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Published byHorace Barton Modified over 6 years ago
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Team 7: Stephanie Brown, Kishore Kollipara, Marcela Rosado, Nishant Samuel, Rachel Zhang
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To assess the market opportunity of a line of deliverable lunch meals
Research Objectives 1 2 3 Exploratory Research Survey Conjoint Analysis A. Online text analysis B. Focus Group Customer attitudes and habits Utility of lunch product To assess the market opportunity of a line of deliverable lunch meals
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Insights from Qualitative Research
Usage Occasions Users Competitors Benefits Scepticism Possible Modifications Alternative to current lunch options Workers Students Delivery Local restaurants Cafeteria Convenience Healthy options Make same day delivery - Would be a whole different service. Don't believe Blue Apron would be willing to implement this. Cook overnight and bring leftovers Price sensitive consumer Health conscious consumer In home cooking Hello Fresh Internet Kitchen Potential savings Healthy eating Enjoy cooking Would have to cook on the night before and some may not be willing to do it. Some do not like repeating meals. Can be tiring. Consider the possibility of add-ons (ie. two different sauce) to make meals different on each day. Quick bite to eat (to fit 1-hour lunch) Time constrained consumer Why not just buy it? Not willing to put time in the preparation. Microwavable or cold meals. Same day delivery. Cook and eat lunch at home lunch maker who have time to go home for lunch local grocery store new recipes and new ingredients why bother with shipping food i can just buy at the store? shipped food will be fresh disposable packaging for eco-conscious
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Insights from Quantitative Research
1 There is significant difference with making lunch seen as significantly having more nutritional content to buying lunch. 2 Focus on young professional with >$100,000 annual income 3 Lunch buyers demonstrated more interest in subscribing to Blue Apron 4 Preferred option by both Makers and Buyers were prepared, hot meals at the lowest cost ($6)
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Research Limitation 1 Statistical Significance: Survey sample size: n=123 2 Skewed Results: Focused on traditional work and school environments 3 Skewed Results: 78% of respondents were between the ages 25-34
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Do not launch – Further research required
Recommendations 1 Preference for prepared lunch boxes, 3 meals a week and have high price sensitivity 2 Key attributes to differentiate is on value, convenience and nutritional content 3 The preferred features do not align with Blue Apron’s operational expertise as prepared lunch boxes require kitchen operations Do not launch – Further research required
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