FreshMint is a San Francisco-based meal delivery service that aims to provide healthy, fresh meals at an affordable price. However, it struggles with inconsistent quality, unclear communications, and unreliable delivery times. To improve customer retention, the document recommends that FreshMint standardize its communications, enhance logistics like delivery tracking and insulation, offer loyalty programs, implement an anonymous feedback system, and focus on perfecting operations at a small scale before expanding. A mobile app and service recovery policies are also suggested to boost the customer experience.

1. Christina Chen | Sasa Stickings Cheung | Jiawen Li | Shadia Marún | Jana Sauma | Christina Wood

2. Wholesome fresh meals at a reasonable price
Concept inspired by Michael Pollen
San Francisco inspiration
Sprig & Spoon Rocket
Limited opening hours

4. Target Market
Working Professionals
Don’t have time to go out for lunch
Prefer to have lunch brought to them
Prefer to eat with their colleagues without having to leave the office
Target market expectations
Good quality | Quick & Convenient | Affordable

5. Competitive EnvironmentGourmet Quality
Affordable
Price
Ease &
Convenient
Indirect competition
Home cooked meals (quality)
Office cafeteria (ease)
Food courts (quick)
A la carte express (quick and easy)

6. Strengths
WeaknessesThreats
Opportunities
S
T
W
O

7. WeaknessesThreats
Opportunities
T
W
O
Healthy, fresh, locally sourced
Convenient for corporate professionals
Fixed daily price
In-house programmed website and
delivery logistics software
Easy payment
Strengths

8. Strengths
WeaknessesThreats
Opportunities
S
TO
No marketing strategy
Inconsistency; in menu, customer
treatment, delivery time, supply
Not accommodating of dietary alterations
HEAT
Multiple ambiguous communication outlets

9. Strengths
WeaknessesThreats
Opportunities
S
T
W
Improve loyalty strategy
Develop app
Customer feedback

10. Strengths
WeaknessesThreats
Opportunities
S W
O
Lack of loyalty
little incentive to acquire VIP membership
Cheaper alternatives
Weather conditions for bike delivery

12. Completely online
Facebook + Twitter + Instagram
Networking events
“No coherent marketing strategy”
Communication Platforms
Communication Message
Inconsistent with French/English posts
Information are disorganized
lacks one main channel of communication
Unclear communication of their product offering

13. Problem Statement
How can FreshMint improve the
quality of its service in order to
ensure customer retention?

14. Photos of food
Physical
Evidence
Service Blueprint
Blog post of
menu
Email
confirmation
Transportation
method
Delivery
person
Food
packaging
Customer
Actions
Check blog
for menu
Enter website
Website doesn’t
directly show
menu
Sign up
Receive
confirmation
email
Wait
Receive call/
text
Prep to pickup
Pay in cash (if
not online)
Place order
Pay
Plan Menu
Pick up
ingredients
Prepares finite #
of meals
Dealing w/
Excess demand
Operation
management
Delivery people
biking/driving
Timing issues
Tick off
waiting list
Load car/bike
with meals
Delivery people
receive order
and location
Offer food
Change for
cash
Call
Prepare food
pickup
Functioning
internet +
kitchen
Functioning
cellphone
Chef
Sous-chef
Operation
manager
Bikes & cars
Employee
Onstage
Actions
Employee
Backstage
Actions
Support
processes
and systems
Line of Interaction
Line of Visibility
Update blog
Inconsistent in
language
Monitor sites
Line of Internal Interaction

15. Recommendations
Communications
Right Now
“Wholesome meals delivered in minutes”
“Quick Food, not fast food”
Create expectations they can meet
Need a clear message about what they do
Change
“Gourmet delivered meals, easy and affordable!”
Website, blog, social media
Bilingual website and posts

16. Recommendations
Logistics / Delivery
Innovative heat maintenance
⟹ Improve insulation
⟹ Manage food dispatch timing
Transparency
⟹ Delivery status email
⟹ Manage perceptions of wait time
Problems
Disillusioned customers
Inflated expectations
Cold food + inconsistent delivery times

17. Recommendations
Retention rather than Acqusition
Perfect small scale logistics before opening a
New location to serve a larger area
Create loyalty bonds
Discounts & express appreciation
Anonymous feedback system
Many customers don’t complain - they just leave
Opportunity to submit anonymous feedback
Service recovery improvement
Exceeding 45 min delivery time = free meal
50% off next meal based on negative feedback

18. !
Recommendations
Long-term
Feasible & profitable
Step-by-step breakdown of order
Order tracking
Boost customer retention
FreshMint!
FreshMint App
Example tracker:

19. Implementation
Now May 2015Jan 2015
Standardize communication channels
Consistent feedback system
Improve operations management
Developing better heat maintenance
Increase staff to accommodate demand
Send holiday cards to show appreciation
1.
2.
3.
4. App Development
Long-termShort-term
App Launch

20. Thank you!

21. Our Direct Experience
(FreshMint’s Version) (Our Version)
Jana
Sasa
Christina
Super fast.
delivered in 10 minutes
Slow and cold.
Failed service recovery.
Eggplant parmigiana
Veggie and quinoa salad
Meatball stuffed with
prosciutto, dried
tomatoes and parmesan