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GOOD FOOD SHOPPED INTERESTING

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Wednesday, 15 July 15

Cooking at home from scratch every night is great.

Well, at least in an ideal world!

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In Reality...

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Meal times need our help!

When you cook at home most nights, you run out of ideas quite quickly. Before you know it, you end up in a ‘food rut’; eating the same things over and over again.

Online grocery shopping has made our life easier in my respects. But it has also made it easier to just click the ‘repeat’ button and to buy the same ingredients every week.

Meal kits work well for the smaller households. But less so for families. Recipe sites are full of inspiration but they can feel a bit like “food porn” and are often too time consuming to figure out.

In short, meal times need our help, if we want to save them from being the dull functional events they have become.

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Home Cooking can be fun again if...

Online Grocery Shopping

Recipes

Meal Kits

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There is a gap in the market

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We had four criteria for our audience

Responsible for the food

shoppingHas children

Cooks from scratch at

home at least 3 nights a

week

Users a major Online

Supermarket for the

majority of her food shopping

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We asked them about their habits

How many times per week do you cook from scratch, on average?

How and when do you buy your ingredients? Do you have time to browse at the supermarket? Do you prefer getting inspired by the farmer/street markets? You do most of your shopping online? Or you like to mix and match all of the above? In short, whichever way you decide to go about your food shopping, I would like to understand the reasons behind that decision and what works (or doesn't work) about it.

How do you decide what you are going to buy? Do you make a list beforehand? Do you know what is left in the fridge? Or do you buy a fix set of ingredients every week as your stables? How full would you say your fridge is at the beginning , middle and end of an (average) week?

Thinking back about the last time you were trying to decide what to cook at home, can you explain how you went about it? Did you know straightaway what you were going to make? Did you look at any recipe books or websites? Did you already have the ingredients at home or did you have to go out specifically to buy them?

Which one of these statements describes you: a) Food is fuel. I eat to survive b) I am what I eat. Life without good food is a boring life.

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MelLucyHannah Olivia

We discovered four typologies

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HannahThe Autopilot

• Hannah is a civil servant and has two kids. She drops them to nursery on the way to work and picks them up on they way back. Her husband works for a charity and often has to travel to Africa for work.

• In the past she used to eat out every night but things have changed. Her busy job and/or having kids means that she now has to eat at home most nights.

• Food shopping is an unwelcome chore, squeezed into a Monday lunchtime break while eating her regular salad (she eats the same every day) in front of her computer at work. She does her shopping using her usual shopping app on her mobile and doesn’t take more than 10-15 mins. Speed and minimum engagement are essential, she has much more important things to do.

• She often clicks on the repeat item button and ends up buying same things week in and week out. Although she used to enjoy her food, eating for her nowadays is purely fuel. She eats to survive even that means that she eats the same things over and over again.

90 % of what we cook involves chorizo in some shape or form

Preferred Online Shop

Cooking Skills

SatisfactionRepeat items

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0

0

10

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1010


MonicaThe Planner

• She is a lawyer and she loves structure. She is the kind of person who likes to plan her social calendar weeks or possibly weeks in advance. She has a good foundations in cooking although wouldn’t describe herself as a great cook. She has a repertoire of 10 trusted recipes that she likes to rotate around each week.

• She makes weekly meal plans and likes to stick to them. She doesn’t get bored easily. The convenience of knowing that there will be food at home outweighs the potential for boredom. She tends to spend one day a week, usually Sunday mornings, cooking for the week. She freezes the majority in small portions in her fridge and takes them out throughout the week when it is needed. She rarely goes out to the supermarkets, unless she has free time (or is hosting) and is therefore inspired to cook.

• She has no complaints over how she manages her food shopping and what she eats. There was a time where she used to be more adventurous and had more of a happy go lucky attitude to food. But times have changed. The work and family commitments (her little girl just turned one) mean that she is too tired to think of what to eat during the week.

I have a few meals (around 10) that we normally cook. Sometimes we try something new over the

weekend and look at cook book”


Cooking Skills


0

0

0

10

10

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MelThe Pragmatist

• Mel is a spanish teacher. She grew up in Madrid and moved to London couple of years ago. She has a 2.5 year old son who goes to the nursery three days a week. This is when Isabelle works as a freelance language teacher for business french.

• Mel loves her food but can’t be bothered to cook or doesn’t feel she has the skills. She does the food shopping at home but it is her partner who is the main chef at home. Before she had her son they used to eat out a lot more often or cook only when they felt like it. But these days food is more necessity than enjoyment and knowing that there will be something in the fridge is priceless.

• She is naturally a healthy eater and likes to tick all the food categories,;fish, poultry, meat, vegetables and fruit etc. If she has kids, she is more likely to shop online. Shopping online, she is a big fan of the “past shopping list’ function and tends to buy pretty much the same things every week. If she doesn’t have kids, she tends to drop in to the nearest supermarket on the way back from work. In that way she can see the vegetables she is buying and maybe even get inspiration for what to cook on the rare occasion.

