SITE VISIT: MELVADOS ANCHORPOINT (28 APR 2022) Outlet: AnchorPoint (Alexandra Rd) nowadays quiet bcs covid lightened, maybe people don’t stock up as often and not much delivery orders also Daily sales: Weekend generally more crowded More family coming Daily sales can reach $1500 Weekdays less crowded More of office workers $800-1000 (before reno, it was under Fraser Mall, free parking, redemption of voucher and stuff) $600+ (after oct 2021- feb 2022 reno, it’s under private property now, no perks for shopping mall patrons) *Since there isn’t free parking anymore, customers don’t want to come down to physical store, prefer to order online instead Inconsistent crowds throughout the day (some will come in to take a look if they are curious but may not buy anything) Not so easily accessible as compared to other outlets (not near mrt/bus interchange)
INTERVIEW WITH STAFF FROM She got introduced to Foodedge ANCHORPOINT: Gourmet when she was working at the cafe as they supplied to Staff: VV (36 y/o) Koda’s Cafe (VV thinks that their Married, with two kids food is nice, the cafe brought in (9 and 15, both in Malaysia) cheesecake, ondeh ondeh cake, brownies, beef lasagne) Stays at Yishun with husband Foodedge supplies to a number of (take straight bus, an hr journey) cafes in SG (cafes don’t usually let their customers know the supplier) Outlet operating hours: 1030-2100 Stock replenishment: (after 830pm no cust) Monday wed Friday (vary VV works six days a week (off on depending on outlet) every Wednesday) Freezers are kept full and topped up regularly, if they feel the product goes very fast then they’ll order more One meal break throughout the day She does buy Melvados products (45mins to 1hr) home sometimes (she enjoys (Close shop if she’s getting hot eating their food but she finds soupy food, if not just let it stay them fattening LOL) open because there aren’t many She has tried 80% of the food there customers, toilet break- she hangs Her favourites are Durian and a chain to block the entrance tiramisu flavours, not so much on “close” the shop temporary) the cheesecake VV started working with Melvados since October 2020 (her friend’s mum recommended her the job) She used to work at Koda’s cafe previously (was located at Bukit Timah, then moved to Beauty World, now closed down alr)
Her observation: Cooler bag: When the store is crowded, attract seems like when they buy $80- people to come in $100+ and theyll buy the $2 cooler When the store is empty, people bag, but if they stay near they wont wouldn’t be attracted purchase. customers usually buy only 1-2 things, regulars just come Some customers usually come and buy what they know they want after having dinner upstairs to get. $30+ baskets usually, bread & ice cream Kids have tuition nearby, parents will usually pick up the kids and What do customers always ask? drop by melvados Customers will ask for outlets near them Younger people will look around first, if can’t make decision will Eggless option like cakes(99% of ask, often choose desserts and the time are Indian customers who cakes ask this qn) New customers usually buy one Gluten free option (currently not item from each category available yet) Regulars know what they want, grab and go Views on frozen food: Customers would think that it’s Customers usually spend around unhealthy but the food can be kept $30-40 on average at this outlet for longer time as compared to perishables Best sellers at this outlet: *Melvados food have no Savoury- Lasagne, pies and preservatives that’s why they need quiches to be kept frozen Sweet- Cheesecake platter and festive platter are the most popular “Customers usually think frozen food is not nice but its actually Whole cake- usually from grabfood better than the chiller foods.” sales Soups- the common flavours quite People general perception on popular like baby clam, tomato, frozen cakes- they think that it’d be minestrone, mushroom soup… dry (but actually taste good, Dips- aunties buy in bulk not dry)
Others: Delivery services: ranked from the busiest Grabfood, Deliveroo and Foodpanda (online orders are sent out from Foodedge factory) Stampcard: VV would ask the customers if they have their stamp card with them while checking out, customers usually bring it around in their bags Gift card/ message card: Gift cards for different occasions, Mothers’ Day, Christmas… They have never provided angpao or green packet before There isn’t message card specially designed for Hari Raya but there are deals on cakes
