Sainsbury's Food to go

BRIEF

The objective is to create a unique food to go offer for Sainsbury, that helps customers choose, buy and enjoy their meal by delivering quality through their product, service and store experience.

Through our research methods where my team and I shadowed, observed and interviewed customers, as well as conducted user panel workshop in Sainsbury`s. We also did competitor and food analysis, tested our concepts and validated them with customers.

Through the interview and observation, we found 5 major problems, why people are building their own meal rather than using the meal deal offer.

Across the food to go journey, customers first become aware, they browse,choose and finally purchase. These problems are firstly, lack of meal deal clarity, as you have seen from the video, customer weren't aware of the meal deal even though they were standing in front of the food to go section. Secondly, it is lack of variety in the meal deal composition. Customers mentioned that they can’t find what they want. Thirdly, the choices offered does not suit their needs and customers expressed that they wanted more control over what they eat. Fourthly, in the event of building their own meal, the portion size is often too big. Lastly, at payments, the queues are usually long, especially during lunch time rush hour.

PROBLEMS

How might we PROVIDE CUSTOMERS WITH EASE AND FLEXIBILITY TO CHOOSE JUST THE PERFECT COMBINATION, AND ENCOURAGE THEM TO BE LOYAL MEAL DEAL USERS.

OUR SERVICE PROPOSITION

It’s called “Build Your Own” Meal Deal. Our BUILD YOUR OWN service, we have 2 main components: First, is the new point system and touchpoint improvements. This aims to broaden the food range and choice of meal deal offer, as well as improve the overall store experience. Second, is the prepaid app.

PART 01: BUILD YOUR OWN MEAL DEAL

At the Food to Go section, the new “Build your own”, meal deal on the shelves are categorised by points. Also, the panels on the shelves will explain how the new meal deal point system works. Each meal deal cost 3 pounds, same as the current price, and customers can mix and match items to add up 4 points. Here are some examples of what a meal looks like, such as 2 sandwich packs to make a meal.

BUILD YOUR OWN MEAL WITH EXPANDED MENUS

PART 02: PREPAID APP

The second service component is the prepaid app, where customers can buy 5, 10 or 15 meals. It aims to help customers save time and money, while rewarding their loyalty.

The app automatically helps the customer keep track of items she chooses when she is ready to pay. It shows how many meals she has remaining, and updates once the transaction is made.