Superday Series: Customer Scene Setting
As a B Corp, Gousto publishes an annual Impact Report, illustrating the positive impact that the company is making on people and the planet. You can read our 2022 Impact Report here. It shows Gousto’s achievements across key areas such as food waste, health and packaging, demonstrating our social and environmental performance.
The Customer Scene Setting Superday was presented by colleagues from Brand, Insight, Proposition, and Nutrition who updated us on what the company has been doing to have a positive impact on people and the planet.
Here’s a short quiz we were asked during the presentation (answers at the bottom):
Some other highlights include: reducing our carbon emissions; using solar power at two of our sites; introducing more vegetarian and vegan recipes.
Nutrition and Health
The Nutrition team then talked about the link between ultra processed foods and health. While stats show that 60% of the average UK diet is made up of these products, less than 10% of Gousto ingredients would be classed as “ultra processed”. The team had been asking our customers about the health benefits they have experienced since eating with Gousto and found that 80% of customers find healthy eating easier with Gousto.
In line with this goal to serve up even more healthy recipes, the Nutrition and Recipe Development teams collaborated with the creative team to come up with a new range. This range of recipes “Veg Table” ensures that every dish contains all 5 portions of your 5 a day. They did justice to the proposition by combining strong messaging with an abundance of colour in the campaigns.
Brand
Gousto’s vision is to be the UK’s most loved way to eat dinner. The Copywriting team talked about recent campaigns and new ranges which have helped increase recognition and brand consideration, such as the ‘Steal the Show’ TV campaign which launched on Christmas day and has led to significant uplift in brand consideration.
To further optimise our comms, the team conducted some research to understand which messages should be prioritised in digital and social advertising. For the headline message, they found a need to communicate both excitement and value to capture attention, and came up with this:
“‘Home cooking made more exciting & affordable’ // Thousands of recipes at your fingertips”
They combined this with ‘reasons to believe’ such as quality ingredients and variety of recipe types and underpinned these with the claim of “Choose from over 250 recipes every month” which they know customers love.
These efforts have led to increased consideration and love for Gousto’s brand in 2023, and we can’t wait to see what the team comes up with next.
Strategy
Finally, we heard more about Gousto’s strategy for 2023. As we learned from the Choice tribe’s presentation (link to blog post tbd after it’s posted), there is a lot of innovation happening in this area, as we try to meet a range of household needs.
Insights and Impact
As mentioned above, Gousto had a very strong Q2 for variety satisfaction and maintained brand love scores, which suggests we are winning on both our strategy and our vision.
So that we can keep delivering customer impact and get even closer to our customers, the Insights team recently launched the Gousto ‘Tastemakers’ Customer Panel. This is a community of over 3,000 Gousto customers who the team can now contact for regular research projects, allowing them to deliver research faster than using an external agency.
The Insights team have also been piloting another innovative research approach which enables them to conduct qualitative research on a quantitative scale. They are using the pilot to find out more from customers about their evening meal habits and frustrations. This could be a game changer for the way they conduct research and could be expanded to more areas in the business, allowing teams to achieve the depth of qualitative research with the robust sample sizes of quantitative research.
Conclusion
The Customer Scene Setting presentation really highlighted how Gousto is focused on Purpose, Vision and Strategy, and how each area of the business contributes to all three of these. By satisfying our customers by providing them with healthy, varied food that they love and doing even more work to improve our sustainability and health pledges, we continue to have a positive impact on people and the planet, taking us one step closer to becoming the UK’s most loved way to eat dinner.
Quiz Answers
1. 72% of our own brand packaging is now recyclable
2. 976k meals were donated to those in need via our partnership with FareShare in the last year
3. £75k was donated to charities in 2022 through Giving at Gousto, our payroll giving and matching scheme
4. 69% of recipes on the menu in 2022 had at least 2 of your 5 a day
With thanks to all who contributed to the Customer Scene Setting presentation