INTERVIEW WITH WALK-IN CUSTOMERS FROM ANCHORPOINT: Lady number 1 in the growing up phase?) however She looks like she’s in her 40s, she thinks that its ok for adults to married with kids consume frozen foods Visited Melvados before? Snacks: Yes, she has visited Melvados but She has bought biscotti , not bad, another outlet, not a regular if she craves for them she’ll buy it again, haven’t tried pisang goreng Set the scene: brittles yet She was just casually walking around, couldn’t decided on what Ice cream: to buy for dinner She hasn’t tried the ice creams, She saw Melvados(signboard is she personally prefers north obvious so it caught her attention, european ice creams to asian ones not so much on the colour), but now that she knows that they decided to walk in to buy wrap that are made locally she might try she was craving them She’s currently on a diet, got Price: herself a wrap as it is convenient, price range is okay, good for grab simple and easy and go Frozen food: She thinks frozen food is better than fresh food because it’s more convenient actually She will buy frozen meat as an ingredients so she finds frozen food it all good (she was comparing frozen meat from supermarket with the frozen food at Melvados) She wouldn’t buy frozen foods for her kids as processed frozen food is not good for them(they are still
INTERVIEW WITH WALK-IN CUSTOMERS FROM ANCHORPOINT: Lady number 2 She likes the fact that the foods are She looks like she’s in her 30s, made locally, as compared to ntuc, single the lasagna here at Melvados is fresher, and it’s halal! Stays alone at Sembawang, works everyday as a horse groomer Frozen foods: (reach home around evening time, Beef lasagna is good, she will saturday half day sunday off) actually crave and come back for it Visited Melvados before? frozen food is not unhealthy, but Yes, second time here (she stays have a lot if stigma from older nearer to woodlands but have yet times, mother won’t eat as she to visit that outlet as it is not easily prefers to cook by herself (elderly accessible to her) tends to have the perception that outside food are unhealthy) Why did she decide to come back? lazy to cook or to make her own She would only buy the frozen lasagna (easy and convenience) foods for herself, not for her family buys the 2pax portion, good for Other foods: weekend lunch too Hasn’t tried other foods, maybe soon she will try the others She said that she’d usually get a week’s portion, weekly grocery Price: run? melvados prices is reasonable Set the scene: She was on her way to her mother’s house, decided to drop by and get some food for herself (she stocks up a bit at home, Saturday morning go work, let it thaw out from morning, comes back in afternoon to heat it up)
ADDITIONAL RESEARCH ON FROZEN STORAGE METHOD: https://www.fda.gov/consumers/consumer-updates/are-you-storing-food-safely
03 Research & Tribe Supporting research and interviews with target group
IDENTIFYING TRIBE: Why are RTE meals a good choice? Convenient After conducting surveys and Efficient interviews, the data and responses Affordable collected did not really help with No hidden cost, no dabao identifying my tribe as they are too container cost vague and generic. I had a hard Timesaving time figuring out who would be the More time for sleep potential tribe for Melvados. To “You’re in control of your time.” be fair the data collected from the general survey still serves some Pain points: purpose as they act as back-up Home cook data for my research presentation. Grocery shopping Preparing of ingredients Struggles: Washing and cleaning up As I was already having a biased Troublesome if only cooking for idea in mind that RTE meals are Time consuming very unhealthy, it took awhile for me to convince myself to be more Takeaway open to accept the fact that frozen Queueing to order food are actually not that bad. Interacting with aunties/uncles (might have language barrier) I kept asking myself who would Waiting time- waiting time for food be the tribe that would be easily is usually unpredictable convinced to take RTE meals. Often have no idea what they add During this period of time, I was into the food (ingredients are stated still thinking that RTE meals are on the packaging labels for people’s last resort. RTE meals) Thoughts: Since it’s so hard to even convince myself, do I really want to take the risk to change people’s perception? After taking a step back and thinking through about it, why not try to pick up the selling point of RTE meals?
