Meal service Uitgekookt: new audience, new marketing?

Meal service Uitgekookt has a customer base of mostly people over 65, but capacity to expand. Blauw investigated which target group is most interested in Uitgekookt's fresh meal service. That research showed that especially young working people in 1 and 2 person households without children are interested in such a meal service.

This raised another question: what should Uitgekookt change in its service and communication to attract this younger target group? Blauw examined it with a Community Survey, and with the results, Uitgekookt can deploy exactly the right marketing campaigns.

Challenge

New target group, different needs

Uitgekookt now has a target group that loves Dutch food, prefers to always have the same delivery man at the door and also wants to be able to call in their orders from time to time. It is likely that people in their twenties and thirties have other needs. But which ones? Do they want more international meals? Do they want organic or vegan meals? With those questions, Uitgekookt came back to Blauw.

Vision

100 young people shared their eating habits in Online Community

Blauw conducted research among 100 young people in an Online Community that lasted 6 weeks. The young people kept a diary every day, in which they reported extensively(with photos!) about their evening meal. What did they eat, why, with whom? What influenced these choices? The result was a realistic glimpse into young people's meal habits.

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Solution

The young people assessed the meal service on paper and in practice

After this phase, the 100 young people were shown the concept unbranded on paper. They could indicate in the text which parts appealed and which did not. The young people also evaluated 3 websites of various meal services.

This gave us an idea of what appealed to them and what didn't. Then they were allowed to try out Uitgekookt at home. In every step they took - from ordering online, receiving the meal to eating it - they provided valuable feedback.

Young people designed their own ideal meal service

Finally, we stimulated creativity. For example, all participants were allowed to design their own ideal meal delivery service. And as a final step, we sent them a questionnaire with questions such as:

How often would you order a meal from Uitgekookt?
What kind of meals do you like to see in the offerings?
What types of diet do you think are important in the offerings?
How many delivery slots should Uitgekookt offer?

Result

Many insights and concrete recommendations for Uitgekookt

The Community Survey provided many valuable insights. The changes were reported very clearly and concretely. Outcooked now knows exactly what it needs to change, from communication to meal delivery, to appeal to young people with its service!