• She has in the past tried the fresh recipe boxes. She loved the concept as it added such a sense of adventure to their cooking. However after a while they found that the recipes didn’t suit their culinary preferences (too much fried and Thai/Indian recipes) and they stopped these.

As I buy fresh products (fishes, meats...), we decide to eat them depending on their expiry date, and then depending on our wishes . We don't make

plans. We just open the fridge and see what we can do...


Cooking Skills


0

0

0

10

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OliviaThe Confident Cook

• Olivia is a freelance writer and blogger. She lives in Highbury with her accountant husband and three kids.

• Olivia loves food. She is a confident cook who grew up in a household where food was centerstage. Growing up, her mum or granny used to cook elaborate dishes from scratch, almost on a daily basis. This has instilled in her a deep love for cooking and she sees the kitchen as the heart of her home.

• Although she has no wish to be a slave to the kitchen, she would happily put the work in to eat what she feels like. As she is confident in her abilities to cook things even when the fridge is almost empty (you can make a risotto with anything!) she doesn’t feel the need to plan ahead a great deal.

• In terms of her shopping she either leaves it to serendipity by ordering organic food boxes and letting the organic delivery company decide for them. Or she makes a list throughout the week and lets herself be inspired when she goes to the shops.

Had the ingredients at home. Made a home-made teriyaki-style sauce and had stir fried broccoli and chips with chicken and eggs. We made the sauce

before and it's always approximate amounts.


Cooking Skills


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But we decided to focus on two:

HannahThe Autopilot

MelThe Pragmatist

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Hannah & Mel have a lot in common

Buys a lot of repeat items

Food is fuel

Sees food shopping as an unpleasant chore

Is not satisfied with the current food situation

Has a healthy lifestyle

Has no time to think about food until meal time

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Both want to ENJOY their meals

“I want to have more varied and interesting meals without having to spend more time

thinking about what to buy”

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The key question for us is...

How can we help Hannah & Mel to buy things outside of their ‘repeat’ online food shopping lists so we can get them to cook

more interesting meals again?

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This is why we came up with:

GOOD FOOD SHOPPED INTERESTING

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Fheel is a MEAL SHOPPER tool that plugs-in to your regular online grocery shopping app and

takes care of ‘thinking about food’ from what ingredients to buy to how to cook them based on

your personalised food requirements.

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1. Can be tailored to your food likes and dislikes

2. Adapts to your existing habits

3. Combines recipes and shopping

4. Requires minimum thinking

5. Has enough variety to keep you coming back

Five key attributes Fheel focuses on

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Fheel is NOT a stand alone app

Instead, Fheel seamlessly plugs into your existing onlice grocery shopping app

Email

Name

Password

Sign up

Confirm Password

Shop for meals

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Fheel listens to your “Food Mood”[Happy Path]

Choose your Food Mood

Click on Fheel icon within your regular Online

Grocery Shopping App

Get meal options based on your

Food Mood

Select meals and specify for how many people

[What do you feel like eating this

week?]

Confirm/Continue

[Selection will be added to your shopping list]

1 2 3 4 5

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First Time User

Open Fheel in Existing Grocery Shopping App

Sign Up Enter general food requirements

Choose your Food Mood

Get meal options based on food

theme

Install Fheel as a plug-in to your regular Online Grocery Shop

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[Food Likes, Dislikes, Favourite Cuisines, Diet Restrictions,

Calorie Goals]

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SKIP TO STEP 5

Select meals and specify for how many people

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Confirm/Continue

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Bringing Fheel to Life

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Welcome to

Sign Up


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[email protected]

Sibel

Ocado

Sign Up

Name

Email

Select Online Grocery Shop

Continue


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[email protected]

Sibel

Ocado

Sign In to Your Online Grocery Shop

Name

Email

Password

Continue


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Shop for Meals


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Tell us about Your Food Loves

Continue

Spaghetti bolognese

Spaghetti carbonara

Spaghetti vongole

Spaghetti meatballs

Spaghetti squash

Spag

Foods that you absolutely can’t live without?

ADD


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Broccoli

Broccoli and stilton soup

Broccoli pasta

Broccoli cheese

Broccoli salad

Tell us about Your Food Hates

Continue

Broc

Foods that you absolutely can’t stand?

ADD


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Carbs

Select Your Food Mood For this Week

Spiciness

Protein

Exoticness

Veg

0 10

Continue

0

100

10

10

10

0

0


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Oven Baked Red Pepper Risotto


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6/10 8/10 2/10 2/10 4/10


Ingredients Method

1 tbsp oil1 onion, chopped300g risotto rice100ml white wine (optional, or use more stock)400g can chopped tomatoes200g frozen roasted peppers500ml vegetable stockhandful flat-leaf parsley, choppedparmesan, to serve (optional)

£10.20


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The Meals You Have Chosen

Seabass with Sizzled Ginger

Classic Roast Chicken and Gravy

Imam Bayildi with BBQ Lamb


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Serves How Many

4

Serves How Many

2

Serves How Many

8

Serves How Many

Remove

£47.20

Remove

Remove

Remove


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THANK YOU!


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