HELLO FRESH’S TESCO PETROL STATION PICK-UP POINT

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Contents

Introduction: HelloFresh’s Tesco Petrol Station Pick-Up Point 2

Market Research 3

Situational Analysis: Porter’s 5 Forces Model 4

Generation of Innovation Idea 5

The Innovation Funnel Model 6

The Innovation Idea: HelloFresh’s Tesco Petrol Station Pick-Up Point. 8

4Ps of Innovation 8

Leadership Skills Required to Launch the Idea 10

Skills sets that are required in the launch of HelloFresh Tesco Petrol pick-up point. 12

Collaboration Between HelloFresh and Tesco Petrol for Successful Pick-up Point 13

Appendix 1: Comparison of HelloFresh, Blue Apron, Home Chef, Freshly and SunBasket as at 6^th May 2020. 15

Bibliography 16

Introduction: HelloFresh’s Tesco Petrol Station Pick-Up Point

HelloFresh is a meal kit company in Berlin, Germany. It is the biggest meal kit provider in the United States of America, with same in United Kingdom, Sweden, New Zealand, Switzerland, Luxembourg, Netherlands, Belgium, Canada and Australia. They deliver ready-made recipes and ingredients for making meals at customers’ doorsteps for about three million customers (HelloFresh, 2020). The business’ subscription method operates in a way that everything required to prepare a meal is carefully planned, sourced, packaged, and delivered at the customer’s door.

Tesco Petrol is from Tesco plc, multinomial groceries and a seller of merchandise in United Kingdom. Tesco Petrol is business to customer model and have up to 600, 24-hour operational service stations across United Kingdom (Tesco U.K., 2020). The petrol stations have kiosks and stores that give meals, vegetables and other commodities at motorists that want to fuel and other shoppers.

Market Research

In the year of 2017, global meal kit delivery market was valued at USD 2.52 billion and was expected to grow to USD 8.9 billion in 2025, with a compound growth rate average of 17.5% in the years of 2017 and of 2025 (Hexa Report, 2019). Market growth is mostly pushed by the increasing number of working people and the like for more convenience foods. Changes in behaviours of how food is served, everyday growth of urban population, and the need to reduce food wasting are examples of other factors that have contributed to the growth of meal kit delivery markets.

North America provides the biggest market which is expected to reach USD 5 billion by 2025, with an average compound rate of growth of 19.62% between the years of 2017 and 2025. Europe is the second-biggest market and accounts for over 30% of world market share. It has been seen that British people always want to prepare their food, so they prefer meal kits. By going for meal kits, they want to control what is in the meals to have a healthy lifestyle. Fresh food has the biggest share in the market with an expected market size of USD 4 billion by 2025, a 14% compound average growth rate. Companies provide fresh food products packed in a box.

Other than HelloFresh, other companies in the market include Blue Apron L.L.C., Just Add Cooking, Gobble, Relish Labs L.L.C., Marley Spoon Inc., Home Chef, Freshly, EveryPlate, SunBasket, Foodstirs and many more. There is also a market trend where big companies acquire small and starting meal kit companies, like Kroger merging the partnership of Walmart and Gobble (Hofbauer, 2017). With the growing growth in the market, more players and companies will also invest in the meal kit industry.

HelloFresh Market Share in the Meal Kit Industry

HelloFresh and Blue Apron lead in meal kit providers in the world. The position is in the number of subscribers and annual revenues. For example, in 2018, HelloFresh had net income of $1.3 billion, making them it to have a market share of about 30%, while Blue Apron’ revenue was $667.6 million (Statista).

The Comparison of Home Chef, Freshly, Blue Apron, SunBasket and HelloFresh as at 6^th May 2020 (Weliver, 2020) is in appendix 1.

Analysis of the Situation: Porter’s 5 Forces Model

Supplier power. High standards for ingredients make HelloFresh get supplies from small number of suppliers. For instance, in United Kingdom, Kepal supplies HelloFresh with beef, the Tomato Stall in the Isle of Wight, and Langmeads in West Sussex for vegetables due to the high quality. Having a limited supply options makes suppliers have higher power, thereby influencing prices because of cost of switching to new suppliers (Zhang et al., 2020). This supplier power calls for having an innovation idea.

Power of buyers.  HelloFresh is leading in meal providing with about 3 million subscribers (HelloFresh, 2020). The number is big; therefore, the high buyer power makes buyers influence pricing decisions. And because of price dictating, the company is forced to more innovating ideas to help maintain the costumers because of the cost of customers going to other companies and also to attract more customers than competitors.

