- Università: Em Lyon Business School
- Docenti:
Monica Grosso
- Studenti:
Kajoll Lall, Mohammad Faraz Ahmed, Nikunj Gupta, Nikita Tanwar, Padmavathy Srinivasan, Saksham Goel
Seasoned is a start-up in the food and beverage retail category operating in the multi-channel retail format. The company is a producer of DIY-meal kits curated with all the freshly-prepared ingredients required for the meal. The services of Seasoned will be available in Mumbai. The company follows a multi-channel retail format which will help us provide a gourmet experience through retail stores as well as through home-delivery for quick cooking.
The DIY meal kits of Seasoned has freshly sourced ingredients strictly adhering to the farm-to-table approach. Each DIY-meal box will have all the raw ingredients, hygienically packed. The box will include a menu card that will help the customer knit all the elements together for the cooked meal. The kits are packed in eco-friendly package materials and the meals are adequately portioned to avoid wastage.
Seasoned’s delicious meal-kits have locally sourced ingredients produced organically. The fresh ingredients are packed with care in an eco-friendly box. Exciting the consumers with a seasonal and multi-cuisine menu, Seasoned ensures that every nutritious meal awakens the aspiring cooks to make a healthy yet affordable meal conveniently.
The collaboration with Tripping.com, an apartment and room booking platform and Dunzo, a hyperlocal food and grocery delivery service will increase our presence and customer base as we will be able to have their acquired customers order our meal kits. Our social media handles like Instagram, Facebook and Twitter will target our customers with moment marketing techniques and relevant content tailored to our targeted group of customers. Email Marketing will be done to offer discount coupons and deals to our loyal and new customers. Recommendations will be provided based on past orders. This will increase our customer lifetime value and top of the mind brand recall.
We will have fusion menu items prepared from organic ingredients and change the menu according to the availability of fresh produce and seasonal dishes. Our company will provide meal recommendations using an AI-based software which will store details like the dietary requirements and nutritional needs as well as the palate of the person. The app which will be used to order the kits will also display options with extra recipes and weekly-subscription menus which can be pre-ordered for the whole week.
Net Revenue at the end of Q2 ('22) after 12 months of operation is projected to be USD 180 Million. The Cost of Goods Sold Margin is projected to decline in Q3 ('21) but it gradually increases from Q4 ('21).
The DIY meal preparation can take place by sales of subscription meals and on-demand meals. Customers can book their order through a pre-paid monthly subscription model or pre-book meals for a custom period with a calendar.
Food On demand: the customer can order as and when a requirement arises, and a doorstep delivery will be initiated by Seasoned. Global meal kit market is expected to increase at high growth rates during the period of 2020-2024. Global meal kit market is driven by increasing preference of customers and exposure to new tastes to buy from offline channels and online channels. The consumer behaviour in the food industry is changing dynamically owing to high disposable income and education.
Future developments such as increased activity in mergers and acquisitions, flexible subscription of meal kits, increased transparency of food, growing millennial population, etc. escalate the global meal kit market. Increasing food prices, unpredictable economic conditions, and food security issues, etc., are some of the challenges that impede development.
The brand's short and long-term objectives include strategies to leverage our brand, product expertise, and infrastructure flexibility to enter new channels. We also want to encourage bulk catering orders for various occasions. Providing a seamless customer experience in the physical and digital world both is an objective to enhance user experience. In the long-run, we have strategies to introduce multi-products. For e.g. Protein and Keto diet meal kits.
We will focus on providing a unique and special cooking experience by introducing personalized meal kits and will improve the merchandising of seasonal recipes. Expanding the retail business in other cities will be the next step after our success in Mumbai.
We vow to constantly innovate to promote zero-waste and be sustainable.
