From frozen to plate: expanding the business of a frozen foodservice system
01 Oct 2019 - 01 Feb 2020
Foodtrick is a new foodservice system aiming to resolve the operational obstacles in the hospitality industry. To help foodservice circumvent issues such as culinary talent shortage and escalating food wastage cost, Foodtrick utilizes fresh-frozen food and microwave to create an easy-to-operate and standardised cooking procedure. However, approaching, communicating and convincing new clients that Foodtrick fits their business remains a challenge.
The Foodtrick system can assist a hotel to manage food offering more efficiently and effectively. Now, targeting at the business market (B2B), Foodtrick wishes to persuade existing catering suppliers or general enterprises to utilize Foodtrick. However, to adopt a new food service system is a complex process. Furthermore, the negative associations towards frozen food can hinder new clients to participate. Currently, Foodtrick does not have a clear proposition and strategy to convey its value.
This project investigates approaches that can help convince prospects to engage with Foodtrick. Since each food provision location operates in different environments and serves various customers, it is a major issue to identify the potential market of Foodtrick. For each prospect, how can we trigger and persuade them to participate? How can we reshape their perception of frozen food? How can we assist them in adapting to Foodtrick? These are the questions we need to answer.
Project coaches: Rick Schifferstein and Pinar Cankurtaran