what outcomes should we expect? New revenue streams Process improvement Engaged, frequent customers who spend more Engaged employees gaining new skills Customer data for future segmentation Differentiation Cross-utilization Opportunity to capitalize on resources – Chefs and Dietitians
  16. 16. Interactive team challenge
  17. 17. on to the team challenge… 6 teams 35 minutes 1 BIG idea from each team Your talented team of facilitators… Leslie Maclin, Isthmus Innovation Joan Driggs, Progressive Grocer Jim Dudlicek, Progressive Grocer Katie Martin, Progressive Grocer Penny Anderson, NPD Ketan Vaghani, former Kraft and General Mills
  18. 18. task One big idea from each team based on any of these “winning” elements: Customer Engagement Life-hack Foodie-appeal Niche Food Transparency Packaging Family meals Technology enabled marketing & delivery
  19. 19. next steps… Find your team and your breakout room Meet your team facilitator Each 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 idea Your facilitator will take your idea to a display board at the cocktail party following your team meeting Study the ideas from the other groups, discuss their ideas and ADD ON more details to each one

Lifehack. Paleo. All-natural. Farm-to-table. Personalized Diet. Just a few of the words that are driving consumers to choose subscription meal services. In this interactive session Susan Weller guides attendees as they discover the "winning" elements of subscription meal services, how they might inform creative foodservice concepts and what elements could be applied in their own operations...almost immediately.

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