Day 3 Interviews
Introduction
The interviews today reaffirmed many reasons why people go out, why people cook, and what are the constraints and motivators. Cocina, is once again reaffirmed as an experience rather than a way to get meal prep done.
Exec Summary:
- People interviewed this day fulfill different needs when cooking including satiating hunger, creative outlet, and as a therapeutic session
- Access to a grocery store deters going out to eat and makes it more likely to cook
- For the price of Cocina, customers feel that they are paying for social experience with functional needs second
- Location needs to be stable and convenient to customers
Davis Grove
Key Insights:
- Meal prep is a way to reduce time spent on cooking
- Quantity/price is very important
Demographics/Behaviors:
- 25
- Male
- Unmarried
- Business Analyst
- Hobbies include working out, music, concerts, travel, sports, books
Davis enjoys home cooked meals he makes himself a majority of the week for dinner. While he actually doesn’t like cooking, the biggest motivators to cooking at home is that he can make a large amount of food for the cost, and health reasons. With that, Davis practices meal prep frequently because time is an issue. Further, Davis eats out for dinner once a week mostly to be social and to try new food. For lunch, he eats in his workplace cafeteria because the lunch he can get there is cheap enough when accounting for time saved and amount of food. He has never tried Blue Apron, but he perceives it as complicated and believe he can do his own thing. In general, Davis feels food is first and foremost to satisfy his hunger.
As for Cocina, he would see this as an experience that is knocking a chore out of the way. If Cocinca is easy to access in terms of location and space availability as well as $10 per meal he would be interested in trying Cocina. Further he would prefer a regular location if he were to return regularly.
Harrison Fallon
Key Insights:
- If work satisfies variety and convenience, Harrison will stick to that habit
- Experience needs to justify the price of Cocina
Demographics/Behaviors:
- 25
- Male
- Business Analyst
- Unmarried
- Hobbies include sports, food, books, and traveling
Harrison cooks at home a quarter of the time, eats out/delivery/take out quarter of the time, eats half of total meals at office’s cafeteria. Getting delivery/take out is driven by ease of getting food. For cooking at home, it is to try something challenging once in a while, but regular cooking is motivated by health, fullness, and cost. For going out to dinner, that is motivated by good food, convenience, and social needs. Finally, eating at his office’s cafeteria is driven by variety in the cafeteria and convenience to his work. He has not tried Blue Apron due to the price point and he believes he could go out for similar prices or cook at home for cheaper. When deciding what to eat, he considers his plan for the week (social events), and plans not to get more ingredients than what his free time for cooking can process. Eating out is least predictable on the weekend.
For Cocina, he is not likely to go due to worry about the price and the time it could possibly take. If the experience is worth the price he would attend. He has access to buy large amounts of groceries and he feels that Cocina is competing with his kitchen.
Aaron Siebrass
Key Insights:
- For someone who enjoys cooking a lot, they won’t have trouble finding the time to cook
- For someone who enjoys creativity of cooking very much, Cocina would not be appealing due to perceived constraints
Demographics/Behaviors:
- 25
- Male
- Unmarried
- Underwriter
- Hobbies include gaming, books, football
Aaron cooks at home most of the time, eats out once a week, and consistently eats out for lunch. He very much enjoys cooking from getting own ingredients and doing his own thing. He doesn’t practice meal prep as it seems like tons of work and results in repetitive food. Time or convenience is not a hinderance for cooking. For going out to eat, he does this as a way to satisfy social need and to get stuff he can’t cook. For lunches he usually eats out due to time constraints and freshness of food (does not enjoy microwaved food). Finally, he has never tried Blue Apron due to the price, but also has no urge to try it because he likes to try his own things.
For Cocina, he wouldn’t use it regularly because he doesn’t like microwaved food. Further he enjoys trying his own thing and would feel constrained with Cocina.
Sania Mohammed
Key Insights:
- Grocery spoilage is again a problem of cooking
- Meal prep results in 3 or 4 meals
Demographics/Behaviors:
- 26
- Female
- Unmarried
- Student
- Hobbies include working out, reading, traveling
Sania cooks frequently on the weekdays and always cooks from scratch. This is motivated by health where she has control over what she’s eating, she sometimes likes what she’s cooking, and because of cost. For all of these reasons, she will make the time to cook. She practices meal prep as well. On Sundays she cooks 3 or 4 meals. What she doesn’t like about cooking is that some recipes require a niche ingredient, but she can only purchase a large quantity of it. This results in unused ingredients. She eats out on the weekends to fulfill a social need and to get things she can’t make. She has tried Blue Apron, but dislikes it. For her it is “ridiculously expensive for what it is,” “food didn’t taste very good,” “recipes are confusing,” “made me do work,” and “could’ve gotten food to go.”
For her to try Cocina, location is a big factor. She lives across a Wholefood so getting groceries is not a chore. Thus, it is not likely Cocina will solve functional needs. Further, she sees cooking as a therapeutic independent activity. However, she would go maybe once a month for a fun thing to do; the experience is the draw. If there was a celebrity chef, she would pay a premium.