Possible target tribe: Catch phrases 1. Old people who are alone “Sinful meals that won’t cause a at home hole in your wallet.” (for grandkids? ) “Feed your hungry soul with sinful 2. Workaholics, time is precious to meals.” them, every second matters *Proper meals is needed despite “Enjoy a 4-course meal at the being busy comfort of your house.” 3. People who save and don’t Questions for myself: usually have extra to spend on Is it the look of the food that meals at a restaurant makes it feel very unhealthy? 4. Don’t usually have the Market it in a way that they don’t opportunity to have home cooked look unhealthy? meals 5. People who stay alone “Spending quality time with yourself.” - SOLO DINING From survey responses: Assistant teacher (15-24 years old) Most of the time takeout “Yes, 7-11 and ntuc fairprice are the common places that I would purchase the ready to eat meals. There are large variety of foods for people like me that are lazy to cook.” “Lazy to cook , thus takeaway” “I don’t really like to cook” Preferred RTE meals brand: Astons “Taste like the original food serve in restaurant” Brainstorming on possible target tribe
Brainstorming with mindmaps: Started off with keywords and continued brainstorming
Brainstorming on ideas: Tried to brainstorm on random ideas that might potentially work
INTERVIEWS WITH Observations: FOCUSED GROUP TO GAIN youths are more easily persuaded MORE INSIGHTS by their friends (about 10 people): Youths tend to order in when Questions asked during special occasions 1. Do you find yourself more conscious of your diet when you’re eating alone as compared to while you’re eating with your friends? 2. Are you more adventurous w Youths are willing to spend more trying new food when you’re w during special occasions your friends as compared to eating alone? youths find food tastes better when they are having it with their friends 3. How do you settle your meals than having it alone when your parents aren’t home? youths find it troublesome to cook 4. In what occasion do you think or queue for food you’ll buy this type of food? (frozen meals from Melvados) Youths tend to order from grab food than to buy food from 5. Try to rank this downstairs of their house Youths are lazy to cook because they need to wash up Youths find it tiring to cook 6. Do you feel bad after consuming Youths are scared to cook mainly too much for a day and you feel like because they have no idea on how your calories intake overshot? to cook thus they want to prevent making mistakes E: “I don’t like Maggie so usually if I were to cook, it’s pasta or fried rice but its very troublesome. Im lazy to prepare ingredients before cooking.” Afraid to be comitting mistake
youths are more willing to try other way round. Trying new food new food when they are with their together is better than trying friends alone. Buying together and sharing Z: “Yea, safer. Cus more people try minimise wastage also at the same together , dont need to keep buying time.” and like more people try together then can see like who likes it. If someone likes, can finish, then wont waste the food.” R: “Ya I guess, I eat alone i wont youths are more conscious of finish if i dont like it. At least w their diet when they are eating friend, all share a bit. Dont like alone as compared to eating with wont eat so much also. Wont have their friends to force urself eat all the bad Z: “I think sharing the guilt with food(when there’s someone to the people im with makes me less share it with)” guilty but im more conscious when im eating alone. Thats why when i F: “Yesss, because it’s more eat alone i tend to eat healthier so i fun with company. If nice can can eat more unhealthy food when enjoy together, if not nice im out w friends and I go out quite suffer together. (minimise food often also.” wastage).” S: “Yes, when i want to decide what Y: “I’m more willing to try when to eat alone, then I will be like, I have somebody else with me, maybe I shouldn’t.” otherwise I’m always eating the same thing which are pastas and J: “I will feel bad then try to Genki.” balance my diet out in the next 2 days.” W: “Hmmm I guess so? Coz if I don’t like then I can give my friends D: “yes” eat. (Mainly to minimise food wastage)” E: “Yes, when im eating alone I will think about what I should eat like if E: “Yes of course, it’s either it is healthy or not. But when with friends bring me to eat food that friends I’ll eat whatever.” I have never eaten before or the
04 Research Presentation Backed-up observations and insights
PRESENTATION SLIDES:
PRESENTATION SLIDES:
PRESENTATION SLIDES: Speaker notes: people only consume RTE meals “RTE meals arent healthy”, it has once a week or none at all. been a stigma which the society has They think that been holding onto “Food is processed/artificial As we can see from this pie chart, sometimes and has little choices so the responses from the survey i dont eat them too often” conducted with a total of 113 “Majority are processed food which respondents tell us that most
