Comparative Research
Our team’s analysis led us to position competitors (known to us) between axes of convenience and sense of home and community.
Convenience refers to the product’s ability to provide service, and in the case of food delivery, in a timely manner and at a reasonable price for the convenience of it. We would consider our product to be very convenient as it is providing customers home-cooked meals straight to the customer’s door in a timely manner. Some other companies in this space, like Blue Apron or Hello Fresh, require bulk orders well in advance (days to weeks) of the actual day a consumer wants to eat. And even then, these delivery services are priced quite high and riddled with various fees, like with DoorDash and Grubhub.
The sense of home and community refers to the product’s ability to convey a comforting, personable experience for the consumer and expose them to a diverse range of cuisines. Our product bridges the gap between the chef and consumer and reminds them of home when they receive the meal. Food delivery services like Uber Eats reduce the exchange of food down to a transaction and rating, and while there are offerings from Shef and Woodspoon that try to bring more insight into the lives and backgrounds of chefs, it still feels very one-sided.
From this perspective, we envision our Home Food to embody high levels of convenience and sense of home and community for our consumers. While maintaining the features of quick delivery that our market expects, we will introduce a sense of homeliness that will transform food delivery into an interactive and fulfilling experience rather than an isolated transaction that ends when the food has been delivered.
Note: More in-depth research and analysis of each competitor we looked into are included in the google docs link below. We’ve created an outline, so hopefully it will make it easier to navigate.
https://docs.google.com/document/d/1sI2KGMbATJ9Vc4-PkSnUKNlHDz3-vCbCQntvVnZ9BdI/edit?usp=sharing
Participatory Roadmap
Both the diagrams of buyer-side and seller-side roadmaps and notes/insights from each interviewee are included in the same google docs link.
https://docs.google.com/document/d/1sI2KGMbATJ9Vc4-PkSnUKNlHDz3-vCbCQntvVnZ9BdI/edit?usp=sharing
