Melvados_Concised research

Table of Contents 1. About: Melvados 2. Surveys and Interviews 3. Research and Tribe 4. Research Presentation 5. Big Idea + Campaign Architecture

About 01 Extensive research: Learn more about Melvados + SWOT & PESTLE analysis

A retail gourmet food brand that focuses on making quick and easy ready-to-eat meals. Their aim is to meet the needs of food-loving Singapore residents who are too busy to whip up a gourmet meal for themselves. All of the products are fully-cooked which only require heating for instant gratification. All of Melvados’ food is supplied by their parent company, Foodedge Gourmet Pte Ltd, which is Halal certified by Muis. (foodedgegourmet.com) STORE LOCATIONS: Offline United square Anchor Point Jurong point Eastpoint Woodlands Terrace PLQ Mall Harbourfront Centre Hillion Mall Online Melvados website (melvados.com) GrabFood, Foodpanda and Deliveroo NTUC Fairprice online Amazon Fresh Others Foodedge also supplies to various cafes in Singapore. Snacks can be found at Starbucks too!

FOOD CATEGORIES: All of Melvados’ products are made ready-to-eat and can be heated up quickly for consumption. Mostly Western food that includes: Ice Cream Cakes Meals Bread Condiments Snacks *and also Gift Options They also provide corporate gifts for a number of companies: Shelf Life? Products retain its goodness for up to 3 months in the freezer, can be stored up to 5 days in refrigerator. Snack products need to be consumed within 2 weeks of opening. *They do not use any artificial preservatives or chemicals in their products. and more...

http://asiasamachar.com/wp-content/uploads/2015/12/Man- https://cdn01.vulcanpost. meet-FoodedgeGourmet-Spore-1512a2.jpeg com/wp-uploads/2020/01/in- spired-bandana.jpg COMPANY INFO: CEO Mr. Manmeet Singh MARKETING CHEF Mr. Karl-Gunter Ableitner MANAGER Ms. Bandana Kaur Founded in 2003, Foodedge Gourmet started by supplying food products to five-star hotels, airlines, restaurants and cafes. Melvados was established in 2004. Questions we have prepared for 2. How is the food being them during our meeting on the transported? first week: Using frozen trucks and cooler bags or biodegradable plastic bags CEO Mr. Manmeet Singh M.MANAGER Ms. Bandana Kaur 3. How often do you replenish the retail products in stores? To 1. Approximately how big is your find out how active they are with company? (How many departments? restocking and perhaps to gauge Are there individual departments the sales volume? for various sectors like graphic design, marketing, RnD etc.?) On average 3 times a week, Do they take a long process to make everything comes from Woodlands. changes within the company itself? If need be, it can be restocked more frequently since they work Melvados is a family-run business, very closely. Mostly on tues, thurs they work very closely together, or friday. only 2 people under graphic design.

4. Do you guys have any plans for 8. What are your most popular new products? To keep up with the items? most recent plans During festive season people buy sweet stuff like cakes, ice cream Try to launch two or three items and snacks every season, like Hari Raya, school Non festive season chicken pie, holidays, National days, Teachers meals for kids, day, maybe even Christmas. 6 types of ice cream pints set 5. Since there aren’t any 9. Which brand do you think is your advertisements, how do you guys biggest competitor? gain more customers? How to let people know we are (apparently they sent food samples an one stop shop, where there is to IG influencer e.g. https://www. something for everybody, rather instagram.com/p/CVok8xohc5E/) than competing with all the other brands in each category 5. What’s the criteria for the food to The concept of ready-to-eat meals be sent to a certain IG influencer? People who found melvados during If they represent the values that the covid only know them as a ready to brand represents eat meal while people who knows them before that know they do 6. Besides Qoo10, are there any more than that. other ecommerce platforms that you are on? 10. Can describe what kind of ideal Amazon Fresh, Foodpanda, customer you aim for Deliveroo, Grabfood etc. -1% men Not on Shopee/Lazada/Redmart -99% of them are women with because goods are frozen, logistics similar lifestyle; first time wise are not feasible or effective to homeowner, bto with children work with. (newborns, toddlers), parents are young and on social media a lot 7. Do you guys have any plans on - age group is shifting from older setting up a dine in concept for your people to a broader audience customers in your retail stores? (including younger people who are *Melvados doesn’t have dine in good with content generation on areas, mobile app etc. social media) Not enough manpower and costly Considering to open ice cream shop and snack kiosk , idea needs to be cost effective and creative

11. What are three or five words to 16. Are there any benefits for the describe your brand? customer when they use your Affordable gourmet food, gourmet service or purchase from you? made-easy/simple -traditional stamp card? Sophisticated and classy -collecting points Delicious (if they don’t like it they -maybe launching vouchers on don’t sell it even though its trendy) grab so customers can use it on the Keeping the freshness physical store or grab. 12. Is there a reason you chose the 17. Is there a reason you choose to current colour for Melvados work with us now? They just liked it, calming colour, 2019 they did a project for SP not too bright (toned down in that business school with melvados ‘gourmet’ sense) and back then then there was a lot of western influence but now that has changed after 20 Singapore 20% of the population years knows them so they want ideas and creative decision to get 80% of 13. What is your unique selling Singapore to know them - research point? from NTU project Melvados stand for sinful food in different languages 14. What is the long term vision you Extra notes: have for melvados? More retail presence Melvados doesn’t really focus on Grow corporate wise travellers and focus more on local Extra question from Aiai and heartland people 99% of them are their customers Pisang goreng brittles produced first then from word of mouth because Hari Raya was coming recommends their bosses of their plus wanted it to be local companies to purchase from them Getting people to come to Melvados hence starting a bond. stores through ads>putting Melvados on the shelves of 7-11/ supermarkets among a ton of other competitors

SLIDES WITH RELEVANT INFO FROM CLIENT MEETING: Slides from It’s time for Melvados~ (What did I spend it on? Shall reveal later haha)

SLIDES WITH RELEVANT INFO Increase awareness of the brand FROM CLIENT MEETING: Define the USP of the brand and What is Melvados its products looking for? Conceptualise new distinctive products and services that can fit in with the enhancement of the brand Enable the brand to engage with current and new customer bases via creative and innovative content, through different touch-points Be creative, but realistic Ideas we can touch on: How to increase sales within our current revenue categories? How to open new categories? How to increase average customer Food for Thought spend? How to acquire new customers within current target market? How to get more customers to discover us online? What are some reasons we can give to customers to try our brand? What do we want consumers to associate with the brand?

