HelloFresh
HelloFresh SE is a publicly traded meal kit company based in Berlin, Germany. It is the largest meal-kit provider in the United States, and also has operations in Australia, Canada, New Zealand, Europe and Japan.
Intro
Since the pandemic started, food delivery services have seen exponential growth. Demand for more dishes and add-ons was higher than ever. HelloFresh increased its offer by 100% for recipes and 200% for add-ons. Even though HelloFresh wants to remain an ingredient supplier, one of the business goals is to increase uptake of add-ons and, as a result, revenue.
Process
We preselect dishes for our users based on their preferences and our algorithm. Below them, there are many other dishes users can choose from.
After meal selection, users can either skip or add extras, and then finish their selection for that week.
After meal selection, users are presented with an add-on screen where they can choose from various add-ons.
What we found out and what we have to do
1.
just skip market and go checkout
2.
who are incentivised to spend some time there (5$ voucher) spend more than that
3.
4.
1.
2.
3.
Talk when it’s crucial
Create additional entry points for market
Create system of how those entry points (components) look and behave (experience) depending on where they are
Use what we already have!
Result: add-on revenue grew by 230%.
