Viva La Quiche: devising a new, practical, and quality choice for food

Published by SprintMaster.co on behalf of the sprint master Renato Endo

Designing strategies and concepts for a new quiche delivery service

In the past few decades, Brazil has experienced an increase in the number of people interested in more sophisticated products and services, including experiences related to eating. This demand for more sophisticated products and services includes demands relating to health, such as guarantees of product origin and additive free foods as well as demands relating to innovative consumer experiences, refined flavors, and high quality service.

This is where Viva La Quiche! comes in. A new food company from Brasília, Brazil that wants to produce and deliver quiches along with paired salads and soups, offering a practical meal option without sacrificing quality or sophistication. The main challenge is to offer an incredible experience to its clients within the physical limits of food delivery in addition to showing them the value of the product delivered by the company.

Just an idea

Before the sprint, the company was in the conceptual phase — with the idea to offer food that was both gourmet and piratical, keeping people’s busy routines in mind. The idea was to offer a healthy and high quality meal while creating a good user experience and to guarantee a quality work environment for staff.

Our challenge was to design the entire business concept, going into specifics that range from customer service channels to menu and packaging. Because the strategy adopted by the company was to start a with a delivery only setup, this was the focus of the sprint. However, the principles outlined in the sprint will also guide future in-store experiences.

Looking for a competitive edge

With this general vision in mind, we tried to understand how people ate and used delivery services in order to map their journeys and identify existing barriers.

We envisioned opportunities and cornerstones of food delivery service, and outlined key points that could foster the desired experience by co-creating concepts with potential customers.

We realized that for our target audience, WhatsApp would be a great way to send orders. Another opportunity identified was creating packaging that suits a diverse array of environments when eating (walking, sitting at your desk, etc.) and causes as little environmental impact as possible (within technical limits). We also noticed the necessity for constant dialogue with customers so that they can find out prices, company principles, and features of the products and the service.

Users were invited to test out ordering by WhatsApp and using types of packaging that are already manufactured. Close monitoring of communication helped us gain very rich feedback for improving the experience. We got the entire service stream from customer service to the delivery of the quiches, mapping possible innovation points.

Fresh out the oven!

Our results included a list of service principles that guide the company’s operations, a map of the user journey from order to delivery, and some specifications for packaging that would better serve customers’ various needs in addition to the WhatsApp order prototype.

That’s how Viva La Quiche! went from being a concept that only existed on paper into the real world.

Insights

• Frequently changing up the menu was also important, in addition to options that work for people with dietary restrictions.
• Quiches aren’t seen as full meals, but as snacks. However, they transmit the idea of a sophisticated and nutritionally balanced snack.
• The simplicity of the menu with few options and the use of WhatsApp go together perfectly with the demand for practicality.
• Consumers responded well to the scheduled delivery and to packaging that could be used in various situations, even allowing you to eat while working. The delivery however, must be done without generating too much waste.