Competition rivalry. The high level of competition in the meal kit industry from Blue Apron, Home Chef, EveryPlate, Freshly, SunBasket, and hundreds of others lead to highly competitive innovation (Martin, 2019). Therefore, HelloFresh has to do innovation ideas that will make meal kits different from competitors.

The threat of substitution. Home Chef, Blue Apron, Freshly, and SunBasket all offer alternatives to HelloFresh products. This high threat of substitution needs constant innovation to stay in competition (Martin, 2019).

The threat of new entry. Markets with high profits attract new entrants, who flood the market and reduce profits. Meal kit delivery is a profitable market with a big market share projection in the coming years, with more companies coming into the market (Hexa Report, 2019). The increasing threat of many new entrants requires that firms to constantly engage in innovative ideas (Zhang, et al., 2020).

Generation of Innovation Idea

The objectives of undertaking innovation for HelloFresh meal kits will be to remain competitive and fend off possible competition by:

• Increasing the number of customers that subscribe for delivery and purchase of meal kits.
• Diversifying delivery and distribution methods which will reduce logistic costs

The Innovation Funnel Model

The model involves collection and screening many ideas to get one idea that meets the target objectives (Tidd and Bessant, 2018) and (Janse, 2019). Some of the innovation ideas that can be explored are Artificial Intelligence, Business to Consumer model, social media and drone technology.

Artificial Intelligence

Artificial intelligence is using computer systems and machines to imitate human intelligence. For the case of HelloFresh, artificial intelligence will be used to manage subscriptions and orders, packing of the boxes and delivering to customers. Advantages are that artificial intelligence has less room for errors, can work 24-hour continuous and will always make the right decisions, and work in situations that cannot be accessed by human beings (Fogarty, 2019).

Artificial intelligence is very expensive to install and will increase dependency on machines. The dependency will in turn lead to machines replacing human labour. Also, it is limited to restricted work (Fogarty, 2019). Therefore, use of artificial intelligence is not the best innovative idea to meet the objectives of HelloFresh. The high initial capital investment that is needed to implement and replacing human labour may not work well with the overall objective of the business.

Drone Technology

Drone technology is using flying robots that are controlled manually, through computer systems and software flight plans. Drones can be used to delivering meal kits to customers because they are cost effective in terms of delivery. On the other hand, drones have small flight distance and will not be fully used to delivering meal kits, as well as interfering with public safety (Price, 2019). Also, the initial cost of acquiring the technology and training of users makes it less attractive, and also because they have a limited carrying capacity. Besides, drones can only perform limited tasks based on HelloFresh’s business model.

Social Media

Social media supports innovation by better interaction with customers, consumers and other partners that goes beyond from one company to other companies; it’s going from one to many, and from many to many (Lindegaard). Generation of ideas and feedback loops for the ideas that are being developed.

Business to Consumer

Innovation in this field includes ideas that will see a business selling products or services directly to consumers in stores and on the internet. This business increases customer service through contact with the consumer and getting constant feedback. Also, goods and services are taken to customer locations for them to get the products easily. This method allows firms to associate with buyers through buying and collection points and online pages for online selling (Yang and Yuan, 2018).

Business to consumer is the best area to try innovating to meet HelloFresh target objectives. By bringing the product to where customers are, HelloFresh will increase the number of customers subscribing to and buying their meal kits, while also diversifying on delivery and distribution channels. Artificial Intelligence, Social Media and drone technology are all good areas to innovate, but Business to Consumer is best for the objectives, it is cost effective and delivers customer loyalty (Yang and Yuan).

The Innovation Idea: HelloFresh’s Tesco Petrol Station Pick-Up Point.

The innovation idea is for HelloFresh to partner with Tesco Petrol and have a pick-up point for the meal kits. The pick-up stations will address the market gap which exists because some customers find it difficult to do online subscriptions and then to stay at home waiting for the delivery person (Ricou, 2020). Customers will just buy meal kits when they go through the petrol stations. These pick-up points will have meal kits purchased by Tesco Petrol customers and others who will want to buy meal kits of HelloFresh.

4Ps of Innovation

The resulting idea is subjected to the 4Ps of innovation, Product, Process, Position, and paradigm are analysed in the following table (Tidd and Bessant, 2018).

Benefits of Hello Fresh Tesco Petrol Pickup Point

From the partnership, customers will not have to make orders a few days before the recipes and ingredients delivered. They will enjoy flexibility in the manner in which they can get meal kits, as not all customers show interest in the only subscription model used (Bischof, 2019). HelloFresh will therefore differentiate its product from competition because different channels of supplying meal kits and then benefit from the increasing market growth in the in-store meal kit industry.