SLIDES WITH RELEVANT INFO Logo cannot be changed FROM CLIENT MEETING: Colour scheme of the brand Limitations cannot be changes, although you are welcome to suggest a complimentary colour to introduce No major changes to store design and layout, can suggest improvements or enhancements to the current set up Be mindful of costs involved for your ideas Thoughts after meeting clients: Thoughts?Initially before meeting Ms. Bandana, we were guessing if we were able to do something for the branding as we thought it could be made more modern looking etc. After being introduced to the caveats, I was a bit taken aback at first as it seems like there’s nothing much that we can do. However after thinking through, there isn’t much limitation after all, we are still quite free to do what we want as long as they are feasible and practical.

SOCIAL MEDIA PLATFORMS: Instagram https://www.instagram.com/melvados.sg/ Facebook https://www.facebook.com/Melvados TikTok https://www.tiktok.com/@melvadossg

SWOT: Wide array of food available from appetiser to Strength dessert (https://melvados.com) (internal) Supplies to a number of cafes in Singapore (http://foodedgegourmet.com/wholesale) Stamp Cards to entice customers Convenient and time saving: All food products are fully cooked, only require heating for instant consumption Products are made locally and sold at wholesale price (https://melvados.com/about-us) Skilled and knowledgeable staff: they only hire full timers as they are required to remember the ingredients allergens in order to better recommend to the customers Weaknesses Melvados was founded in (internal) 2004(Foodedge was founded in 2003) but they haven’t gotten much attention among youngsters (could it be because Melvados hasn’t been really targeting them in terms of advertising etc.?) They are not available in grocery stores nor convenience store as a frozen food product like the more well known brands out there e.g. CP, 711, resulting in fewer exposures if we are targeting at families

SWOT: Opportunites (external) As the border opens, more tourists will be coming into Singapore, it could be a new market for us to work towards Expand and grow in terms of marketing to entice more audience(perhaps 17 y/o and above) that are not yet under the primary target market group (22-55) Threats People are becoming increasingly (external) conscious about their health? Competitors are finding new ways to continue striving in the market? (Melvados has a number of competitors as it covers a wide range of products) https://www.wordstream.com/wp-content/uploads/2021/07/ swot-analysis-header1.png

Surveys & Interviews Datas and responses from 02 surveys and interviews conducted + additional background information

GENERAL SURVEY: Questions asked 1. What is your age? (MCQ) If Radio: Under 14 years, 15-24 years, 25-34 Which commercial radio stations years, 35 years and above do you listen to? (open ended) 2. What is your occupation? (MCQ) If News: Student Where do you go to keep up to date Office worker with the news? Military (open ended) Self employed Homemaker If Social Media: Retired Which social media platforms do Others you use? Instagram 3. What are some places you TikTok visit every single week without Twitter fail?(Besides school, office, Facebook religious places of worship, or your home) How frequently do you use said platforms per day? 4. Which is your most favourite Less than 1 hour platform? 2-3 hours TV 3-4 hours Radio More then 5 hours News Social Media 5. Where do you go for advice on which food products to buy? (Pick one which links to either:) If TV: 6. How much are you willing to How many hours did you spend spend for a ready-to-eat meal? watching live/streamed TV in the (MCQ) last week? Below $5 Less than 1 hour $5 to 10 2-3 hours $10 to 15 3-4 hours $15 and above More then 5 hours

GENERAL SURVEY: Questions asked 7. Have you tried ready-to-eat 11. Do you know the brand meals before? (open ended) Melvados? If yes, how was your experience? If YES; What do you like/dislike about it? How or where did you come to know If no, why haven’t you tried it yet? about Melvados? NTUC 8. How often do you consume Instagram ready-to-eat meals? (MCQ) Word of mouth 0-1 day per week Physical Store 2-3 days per week Website 4-5 days per week Foodpanda/Grab 5-6 days per week Others (open ended) 9. Tell us the reason (Convenience, What kind of situation/occasion Time, Method, Cost etc.) do you usually consume from (open ended) Melvados? 10. Which do you consume most Party/Gathering often? Rank these options from Breakfast/Lunch/Tea time/Dinner/ 1(most often) to 3(least often) Supper Ready-to-eat meals Snacks Home cooked meals If NO: Takeaway meals What is/are your preferred ready- Tell us your reason for your 1st to-eat meal brands? (eg. chef in box, choice bibigo etc.) [Open ended] Tell us your reason for your 2nd Tell us your reason why you prefer choice this brand? Tell us your reason for your 3rd 12. How likely would you buy these choice products? (pictures of products) Scale 1 - 5 (unlikely, very likely) Cake, Icecream, Meals, Bread Tell us your reason for your answer above? (open ended)

GENERAL SURVEY: Questions asked 13. Rank which is more important to you (MCQ Ranking select all that apply) Convenience to prepare Taste (Quality of food) Price (Affordability) Outlook (Packaging, aesthetics) Promise (preservatives and chemical free) Accessibility of the products 14. What are some suggestions to improve Melvados? Google survey form: https://docs.google.com/spreadsheets/d/1tOfM- knDMPx8-9gDljYF8jpAX9ntvJIvNMjXahEzGcdQ/ edit?resourcekey#gid=1745013699 Responses in excel sheet: https://docs.google.com/forms/d/1tI7R9EV- n4M__T2kzAdm3f5EO17H4FG_1WQ0OGkbFgJk/ edit?ts=626102af#responses

GENERAL SURVEY: Relevant responses How often do you consume RTE meals? What kind of situations/occasions do you consume from Melvados?

GENERAL SURVEY: Relevant responses What is your most favourite platform? Which social media platform do you use?

