Recently I made a commitment to try different products and services out in order to try and get a better understanding of what it is the best consumer-focused digital companies do that make them so successful.
My starting point was HelloFresh which just recently launched in Denmark.
Monday I got my first shipment from HelloFresh; 3 meals for the week priced at ~130 DKK per meal for 4 people. And these are my first 3 learnings from HelloFresh:
(1) It’s fresh ingredients. I know the point is banal but it needs to be made because it’s important – especially with such a brand name.
(2) HelloFresh operates with a “Zero Waste” promise, and it is easy to see why; everything is sorted for the various means in neat recyclable paper bags, and the measurements of ingredients are exactly what’s needed to cook the meal – no more, no less. When you’re done there’s nothing left – food nor packaging – and thus the promise is kept. Check.
(3) Besides being totally measured most things are clearly branded “HelloFresh” signalling that someone has gone the extra mile in execution of ensuring that things are what they are promised to be and in the quantities needed. It gives a nice touch of care and attention to detail and ensures that both brand and the brand promise is present from start to finish.
(4) With the food NOT being pre-prepped you still get to enjoy the process of cooking even if it’s super easy. It’s quite different from something you just need to heat, and I think being able to add that little extra touch and having some sort of control is super important. Convenience goes a long way but only such a long way. You’re part of the product and process, and in that way it gets under your skin and helps build preference. Pretty clever.
(5) Even though the introduction offer is 30 % of normal price, at 130DKK per meal there is more than enough tangible value in the kit in order to make it attractive. I mean, try to go to the super market and buy groceries for a 4 person meal in Denmark for 130 DKK (or even 170 DKK) with EVERYTHING (except salt, pepper and oil, but you get my point), and you will often come up short. The point: Even if the individual recipe fails or something goes wrong, the value of the offering compared to the alternatives are still there making the offer trending towards a no-brainer to at least try out.
These are just the first few thoughts. I fully realize that it sounds like a glowing endorsement, and maybe it also is. I am just positively surprised by the sheer completeness of the offering in both product, messaging, packaging and everything.
There seems to be no stones left unturned here. Which I guess is the truly inspiring part.