Category development offers the best opportunity to deliver impactful innovation to the customer. The following is an example from my work at fresh & easy that supported the corporate strategy of creating a “Meal Store”
CATEGORY BEFORE & AFTER
“Kitchen To Go” was a comprehensive category transformation of the fresh & easy prepared meals category, which involved repositioning the category as a new alternative to take out. Restructuring the category to make the customer shopping experience easier. Redeveloping 150 products to reinforce the alternative to take out positioning. Redesigning the entire category and products to make them more engaging and to clearly communicate important product information.
The category was originally merchandised by quality tier and meal size. Understanding the decision hierarchy for buying take out food led to restructuring the category by cuisine and meal type (appetizer, main or side.)
150 products across 5 cuisine categories including American, Italian, Mexican, Asian & Healthy. Meal type including appetizers, meal bowls, main courses and side dishes. Serving sizes included meals for 1, 2 and family size.
REDESIGN BEFORE & AFTER
Completely new packaging, design and message hierarchy. Simple to read labels and quotes from the chefs to help tell the story behind the food.
Print and social media was utilized to communicate with new and existing customers. A take out menu was created to drive home the new positioning. Teaser campaigns were shared with social media followers and a media day was held for the press and influential food bloggers.