INTERVIEWS WITH DIFFERENT AGE GROUPS: Youths (conducted by Natalya) 4. What do you do after you have finished work? 1. Introduce yourself! I like to game, or listen to some (name and age) music. Sometimes I’ll watch I’m Shirley, 19 dramas or scroll through tiktok, head empty. 2. Please describe your typical weekday. 5. What are your hobbies Uhhhh I wake up at whatever time I or interests? guess, for school and I usually skip Taking photos, singing and playing breakfast. I’ll get ready for school, in a band, reading, gaming, ballet, then grab something to munch doodling omw out. Sometimes I’ll have a little packet of yoghurt (y’know 6. What is your favourite social like those lil squeezy packets), media platform and what do you or a pack of milk (meiji/binggrae usually use it for? What do you like banana milk). Occasionally I’ll have about it? a kaya toast if I reach school early Instagram/Tiktok. For Instagram, (yuummm). I’ll attend classes, get I like it because it’s kind of like a some food for lunch, then more little diary of my memories, and classes and dinner if needed. I have an account where I like to post my favourite shots. For Tiktok, 3. Please describe your typical it’s a lot of mindless scrolling and weekend. interesting content, it’s quite nice On weekends I have ballet for 3hrs to see how people can be so damn (either Saturday, or Sunday, or innovative in just 15 seconds. both), usually in the morning to midday. Then I’ll get some lunch 7. How do you feel about (usually Korean food for some advertisements showing up on your reason). Sometimes I’ll take an feed? (do you tend to click on them, afternoon nap, then wake up in read them, or just scroll away) time for dinner, which is sometimes If they’re advertising stuff I like (e.g home-cooked.about it? fashion related/camera related/ food related) sometimes I’ll click sometimes fruit (if I have some at and take a look at it. Other than home), many many snacks. that, I kind of just skip through it if it doesn’t catch my eye in the first few seconds.

8. How many meals do you 14. What about dessert/after meal consume everyday? snacks? What do you usually get? An average of 2, sometimes 3. I like this Japanese snack called ottotto. It’s lightly salted and has a 9. What do you usually consume? good crunch. For dessert, anything Bread, rice, noodles, veggies, cold and sweet works. sometimes fruit (if I have some at home), many many snacks. 15. Do you do grocery shopping? What do you usually pick up? 10. Portion size? Uhm not really, only sometimes. Very small portion size, it depends I pick up some milk, juice, my on the day. Sometimes I don’t feel favourite snacks and maybe fruit. like eating and eat like a pathetic amount, just enough to survive. But 16. What is your favourite type of sometimes I eat more, if I have like food? Why? rice and it’s bussin, I’ll have like a I think my favourite is bread, I whole bowl. like a good loaf of bread. It’s very versatile, can be sweet, salty, 11. When do you eat the most/ crunchy or soft. least? (stress, something good/ bad happened) 17. What does a healthy diet look When I’m stressed, I tend to snack like to you? a lot or skip meals. Generally, I Carbs, veggies, fruit, protein. don’t eat a lot. 18. Have you heard of frozen meals 12. How do you usually settle your before? How did you learn about meals? (eg. takeout, homecooked) them? I would say half takeout and half Yes, I like to look at the freezer home cooked. section at ntuc/don don donki, they have some interesting stuff. 13. Do you eat dinner with your family often? What kind of takeout 19. What is your perception on food do you get, and what kind of frozen meals and why is that the homecooked meals do you case? usually have? I think they’re okay, not too Yes, almost daily. Takeout food unhealthy, it really depends on what usually consists of different the ingredients are. cuisines. Homecooked meals are the same. Sometimes pasta, sometimes mala, sometimes kimchi soup.

20. When was the first time you 26. What kind of food do you thought about buying frozen usually go for and why is that the meals? case? Uhm..i dont recall Frozen dumplings, easy to cook, just dump into some boiling water 21. If you have bought them and tadah!! you have a meal :D I before, what did you get? also like cooking noodles, usually Cod Fish Shepard’s pie just boil them plain, and whip up a sauce. 22. Why did you choose that product? 27. Besides these factors, what It was yummy. I like pies. The else do you consider when making packaging was also attractive, and a purchase or trying new food? the instructions were very simple, The price, and the design of the easy to follow. packaging 23. Do you think microwavable 28. Do you prefer going down to food is healthier or fast food? the supermarket or a physical I think it’s healthier store, or would you rather use an (microwavable), most of the times online delivery service? (please it has lesser oil (I think) elaborate on why) I would like the option of both? For 24. How important is re-sealability fresh foods I want to pick it out of a food product to you? myself, but for frozen/pantry stuff I I would say it’s more important if think its ok to be bought online. the portion of food is big bc if its a tiny portion I’ll just eat it all in one 29. What influences you to go…… purchase food or a product in person? 25. Have you prepared your own Colours and attractiveness of the meals before? packaging, Ingredients, the price Yes 30. What influences you to purchase food or a product online? The reviews and the product photos. Youth 01

INTERVIEWS WITH DIFFERENT AGE GROUPS: Youths (conducted by Wei Bin) 3.What do you do after you have finished work? 1.Introduce yourself (age?) I’d give my boyfriend a call to catch My name is Beatrice Alvar, 21 up with each other’s days or if this year and currently majoring a not, ill spend time with my family diploma in Fashion Merchandising sitting on the sofa watching shows. and Marketing. I’m onto my year And if I want some alone time, I’d 3 and I will be starting internship tend to use my phone and hop on at local fashion brand Tracyeinny to social media and look at fashion/ this coming July. Currently just marketing/hype/trend news. enjoying life to the fullest while making sure I do my best in 4.What are your hobbies / everything although I procrastinate interests? a lot. Still. I always get any job Fashion definitely and NIKE. I love done on time. learning about brands, watching documentaries and business 2.Describe your typical weekday shows like BILLIONS, SUITS “ weekend or Halston, Devil Wears Prada, I usually wake up quite late due Emily in Paris. Sign me up for any to lack of sleep and poor body fashion-biz related content! I like clock timing. But I’d head out to playing the guitar as well, creating buy lunch for my family members, presentation decks are a vibe for go home and take a shower and me and watching…cat videos. then play some games or watch shows on Netflix. If I get really 5.What is your favourite social restless sometimes, I’d turn on my media platform and what do you speakers and play like about it? music as if I’m inside my own Instagram. I think because I’ve film in my room while cleaning used it for such a long time already, and rearranging my never ending probably ever since 2013? Not untidy room. Usually I try not to sure if I was of age to enter social sleep afternoon so I’d make drinks media then but I did grow up in the and my specialty is on making platform. Trends, news, socialising matcha lattes for myself and my and influence mostly existed family members. Served up! on Instagram and I recognise it wholly. Being so familiar with it made me use it the most among all