A pick-up point in Tesco Petrol service stations will allow customers to choose where to pick orders, depending on their location and schedule. For example, a customer who is busy and occupied throughout the day will just have to be informed that the package he ordered is at the nearest station or his selected Tesco Petrol pick-up point and will just go and collect the same at his own good time (Ricou, 2020). This criterion will save customers, as well as HelloFresh inconveniences resulting from collecting and delivering packages.

HelloFresh will identify recipes that are liked by many and make them available in the Tesco Petrol stores. When having different types of recipes, customers will have the advantage of choosing what only meet their needs, from a range of the available ones. A pick-up point offering many recipes to customers will make business reliability of HelloFresh stronger because customers will feel belonging and that the company understands what they want (Shy, et al., 2020). And because there will be different recipes for customers to choose from, that will improve the brand image of HelloFresh and then increase their market share and profits. Business reliability is important to the long term future of any company.

Tesco Petrol pick-up point will reduce costs of delivering meal kits and managing deliveries that fail to go through. It is a common problem in logistics when a delivery person does not find the customer at home, forcing to return the package to the store and risk costs of the package getting damaged. This problem will be reduced in pick-up points because the customer is the one to manage package withdrawal time according to his timetable. When Petrol pick-up point gives customers some space in time to collect their boxes, HelloFresh will improve experience with customers and at a low cost (Shy, et al., 2020).

Having meal kits in the shops will again attract more customers to Tesco Petrol stations. More motorists and customers will go to the petrol stations to fuel and to buy products because of meal kits that are available to be bought.

A problem of having HelloFresh pick-up point at Tesco Petrol service centers is that if purchasing, delivering, and withdrawal of recipes does not work well, customers will just blame HelloFresh, and not Tesco Petrol (Hegner, 2017). This blame will hurt the image of HelloFresh. Therefore, it is very important to assess the quality of service at Tesco Petrol’s service before putting partnering.

Leadership Skills Required to Launch the Idea

Direction. Leaders need to give directions to innovative team because the ide may be from one person, but it will be carried out by a group (Llopis, 2014). For example, HelloFresh, as a business, relies on delivering packages to customers’ doorsteps. As a leader in having another delivery channel, it will be good to direct those involved in creating the pick-up points regularly. As a leader, the direction is important and guides the rest of the team on how to launch and sustain the new idea successfully.

Communication. Good communication skills are required for successfully launching a new product because it brings confidence in the innovation team (Bailey, 2017). The innovative idea’s vision has to be communicated to be make people have passion in the idea. This communication is to make HelloFresh and Tesco Petrol accept the idea and willing to invest time and resources for implementation. Communication will create ideas that will help to creating pick-up points, ideas that will improve the original one, implementation methods, and solve problems.

Support from relevant expertise. For the successful launch of the pick-up points, proper knowledge in marketing and sales is required. (Villaluz and Hechanova, 2019). The pick-up points need to be marketed well, so that customers know that there are meal kits at Tesco Petrol service stations. The information from experts will be required to identify recipes that are liked by many in a given service station to avoid others being wasted.

Structure. A leader will require to organize the resources of HelloFresh, like assets and human labour, to set up the pick-up points at Tesco Petrol stations (Villaluz and Hechanova, 2019). The structures will include making stores in the petrol stations and giving them good equipment, have delivery channels to supply the packages and employ salespeople to handle the stores. Also, Tesco Petrol will have to organize the petrol stations and shops/kiosks to accommodate meal kits from HelloFresh, customers, and a possible increase of motorists who come to fuel because of being attracted by the meal kits.

Drive. In innovation, leaders in the organization have to understand how to set up and communicate innovation goals, which may be ambitious but can be achieved (ÖNEREN, 2017). It is good to realize that innovation is a team effort, and as a leader, one should encourage others to pursue an innovative idea. When setting up a pick-up point for HelloFresh meal kits, owners of the business will have to be persuaded and convinced to do business the way they are not used to. The same will apply to Tesco Petrol, who, apart from selling groceries from Tesco plc, they will be selling meal kits that will give them competition. Therefore, they will need a driving factor to make them accept and adopt the idea.

As a leader of innovation, it is also important to be willing to stop when it is necessary. When a project is not working, a leader must identify that and quit, no matter how much he/she is emotionally attached. This requirement involves knowledge that when the idea is not generating value, a leader has to spend the energy, resources, and time in another line of innovation. As a leader of change, one cannot stop looking into other crazy ideas if one fails, and will do so until a value making innovative idea is achieved.

Skills sets that are required in the launch of HelloFresh Tesco Petrol pick-up point.

