Food delivery with a heart.
Helping a generation to stay active, connected and involved
Investing for the future.
Kerry Foods has grown from being an Irish farmers’ cooperative to multi-billion Euro organisation. From Richmond Sausages to Bisto to Sharwoods, Kerry are a market leader with a long history of high quality food under their own brands and for private labels such as Innocent Veg Pots.
Kerry Foods saw a space in the market to offer their high quality, farm-sourced food directly to older consumers. They came to Reason to create a digitally-led, direct to consumer business in a new market.
Service Design, Customer Experience, Design, Website Development
to validated concept
strategic aquisition made
to full rollout: 400+ stores, in 40 countries
The proof is in the pudding.
Growing old isn’t what it used to be. There is no single definition of what it means to be an older shopper. Using Reason’s customer-first research framework, which places gathering a deep understanding of the consumer at the heart of the project, we sought to understand five key factors:
- What part of our customers lives will this service touch?
- What matters to our customers at this stage?
- What central behaviours do we observe?
- What features will it need to be useful to people?
- What business outcomes will be triggered?
For Kerry, the customer insight research highlighted a clear purpose to provide a service to a generation that wants to stay involved with decisions about their lifestyle. As a result, we set a project vision to ‘help older people get on with living’.
Our three day workshop built on these insights to develop service concepts. By including people from all areas of both businesses, we made sure we didn’t lose the real world perspective informing the project. The cross-discipline team included designers, engineers, accountants, delivery drivers, chefs and more, identified three key behaviours that guided the core service concepts: staying active, staying connected and staying involved.
Food and friendship.
One thing that came through very clearly was the social role of delivery drivers. They often act as pseudo-carers, providing a helping hand. It became clear that ‘food and friendship’ was a central theme for the new service. Reason’s customer research also identified ethical concerns, for which we created solutions designed directly into the service:
Content, provenance and quality of food - itemising the source and credentials of ingredients, from farmer to chef. Your Kerry meals become part of your lifestyle choices.
Safety concerns - providing both the customer and their family members with a live tracker that showed them the delivery process, including contact details of the driver and up to the minute status and location reports. The service itself can reassure the family who is interacting with their relative and provide information directly to the customer of what to expect.
What arrived at the house was equally important - avoiding unnecessary packaging, being simple to prepare and recycle, as well as being nourishing, suitable and reliable. By addressing these concerns, Kerry bridges the gap between good food, social interaction and changing lifestyle needs.
A food revolution.
Within the eight week project, Reason assessed the competition and the market opportunity in delivering frozen meals, conducted market research to identify concerns and desires of potential customers, built working prototypes of the ordering system on desktop and smart devices, mocked up packaging, and tested with customers, family members and delivery drivers.
Such was the success of the work at demonstrating customer demand and a clear revenue stream, Kerry Foods acquired an existing meal delivery business to fast track the realisation of such a service.