other socials, it also has a pretty 11.Do you do grocery shopping? minimalistic interface to use so What do you usually pick up? I find it simple to use and look Yes I do, I only get the essentials at-- not to crowded with features/ usually and things I need to use functions either. for the next day. If not, my parents send me a list to run to the grocery 6.What do you usually use it for? store to get. Posting, making connections, sharing content, creating portrait 12.What is your favourite type of videos using Instagram reels and food? Why? the recent one was conducting Korean, Japanese and Filipino surveys from the Instagram dishes! I love the sourness and stories. spice in the dishes as well as a combination of sweet and salty 7.How do you feel about from the filipino cuisine part. I like advertisements showing up on a balance in the food I eat time to your feed? Do you tend to click on time. them, read them, or just scroll away 13.What does a healthy diet look Neutral. I do scroll away at like to you? the same time click on them Fresh, No carbs, Air-fried, sometimes, depending on the Unprocessed, MSG-vacant, less- design of the ad and the content seasoning and grilled food. engagement? 14.Have you heard of frozen meals 8.How many meals do you before? How did you learn about consume everyday? them? A full 3 meals-a-day! Not sure I have but I think only the ones from 7-eleven? Are those 9.What do you usually consume? considered frozen? I saw frozen Rice bowls from Mr Bean-- only food from groceries before but due to their healthier choice label. that’s it. I would make my own latte/matcha latte to mix it up and adjust sugar 15.What is your perception on levels. frozen meals I doubt its freshness and full-body 10.How do you usually settle your taste sometimes. meals? (Takeout? Home cooked? Stock up? Usually take-outs and home- cooking.

16.When Was the First Time You conveniently catered to those in a Thought About Buying Frozen rush at some point. foods/Pre-Packaged meals? Can’t remember but I think when 22.Where did you hear about it/ I was looking for convenient learn this information? Nasi Briyani Mutton and there Just word-of-mouth! weren’t any nearby my location then, so I headed over to 7 eleven 23.Have you cooked or prepared and grabbed the one chilled/ your own meals before? refrigerated. Microwaved it there Yes I have. in the store and it looked freshly a.What kind of food do you usually cooked, no joke. go for? Usually brunch food or lunch with 17.What did you buy? American style in the morning and Nasi Briyani Butter Chicken! Korean/Japanese in the afternoon or lunch time. 18.Why did you buy [Frozen foods/ Pre-Packaged product] at that b.Why is that the case? time? I like variety in meal choices I was probably so hungry then and everyday. wanted to satisfy my food cravings asap. 24.Besides these factors, what other factors do you take into 19.How important is re-sealability consideration when trying/eating to you? food? Neutral. I always finish my food The freshness and how long its so I don’t have to take out my been cooked/exposed in stalls or unfinished meal. how long it takes to cook the food. 20.(opt, since already asked about frozen food) Have you tried ready to eat meals? Yes! 21.(opt, since already asked about frozen food) What is your perception on ready-to-eat meals? (What do you think of when you hear “ready-to-eat” meals?) I think that they’re cool and really

25.Do you prefer going down to the supermarket/physical store or online delivery/food services? Why? (eg convenience, cheaper) Both going down to the restaurant and taking away. I do order usually too, since it’s pretty convenient and sometimes I get lazy to go out of the house often. Again, there’s variety also and plus, tea-time delivery on grab food makes the ordering fee much cheaper. 26.What influences you to purchase (a food/product) in person? My growling stomach. Or could be cravings and how badly I want a specific food/dish/ Taste. a.Similarly, what influences you to purchase (a food/product) online? New food on the menu! Youth 02

INTERVIEWS WITH DIFFERENT 5. What is your favourite social AGE GROUPS: media platform and what do you like about it? Working Adults Facebook, Instagram (conducted by Lynette) 6. What do you usually use it for? 1. Introduce yourself Recipes, scroll through for (age? 26, 45, 38) updates(from friends) Maggie, 26, industrial designer, newlywed who has regular 12 hr 7. How many meals do you work days consume everyday? 3 2. Describe your typical weekday Maggie: Work all day, have calls, 8. What do you usually consume? and will eat food cooked by her Diane: home cooked meals mum, takeaway food, or ready- Maggie: meals cooked by mum, or to-eat meals(in-fact she had 8 takeout, or ready to eat meals melvados meals in her fridge) 9. How do you usually settle your Diane & Max: Work from home, meals? (Takeout? Home cooked? during 1 hour lunch break, they Stock up?) heat up their frozen meals(meals Diane: home cooked meals that they prepped on during the Maggie: meals cooked by mum, or weekend) takeout, or ready to eat meals 3. What do you do after you have 10. Do you do grocery shopping? finished work? What do you usually pick up? Maggie: relax Maggie: yes, quick fixes Diane & Max: they go for a walk, Diane and Max: grocery shopping read books online 4. What are your hobbies / 11. What is your favourite type of interests? food? Why? Maggie: relaxing, scrolling social Diane and max: bread(versatile) media Maggie: doesn’t have a favourite Diane & Max: reading, cooking

12. What does a healthy diet look 15. Why did you buy [Frozen foods/ like to you? Pre-Packaged product] at that A balanced meal(veggies, time? meat, carbs) Maggie: busy lifestyle, tried food once, it was good 13. Have you heard of frozen Diane & Max: Frozen bread was meals before? How did you learn intriguing so they bought it to try about them? it out Yup, when they grocery shop, they’ve found out about them 16. What do you usually do on your What is your perception on frozen off days? meals Diane & Max: work out Diane, who does meal Maggie: relax prep(freezing meals for later) know that frozen food can be 17. Do you cook? Do you bring food healthy(without preservatives), to work? while maggie thinks frozen food Diane & Max: yes, they work from isn’t healthy home so it’s easy to cook, even if their lunch break is only an hour 14. When Was the First Time You long, they still eat home cooked Thought About Buying Frozen food(like leftovers, or heat up foods/Pre-Packaged meals? meals that they froze) What did you buy? Maggie: nope, too busy to cook Maggie: has a busy lifestyle so ready-to-eat meals/frozen food 18. What are your considerations helps her to save time, it’s a when it comes to food decisions, quick fix is it affordability? Or taste or nutrition(health) etc. Diane and max don’t know much Nutrition, taste, affordability about ready-to-eat meals, but they know a bit about frozen food 19. For married couples: Do you because they prepare their own eat dinner with your partner? How meals(health conscious) do you guys settle your meals? Eat separately because of work, but they try to eat dinner together