is not what I will gravitate towards.” in their priority list “A lot of ready-to-eat meals are However they wanna have good heavily processed, and do not food occasionally (goal) taste fresh” Thus I have to came to a knowing that Melvados wants conclusion that it’d be more to be associated with sinful and efficient for me to focus on the indulgent youths (aged between 16 to 25) Why don’t we look at it from -target audience another POV to distract consumers from focusing much After further interviewing youths on the nutritional side of a meal around me, I have found out that and instead try to prioritise they are less conscious of their convenience(which is something diet when they are eating with people most like about RTE their friends as compared to eating meals after analysing the survey alone. conducted). (Include interview responses) I have also found out that the older gen holds on to the stigma stronger Other than this loophole which ive than the youths. discovered from their strict diet, I have also found out that youths Most of the time the older gens are more willing to try new food would say that they prefer home when they are with someone or cooked food and they would when they are with their friends prepare meals by themselves because they are afraid that they While for the youths, might not be able to finish the food Cooking is not their number one if it doesn’t suit their taste bud, priority contributing to food wastage. Thus many of my interviewees admitted that they are lazy to cook (Target tribe) From the stage of purchasing of Let me introduce to you the tribe I ingredients to washing up after have decided to focus on, eating are too much of a hassle for Tasty Bestie. them Here are the four adjectives which As they would rather spend time are used to describe a tasty bestie doing other stuff like watching Adventurous, sociable, thoughtful Netflix, playing games, spending and practical time on their hobbies Tasty bestie is a representation And cooking just doesn’t come first of youths who love trying new
food while they hang out with their Let me share with you some friends. At the same time to keep possible executions that I’ve their social media updated. They thought of that are specially are also lazy to cook but they dont crafted for my tribe. First would be like eating alone outside. Most of vending machines that are to be the time when they are alone and located around places like schools deciding on what to eat, they tend and gathering places to make it to contemplate and eventually more easily accessible for youths, cant bring themselves to enjoy perhaps also to work on the good food. packaging to include a self heated function for scenarios like picnic? I have also picked up a quote from Late night gatherings? Or Movie one of the interviews for a better nights? understanding of the tribe. “Trying new food together is better Ultimately my goal is to associate than trying alone” Melvados with happiness and The main goals of tasty bestie are contentment, coming from happy to try new food with company to moments like gatherings and better indulge in tasting the food as catching up with friends while it makes them less guilty and at the having the chance to indulge in same time to create meaningful sinful food without feeling guilty. and unforgettable memories with their friends. From the insights, I have derived pain points on youths’ eating habit. They tend to feel guilty after eating a sinful meal alone and they find it uneasy to try new food when there is no one with them. Therefore, I have decided to build Melvados as a brand that encourages communal meals with convenience, not only to help my target tribe overcome the guilt that comes with eating indulgent food but also support them in exploring new food.
POSSIBLE EXECUTIONS:
FEEDBACK AFTER PRESENTATION: From lecturers Dodging problem like the stigma, focus on advantage, where the brand value is, sinful and indulgent The idea of trying new food tgt sounds like a one time thing, doesn’t seem like there is longevity to it So what if they have tried all the food? The idea should be focusing more on the communal meals thing (eg. Potluck wanna bring some food but idk how to cook) “We all wanna indulge in a sinful meal tgt but it’s not as sinful as we are all sharing tgt” The angle about trying new food is quite refreshing Try to expand more on this interesting angle for interim Try to expand more on design directions (Happiness and contentment sound very broad, hard for them to visualise) From lecturers
From FEEDBACK AFTER Melvados PRESENTATION: From Melvados Don’t focus too much on the frozen meals part Focus on sweet stuff, communal Maybe can focus more on sweet sharing snacks, instead of lasagne stuff like ice cream, snacks, cakes and quiche (as lots of thots have to be put in if they were gonna bring, Desserts table, baby shower, create need to heat up, pack their own setup, build it themselves, cheaper than outside The idea of sharing is a big part of our brand Potlucks, bring cakes ice cream, snacks Don’t expect people to eat melvados ice cream everyday but I like this communal thing, just in Want themselves to be thought of general, sharing sweet things is when people are gg to somebody’s more fun, like cakes, ice cream, house, having a party, gatherings, snacks (can focus more on the potlucks, bbq, melvados comes in category of stuff) as first choice Since tribe is adventurous, sociable, active on social media, can make brand interactive with customers Like a campaign, create your own flavours contest, think of some ways to engage and contribute back Eg like a group of friends create a new flavour and it becomes part of the shop (since tribe is sociable and like to try new things) Try to figure out how to interact and engage w them
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