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LETS GET DOWN TO BUSINESS.

Question :
Hello Team,we are a new start up selling ready to eat meals through our website gourmetbrothers.co.nzwe have had virtually no orders at all while we read in media that this trend is on the up and such businesses are likely to do well in coming times. We have offered a mix of lifestyle meals like keto, vegan, gluten and dairy free, however still no luck. We invested all savings to come here and are running out of ideas. We would really appreciate if you guys can look at our website and suggest us what could we do to get going.Thanks heaps.RegardsRonnie

Question submitted 02/06/20 @ 09:29am
Industry: Food & Beverage
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  • Hi Ronnie,
    and thanks for reaching out. The ready meal home delivery market is growing but it is also very competitive with incumbent brands dominating this space. The challenge is building a clear point of difference to your competitor set (Woop, HelloFresh, My Food Bag etc) and investing in media and or PR to build awareness. An initial incentive to encourage first time users to buy is also essential.

    I like the fact that you have chosen to position the brand around unique needs such as dairy free, gluten free etc. However, these are niche markets so your potential audience will be small and hard to reach. Unless you have the skill set to do it yourself I suggest you take an online digital marketing course (Udemy offer a comprehensive one for only US$10) to upskill or talk to a digital agency to support an investment into social media platforms.

    Your food looks really tasty and I’m sure you produce excellent product. This is only part of the solution – ensuring you have speedy and reliable delivery partners is critical and once you are seeing some transaction growth you will need to start a retention program to hold onto those customers who have purchased from you. The customer churn in this market is significant unless you are putting as much effort into retaining existing customers as you are into attracting new customers.

    Unfortunately, just putting a website online is the easy part. I would think you should focus on building awareness and giving people a reason to trial you.
    James

    Can I please ask one quick question, what execution strategy have you used thus far to drive traffic to your website or promote your business?

    I’ve just ordered 4x butter chicken….but so another order. Agree with James. You need to build awareness via social media, create some noise, give free food away to opinion leaders with large following etc. Plus the first half of the website is filled with your story. Get me to the food faster. It’s too much scrolling and the images are too large. Good luck. Glen

    Hi Ronnie,

    Good replies above. I would add that your offerings are quite niche, you have focused on ethnic dishes which is great however limiting. I know I couldn’t get my kids to eat those dishes!

    My Food Bag developed a range of “classic” meals in response to the market demand for more family friendly, rather than gourmet, dishes.

    Your food looks great, however you are sailing in quite crowded waters now that so many operators have pivoted to providing meal delivery. You also compete with Ubers eats and all the other food delivery services.

    Making some noise and being heard above the crowd is a challenge always so perhaps think a little differently, perhaps even a food truck, events, pub’s that don’t do food currently (The Beer Spot for example).

    Good luck.

    Greg

    There is some great advice above and agree its a tough market to keep customers in. When I looked at your website the questions I had quickly were:

    1) How does the process work?
    2) What is the food?

    Both, to the comments above, take a while to get to and doesn’t feel super simple.

    I also thought when I read your site that maybe an idea is not to start as a broad meal delivery service. Your range of options is quite niche…what types of fitness regimes (e.g. crossfit, etc.) may value your types of service or places where people feel like the current meal delivery options don’t help them, eg dairy free, easily or simply?

    John

    PS FWIW the word dairy is mispelled on your front page as ‘diary’

    Hi. This topic has been well traversed already. A couple of additional points. I wonder if the four day delay from ordering to delivery is an issue? Have ups considered frozen meals that can be delivered quickly and then reheated?
    And nowhere on the site do I understand why you’re called the ‘Gourmet Brothers’. It cries out for an explanation.

    No new business is going to be instantly successful. If you believe in it, keep working at it. Good luck.

    In terms of your website I’d recommend looking at your competitors to see how they sell themselves.

    For example, if you look at the ‘My Food Bag’ homepage it’s immediately very clear: “Dinner made easy. We’re your answer to ‘what’s for dinner?’ with deliciously easy recipes and fresh, free range New Zealand ingredients delivered to your door.”

    In comparison I don’t understand what “Your Lifestyle Guide. We are more than just food delivery” really means. You’re not life coaches, right? 🙂

    Note: the photo on your Facebook page of your packaged products both explains your product better and makes you look ‘real’.

    Then, when writing your homepage content, think of your ideal customer… who are they, what do they want, what are their problems that you’re solving. Then ‘speak’ directly to them.

    I do like the brand name, but as mentioned above, why that name? Are you brothers? It would improve trust in your site if your about page gave more information about who you are and where your skills come from (it’s OK if you’re self taught enthusiasts – Nadia Lim is ‘just a home cook’ – but you might also be trained chefs with a fancy commercial kitchen..?).

    All that said, here’s a couple of suggestions to kick-start some sales now:-

    1. I see you’ve done some giveaways. Keep following up with those people (everyone who entered). Make them a special offer. Stay in touch with them – build a relationship.
    2. Test out different offers. What about a “free meal – you just pay shipping” offer or “50% off your first order” etc? So people can try it out with less risk – if they like it they’ll order more. But again, keep following up.

    Hi Ronnie – how are you getting on? Andy

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