20. Have you considered pre- 23. Which outlet are you more packaged/frozen meals/desserts inclined to purchase food from, before? Why/Why not? website, app or physical stores? Diane & Max: not really, they like Why? to cook. But they always wanted Diane and Max: Online store, to try Melvados, they just didn’t because they work from home, order before cuz they had to reach inconvenient to step out of the $50 for free delivery and Diane house, no near grocery store was trying to decide what to get to Maggie: Physical store, stay near reach $50 HAHAAHH Maggie: yes, quick fix 24. What influences you to purchase frozen food/pre- 21. What do you think are some packaged food/ready-to-eat misconceptions about ready-to-eat meals in person? meals or frozen food? Can see the nutritional label Unhealthy 25. Similarly, what influences 22. Where do you go for advice on you to purchase (a food/product) which food products to buy? online? Peaceful cuisinez: therapeutic convenience people Just one cookbook Xiaogaojie, very smart way of cooking Recipetineats: Easy to cook stuff Just like to watch people cook Working Adult 01

INTERVIEWS WITH DIFFERENT AGE GROUPS: Working Adults (conducted by myself!) 1. Introduce yourself 1200pm, cook lunch for 6 including Name: Alex himself (usually cook depending Age: 38 on his mood, mostly beef stew, Occupation: Head Chef fried food, chicken/fish soup and Where do you stay: Tiong Bahru a dessert like cookies, muffin, tiramisu, cinnamon rolls, brownies) 2. Describe your typical weekday After lunch, go to friends place, Morning: wake up, iron clothes, another cafe for rnd work out, prepare to leave house Until night, take a shower and rest for work time Afternoon: at work 5. What are your hobbies / interests? Night: ends work at 7pm, walk I like to cook home from workplace (his cardio Often try out new recipes at home workout), workout after reaching Like to feed people, receptive with home again, rest, shower, cook getting feedback dinner for himself (mainly protein based), research for rnd for new Watching movies on Netflix dishes, sleep (Mystery, adventure, horror and comedy films) 3. “ weekend One week 6 working days and Watch stock market his offday is usually on Friday (so weekend still working) 6. What is your favourite social media platform and what do you 4. What do you usually do on your like about it? off days? Instagram, Twitter, TikTok, Friday (fixed every week) Facebook Wake up early in the morning around 630am, cardio workout run from home to Marina Bay Sands, come back workout (weight lifting) around 930am, breakfast time~

7. What do you usually use it for? 11. How do you usually settle your Mainly for entertainment meals? (Takeout? Home cooked? IG: keep up to date with friends Stock up? Twitter: communicate with ex- He doesn’t stock up because he colleagues prefers fresh ingredients for every TikTok: watching people dancing meals Facebook: keep up to date with friends 12. Do you do grocery shopping? What do you usually pick up? 8. How do you feel about Grocery shopping on rotation advertisements showing up on daily(during off days when need to your feed? Do you tend to click on cook) them, read them, or just scroll He would pick up vegetables, away meat(beef, chicken, fish, pork, try Depending on the advertisements, to moderate all consumption) sometimes annoying sometimes is dessert: flour, eggs, nuts and good chocolate Annoying because it keeps popping up like YouTube advertisements 13. What is your favourite type of Good because he got introduced to food? Why? something new Freshness is priority (don’t like food that are not fresh) 9. How many meals do you I’m not really picky, as long as the consume everyday? food is fresh, I would love it Constantly eating because I am a Sambal belacan chef Western food During offdays, four meals each day (breakfast, lunch, high tea, 14. (to find out what they look for in dinner) their favourite food, price?) Freshness is priority 10. What do you usually consume? You get what you pay for, usually Rnd during work (mostly western, the fresher ones are pricey chinese, sometimes korean, japanese, depending on the Nutrition situation) Offdays breakfast and lunch at Price comes in last home, high tea(bread with brewed tea) and dinner eat out (mostly 15. What does a healthy diet look steamboat, mainly vegetables) like to you? Fresh vegetables, protein like steak

16. Have you heard of frozen meals 22. How many hours do you work before? How did you learn about per day? Any OT hrs? How often do them? you have to stay for overtime? Yes, heard from other people 9 hours per day It depends on the situation 17. What is your perception on frozen meals 23. How much do you usually I don’t like frozen food because spend on a meal when you’re at the quality is not there, not up to work? the standard. Mainly because the Depending on my mood, price ingredients are not fresh anymore ranges from $15 to $30 Taste and textures are not as good Japanese, Filipino, western, Depends on situation (situations Shakey’s pizza, chicken like running late but mostly once a month, last resort) 24. In what situation do you feel happiest when you’re eating 18. When was the first time you When my craving is fixed thought about buying frozen foods/ pre-packaged meals? 25. When do you eat the most Around 22 y/o (when you are stressed? happy?) out of curiosity, just wanted to try it I eat the most when I am stressful, out stress relieving after spending Overseas while working in middle around $50 eating on my own east - Kuwait The Three Peacocks @ Labrador Served the UN Park (fresh!) 19. What did you buy? 26. What about dessert/after meal Forgot already snacks? What do you guys usually get? 20. Why did you buy [Frozen foods/ Cakes, waffles, Pre-Packaged product] at that Snacks at home like Doritos with time? cheese/salsa, homemade iced tea out of curiosity, just wanted to try it out 27. What are some activities/ occasions that require you to order 21. How important is re-sealability food? to you? Housemate’s birthdays Yes, because it helps with maintaining the freshness of the food

28. Do you think microwavable food is healthier or fast food? Both are unhealthy, may possibly cause cancer Fast food, because people make it ready for me, I don’t have to heat it up by myself 29. Where do you go for advice on which food products to buy? Social media, food bloggers Working Adult 02

