Introduction
Food is essential for human survival, providing the energy and nutrients to function daily. As a society, we depend on food to perform everyday tasks. While many food options are available, not everyone knows the healthiest choices. With fast-food restaurants prevalent, many people are exposed to unhealthy eating habits that can negatively impact their health. I noticed that some people were preparing meals in advance for the upcoming week, which inspired me also to try meal-prepping. During the summer, I cooked meals for an entire week and was satisfied with the results. However, as summer came to an end, I became concerned about how I would balance meal preparation with my school and work commitments. This concern led me to research the rising trend of meal prep stores. I visited the nearest one and bought various meals, but I found something off-putting about the experience. Although the food was well-made, the store’s environment lacked creativity and engagement. One aspect that stood out to me was the food packaging. While it included all the necessary information, it lacked a distinct identity, and the design was repetitive. This observation inspired me to develop my senior project around creating a new meal prep store catering to people with busy schedules. I aim to establish a strong brand identity that sets my store apart.
SERVICES & Unique Value
Enjoy! is a meal prep store that creates a welcoming atmosphere and diverse meal palette for customers interested in discovering new healthy meals that cater to those with a busy lifestyle. Enjoy! aims to create an engaging atmosphere that motivates customers to prioritize and invest in their diet preferences. One of the strategies the company plans to implement is designing meal prep packages to help customers find a distinct diet meal. It also relies on color elements to create sections and contrast between different types of meals. Most traditional in-store meal prep companies follow a rigid structure design, which can exhaust customers. Enjoy! plan on developing a store that provides a diverse setup and placement. The company plans to introduce innovative meal prep packages that cater to various diets, supporting customers in quickly discovering meals that align with their health goals. However, to keep the customers engaged, the company plans to have a consistent meal menu but will introduce new meals weekly or monthly. Enjoy! aims to redefine the meal prep shopping experience by combining convenience, creativity, and personalized service, all within an inviting and inspiring environment that supports healthier living for busy individuals.
Direct & Indirect Competition
Redefine Meal is a primary competitor to Enjoy! since the business offers prepared healthy meals for people who need to buy food quickly. The business offers many food options and caters to different types of diets. When customers enter the store, they see various fridges lined up against the wall, containing all the meal prep food. On the other side of the walls are energy bars and other brands that promote themselves as healthier snacks. It can be challenging for customers to select their options since there is a lack of design on the refrigerated meal’s packaging. Customers must open each fridge door to see and choose which meal to pick, but this process can be complicated when all the labels are designed the same, and there is no contrast within the packaging design.
Factor75. It’s an online meal preparation company aiming to deliver healthy meals to customers. Factor75 makes it easy with chef-prepared, dietitian-approved meals. Since this company operates differently than an in-store company, this forces their customers to plan their meals ahead of time. Customers are required to pay for subscription services to receive their meals. The company does not offer any one-time or occasional orders. This service can disadvantage those who want to try out the service without committing to a full subscription.
Personas
Every day, every hour, people have numerous things to do, such as getting ready for school or work, going to the gym, or catching the train. People are consistently busy with their lives, leading them to forget to eat or run to the nearest fast-food store to boost their energy. While ordering fast-food meals may fulfill people’s hunger, it would harm people’s health in the long run. A meal prep store would benefit those who desire to conveniently eat healthy meals without cooking. The end users of this service are clients who purchase a meal from the meal prep store, whether for convenience, healthy choices, or a busy schedule. A meal prep store would cater to numerous different clients with different needs. Through extensive research and interviews, the meal prep store Enjoy!, has identified the key characteristics of each persona or potential client that would benefit most from their services. These studies will allow the meal prep store to effectively cater to its primary, secondary, and tertiary clients while also understanding its client’s needs, wants, and issues that the company can address.
Culural Relevance
During the research process, 47 survey responses and five interviews were conducted. The survey responses indicated that 46 percent of people read the nutrition label when purchasing food, and 44% say it takes 15 to 30 minutes to cook. These findings highlight a growing awareness among consumers about the importance of nutrition and the time constraints they face in meal preparation.
Each interview, the guests went out to eat with the interviewer to observe how they chose their meal. Four of the five guests were cautious about what meal to eat due to their diet, indicating a conscious effort to make healthier choices even when dining out. This suggests that many individuals are increasingly prioritizing their health and well-being, which can often be challenging in environments filled with fast food options.
The service being discussed is especially relevant to the target audience because it provides healthy, nutrient-packed meals as a better alternative to fast food. By offering a variety of options that are not only nutritious but also convenient, this service addresses the dual need for health and convenience on busy days. The meals are designed with a focus on balanced nutrition, featuring whole grains, lean proteins, and an abundance of fruits and vegetables, appealing to health-conscious consumers who may struggle to find quick yet healthy meal options.
Visual Strategy
The concept behind the project’s name went through various versions. The goal was to create a name that emphasizes positivity when purchasing a healthy meal. One of the challenges was to come up with a one-word name to ensure a quick, easy, and memorable name. Enjoy! was inspired by the Spanish saying “buen provecho,” a saying that Latin people used to tell others to enjoy their meal. With this name, the company wants to ensure that their customers would enjoy their meals, day, and experiences with their services. Enjoy! ‘s main design elements consist of stickers similar to fruit stickers seen in grocery stores. Sticker design elements have been rising within the design industry and tend to attract younger audiences. The stickers included various slogans such as “perfect portions, enjoy your day, take a bite, made with joy,” etc. These sticker design elements can be arranged in various ways and are not limited to an order. Due to this design choice, the customers are welcome to use the stickers on their product and mix and match to their liking.
Marketing Strategy
The business’s advertising focuses on numerous marketing strategies, including print and digital promotions. The company will design its meal packaging according to its brand identity. The business will also create merchandise encouraging customers to wear it, such as hats, T-shirts, water bottles, tote bags, etc. Another advertising strategy is using social media to promote its services and merchandising. The leading social media platform the business will use is Instagram since it will attract younger audiences. Within this advertising, the posts focus on spreading news, such as new meals or updates regarding the business. Along with promotions and giveaways, customers who follow the business will be allowed access to discounts, referral programs, free samples, and giveaways. To encourage customers to come and build their loyalty to the company, Enjoy! will offer its loyalty app programs, where customers will receive benefits such as freebies, order and pay ahead, and discounts on certain purchases. For outside marketing, the business will rely on wheatpaste posters, which will be seen throughout city streets and promote the business’s services.
Thank you
Credits:
Chantel Ramos