Creativity. One should be able to observe and think of what is not, and make something out of the ordinary to happen. For instance, it is crucial to figure out how meal kits from HelloFresh will have an equal market chance with the groceries that are sold in the Tesco Petrol stations (Edler and Yeow, 2016).

Communication skills. In innovation, one must pass oral and written information and ideas effectively and efficiently (Bailey, 2017). Communication helps to give innovative ideas around and generate an understanding from the target audience. Also, when advertising the pick-up points, a clear communication message will be important to make the pick-up stations successful. Therefore, an easy-to-understand message must be sent out to potential customers who will stop by Tesco Petrol stations and purchase meal kits. Besides, subscription customers who will choose to collect their packages at Tesco will need clear information about the delivery of boxes.

Critical thinking. This innovative skill wants an innovative leader to have ability to make decisive decisions and solve problems and take all appropriate actions when necessary. While operating a pick-up point, issues like wastages from unsold packages and delayed deliveries can arise, the innovation leader will be needed to provide a solution for the current and future problems (Edler and Yeow, 2016).

Collaboration and teamwork. As part of innovation skills, one is supposed to work closely with others effectively and to listen and accommodate their ideas even if their views look like opposing. Collaboration and teamwork are same because they have characteristics of strong links and dependence between members of a group or a team (Nissen et al., 2014). It will be necessary for HelloFresh and Tesco Petrol staff to work together to make the innovative idea successful, because the two will need one another, to supply meal kits and to provide collection points, respectively.

Collaboration Between HelloFresh and Tesco Petrol for Successful Pick-up Point

The two companies will have to work together for a successful implementation of the HelloFresh Tesco Petrol pick-up point. Some of the challenges and how they can be solved include;

Maintaining the freshness of the ingredients. HelloFresh’s business depends on delivering fresh ingredients to customers who are meant to be used immediately on delivery. The normal delivery way for HelloFresh is that meal kits are packed and taken to customers’ doorsteps after they make their orders (HelloFresh, 2020). This delivery makes sure that the packages are transferred on time and fresh. In pick-up stations, packages will be stored for some time before they are purchased or collected by owners who will choose to use the points.

To avoid the perishable products from going bad, packaging by HelloFresh will have to be done in an improved way that will increase the lifetime of ingredients. Also, Tesco Petrol will have to provide storage equipment in stores, such as cooling machines and refrigerators, for the preservation of meal kits waiting for purchase or collection (Kale et al., 2019). It will also be useful to train the employees that will be responsible for delivering the meal kits to the Tesco Petrol stores and the handling of the packages on the best ways of doing such to avoid damages resulting from handling.

Another problem with using pick-up points is that the packages that will not be bought will go bad because they are perishable and will cause wastages and losses.  This situation is not in the case of the door to door delivery because only what was requested by customers is prepared and delivered. For a pick-up point, packages will have to be delivered to the location and kept there to wait for customers to come and buy them. And because of this, packages that are not sold will go bad and cause wastages and losses.

To avoid this wastage from unsold meal kits, HelloFresh will have to sell only recipes that are mostly bought at the pick-up point. HelloFresh can get data from the searches and requests and identify methods that are most popular than others (Mooij and Hofstede, 2011). By doing so, recipes that are less purchased and with high chances of being returned will not be taken to the pick-up points they will only be sold on when requested using the online subscription and delivery method. This plan will help reduce the costs and losses resulting from wastages from unsold meal kits in the Tesco Petrol pick-up stations.

Increased number of customers at Tesco Petrol service centers because of attraction by the meal kits can cause congestion at the petrol stations, leading to inconveniences to some customers for HelloFresh and Tesco Petrol motorists who wish to fuel. To avoid the congestion, both businesses can work together and come up with a way to best locate the store in a manner that Tesco Petrol will continue to run the fuelling business uninterrupted and not to cause problems to customers who may not be interested in the meal kits. Having larger service stores and ample parking space will help solve the congestion problem (Flash Park).

When customers are purchasing or collecting the meal kits at Tesco Petrol, this collection point will act as a third party partner to HelloFresh (Blom and Borg, 2018). Tesco Petrol will be working on behalf of Hello fresh. While this arrangement will be in the best interest of the two businesses and for customer convenience, poor delivery and withdrawal of packages will make customers blame HelloFresh and not Tesco Petrol, destroying the brand image of HelloFresh. Therefore, when employing people to manage the stores, they have to conduct well, in a professional way to ensure that customer relations and care are held to the highest standards possible.

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Appendix

Appendix 1: Comparison of HelloFresh, Blue Apron, Home Chef, Freshly and SunBasket as at 6^th May 2020.