INTERVIEWS WITH DIFFERENT AGE GROUPS: Older Adults, family 6 Social Media Platform (conducted by Li Qi) Facebook, it is where I get most of my news, shopping 1 Introduce yourself pages and promotions of food Liqi’s mom, 50, clerk recommendations. When I see advertisements, if it captures my 2 Describe typical weekday eyes, I would read and might click I wake up at 5am and leave my on it house to go to work at 6.45am. I start work at 9 and end at 5. I will 7 How many meal do you consumer then reach home at 5.30pm and per day cook dinner for my family and 3 meals we will eat around 6.30pm. I will call my husband and ask him to 8 What do you usually consume prepare the vegetables which then I will prepare my breakfast to work I will cook it later at night. and eat with a cup of coffee. Lunch is food center near my office and 3 Describe typical weekend dinner is mostly home cooked and I wake up around 7 and will head takeaway. out and eat breakfast. I will arrive home and relax, will head out at 9 how do you settle your meal around 5.30 for dinner. Usually home cooked and takeaway meals 4 Do after work I will cook for my family 2/3 days 10 Do you grocery shop, what do of the weekday and will stay in the you usually buy? living room and online shop and Yes, pick up foods that I will cook watch television that week. 2-3 vegetables and meats, breads, snacks from value 5 hobbies/interest shop Online shopping and sometimes baking recipes I see on facebook 11 what is your favorite type of food? Why? Pao fan, a rich soup with rice, and beef and a crispy sort of cracker

12 what does a healthy diet look 3 what do you usually cook? like to you? Fish, vegetable stir-fry with meat, Something with a lot of vegetables, eggs. If my children wants to eat less salt, sugar and oil something, I’ll cook it for them but usually they want pasta 13 heard of frozen meals before? 4 how often do you consumer How did you learn about them? western cuisine? Why? Yes, I don’t remember Not often, usually during nice occasions. Because it can be 14 perception on frozen meals expensive like Aston Can’t eat it often as it usually requires them to be heated and is 5 how willing are you to feed your unhealthy eating a lot of fried-ish family frozen food? food Not often, once a week as it is heaty/unhealthy and has 15 when was the first time buying preservatives in them frozen/prepackages meals Don’t remember, a long time ago 6 do you buy what your kids prefer or do you make the decision? 16 what did you buy? A bit of both, if they want to eat Probably dumplings, crab meats something I’ve cooked before, they can suggest and if everyone 17 why did you buy it at the time? is willing to eat and try it out, I will Easy as it can be stored for a long buy the stuff to cook it. time 7 prefer frozen food or non 18 re-sealability important? perishable food? Not really, can just use rubber Don’t really eat either very often, so band can’t say Extras: 8 what entices you to try new food 1 how many people in your family? products? 4 people Promotion 2 do you cook? How often? For 9 what makes you repurchase food how many people? products? Yes, 2-3 times a week, for 4 people The taste is nice and if my kids ask me to buy it

10 what is a big factor when it comes to buying a food product? Whether is it healthy or not 11 which outlet are you more inclined to purchase food from, website, app or physical store? Physical store, as you could see the products you are purchasing Older Adult 01

INTERVIEWS WITH DIFFERENT AGE GROUPS: Older Adults, family Stock up? (conducted by Nicolette) Home cooked food that i cook myself. Pasta, egg drop soup, 1 Introduce yourself (age?) chicken macaroni, beef stew, mee 54 this year goreng, wanton, chicken drumstick, spinach quiche, pizza.. But some of 2 Describe your typical weekday the things i make for the children Morning go and walk, usually go i dont eat them, frozen food is market, come back water plants, usually for the children i rarely do housework, start preparing eat frozen food myself. Specially meal, then do work, watch netflix make for children only. When i make things that only the children 3 “ weekend : about the same will eat ill just eat smth simple instead. Usually ill find whatever in 4 What do you do after you have the fridge ill eat, not picky abt food. finished work? Tofu by itself etc, quick simple -watch netflix, relax, find recipe to meals i can quickly make. cook for the family Reason why i make 2 separate 5 What are your hobbies / meals, put priority of what children interests? like first so even if i dont eat or Hiking, walking, finding simple and fancy i still make them for my tasty recipes to prepare dlicious children. food for family, online shopping, value for money things to buy 9 Do you do groceries shopping? What do you usually pick up? 6 How many meals do you Market, checklist, what i wanna consume everyday? prepare for that day. Dont buy and 2, breakfast n lunch stock up bc want it to be fresh so i almost go to the market everyday. 7 What do you usually consume? For eg want make marinated Fruits, bread, cereal, cutting back drumstick, buy today to marinate, on carbs, dont rly fancy meat, then cook for tmr. Before go prefer vegetables market planned alr what to cook then create a list of what things 8 How do you usually settle your to buy then buy at the market and meals? (Takeout? Home cooked? prepare that dish for the day

10 What is your favourite type of w children eating it regularly but food? Why? occasionally for quick fix is ok. Not Vegetables, salad, fruits.specific replacing diet. Great for feeding type of dish: brown rice salad, kids when last minute they super Poke bowl, ochazuke. Not rly fan of hungry and no time cook for them. traditional chinese cooking, where But personally idl eating frozen theres many dishes. Very complex, food cause i prefer fresh food, dk how to fry stuff dk how to cook and i just dnt like frozen food. vege. Use alot of the oven to grill, Frozen food is more of if theres steam. Moreover fry is not healthy. nth available its a last resort. Instead of several dishes like asian But sometimes besides cause style i just make one main thing of convenience, i also feed them (to find out what they look for in frozen food even if i have the time their favourite food, price?) bc my children enjoy the taste and Indian food. Korean food, japanese food of it. But not often. Only eat food. If it is easy enough ill try specific frozen food like frozen fish, cooking them. Like things which frozen edamame. Not a fan of other have variety frozen food cause alot of them is meat based and im not a fan of 11 What does a healthy diet look that. Sausage, i know its unhealthy like to you? (unwaned meat made into sausage) Protein, veggies, meat… etc. but i believe in moderation is ok a balanced diet. Honestly the food i cook for my children isnt Extras: v balanced bc my kids love meat 1 How many people are in your and hates vegetables. I dont force family? my kids to eat vegetables. Instead 5 i feed them specific vegetables i know my children will eat eg 2 Do you cook? How often? For how pumpkin corn cucumber potato many people? spinach etc. they scared of green Yes. specially cook for 3 ppl. 2 leafy vegetables children n husband. Sometimes if the food i cook for them i like i 12 Have you heard of frozen meals will eat but often no bc its v meat before based and im not a fan of that. If i What is your perception on frozen dont want or like to eat the food i meals make for them ill cook a separate Convenient, can stockpile, quick meal for myself. Often a variant of fix, always in the fridge, want can the ingredients i used to make their just go heat it up and eat. Not ok dish leftover ingredients

