Subscription food delivery services have enjoyed fast growth in the UK over recent years. Hello Fresh has been at the forefront of the meal-kit phenomenon – excelling at arming time-poor consumers with all the ingredients they need to make delicious meals from scratch, whilst also nudging them into trying something new. Now the brand has made a bid to stand out from the growing crowd by opening its first store. For one month only its Hello Fresh GO pop-up at Old Street Station will offer London commuters easy access to a hassle-free taste of dining inspiration. We took a look at consumers’ response to the service and here’s what we found…
Experience captures the fun essence of the brand
The store certainly has strong stand-out – cutting through hubbub of its tube-station setting with its vibrant green logo and bright store front. Enthusiastic, welcoming staff enhance this presence by actively tempting the hurrying commuters in. A ‘wheel of fortune’ sets a fun tone before you’ve even walked through the door – offering shoppers the chance to win money off items or even free meal kits, fruit and drinks.
Inside, the store projects a stripped-back, natural persona which feels a comfortable fit with a brand that’s all about raw, natural ingredients. Finishing touches such as plants, herbs and a huge logo made of moss all support the message about the fresh goodness of the products. A large table encourages visitors to chat to the Hello Fresh team and learn more about the brand story – though, given that most use this in quick-mission mode, the space could perhaps have featured more immediate, interesting talking points.
Slice of meal inspiration tempts users to go the whole hog
Consumers judge the range of meal kits available to be surprisingly extensive for a small pop-up space. Recipes are interesting enough to suggest you’re genuinely being persuaded to try something beyond your usual routine. The selection also provides a healthier alternative to typical ready-meal solutions or grabbing a ‘Nando’s or Wagas’ on the way home. The ability to try a single meal helps tempt in new buyers who might be unwilling to commit to a subscription service. Meanwhile, existing fans have the opportunity to dip into the brand in a new and engaging context. For all, the shopping experience couldn’t be simpler. Everything is clearly signposted and perfectly packaged for picking up on the go.
Pop-up sends feel-good as well as taste-good message
The goodness doesn’t stop at the product! The strong emphasis on the brand’s partnership with The Felix Project – a charity that aims to reduce food waste and food poverty – strikes a chord with shoppers. It chimes well with the warm personality of Hello Fresh and seems a refreshingly human touch amid all the more functional shopping we do in supermarkets and online.
All in all there is a definite buzz about Hello Fresh GO and we believe it has real potential to catch the wave of the trend towards quick, fresh, healthy food. There are plans to roll out even more pop-ups in the capital and we’re convinced this will help strengthen the emotional connection to the brand and tempt more to give it a try.