This insight led us to create programming like simple how to's with FoodKick products, such as how to cook the juiciest chicken breast or how to use the season's best produce. Google's March 2015 study "Consumers in the Micro-moment Study" proves that 91% of smartphone users turn to their devices for ideas while doing a given task. No funky algorithms here.įinally, before we entered the market, we studied how millennials acted to see what they would best react and relate to. Our team manually handpicks thematic content and merchandise based on consumer insights, purchasing data, and current trends to fit in consumers' lives.
Changing 4 times daily, our home feed also inspires shoppers based on daypart (mornings = breakfast and coffee, evening = easy dinner hacks), day of the week (weekends = party, weekdays = restock and simple meals), and weather (from snow preparedness essentials to heat wave chillers). Therefore, our competitive differentiator is an editorial home feed that changes numerous times a day and is influenced by what is timely, topical, and on-trend–from summer frosé to fresh Doughnut Plant doughnuts for the office, Wine Wednesdays to Election Day beers, and Taco Tuesday to Sunday meal prep must-haves. We also heard that our target audience wanted to be informed of unique food trends and be continuously served up new content in order to keep the experience fresh.
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Since we learned that our target audience is constantly on-the-go and mobile-savvy, we strategically launched FoodKick as a mobile-first business via an iOS app, followed shortly by an Android app, and then a mobile-optimized website. With this knowledge, we created a service that is intuitive, fast, and delivers great-tasting food– complete with alcohol and household essentials– so you never have to plan or run an errand again. Consumers wanted a solution that would fit their lifestyle–something more flexible than a meal kit service, fresher than a restaurant delivery service, and faster than grocery shopping and cooking themselves. The research led us to uncover a white space in the marketplace. From there, we identified areas of optimization in the FoodKick app experience and infused feedback into UX, merchandise, messaging, and packaging. To ensure our service was on track with consumers' expectations, we conducted extensive research, including co-creation panels with millennials and focus groups before launch. Our goal is to connect users to the freshest, tastiest finds in food, drinks, and lifestyle essentials on demand.įoodKick's target audience is urban dwellers with millennial mindsets–focusing on psychographics vs. FoodKick was built by food lovers, adventurers, and makers with a passion for getting consumers what they want, when they want it.
FoodKick launched in January 2016 with service in Brooklyn and Long Island City and expanded its service to Manhattan in October 2016. As a mobile-first food delivery business, we offer a curated selection of fresh food, chilled alcohol, goods from local partners, and everyday essentials–all delivered in as little as an hour. We created FoodKick to fulfill the needs of consumers' unplanned shopping habits, spontaneous entertaining moments, and the "I forgot the milk" situations. Our research revealed that 63% of consumers often shop for food day of, and yet in a land of many on demand food options, there was no service that met all of a customer's needs-from groceries to meals to alcohol to household essentials.
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FreshDirect has dominated the grocery delivery landscape in the Northeast since its launch in 2002, offering a full range of groceries and household essentials for next day delivery.
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