3 What do you usually cook? 7 Do you prefer frozen food or Pasta salads stews soups, alot of non perishable food like can food/ grilling. Alot of it is put tgt and put instant noodle in oven. No frying!!! Using oven. Sardines are good for u, tuna etc. Mix of cuisine sometimes western can food salt content v high so only sometimes asian. Do experiment occasionally. Often i ue these to with diff cusiones but similarity is make salads. Can food is specific that it needs to be easy to make item but frozen food can be a whole meal like briani (rice, meat etc) 4 How often do you consume can food is v specific there isnt a western cuisine? Why? balanced meal. Cant rly eat a can of Quite often bc one of my children food and call it a mea but u can do enjoys it. Grilled fish. My version that with frozen food. Can food is of it is easy to make, put in oven more of like specific ingredient for kind. I kind of treat my children one of my recipes. (eg tuna for my like “guinea pigs”, test recipe on salad) us.often these food are food i dont eat or like but ik my family likes 8 Do you value food preparation so i need to hear their feedback convenience or and adjust accordingly. Dont like If there is ready made things that so many steps bc confusing. 2 i can find ill ue it instead of doing diff chef for the same dish, ill just things from scratch. Eg carbonara follow the modified easier recipe) pasta. Making sauce from scratch too time consuming ill just buy the 5 How willing are you to feed your ready made bottle then add onto family frozen food? it (meat into it, vegetables etc) Once in a blue moon, convenience, still prioritise convenience over kid is hungry quick fix very fast taste. But will still make effort to take out and its done. Dont need to make things from scratch tgt w the cut or marinate. premade things 6 When you grocery shop, do you 9 What entices you to try new food buy what your kids prefer to eat or products? (online/offline) do you make the decision? Dont mind trying, basically What my kids like to eat. I look at ppl recommendation. word of certain recipe and based on gut mouth. What will attract me is feeling i cook it what i think they the packaging. tak e up and look will like. Might be inconvenient for is alr high percentage of them me but i prioritize my kids liking buying it alr comparing to someone the food over convenience that dont even look at the thing.

Appearance first; if there is a price 12 Which outlet are you more difference then weigh out wether inclined to purchase food from, the price diff is worth it/justifiable. website, app or physical stores? Pre conceived mindset of specific Why? reputation eg made in japan, the Website n app, i’m concerned trust is there. Brand association for delivery. Do they charge me n reputation that they have for delivery? If they give me free established all these while. delivery im forced to buy things that i may not need just to enjoy 10 What makes you repurchase the free shipping. Perishable i food products? rather buy from a real market Affordability, taste, accessibility cause its cheaper. Mostly buy imperishable items from 11 What is a big factor when it supermarket. Wont be fresh. If i try comes to buying a food product? to buy 1 weeks worth of groceries Even if they offer cheap, worried in 1 shot, the fresh produce wont abt shelf life, pressed for trying to be fresh anymore. Only buy in finish it before it turns bad. Taste. bulk non perishables online. Price. Sometimes i buy meat in bulk to enjoy free delivery. Older Adult 02

INTERVIEWS WITH DIFFERENT AGE GROUPS: Older Adults, family Yes almost every two days once i (conducted by Theodore) do grocery shopping. I like fresh ingredient. I usually pick up fruits, My name is Juliana. I am a vegetables,s and seafood. homemaker. Partime beautician and part-time home chef. I am 60 I love all kinds of food. My most years old. I work 7 days a week. favourite food is Peranakan food No fix rest day. I will cook when cause is more flavourful. I like to there is an order. 2 times a week try other people cooking so that i I will do my beauty work and prep can become a better cook. It is a bit ingredient whenever i am free. pricey but i dont eat it every day. After my work, usually, I will rest, watch TV, read or do some Ready to eat meal? Yes, there are research. many. My hobbies are catching up with Perception on ready to eat meals. friends or family. Usually, we will No comment. Depend on individual. go for a meal or just chitchat. Personally i like the more high Occasionally I will try out new food quality ones. Less peservative or no or improve the food I cooking. preservative. But i still prefer home cook food. I take 3 to 5 meals a day but portion control. I bought frozen food too. Like the brand “UMAMI” or i will I eat everything but i make sure i look at the label on the nutrition don’t overeat. fact first before i buy. Take out? Yes if I am busy. I will make sure it is from a reliable source. Home-cooked? Yes, I preferred. How willing are you to feed your Stock up? Yes, for one to 2 days family frozen food but not the perishable food. There are many choices to choose from. I will choose those that has no preservative.

When you grocery shop, do you buy What makes you repurchase food what your kids prefer to eat or do products? you make decision. Fresh, proper packaging, healthy Most of the time i will decide what and safe. is good and healthy for the family. Dsa Occasionally will indulge. What is a big factor when it comes Do you prefer frozen food or non- to buying food products? perishable food like can food/ 1)How the food product is packed. instant noodle? Food packaging is vital for I will take frozen food instead of protecting food against bacteria. non-perishable which has lots of 2) Biodegradable packaging. To preservative on it. Bad for health. reduce harmful impact on the Frozen food you can choose those environment without preservative. Do you value food preparation convenience or what entices you to try new food products? I love preparing home-cooked food. Occasionally I do try some new food online/offline. Most of the time is to try to see how it taste and how it is pack. Singapore has a number of great website with great and safe food. Older Adult 03

