Christina Chen | Sasa Stickings Cheung | Jiawen Li | Shadia Marún | Jana Sauma | Christina Wood

Wholesome fresh meals at a reasonable price�Concept inspired by Michael Pollen�

San Francisco inspiration�Sprig & Spoon Rocket �

Limited opening hours�

Target Market Working Professionals �Don’t have time to go out for lunch�Prefer to have lunch brought to them �Prefer to eat with their colleagues without having to leave the office ��Target market expectations �Good quality | Quick & Convenient | Affordable�

Competitive Environment Gourmet Quality

Affordable Price

Ease & Convenient

Indirect competition�Home cooked meals (quality) �Office cafeteria (ease) �Food courts (quick) �A la carte express (quick and easy) �

Stren

gths Weaknesses

Threats Opp

ortun

ities

S T W

O

Weaknesses Threats

Oppor

tunitie

s

T W

O

Healthy, fresh, locally sourced��

Convenient for corporate professionals��

Fixed daily price��

In-house programmed website and delivery logistics software ��

Easy payment �

Stren

gths

Stren

gths Weaknesses

Threats Opp

ortun

ities

S T O

No marketing strategy ��

Inconsistency; in menu, customer treatment, delivery time, supply��

Not accommodating of dietary alterations��

HEAT��

Multiple ambiguous communication outlets�

Stren

gths Weaknesses

Threats Opp

ortun

ities

S T W

Improve loyalty strategy��Develop app��Customer feedback �

Stren

gths Weaknesses

Threats Opp

ortun

ities

S W O Lack of loyalty�

little incentive to acquire VIP membership��

Cheaper alternatives��Weather conditions for bike delivery�

Completely online ��

Facebook + Twitter + Instagram ��

Networking events ��

“No coherent marketing strategy” �

Communication Platforms

Communication Message Inconsistent with French/English posts��

Information are disorganized � lacks one main channel of communication�

�

Unclear communication of their product offering�

Problem Statement How can FreshMint improve the quality of its service in order to

ensure customer retention?�

Photos of food�Physical Evidence

Service Blueprint Blog post of

menu �Email

confirmation�Transportation

method�Delivery person�

Food packaging�

Customer Actions

Check blog �for menu �

Enter website�Website doesn’t directly show

menu �

Sign up�

Receive confirmation

email �Wait �

Receive call/text �

Prep to pickup�

Pay in cash (if not online) �

Place order �Pay�

Plan Menu �Pick up

ingredients�

Prepares finite # of meals�

Dealing w/Excess demand�

Operation�management �

Delivery people biking/driving�Timing issues �

Tick off waiting list �

Load car/bike with meals�

Delivery people receive order and location�

Offer food�Change for

cash�

Call �Prepare food

pickup�

Functioning internet + kitchen �

Functioning cellphone�

Chef �Sous-chef �Operation manager �

Bikes & cars�

Employee Onstage Actions

Employee Backstage Actions

Support processes and systems

Line of Interaction

Line of Visibility

Update blog�Inconsistent in

language�Monitor sites�

Line of Internal Interaction

Recommendations Communications

Right Now ��

“Wholesome meals delivered in minutes” �“Quick Food, not fast food” ��

Create expectations they can meet �Need a clear message about what they do �

Change��

“Gourmet delivered meals, easy and affordable!” ��

Website, blog, social media�Bilingual website and posts �

Recommendations Logistics / Delivery

Innovative heat maintenance�⟹ Improve insulation�⟹ Manage food dispatch timing ��Transparency�⟹ Delivery status email �⟹ Manage perceptions of wait time�

Problems��

Disillusioned customers�Inflated expectations�Cold food + inconsistent delivery times�

Recommendations Retention rather than Acqusition

Perfect small scale logistics before opening a �New location to serve a larger area��Create loyalty bonds�Discounts & express appreciation ��Anonymous feedback system �Many customers don’t complain - they just leave �Opportunity to submit anonymous feedback ��Service recovery improvement �Exceeding 45 min delivery time = free meal �50% off next meal based on negative feedback �

!*insert!screenshot!of!domino’s!pizza!tracker*!

Recommendations Long-term

Feasible & profitable�Step-by-step breakdown of order �Order tracking�Boost customer retention�

FreshMint!

FreshMint App�

Example tracker:�

Implementation

Now� May 2015 �Jan 2015 �

Standardize communication channels��Consistent feedback system��Improve operations management �

Developing better heat maintenance �Increase staff to accommodate demand�

�Send holiday cards to show appreciation�

1. 2. 3.

4. App Development �

Long-term�Short-term�

App Launch�

Thank you!

Our Direct Experience (FreshMint’s Version) � (Our Version) �

Jana�

Sasa�

Christina�

Super fast.�delivered in 10 minutes�

Slow and cold.�

Failed service recovery.�

Eggplant parmigiana�

Veggie and quinoa salad�

Meatball stuffed with prosciutto, dried �tomatoes and parmesan