INTERVIEWS WITH DIFFERENT AGE GROUPS: Older Adults, family 5. What are your hobbies/ (conducted by Theodore) interests? Don’t really have a hobby but enjoys 1. Introduce yourself (age? reading the newspaper, watching May Fong, Age 60, Theodore’s Kdrama or reading articles on mum google, or watching youtube on cooking 2. Describe your typical weekday Wake about 5.30 am in the 6. How many meals do you morning, do some cleaning up in consume every day? the kitchen and prep breakfast for 3 meals a day may be skipping the family before heading to work dinner cause still feels full after or school. During the day she has lunch medical appointments if there isn’t she would just do some simple 7. What do you usually consume? cleaning or prep for dinner early. Raw vegetables if there’s leftovers She would take breaks in between she will probably just mix them watch TV or her phone to rest as together making some kind of she has back pain and needs a concoction while to rest. 8. How do you usually settle your 3. “ weekend meals? (Takeout? Home-cooked? Normally does her marketing Stock up? ) usually on a Saturday or Sunday in She declares Saturday her off day. the early morning around 6.30 to Sometimes she asks the family beat the crowd what we want and usually, we say “we don’t know”. She does her 4. What do you do after you have marketing once every 2 or 2 and a finished work? half weeks buying fresh meat and She would take breaks in between storing them in the freezer or going watching TV or her phone to rest to the supermarket to buy frozen as she has back pain and needs a meat including fish or seafood so while to rest. when the family has no idea what to eat she just plans for them. Sometimes do new experiments on us with new dishes making the family be the guinea pig

9. What is your favorite type of u eat it once in while its okay but food? Why? we store them in the freezer don’t Lots of vegetables and seafood not often serve it unless she is in a really a meat person nor rice hurry to make a meal 10. Have you heard of ready to eat 13. Do you prefer frozen food or meals before non-perishable food like can food/ Yes, I have heard of it since my kids instant noodle? like to buy them once in a while but There’s nothing really saying never have I tried them yet because which one is healthier its just the she doesn’t really fancy those way you prepare it or how the cook kinds of food maybe because i don;t frozen food is being prepared. really think of those foods first There is no saying that you can’t when i am hungry eat it but eat in moderation then its okay 11. What are your thoughts on frozen food? 14. When you buy frozen food is it Actually, frozen food is okay mainly for the family or yourself because its convenient, and there’s Basically, it’s for the family less preparation to be done, don’t whenever she finds that she is out need to spend so much time cutting of ideas to cook, not feeling well, the ingredients and whatnot. Just or just tired from housework then take out defrost it and put it in the she has a backup plan to fall back microwave or oven its a quick and to which comes in very handy simple meal to serve. 15. What entices you to try new 12. How willing are you to feed food products? (online/offline) your family frozen food? I guess it’s advertisements Actually serving cooked frozen depending on how they advertise food is not a bad idea but is not the product and how convincing it the daily type you would want to is on how the product is good and serve the family because she wants value for money. She doesn’t mind them to eat healthier and fresh. trying once or test on my family But of course, frozen food is not to members say unhealthy or not fresh, its just like fish to preserve its freshness. 16. What makes you repurchase Once it is immediately caught they food products? straight away clean it up and freeze What is a big factor when it comes it. For those fried frozen foodstuff to buying a food product? is actually so call unhealthy but if Convenience, taste, and probably

value for money also to compare sometimes frozen prep food is still cheaper than buying fresh food or food from outside depending on what kind of food you go for. 17. Which is better going out to takeaway food or having those frozen meal food Actually, it makes no difference because it’s not home-cooked not doubt outside people cook for you some may put things like MSG or use more oil than usual or maybe add some other stuff not known to you. Older Adult 04

SITE VISIT: MELVADOS PLQ (27 APR 2022) Outlet: Melvados PLQ (last time was nature’s farm) One of the busiest stores Apr 2021 until now (one yr operation) Payment method: cash nets paywave Grabpay Daily sales: Weekday usually $2.8k Weekend $3.5k to $3.8k One day easily $5k w non stop crowds *Hillion mall at Bukit Panjang is the most crowded, plq second crowded

INTERVIEW WITH STAFF FROM About working hours and PLQ MALL: manpower Now shifts are too long (1030-2200) Staff: Sophie “Never get to see sunset” was from HR office job (because of covid, no hiring, decided to She is only getting a meal break try retail job, was at United each day (either 1230 or 1430 for Square(Novena), AnchorPoint lunch) She prefers having two shifts for a day so that she wouldn’t have to work for the whole day, at least there is someone else to takeover when she needs a break from the long hour shift Prefer to have two persons (one speaking to cust, one cashiering?/ toilet or meal breaks) About her daily schedule Tips: Come to work near 8+ Foresee what will be sold to offer (anticipate to see what’s coming) Stay at Marine Parade (considered quite near for her) Knowing your customer is very important Shop opens 1030am She knows what to offer to them She works 5 days a week Thursday Thus, she has noticed that she has and Sunday fixed off day brought up the sales for different outlets They don’t hire part timer because it’s too hard for them to memorise Red ribbon to catch people eyes, at all the ingredients and all the date other stuff

Stamp card (“it’s too troublesome”) Minimise cust issue (they not happy if they nvr get) Makes her job easier Other outlets need to use it to entice cust while she doesn’t need them, customers walk in by themselves Red ribbons on products “Red ribbon to catch people eyes, at the date” Delivery intolerant, can’t take milk) Sunday and Monday no delivery Request for eggless cakes (family) Replenish stocks every Tuesday, Thursday and Saturday Come in just get what they want, won’t stay longer than 10mins Customer crowd Lunch crowd office workers during Pain points weekdays Put in office freezer forget for bring home (need notes for reminder) Friday Saturday weekends many families Buy for staff Malay fams getting six tubs ice Many office workers cream (sorbet for kids, lactose One of the customers wants green pao for ramadhan (Melvados has never came up with angpao or green pao before)

My observations after staying for 2 hours: Non stop crowd (12+ to 2+pm) Staff’s resting interval 10mins at most Customers’ spending She stacks until very packed so $21.80 customers won’t pick and choose $39.50 $36.50 $50.10 $39.80 $44.50 Ice cream and cakes Wraps $10 snacks youths For gifting Soups and breads Different timing, different purchase of product Ppl not getting cooler bag (near location) Some got (mainly needed to travel) For personal consume? For office? Too many variety Some not selling Customers can’t decide Cardboard Sleeve for frozen cakes (Free, ppl will get)

What did Spent my voucher at PLQ outlet! I get from Took awhile to decide on which Melvados? product to try as there are really too many variety for me to choose from. I decided to spend on some snacks, beef lasagna, pint of ice cream and last but not least the cake sampler! Sophie was too kind, she even gave me an additional 5% discount!